Adidas's Sales Revenue Is High In 2012.

A few days ago, Adidas released the 2012 annual report. According to the exchange rate unchanged situation, the sales revenue of group 2012 increased by 6% over the same period last year, reaching a record high of 14 billion 900 million euros. Sales in Adidas Greater China increased by 15% over the same period in 2012. From the above data, Adidas's performance growth is good.

However, it was reported that the company reported an unexpected loss in the four quarter because of its weakness in the US and Latin America market, Reebok.

Goodwill impairment loss 265 million euros

According to reports, Adidas said in March 7th that sales of Reebok Q4 fell 12% to 428 million euros, equivalent to 556 million 400 thousand US dollars.

According to the company's annual report, the global income of Adidas group increased by 1% in the fourth quarter of 2012, according to the exchange rate unchanged. Among them, sales of retail business and other businesses increased by 9% and 7% respectively, while wholesale sales decreased by 4%. After deducting the loss of goodwill impairment, the group based on the net loss of shareholders amounted to 7 million euros. Correspondingly, the net income of shareholders based on shareholders last year was 3 million euros.

The report also said Adidas's goodwill impairment was 265 million euros, reflecting the low growth of Reebok, especially in the three markets of the United States, Latin America and Portugal.

Based on the annual report of Adidas Greater China, the reporter said, "deducting the impairment of goodwill, the group's net income based on shareholders increased by 29%".

Adidas said that in 2012, the group's net income based on shareholders fell from 613 million euros in the same period last year to 526 million euros, down 14% compared with the previous year. Excluding the loss of goodwill impairment, the group's net income based on shareholders was 791 million euros, an increase of 29% over the same period last year. That is to say, the net income of Adidas's shareholders has been reduced by 265 million euros due to the impairment of goodwill.

At the same time, Adidas also said that after 2012, the group's after tax interest rate increased by 8.4 percentage points to 38.4%. The company said that this was mainly due to the impact of the non tax deduction on the impairment of goodwill, excluding the loss of goodwill impairment, and the effective tax rate was 29.3%.

Reebok has little impact on Greater China.

Insiders told reporters that Adidas's loss in the four quarter was mainly due to the reasons for the integration of global resources last year. Some of the sub line brands were affected in the process of integration. Reebok is one of the sub brands affected by it, but this effect is not large in the Chinese region.

It is understood that Adidas put forward the concept of global integration from the beginning of last year. The integration of Greater China began in 6 and July last year. "Last year, the integration of Greater China has two main aspects: first, the closure of a direct production plant with fewer than 200 employees; two, the suspension of contracts with 10 suppliers, which does not affect the company's cooperation with the other more than 300 suppliers." The above analysts explained that the main brands of Adidas in Greater China are remote performance series and sports classic series. Reebok accounts for a relatively small proportion. Therefore, Reebok has little influence on the Greater China region.

According to the exchange rate unchanged, sales of Adidas Greater China in 2012 increased by 15% over the same period last year. In the fourth quarter, sales in the Greater China region increased by 12% over the same period, driven by the strong two digit growth of Adidas sports performance and sports fashion series.

In addition, in 2012, sales revenue of Adidas group increased by 3% in Western Europe, which was mainly driven by the two digit sales growth in the UK and Poland. In the emerging markets of Europe, the sales revenue of the group has increased by 15% as a result of the two digit growth in most markets in the region. As sales revenue increased in the US and Canada, the sales revenue of Adidas group in North America increased by 2%.

Above all, the two highest growth areas of Adidas's sales revenue in 2012 are the Greater China region and the European emerging market.

For the high growth of Adidas's sales revenue in Greater China, Gao Jiali, managing director of Adidas group Greater China, said: "the reason for our success is simple. We are concerned about consumers. There are so many kinds of innovations, high-grade sporting goods and lifestyle products that no other brands can match us. We work closely with our partners to enhance the retail experience of consumers. Under the strategic guidance of "the road to 2015", we have made brilliant achievements on all fronts and are far ahead of all key sports categories. At the same time, we expand our imprints in other cities besides the first and second tier cities. Therefore, both local brands and international brands, our growth rate and intensity have outperformed our competitors.

It is understood that in addition to stepping up the opening of three or four line cities, Adidas Greater China also focuses on market segmentation, such as basketball, outdoor sports and youth. clothing And leisure Clothes & Accessories 。 In the next two years, Adidas will launch a subdivision counter in more than 7000 stores in the mainland of China.