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

In: Proceedings of the 2023 International Conference on Management Innovation and Economy Development (MIED 2023)

Author

Listed:
  • Jiawei Chen

    (the University of Auckland, Business school)

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.

Suggested Citation

  • Jiawei Chen, 2024. "An In-depth Comparative Analysis of Adidas’ Marketing Strategies and Market Comparison in the Chinese Market," Advances in Economics, Business and Management Research, in: Luiz Moutinho & Carlos Flavian & Rita Yi Man Li & Qiwei Zhou (ed.), Proceedings of the 2023 International Conference on Management Innovation and Economy Development (MIED 2023), pages 344-351, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-260-6_45
    DOI: 10.2991/978-94-6463-260-6_45
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