Global sports brand,
adidas, has used the expertise of international retail planning experts GMAP
Marketing Consulting (Shanghai) Ltd, part of Callcredit Information Group, to
support its China expansion strategy.
adidas has 7,600 shops across 1,000 Chinese cities and intends to consolidate location coverage in the major cities, as well as increase its footprint in China by expanding to another 400 cities by the end of 2015. With special focus on opportunities in middle sized cities it will use GMAP’s extensive data coverage in over 50 cities, which includes comprehensive mapping of current and future retail locations.
Headquartered in Leeds, UK, and with a strong existing client base in Asia
Pacific, GMAP helps retailers identify target customers and develop
optimal location strategies for store networks and expansion. GMAP Shanghai
combines global modelling expertise with
a local team of analysts to help both international and domestic clients in
China
GMAP conducted a market
analysis study, covering 45 cities in Mainland China (tiers 1-3) as well as
Hong Kong and Taiwan. The results were used to provide adidas with a complete picture
of demand and supply, along with identifying the direction of consumer spending
flows. GMAP calculated the size of the market opportunity for sports and casual
fashion in nearly 5000 unique retail sub-centres, identifying which locations and malls within specific
cities would offer the highest revenue prospects for expansion. To
obtain the most accurate data, a physical survey of all locations, including current
adidas and competitor stores as well as new potential locations, was undertaken.
The result was a
detailed roadmap identifying the most viable locations to target for store expansion.
This included all existing retail centres and malls as well as a unique
database of over 800 future retail developments coming on stream in the next
year or two with recommendations on which would have the most retail potential.
Tom Brown, Retail
Expansion Director, adidas China commented: “Working with GMAP in China is like
a breath of fresh air.”
Luke Whittam,
Asia-Pacific Director, GMAP added “It was a pleasure to work with adidas in
this exciting and dynamic market. It provided the opportunity to validate our
well-developed approaches in a market with huge potential for so many
innovative retailers”
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