UNIT 8: MARKETING – Market Leader / Pre-intermediate Level

READING: ADIDAS AND THE CHINESE MARKET

Pre-reading Tasks
Discuss these questions
1. Who do you think is the biggest manufacturer of sports goods in Europe and
China?
2. What do you know about Nike, Adidas and Li Ning?
Vocabulary Preparation
 Expand (v) – expansion (n)
 effort
 Gain → re-gain
 Shift ….. from … to….
 Saturate the market
 Potential (n)
 Interior (n)= the inside part of s.t.
 Urban ≠ suburban
 Disposable income= the money you can spend as you want (not the money spent
on taxes/ basic needs)
 Upmarket= of high quality
 A key moment → importance
 Rebrand (V)= change the corporate image of a company/ organization
 Lower-tier cities
 Penetrate (v)= move into
 Dismiss= send away
 Overstock (v)= cause to have (goods) more than needed.
 Double-digit growth= an increase of between 10% and 99%

While Reading Tasks

 Answer these questions
1. Why is Adidas expanding in China?
……………………………………………………………………………………………………….
2. How many stores does Adidas have in China at the time of writing?
………………………………………………………………………………………………………
3. Who is Christophe Bezu?

……………………………………………………………………………………………………….
4. How did Li Ning get its name?
1
 …………………………………………………………………….
5. What is Li Ning hoping to do?
……………………………………………………………………………………………………….

6. Who is the market leader for sports goods in China?

……………………………………………………………………………………………………….
 Complete the guided notes
1. Adidas’s main business activities
……………………………………………………………………
2. The market Adidas aims at
…………………………………………………………..
3. Adidas’s target customers:
…………………………………………………………..
4. Adidas’s previous markets in China:
………………………………………………………………………………………………
5. Adidas’s main competitor: ……………………………………………….
6. Adidas’s target consumers’ disposable income
………………………………………………………………………………………………….
7. Adidas’s previous rank in the Chinese sports-goods market:
…………………………………………………………………………….
8. Li Ning’s strengths:
………………………………………………………………
9. The two features of Chinese products according to retail analysts’ comments on
Li Ning’s success.
………………………………………………………………………………………………………………

10. Mr. Hainer’s prediction about sales in China for the coming five years.
…………………………………………………………………………………….

 What does each of these figures refer to?

2,500
500,000
15%