Adidas 2015 Will Be Crucial.

A few weeks ago, ADI

The longest term CEO Herbert Heiner (Herbert Hainer) was swept out of the board by the board.

Then, in March 5th, Adidas released its annual earnings report for 2014. Investors and shareholders may have been sweating for the earnings report, but for now, at least, it has handed in a seemingly good answer in Greater China.

In 2014, Adidas's strong product line sports performance series and sports fashion series, which were aided by Adidas, grew by 10% to 1 billion 811 million euros (12 billion 500 million yuan) in the whole year, and 11% in the fourth quarter. At the same time, the group's global sales grew 6%, from 14 billion 203 million euros (98 billion 300 million yuan) in 2013 to 14 billion 534 million euros in 2014 (100 billion 300 million yuan), an increase of 2%.

In addition to the Greater China region, Adidas's sales in Western Europe, Europe's emerging markets and Latin America increased by two digits in the fourth quarter, with retail sales and wholesale sales revenue increasing by 20% and 5% respectively.

However, due to the two digit decline in Taylor Adidas golf product sales, other business revenue decreased by 16%.

Gao Jiali, managing director of Adidas group Greater China, said: "I am glad to see that we have such a strong financial performance. The two digit growth shows our leadership in this market." Colin Currie

Since our strategy of "2015 road" has been launched, we have made great progress and made Adidas grow into the leading one in China.

。

We have strengthened the position of various categories and retail businesses, and won market share from competition. "

In Adidas's main battleground, sales revenue has increased, except in North America.

After being mentioned again and again, the sports brand Under Armour, founded in 1996, lost second seats in the US market in the first eight months of 2014, Adidas once again proved its weakness in the market: in 2014, sales in North America dropped by 6% due to the decline in US sales.

At the same time, the gross profit margin of the group dropped 1.7 percentage points to 47.6% (2013 level: 49.3%). The main reason for the company was the negative impact of exchange rate and the increase of input costs.

In addition, the increase in customs clearance procedures in Russia and CIS countries and the decline in profit margins of Taylor Adidas golf products also led to a decline in gross margins.

Over the past year, the ruble has fallen sharply against the euro and the Ukraine crisis has been turbulent.

The impact of buying demand has also prompted Adidas to reduce the number of scheduled shops and speed up the closure of some stores.

In 2015, group sales are expected to achieve medium digit growth. Adidas said that because consumer confidence in most parts of the world is on the rise, it will have a positive impact on driving sales growth; the gross profit margin of the group is expected to drop to 47.5%-48.5% (2014: 47.6%). This set of performance target intervals is wider than before, indicating that the uncertainty of exchange rate fluctuations is still very high in the future.

This year is very important for Adidas. As the "2015 way" year, in the Greater China region, Adidas, which has lost its national footprint, is still facing more challenges in this country. Globally, the company's two most promising investments, TaylorMade-adidas and CEO, continue to cause Adidas headaches.