Analysis

From my research and analysis, it is best for Dick’s to enter Chinese market by direct investment and open several retail stores in major cities. If the return meets or excess their expectation, they can open more stores and provide more varieties of products. There are plenty of benefits for Dick’s expanding its products and service into China. First of all, there is potential demand for high-quality sporting goods from upper-middle and upper class in China, because we can rarely find a professional sporting goods store. With the development of economy and increase in income, people more likely seek for high-level sport entertainment, such as golf, and high-quality equipment is needed. Foreign companies are more welcomed in China. We can conclude that from the success of Adidas and Nike in China. Even though with higher price, I believe Dick’s will still have considerable number of loyal customers in China after it enters Chinese market. Along with the revenue benefit, Dick’s can earn brand awareness as well, both in China and American. Americans will notice Dick’s action in China and give them the incentive to buy products from Dick’s and make Dick’s even more recognized.

One thing Dick’s should remember is that the products should not be the exactly the same as they provide in US. They should adjust the size, color and even shape of products to make them fit better for Asian people. There are also many Chinese style traditions need to be adopted for foreign company like Dick’s when doing business in Chinese.

China is an optimal market for Dick’s. Expanding now!