Adidas plans to open more new stores in China

Adidas Group said it will continue to open new stores in China and will not open many discount stores in 2013.

"We do see there has been a steep rise in the number of discount stores opened by some other brands, that is due I think to inventory challenges. Adidas' inventory is very healthy," said Colin Currie, managing director of Adidas Group, Greater China.

Currie said Adidas' focus will be stores that sell new and seasonal products.

Nike, the US-based sportswear giant, said it will open 40-50 factory stores in China this year with discounts of up to 70 percent, and some discount stores will be opened in lower-tier cities. Industry insiders said the move might hurt smaller players targeting lower-tier cities.

Adidas China reported 15 percent sales growth in 2012, but its inventory remained the same as it was in 2011, which Currie said was "very healthy".

The company did not reveal exactly how many new stores it will be open in 2013, however, it will continue to grow its store base and most stores will be in lower-tier cities. The company opened 800 new stores in China in 2012.