Adidas’ Ultraboost 19 have launched on Alibaba-owned Tmall. The exclusive release of Adidas’ trainers shows the Tmall’s reputation as a trusted partner which connects brands to the Chinese market.
“Digital and ecommerce is one of Adidas’ strategic priorities. This is why we look to cooperate with Tmall, the global e-commerce giant in helping us achieve that vision. 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.”
– Marc LeRoux, marketing vice-president, Adidas
Adidas opened their flagship store on Tmall nine years ago. Since the launch, Adidas have sold a large number of their products in China via the platform. Last September saw more than 70k pairs of Adidas Yeezy Boost 350 V2 Triple Whites sold in nine hours.
Tmall says that they’re interested in helping retailers such as Adidas to reach more customers via their platform.
“But beyond sales figures, we are more interested in helping brands increase their engagement with consumers and how Tmall can enable Adidas to generate new growth momentum.”
-Liu Bo, president, Tmall Marketing
Growth opportunities for retailers on Tmall
Sportswear and sports gear are top-selling items among young Chinese shoppers who are adopting a healthier and more active lifestyle, according to Tmall. Tmall data show that over 200 million people, mostly under 30, have purchased sports-related items from the platform, and the number is set to increase. This presents opportunities for sellers who want to expand beyond their borders to reach Chinese customers.