Adidas seeks to "do the first sports brand" dream

Adidas has entered China for more than 20 years. 20 years, Adidas has been seeking "the first sports brand" dreams and goals. Adidas rapid expansion in sales while rising, while the adidas "Three Guarantees" commitment to cash and sweatshops but news spread like wildfire ... ... For Adidas, people today is no longer strangers, it is sports shoes, Sportswear brand. This brand is worn by more and more people. Making the best sneakers in the world Starting with the first pair of shoes hand-crafted in 1920, Adidas's dream is to work out the best sneakers in the world. For more than 80 years, Adidas has been adhering to this goal, constantly improving its skills, finding problems in practice and correcting and resolving them in a timely manner. Finally, Adidas has finally boarded the peak of world famous brands. Back in the early days of creation, driven by the passion for sports and footwear, Adidas founder Adi Dassler followed three guiding principles in his research and development: producing the best sneakers to meet the needs of sport; protecting Athletes are not hurt; make the product durable. Three principles prompted Adidas always pay attention to the quality and comfort of shoes, once found the problem, the idea to improve. Adidas logo of the three lines from the late 40s of last century has been in use today. Later, Adidas tailored specifically for athletes with shoes, so that their business gradually expanded. At the 1976 Montreal Olympics, Adidis watched the 400-meter preliminaries on television at home. Athletes turn a small movement abnormalities did not escape Adidas's eyes. It turned out that when you go to the corner, the athletes will unconsciously shift outwards. In response to this problem, Adidas has developed a shoe sole that can be individually adjusted. By adjusting the spikes, athletes achieved good results with the help of suitable external forces. After that, Adidas constantly develop their own new products, and finally make their own brand names universally. "Three Guarantees" difficult to cash and accused of engaging in regional discrimination Today, wearing the Adidas brand is almost the usual choice for consumers. Adidas sold at home and abroad, sales surge, reputation out of the time, many reports of the adidas incident at the same time be made public. Adidas "Three Guarantees" promised hard cash. According to media reports, Mr. Zhang bought a pair of Shanghai Adidas sports shoes, did not expect to wear shoes for two months on the bubble, Mr. Zhang took the shoes on the box, "Three Guarantees" documents to find Adidas, Adidas said first normal Phenomenon, also said that "was identified as human damage," but did not have any written appraisal. In an interview with reporters, Mr. Zhang said he still can not read Adidas "Three Guarantees" commitment. He said: "The shoe box only says 'Three Guarantees', and does not list the specific provisions of the consumer's understanding of course, is within three months repair, replacement, return, but when it comes to cash, a road threshold Why do not express beforehand to consumers? "More people do not understand is that according to the current" Three Guarantees "legal basis for the provisions of the" People's Republic of China Product Quality Law "and" People's Republic of China Consumer Protection Law "There are no footwear products in the country's Three Guarantees. That Adidas "Three Guarantees" commitment also included what? When asked such a question, Adidas staff temporarily shuffle, unable to justify. This can not help but suspect that Adidas said far more beautiful, some vague provisions only to "忽悠" consumers. "World famous brand engage in regional discrimination." The cause of the incident is that Mr. Yang, a resident of Zhengzhou, bought a pair of Adidas pants and put on pilling for half a day before sending it to testing. Because his own purchase was not a "first class product," his rights and interests may not be guaranteed. Mr. Yang is in the health of Zhengzhou Road, a sports shop to buy a piece of Adidas pants, "just put on for a long time, half of a leg started pilling the ball, a big slap in the face, it is hard to see, my friends jokes I said that spend 300 Yuan purchase of pants, with dozens of counterfeit goods about the same. "Mr. Yang to find businesses, the other side do not think the pants quality problems. Mr. Yang helpless pants sent to the textile testing center in Henan Province testing. Inspection center staff found that the pants of the product quality level of "qualified products." According to China's current assessment of the apparel standards, pilling the inner quality standards such as this, there is no requirement for qualified products, but for first-class clothing, you must test the pilling. According to a careful observation of the public, Adidas stores in Beijing, clothing labels marked on the quality of clothing are first-class goods. And she bought counters in Zhengzhou adidas pants and T-shirts, label quality level is marked on the quality products are. This can not but make people suspect that this world famous brand is engaging