October 15, with changes reebok With the mission of destiny in China, Bill Doyle, general manager of Reebok China, came to China last year to take up his post. Reebok has been in China since it was acquired by Adidas market It was quite quiet. A few days ago, Bill Doyle explained why Reebok was silent and how it rose.

After joining Adidas, Reebok's positioning in the Chinese market was not very clear at the beginning. Almost two years ago, we had a clear strategy. We don't want it to be an all embracing sports brand. We focus on the muscle tightening and exercise market segment, which has achieved great success in the United States. I now find that the beauty and fitness products in China are very mature. We hope to launch a lot of multi-functional products in this field after cooperating with Baosheng, and we must have our characteristics, not only in price, but also in multi-functional, differentiated management 。

The concept of muscle tightening and exercise did not exist in the United States a year and a half ago, so it can be imagined that it will take more time to fully understand this product in China. According to our experience in promoting in South Korea, in the past 9 months, the effect is obvious and the product has been successful.

In the past nine months, we have been reducing our efforts in TV advertising. The main reason is that we use this time to think clearly about the positioning of Reebok brand and how to bring products to the market in a better and faster way. We hope that after we have clearly positioned our business and products, And then send a signal consistent with the brand to consumers in terms of advertising. In the past, we have done a lot of work in marketing. I think the consistency between marketing and brand was relatively low in the past, so we have been doing this in the past nine months, with relatively little advertising investment.

There is a better way to describe our new strategy. We hope that the number of stores is not the more the better. We must use a consistent way to reflect and communicate the new Reebok. This is the most effective way to open stores. I hope customers here can have a consistent understanding of the brand no matter which Reebok store they enter.