Sun Xun: Adidas'S Growth Is Inseparable From Product Innovation And Marketing Strategy.

Germany

Adidas (

Recently, the second quarter profit target was raised. It is estimated that the net profit of continuing business in the second quarter will grow 99% to 291 million euros over the same period, and the basic earnings per share will rise 1 times to 1.45 euros.

Adidas pointed out that sales in the second quarter increased by 13% to 4 billion 400 million euros, and operating profit rose 77% to 414 million euros.

In addition, the company also raised its annual performance forecast for 2016. It is estimated that the net profit of the continuing business will rise 35% to 39% over the same period, that is, between 975 million and 1 billion euros.

Driven by the strong performance of classic StanSmith and brand new NMD series shoes, Adidas has a new growth period in the first quarter, with double-digit growth in both sales and net profits.

Over the past year, the company's share price has surged 130%, far outperforming Nike and UnderArmour.

Sun Xun, a researcher from Beijing Consulting Co., Ltd., told reporters today that Adidas has shown strong growth in its first quarter performance.

The strong recovery of the group is also mainly benefited from the pull of consumers in Greater China and Japan.

From the data of a quarterly report, Adidas achieved a 27.7% increase in net sales in the Greater China region, a 30.7% increase in gross margin and a gross profit margin of 57.2%. Under the environment of 30% of the gross profit margin in China today, Adidas is a very competitive brand. In terms of the Japanese market, net sales achieved a 52.6% strong growth, 58.3% gross profit growth and 49% gross profit margins.

In Sun Xun's view, Adidas's growth is closely related to its continuous product innovation and various marketing strategies that are inspiring.

Adidas's CEOHerbertHainer says Adidas's surprise results are mainly about consumer obsession and deep research on consumer thinking.

How to fully understand the changes in the market, and be able to read the consumer, and turn the consumer's wishes into real figures in the performance statements is the winning rule of this era.

Reporters from Nelson released the "China Sports crowd Research Report" also noted that the sports population is relatively high education, high income, high position of the crowd, the Chinese sports population family income of about 10699 yuan, 36% higher than the non sports crowd, in sports crowd management personnel accounted for 28%, higher than the non sports crowd 13%.

In short, many people are keen on sports, and men are the backbone of such groups.

Since 2009, the number of people who regularly participate in physical training has been increasing. The number of people in 2014 has reached 383 million. The popularity of the "national sports" has already started. More and more men begin to enter sports consumption. The huge fitness population has brought huge demands for the sports industry.

Outdoor activities such as mountaineering, hiking, bicycling, running, skiing, camping and so on have become part of the healthy lifestyle of 70- after 90. With the rapid development and popularization of different projects, the combination with tourism, Internet and VR/AR has attracted more and more male players to participate.

Analyst Shi Hongmei also said that with the 80 and 90's becoming the mainstay of the society, the stronger consumption desire of this generation will continue to affect the competition pattern of the domestic consumer market and the strategic layout of enterprises. The stronger purchasing power of men's group, the higher brand loyalty, and the more consumption areas of different age stages are worthy of deepening by the consumer enterprises. This also determines that the product, service, business mode and technological upgrading and innovation driven by the subdivision demands of the male consumer groups under the great movement concept will bring endless investment opportunities.