in geographical discrimination. "Adidas casual clothes containing carcinogens." In 2007, Guangzhou AIC made special quality tests on the casual clothes in the circulation of the city and found that some casual clothes contain "decomposable aromatic amine dyes" which are very harmful to the human body. If such dyes are in long-term contact with the human body, Occurred reduction reaction and decomposition of carcinogenic aromatic amines, causing human disease and induced cancer, and the incubation period can be up to 20 years. This one has Adidas figure. Reports on clothing products containing carcinogens and other harmful substances are not uncommon. However, this kind of thing happened in Adidas body, but beyond the normal psychological tolerance of people. Because Adidas is a world famous brand, is a world famous brand with a long history, in the heart of people should be a symbol of quality and credibility. "Adidas limited shoes Yi-Huf Sneaker vilified Asians." Yi-HufSneaker, an adidas limited edition sneaker designed by San Francisco artist McKee, was officially launched worldwide on April 1, 2006 for a limited edition of 1,000 pairs and costs $ 250. The design of the tongue of the shoe has a squinting, toothy, watermelon skinned Asian male face. After the official sale, Asians and civil rights groups from all over the United States issued a protest over the Internet and other media.After Adidas announced the global stop selling this limited edition shoes. Because of "sweatshops" said passive as early as two years ago, adidas executives publicly stated that they should take the Beijing 2008 Olympic Games opportunity to surpass Nike in the Chinese market. Not to mention Adidas cost at the Olympic marketing is not to let it really surpass Nike, Nike or let another time snatched the limelight. News about its sweatshops make Adidas more passive in the passive situation. Statistics show that in China, 264 factories and 300,000 workers are working for Adidas. Most factories adopt closed management. These workers work on average six days a week and work 10-12 hours a day. They live in employee dormitories, each with more than 10 employees, sharing a bathroom, most with no pensions and no endowment insurance. Wages five to two hours after work will be deducted. Even more incredible is that some factory employees can not even choose their own meals, because the factory would have their workers without the consent of the case automatically draw their meals. As we all know, in foreign companies, overtime is a common practice. Adidas employees work overtime but because of the low wages, voluntary overtime in order to obtain overtime pay to maintain subsistence home supplement. Adidas financial reports show that the company's 2007 profit of more than 1.08 billion US dollars, the production line workers wages only 65 cents per hour. Adidas shoes manufacturing workers never expect to have a pair of Adidas shoes, because the price of shoes far beyond their actual spending power. Low wages, extra overtime, paid accommodation and food conditions, no protection of social insurance, leave of absence, difficulty of resignation, fines, deductions from salaries, poor security facilities, etc. ... all make people unable and advanced globally Multinational giants linked. Originally, these enterprises were well-behaved in their homeland because the well-developed trade unions, strict laws, and the strike workers' struggles with a slight damage to their rights and interests made them afraid to act rashly. After moving the factory to a country where the cost is relatively low and the policy is relatively loose, the multinationals' pursuit of profit maximization is completely exposed. At present, under the influence of the financial crisis in the United States, the global economy is in a recession. How to seek a better profit growth point is the eager target of many multinational corporations. China's economy has been in a stable state and has become the first choice for multinational corporations to take root and expand their business here. Many multinational corporations to increase investment, emergency public relations, Adidas is no exception, in a recent official statement, Adidas made it clear that China is its most important strategic base. Herbert Hainer, chief executive of Adidas, has also said that as the company's fastest-growing major market, China is vital to its goal of becoming the global leader in sports apparel. At present, Adidas lags behind Nike in sales both in the world and in the Chinese market. In order to surpass its rivals, Adidas plans to expand at an average rate of 1.5 stores a day in China and expand its network of 6,000 Adidas stores by 2010 to 500 cities in China with a total sales of 1 billion euros in China , And promised to "have confidence in the Chinese market to become the number one brand." However, if the new plant and new store do not consider improving the working and living conditions of workers and their treatment, without increasing human management measures, Adidas finally I am afraid there will be a "say far better than doing", "忽悠 consumers" Embarrassing situation.