Sportwear brand Adidas has launched its latest line of running shoes on Alibaba Group’s online marketplace Tmall as it continues to push
into China.To get more
adidas china, you can visit shine news official website. Adidas used the platform for
the global launch of its UltraBoost 19 footwear, according to Alibaba’s
Alizila news website.
Marc LeRoux, vice-president of marketing for Adidas, said: “Through this partnership with Tmall, we will be able to
better understand our consumers so we can bring the best product, brand
experience and service to our consumers.” Adidas opened a flagship
online store on Tmall nine years ago, and has used it to launch an array
of products in China over that time. Last week, the sportwear brand
also announced it would join a dozen other international brands in using
the Alibaba Business Operating System, which is a bundle of services
that the Chinese eCommerce titan offers companies to help them reach
China’s online shoppers and grow their presence in the country.
According to Alizila, this arrangement will involve Adidas opening “smart
brick-and-mortar stores”, where digital sales clerks use the information
they have about customers’ online shopping habits to personalise the
physical retail experience. An Adidas Originals flagship store on Tmall
is also planned for April. Colin Currie, managing director of Adidas in
the Greater China Region, explained: “Tmall has a goal to help brands
achieve digitization worldwide, which coincides with one of the
development strategies of Adidas in China.
” Developments in China come on the back of Adidas Originals' London Fashion Week show, which
involved a special collaboration with New York-based designer, Ji Won
Choi. The collection was made available on Adidas’s official website
over the weekend, and will be available at Adidas Originals flagship
locations around the world and with select retail partners such as Dover
Street Market, Nordstrom, KITH and Barneys.
