& Nbsp; & nbsp; & nbsp; & nbsp; & nbsp; [Chinese shoes Network - brand observation], "unhappy is defeated", with the slogan of the new Adidas soccer shoes to declare their desire for speed. However, in the Chinese market, the sports brand giant front advocating speed to performance inflection point.
Recently, Adidas released 2013 financial results, the Group's global sales revenue decreased by 3% during the period to 14.492 billion euros (122.605 billion yuan), if calculated according to the exchange rate unchanged conditions, the Group's sales revenue increased by only 3%. The most promising businesses in Greater China fell from double digits to the number of units, increased by only 7 percent, marking the lowest in nearly thr Cheap air jordans for sale ee years.
In the retail downturn pressure, state Adidas weak growth performance of growing, with the rise of the local sports brand and Nike (Development site information) rapid attack, Adidas can run fast?
weak growth performance
had been the rapid growth of Adidas or will become history.
Recently, Adidas released 2013 results, the Group's sales revenue in Western Europe decreased by 6% in Greater China sales growth of 7%, this figure is actually lower than management had initially expected.
"Our strong performance in the fourth quarter of 2013 New Year on a successful close. Constant exchange rate basis, sales rose 12 percent, far exceeding our expectations," Adidas Group CEO Hector Bert? Haina (Herbert Hainer) com mented, "Only in the fourth quarter, the negative impact of currency exchange rates led to the loss of our sales revenue by 9 percentage points."
March 13, the adidas Group to accept the "China Times" reporter, said, Adidas has continued to grow in China, the country has opened more new stores, and to consolidate its leadership position, the company still We see the growth of health and sustainability.
While the Adidas Group to maintain a more optimistic attitude, but the fact that the performance of weak growth in China had to pay attention.
According to Adidas results, 2012 and 2011, an increase of Adidas sales in China were up 15 percent and 23 percent, far higher than the 2013 Greater China revenue grew 7%.
The reaso cheap foamposites n for the weak growth performance of Adidas, Beijing Road Sports Consulting Ltd. crucial CEO Zhang believes that on the one hand is affected by ZARA, Uniqlo fast fashion brand influence, on the other hand is in the four-tier cities suffered a native brand of strong blocking.
Recently, the reporter visited the market, found that just when the local sports brand in the domestic promotion of a slight fever, Adidas and other international big discount fighting still going on, some of the sales staff said the new products is played 5-9 fold range of concessions. The process of visiting reporters also found that for FMCG Adidas stock, the current products have been more than 3-7% off promotion in supermarkets.
Nike Adidas also beg cheap jordans for sale an sniping. According to the survey results of the market research firm Euromonitor International (Euromonitor) released, in 2012, Nike's share of the Western European market was 12.4%, accounted for 13.2 percent of Adidas. Nike's total sales in Western Europe half of fiscal year 2014 rose 11% on Adidas in the third quarter fell by 6%.
An industry source told reporters on condition of anonymity, as the battle between the warming sports brand Adidas is increasing its efforts to optimize its retail strategy to occupy a favorable position in the battle for market share. Adidas Nike in the European market is pressing harder and harder, falling into the latter part of the market share of the hands.
the entire sports i cheap jordan shoes for men ndustry, professional category of products is already saturated, Adidas master of fast fashion breakthrough.
As early as 2011, China's first outdoor specialty stores Adidas officially arrived in Harbin. According to statistics, Adidas outdoor shop in northern China has more than 30. They are turning to brand its influence, to develop this new field - outdoor market.
Last year in May, Adidas Again, it has been from the H & amp; M dug some talent and other fast fashion brand ZARA, hope I can get faster. This is also the Adidas from professional sports products to start fast fashion.
High Skyline was director of Adidas Group Greater China general manager also said that Adidas sports fashion can bring to the driving force of g cheap jordans online rowth.
However, the fact is not the case, along with the growing trend of weak retail, Adidas to create fast fashion resistance is also growing, originally released 2012 annual performance data in early 2013, the Adidas also predicted that 2013 group sales We will remain moderate single-digit growth. However, earnings from the recently released data, this prediction seems to have more distance away.
Adidas can really like fast fashion brands like really fast together? It is understood that the turnover of fast fashion brand merchandise is generally 20 days, the movement of goods is 40-50 days, or even longer. From H & amp; M and other fast fashion brand ZARA poaching, which means Adidas hopes to make product updates faster. cheap jordans for sale mens However, as a sports brand asset-light, in order to save labor and other costs, Adidas last year closed the only one affiliated factory in China.
In this regard, a number of industry analysis for reporters, the pursuit of product design and shelves speed, can drive faster sport fashion merchandise sold in the Chinese market. But after China in order to save costs will only transfer Direct factory will obviously slow down the speed of Adidas. Only from this point of view, Adidas move was "at the expense of time in exchange for the cost of commodity price advantage," and seek "fast" contrary to the original intention.
Under key road sports consulting firm founder Zhang said that China "light sport" consumer market is large, th Retro jordans for sale ere is a huge demand in the market background, Adidas and other sports brands of fashion transformation will become more apparent. However, this change was seen as one of the causes brand homogeneity, high inventories. In Zhang it seems, as a sports brand, products must be functional on the professional "tenable", and then to the fashion aspect of interpretation in order to be recognized by consumers. (Chinese shoes Network - the most authoritative and most professional shoe News Media Partner: shoes famous network of global fashion network & nbsp; shoe.)1385822773489_720x450.jpg (65.12 KB, download number: 0)
2013-12-1 09:26 upload
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