Adidas steps away from TV advertising as it targets $4 billion growth

原文：CNBC 

翻译编辑：www.hufu.club 护肤俱乐部  

Adidas is leaving behind TV advertising as it seeks to quadruple its e-commerce revenues by 2020, Chief Executive Kasper Rorsted told CNBC.Rorsted said the firm would focus primarily on digital channels to capture younger consumers, a crucial demographic for the sports clothing line.

"It's clear that the younger consumer engages with us predominately over the mobile device," Rorsted told CNBC Wednesday.

"Digital engagement is key for us; you don't see any TV advertising anymore."

Rorsted took to the helm of Adidas last year and has placed increased digital retail sales at the centre of his overhaul strategy, aiming to grow revenues from 1 billion euros ($1.06 billion) in 2016 to 4 billion euros ($4.25 billion) by 2020.

Rorsted is lauded with having significantly boosted e-commerce sales while at the helm of German chemical and consumer goods company Henkel.

"All of our engagement with the consumer is through digital media and we believe in the next three years we can take our online business from approximately 1 billion (euro) to 4 billion (euro) and create a much more direct engagement with consumers," he said.

The firm also announced last week that it is investing heavily in the digitization process, including 3-D printing and smart manufacturing methods.

阿迪达斯为寻求2020年数字零售渠道4倍销售增长，宣称正远离传统电视广告。阿迪达斯首席执行官罗思德告诉 CNBC.

他说公司会首要集中在数字零售渠道，抓住年轻消费者，也是运动服装的核心消费人群。

“很明显，年轻消费者在移动电子设置上与我们关联更密切”

“数字互动策略非常关键，你将会不再看到任何电视广告了，anymore~”

罗思德于去年掌舵阿迪达斯，在任期间把销售增长点放在数字零售渠道上，计划从2016年1billion euros 到2020年 4 billion euros.

他在掌舵德国日化巨头汉高期间，就因为数字零售渠道的明显增长而备受称赞。

“通过数字媒介与消费者进行互动，是未来3年内线上销售4倍增长的关键”

公司上周也宣称重金投入数字产业，如3D打印及智能制造。

HUFU.CLUB后记：

阿迪达斯新任CEO 释放的信息：抓住年轻人的心，不是电视广告不好，而是已经跟不上年轻人的节奏了，不那么酷了，而此激进对外宣告我要离开电视广告。也正是说明数字媒介，数字社交的影响力越来越大~或者在讨好新一代的年轻消费群体。

而对护肤行业的借鉴呢？阿迪达斯新CEO （原德国日化巨头汉高CEO），似乎已有答案。

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