An In-depth Comparative Analysis of Adidas’ Marketing Strategies and Market Comparison in the Chinese Market

Jiawei Chen ()
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Jiawei Chen: the University of Auckland, Business school

A chapter in Proceedings of the 2023 International Conference on Management Innovation and Economy Development (MIED 2023), 2024, pp 344-351 from Springer

Abstract: Abstract This comprehensive and meticulous examination dives deep into the core of Adidas's marketing strategies, majorly concentrating on its operations within the expansive Chinese market. The discourse breaks down and scrutinizes the multi-faceted components of Adidas's marketing paradigm, namely its marketing stratergy, value-based marketing approach, perceived weaknesses, and its journey within the vibrant Chinese market. The purpose is to analysis of the current situation of Adidas in the Chinese market and the role and weaknesses of its marketing strategy in China. Additionally, the discourse also presents a comparison between Adidas and two eminent Chinese sports brands, Li-Ning and Anta, to provide a broader contextual understanding. The overarching goal of the investigation is to provide constructive recommendations for both Adidas and Chinese sports brands to flourish and triumph in the intensively competitive arena of sportswear in China.

Keywords: Marketing strategy; Adidas; Chinese sports brands; value marketing; Chinese market (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-260-6_45

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