Reebok Implements Differentiated Marketing Strategy In Chinese Market

October 15th, with changes

After joining Adidas, Reebok's position in the Chinese market was not very clear at the beginning. Almost two years ago, we had a clear strategy.

We do not want it to be a sports brand of all kinds. We have focused on the market of muscle tightening and exercise, and have made great success in the United States.

I now find that China's beauty and fitness products are already very mature. We hope that after we cooperate with Baosheng, we will also launch many multi-functional products in this area, and we must have our characteristics, not only to reflect the price, but also to be differentiated in many functions.

The concept of muscle tightening and exercise was not in the us a year and a half ago, so it can be imagined that the promotion of such products in China will require more time to be fully understood.

According to our experience in Korea, the product has been successful in the past 9 months.

In the past 9 months, we have been reducing the intensity of TV advertising. The main reason is that we use this time to rethink clearly about the positioning of Reebok brand and how to push the product to the market in a better and faster way. We hope to make clear the location of the business and products, and then give the consumers the same signal to the consumers in advertising.

In the past, we have done a lot of marketing work, I think the past marketing and brand consistency is relatively low, so in the past 9 months we have been doing this thing, advertising investment is relatively small.

There is a better way to describe our new strategy. We hope that the number of stores is not as good as possible. We must reflect and convey the new Reebok in a consistent way. It is the most effective way to open a shop in this way.

It is hoped that customers here will have a consistent understanding of brands no matter which Reebok store they enter.