Adidas, the global sports apparel giant, said recently that it plans to launch a "one euro shoe" cheap product next year to cover underdeveloped markets and to develop "socially benign businesses."
According to Adidas, this "social-welfare business" project was proposed to Adidas by Nobel peace laureate Muhammad Yunus. Yunus told Adidas that people in poor areas need products that are both affordable and locally produced (creating jobs).
For Adidas, in the high-end consumer market continues to shrink, a large backlog of inventory situation, Adidas need more emerging markets to sustain the development of enterprises, and establish the reputation of the market.
Adidas Group recently confirmed to the outside world the existence of this "social welfare nature of the project," "Indeed, Adidas Group intends to work with Muhammad Yunus to market such shoes, but the" one euro "argument to a greater degree The idea is that it does not mean that shoes are so cheap, and there is currently no decision about pricing. "
According to the adidas program, the first non-profit Adidas shoes will be produced in Bangladesh next year and sold locally.
Related analysts said Adidas cheap shoes plan introduced in the developed markets in Europe and the United States continued to shrink against the background, therefore, may be developed markets in Europe and the United States in the future growth prospects, "not optimistic," led directly to adidas push cheap shoes program, "Even this It is planned that Adidas will not be able to earn sufficient profits, but for the cultivation of new markets, Adidas will thus establish a local brand reputation and have a positive impact on the sales of its related high-margin products. "
However, some analysts believe that Adidas's "cheap shoes" program will be more or less impact on its original high-end brand image.
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