Review 2015: Adidas'S Revenue In China Exceeds 14 Billion 100 Million

In January 3rd, Adidas CEO Herbert Heiner (Herbert Hainer) announced that in 2015, Adidas gained more than 2 billion euros (about 14 billion 145 million yuan) sales in the Chinese market.

This means

It has been growing in Greater China for sixth consecutive years.

China is the second largest market for sporting goods manufacturers from Germany, second only to the United States.

According to the three quarter report issued by Adidas in November 2015, in the first nine months of the year, it gained 1 billion 850 million euros (13 billion 186 million yuan) in Greater China, and sales and gross profit increased by 42% and 39.8% respectively, the fastest growth in all markets.

Considering that Adidas has once again won the sales champion of sportswear category in the double eleven promotion season this year, more than 2 billion euros is within reach.

The most popular among Chinese consumers is the training and running equipment of Adidas's Original and NEO two brands.

Meanwhile, Adidas's Reebok (Reebok) sales rose 74% in the first nine months of last year, pushing together the group's best performance in China.

This is closely related to the growing popularity of sports fitness among the urban middle class in China.

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In Adidas's largest market, the United States

They are also actively investing, Haina said that sales growth in 2016 may exceed two digits.

He hopes to set up a long-term plan to maintain high-speed growth of over two figures.

A year ago, Adidas was in trouble.

Because of the main market in Russia.

And the sales of golf brand were frustrated, and Adidas had lowered its revenue forecast.

The second place in the US market has also been replaced by Under Armour.

In 2015, Adidas adjusted its management several times, intensified its marketing efforts, and concentrated more resources on key markets and key brands.

In the first three quarters, Adidas successfully reversed in the North American market, and the share price rose by more than 50%.

In November last year, Adidas raised its performance expectations for 2015.

According to the three quarter report released by Adidas in November last year, the company's revenue reached 12 billion 740 million euros (90 billion 804 million yuan) in 2015, an increase of 16.7% compared with the same period last year, and gross profit of 6 billion 200 million euros (44 billion 191 million yuan), an increase of 16.9% over the same period last year.

Haina said he was also optimistic about sales in the 2016 fiscal year.

He disclosed that in the first half of 2016, Adidas's orders were already full, and sales and profits were expected to continue to grow.

The 2016 European Championship, which is to be held this summer, will undoubtedly greatly boost the performance of Adidas, the main sponsor.

Adidas occupies a leading position in the football market for a long time. In the first three quarters of 2015, Adidas's sales of soccer shoes increased by more than 18%.

Adidas estimates that Adidas's sales of soccer products in the global market is expected to exceed 2 billion 100 million euros (about 14 billion 968 million yuan) by the easterly wind of the European Championships, which has increased significantly compared with the 2014 World Cup.