Adidas makes play for Chinese market through Leeds’ GMAP

Shanghai-based GMAP Marketing Consultants, part of Leeds’ Callcredit Information Group, was chosen by the global sportswear brand to hone its expansion strategy in Asia’s largest economy.

Adidas already boasts 7,600 outlets in more than 1,000 Chinese cities and is hoping to add a further 400 cities by the end of 2015.

The retailer enlisted GMAP’s research intelligence to map the market in the coutry, with the company providing insight into current and future retail locations to inform the business’ strategy.

The high-profile team-up comes just over 12 months since Leeds-headquartered GMAP opened its Shanghai office. It China office now has six staff and comprehensive data coverage across 50 cities in the republic.

In working with Adidas, GMAP carried out a market analysis study across 45 cities in mainland China, as well as Hong Kong and Taiwan.

In addition to data analytics, site visits were carried out to existing Adidas stores, competitor shops and future retail developments to obtain a full view of the casual and fashion market in the country.

Tom Brown, Adidas China’s retail expansion director said working with GMAP in the region “is like a breath of fresh air”.

Adidas’ growth strategy in China is somewhat “pioneering”, expanding into smaller cities in the country, GMAP international business development director Mike Jennigs The Yorkshire Post.

GMAP is currently working with a number of clients across different sectors in China, including fashion, fuel retail and car manufacturing.

The level of growth in the Chinese economy continues to be “jaw-dropping”, he said.

Cities such as Anhui Province’s capital Hefei are developing between 50 and 100 new retail developments, many of which are bigger than Sheffield’s Meadowhall, Mr Jennings said.

GMAP’s growth plans include working with specialist businesses in retail and other sectors.

“There continues to be huge opportunity for growth,” he added.