The sportswear giant Adidas: 80% of the products manufactured in China

The CEO of Adidas stated that over 80% of products are locally manufactured, with plans to further invest in the Chinese market to support the strategy of building a global sports city in Shanghai.

Bjoern Gulden, Adidas's global CEO, mentioned at the 36th International Entrepreneurs Advisory Council Meeting in Shanghai that products made in China account for over 80% of their offerings. The brand will continue to drive business growth in the Chinese market through innovative products and localization strategies. Adidas plans to increase its investment in China to support the development of a global sports city in Shanghai.

According to data from Fashion Business News, Adidas's revenue in the first half of the year grew by 10% to 11.28 billion euro, with revenue in the Greater China region increasing by 9.3% to 822 million euro, marking five consecutive quarters of growth. Bjoern Gulden attributes this quarter's performance to the localization strategy and collaboration with local designers, noting that the sustained recovery in the Chinese market has driven overall performance through localized design and consumption trends.

As of now, Adidas has approximately 7,500 stores in China and plans to open larger stores in other cities beyond the first-tier cities, including future borderless stores. By the end of Sep, the group has opened nearly 300 new stores in China this year and will continue to expand its presence in third- and fourth-tier cities.