German sportswear brand adidas has opened a flagship online store on China’s leading online business-to-consumer (B2C) platform, Taobao Mall. It will be directly operated by the adidas Group in China. The adidas store on Taobao Mall will be its only official online retail channel in China.

www.adidas.cn

"This special initiative addresses our Chinese consumers' changing lifestyle needs… authentic and even exclusive products will be available for purchase at their own convenience," said Christophe Bezu, managing director of adidas Group in China.

adidas joins the ranks of major brands such as Uniqlo, Proctor and Gamble and Kohler and Samsung, who have all launched official online retail storefronts on Taobao Mall, launched in 2003.

Taobao receives more than 40 million unique visitors daily. According to China Internet Network Information Center (CNNIC), China had 384 million Internet users as of December 31, 2009.



By Rosie Hart