Sales And Profits Declined In The First Quarter. Asics Hopes That New Running Shoes Will Stimulate Performance After Traffic Stars.

One of the few growth figures is East Asia.

Sales increased by 5.7%.

Asics is in a difficult position in the global movement market trend.

Recently, the famous Japanese sports brand announced the first quarter of fiscal year 2018.

As of March 31st, overall sales fell by 9.4% to 104 billion 600 million yen on a constant exchange rate basis.

Among them, domestic sales fell 7.1% to 28 billion 600 million yen compared with the same period last year, while overseas markets fell 10.3% to 76 billion yen compared with the previous year.

With the increase in sales costs, gross profit fell 3.2% to 49 billion 800 million yen, and sales and profits declined.

One of the few growth figures is that sales in the East Asian market have increased by 5.7%.

Among them, Asics's movement

The brand Onitsuka Tiger (Gui Zhonghu) has gained strong growth in the East Asian market, and its performance in Oceania / Southeast Asia and South Asia has remained stable.

During the period, Asics's sales cost, total expenses and administrative expenses increased by 7.9% compared with the same period last year, mainly due to the opening of new retail stores.

Operating profits plunged 35.4% to 8 billion 500 million yen, and ordinary profits fell 47.2% to 7 billion 400 million yen.

From the regional market perspective, in addition to the 5.7% growth in East Asia and 3.7% growth in EMEA in Europe and the Middle East, the rest of the market is on the decline. Japan's sales fell 7%, the Americas plunged 26.6%, the Oceania / Southeast Asian and South Asian markets dropped 6.3%, and the Australian Leah and US markets were weak.

Thanks to the steady growth in sales of outdoor clothing and Haglofs brand, sales of business sectors outside the main brand increased by 12.6% over the same period last year.

As of March 31st, the total number of Asics global retail outlets reached 877.

In the 2017 fiscal year, sales of the old Japanese sports industry had been weak, up 0.3% to 400 billion 200 million yen compared with the same period last year.

However, the growth rate of the Chinese market has reached 34.5%, and the annual performance has been increasing under the help of China's strong performance.

Because of the extra cost of business restructuring in Europe, annual profits declined.

At the beginning of this year, Asics announced that Aarif Lee and Jiang Shu Ying became the brand spokesperson of Greater China in 2018. This is the first time that Asics, one of the world's top four running shoes brands, has signed a Chinese spokesperson.

Previously, the ghost tigers announced Li Yuchun as spokesman for Greater China.

After high growth in China's performance, Asics continuously signed traffic stars, reflecting the brand's desire for the Chinese market and its marketing strategy changes.

Gel-Kayano 25 spy photos

Japanese brands are hoping that the popular running shoes Gel-Kayano 25 can stimulate performance.

Since the introduction of the first generation of shoes in 1993, the Gel-Kayano series of running shoes has been running on the Volkswagen running shoes.

Touted is the core product line of Asics.

The twenty-fifth generation of products will be launched in June this year.

According to US magazine Popular Mechanics, Asics revealed that a new material containing nanofibers will be used in the new shoes, which will be lighter than the previous microfibers, and the strength and durability will be increased by 20%.

The male version weighs less than 12 ounces, and the front and back bracing frames continue to use gel.

For earthquake mitigation.

"Normal midsole, if you want to make it lighter, the strength and durability will be reduced, which is the problem we need to solve.

Because nanofibers are placed between bubbles, it can remain light, but does not reduce strength or durability, "explains Junichiro Tateishi, manager of Asics footwear materials development team.

Although the shoe technology has been updated, the appearance design and color matching are not unsophisticated.

When consumers are more and more aware of the fashionable appearance of running shoes, these two pairs of shoes are becoming more and more important.

It remains to be seen whether we can make significant contributions to our performance.