Adidas The Greater China Region Went Out Of Its Trough Last Year, With Sales Still Down 2%.

Adidas

Yesterday's 2010 annual results, the Greater China region achieved sales of 1 billion euros, an increase of 3% over the same period, excluding exchange rate factors, a decrease of 2% over the same period last year.

Sales of Adidas's other five largest markets have increased.

Whole

Sales reached 12 billion euros, an increase of 15% over the previous year, exceeding the projected growth of less than 10% year-on-year sales of Adidas management.

Adidas group's gross profit margin in 2010 was 47.8%, an increase of 2.4 percentage points compared with the same period last year. Adidas explained that the increase in gross margin was due to a reduction in activities such as discount and inventory disposal, increased retail business with higher profit margins and lower cost.

Sporting goods market watchdog Ma Gang thinks, from the performance of the Greater China region, Adidas has gone out of the recession in 2009, 2009.

Some dealers closed hundreds of stores. In 2010, the number of Adidas retail outlets was not increased. Under such a background, Adidas was mainly relying on existing stores to achieve growth. This is not easy.

Market participants Chen Shixin said that in 2010,

The average income increased by about 20%, and the leading brand of the domestic sports brand.

(02331.HK) revenue is expected to grow by about 15% over the same period last year. Although sales in Adidas Greater China are out of the trough, there is still a certain gap compared with domestic sports brands.

Chen Shixin said, according to

In the Greater China region, sales amounted to 1 billion euros, or about 9 billion 100 million yuan. Lining's income in 2009 was 8 billion 390 million yuan. If the growth rate is 15%, it is expected to reach 9 billion 600 million yuan in 2010 and more than Adidas.

and

Compared with Adidas, there is a certain gap.

This reporter statistics, from December 1, 2009 to November 30, 2010,

The income in the Greater China area is US $1 billion 864 million, or about 12 billion yuan, such as the number of seats.

The income of Greater China is ranked.

After that, they were in third place.

Ma Gang thinks

In order to achieve breakthroughs in the Chinese market, in addition to improving the performance of existing stores, we should also pay attention to improving the revenue contribution of emerging categories, such as women's and men's fitness products.

Ma Gang said that the traditional sports category is very mature, which can not be promoted much, and the competition is fierce. Fitness products and so on are emerging categories, catering to the needs of urban office workers' consumption upgrading, the profit margins are larger, and fewer competitors.