Sustainable development and high-quality development are the eternal exploration of enterprises. This is especially true for retail brands that have always been fiercely competitive.
After experiencing external environmental challenges in the past three years, the retail industry as a whole has shifted from incremental competition to stock game. How to achieve "quality recovery" to "quality growth" has become a proposition that every retail brand urgently needs to answer. Adidas, a world-renowned sports brand, took the lead in submitting the answer sheet.
On August 3, Adidas released its financial report for the second quarter and half year of 2023. According to the financial report, as one of Adidas' most important strategic markets, the Greater China region contributed revenue of 766 million euros in the second quarter of this year, a year-on-year increase of 16.4%, which was higher than expected, and the Greater China region achieved double-digit growth in all offline channels. In the first half of this year, Greater China achieved revenue of 1.650 billion euros, a year-on-year increase of 1%. Although the growth in performance is related to the relatively low base in the same period last year, it also conveys an important signal that the performance of Adidas Greater China has entered the stage of "quality growth" from the "quality recovery" in the first quarter of this year.
Industry insiders pointed out that behind Adidas' return to growth in Greater China is the victory of long-termism. On the one hand, Adidas continues to make efforts on the product side, supply chain and terminal delivery links, and continues to improve product experience and consumer experience. Since the beginning of this year, Adidas Asia Creative Center has tailored for Chinese consumers, including CLIMACOOL series, Cool A variety of shoes and apparel products in the Touch series are constantly being created in China. At the same time, Adidas is also cooperating with emerging Chinese designers including Qiu Shuting (Shuting Qiu).
On the other hand, since entering the Chinese market 26 years ago, Adidas has been supporting the development of Chinese sports and mass sports, promoting sustainable development in China, actively spreading Chinese culture, and helping to improve brand reputation and long-term performance.
In recent years, from beauty makeup to clothing, from digital to automobiles, more and more young consumers have turned low-carbon and environmentally friendly consumption concepts into fashionable, comfortable and light lifestyles. According to a report released by market research firm Nielsen IQ in December 2022, 84% of Chinese consumers believe that sustainability is the primary consideration when choosing a brand.
In the face of more and more young consumers who are more willing to choose green and environmentally friendly brands, Adidas continues to increase its weight on the "low-carbon technology tree".
On March 25 this year, the Adidas No. 20 Sports Park in Wuhou District, Chengdu was officially unveiled. It is reported that this is Adidas' first sustainable stadium in the country. Adidas starts from recycling waste sneakers, recycles them into recycled materials made of rubber/TPU and other particles, and then paves them with recyclable and reusable green lawns, allowing 40,000 pairs of waste sneakers to "regenerate" into nearly 800 square meters cushions, lounge chair cushions and entrance mats.
At the inauguration ceremony, Xiao Jiale, Managing Director of Adidas Greater China, said: "Sustainable development has always been an integral part of Adidas' business model. It is rooted in our original intention - to change life through sports. The completed The sustainable stadium is another implementation of our concept of 'sports + low carbon'."
In addition to building a sustainable stadium, Adidas' Suzhou automated distribution center X, which was put into trial operation in May this year, is also a typical case of its adherence to the concept of sustainable development. It is reported that this fully automatic logistics warehousing and distribution center is Adidas' largest investment in China in the past five years. The investment amount is as high as 1 billion yuan. Ten thousand pieces.
Moreover, the logistics center has fully considered energy saving, emission reduction and double carbon benefits since the beginning of the design. At present, more than 40% of the power in the park uses renewable energy power, and a new energy photovoltaic power generation project is built for self-use and surplus power connected to the grid. In addition to 69% of the power generation being used for the park's own operations to reduce carbon footprints, the center will also incorporate 31% of the power generation into the municipal power grid cycle to help Suzhou City save energy and reduce emissions.
In addition, in the first half of this year, Adidas also launched the "0523 Born by Me" old clothes recycling campaign. The event achieved a carbon emission reduction target of 636.8 kilograms. The recycled 176.8 kilograms of old clothes were processed and remanufactured by scientific and technological innovation enterprises with cutting-edge technologies in the field of re-degradation and recycling after being carefully sorted, cleaned, and disinfected. Environmentally friendly thermal insulation raw materials, industrial raw materials, and resource utilization products.
Some analysts pointed out that from low-carbon environmentally friendly products to green supply chains, to sustainable stadiums, and various environmental protection public welfare activities, Adidas strives to convey sustainable concepts to the public. When more and more consumers choose the Adidas brand, they actually choose a more green and low-carbon consumption and lifestyle.
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