Adidas aims to win back Chinese consumers with new strategy
DPA
Cassidy STEPHENS
Sporting goods manufacturer Adidas
The DAX-listed company is planning more “patriotic production lines” for the People’s Republic
In addition, Adidas plans to expand its partnerships with Chinese athletes and move more of its production to China in order to be able to react faster to fashion trends. According to the FT, experts say this could drive up labour costs, seeing as labour costs are higher in China than in Vietnam, Indonesia or Cambodia.
In addition to high inflation and the abrupt end of its partnership with US rapper Kanye WestNikePuma
This has been compounded for some time by tensions between the Western world and China on the issue of human rights, which have already led to calls for boycotts of Western brands in the country. In addition, competition from Chinese clothing brands is growing. These problems in China mean that Adidas may be faced with an operating loss in the current year.
