All Kinds Of Accidents Have Frustrated Adidas'S 2015 Performance Goals.

Here world clothing shoes The Xiaobian of the hat net introduced Adidas's performance target in 2015.

Four years ago, Adidas announced its 2015 performance growth target, but all kinds of accidents made it impossible to achieve this goal.

According to Adidas's latest announcement, it is estimated that sales in 2014 (excluding exchange rate factors) will grow at medium high digits instead of previous high digits. The net profit attributable to shareholders is about 650 million euros, rather than the previous 830 million ~9.3 billion euros.

Adidas further announced that the 2015 performance target had not been realized by combining various factors.

Four years ago, Adidas The ambitious 5 year plan has been formulated. The main content of the plan is that in 2010, sales in 2015 (excluding exchange rate factors) increased by 45%~50%, increasing by a high single digit per year.

In 2010, Adidas's global sales volume was 11 billion 990 million euros, an increase of 45%~50%, which means a total of 17 billion ~180 billion euros. From the actual performance, in 2013, Adidas realized sales of 14 billion 492 million euros, unless Adidas grew at a rate of more than 10%, and it was impossible to earn 17 billion euros in 2015.

According to previous planning, Adidas's growth in 2015 focused on North America, Greater China, Russia / CIS countries, and the three market plans grew by more than 50%.

Facts are far more brutal than imagination. Due to the situation in Ukraine, consumer demand in Russia and its surrounding areas has decreased recently, and consumer spending risk has also increased. Adidas group said that in order to reduce risks and keep profits, it decided to reduce its planned expansion of 2014~2015 stores in the past year, and will close more stores in the future and deal with inventory at a faster pace.

In addition, the popularity of the golf product sales market and the slow liquidation of old inventory made Adidas's Taylor golf brand's pressure rise sharply and its profit performance did not meet expectations. From the second quarter of 2014, after excluding the exchange rate, Adidas brand sales increased by 14%, Reebok increased by 9%, but Taylor Golf dropped 18%.

Despite the poor performance of the Russian market, Adidas's performance in the Chinese market is far higher than expected. In 2010, sales in Adidas Greater China amounted to about 1 billion euros. By 2013, sales reached 1 billion 655 million euros, an increase of about 66% compared with that in 2010. The target set by Adidas group has increased by 50% in 2015. Insiders told the first Financial Daily reporter that after the large-scale handling of inventory in China's sporting goods market, the supply and demand relationship between the market gradually recovered. This is conducive to the growth of sports brands including Adidas.

In order to narrow the gap with the original target and reverse the unfavorable situation of the market, Adidas decided to intensify its marketing efforts in the next 18 months and further expand its sales channels, so as to promote higher growth rate and seize more market share, especially in North America and Western Europe.

Adidas announced that in order to make the decision efficiency more efficient and faster, it should comprehensively comb its flag. brand And Eric Liedtke and Roland Auschel have been appointed as executive directors since August 1st.