Adidas'S "Stronghold" Market Has Exceeded 1 Billion Euros.

Recently, Adidas group announced that Adidas sold more than 1 billion euros in the stronghold market in Germany, Austria and Switzerland in 2014, creating the best performance in history.

Sales in the German market increased by 15%, of which Adidas's sales of football products increased by more than 30%, while running, training and sports fashion products also gained strong growth.

Roland Auschel, executive director of Adidas, said: "our growth in Germany, Austria and Switzerland is much more than that of the sporting goods market."

Adidas also pointed out that its main brand is still popular in the German market. According to market research, Adidas has been the top three most popular brands in Germany for the first time in a row.

In such a big way, the performance in the stronghold market will be highlighted. To understand Adidas's move, we must connect with the stagnation of this multinational brand once in the local market and the aggressive growth of rival Nike in the European market.

Sullivan, global partner and chief executive of Greater China in Wang Xin, said that Adidas is facing the encroachment crisis in the main battlefield of the European market. Due to poor performance, Adidas's management is under enormous pressure from shareholders.

In the 2011 to 2013 fiscal year, Adidas's revenues in Western European markets were 3 billion 922 million euros, 4 billion 76 million euros and 3 billion 800 million euros.

It can be seen that although western Europe is the base of Adidas, its income began to decline after climbing 4 billion 76 million euros in 2012.

Western Europe's share of Adidas's total revenue declined from 30% in fiscal 2011 to 26% in fiscal 2013.

Nike's home is the US, while the Western European market is away, but Nike's performance in Western Europe is not lost to Adidas.

In the 2012 to 2014 fiscal year (the end of the fiscal year of is at the end of 5 every year), the income of Nike's Western European market is 4 billion 212 million US dollars, 4 billion 193 million US dollars and 4 billion 979 million US dollars respectively.

From a numerical point of view, in the past few fiscal years,

The scale and growth rate of Western Europe's market surpassed Adidas as the leader in this market.

Take fiscal year 2014 as an example, Nike's revenue in Germany, Austria and Switzerland increased by 23%. Hot selling products are running, football and sportswear, and Adidas is the home of Adidas.

"Guan Gong dancing in front of a broadsword, Luban making a big axe in front of the door" may be an outsider's view of Nike and Adidas's Western European market competition. But Adidas really has the urge to watch the camp market and boost morale, which also explains Adidas's big move to emphasize its good performance in its old home, which is not only a response to shareholders who are dissatisfied with their performance, but also a response to the aggressive offensive of their competitors.

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Compared with the tense atmosphere, Adidas's life in the Greater China region is relatively better than that of Nike.

2011 to 2013 fiscal year,

The income of Greater China increased from 1 billion 229 million euros to 1 billion 655 million euros, and the proportion of Adidas group's total revenue increased from 9% to 12%.

In the 2012 to 2014 fiscal year, Nike's revenues in the Greater China region were 2 billion 561 million US dollars, 2 billion 478 million US dollars and US $2 billion 602 million respectively, and the growth rate was relatively slow.

In Adidas's six largest global market, the contribution of Greater China to revenue is at the bottom of the market. In fiscal year 2013, it has surpassed the Latin American market and ranks fifth.

In the first three quarters of 2014, Adidas Greater China earned 1 billion 323 million euros in Euro terms, an increase of 6% over the same period last year, excluding the exchange rate factor, an increase of 10% over the same period last year.

Adidas has been growing steadily in the Greater China region. The base camp's performance has been somewhat upsetting. In 2015, it could not be too many bonus points for Greater China.

Nike is not idle in Greater China.

Adidas has been sponsoring the Chinese men's soccer team, and has loved you and loved you for many years. But for many years, the time was to kill the pig knives. Finally, she gave up the sponsorship of the Chinese men's soccer team. The result was immediately picked up by Nike as a treasure, and the Chinese team has won three games in the Asian Cup group since then.

The fierce competition between the two sides is evident.

Who will dominate the Chinese market? Nike and Adidas have more good performances.