International Sports Brand Adidas Is Facing The Bottleneck Of Development.

Adidas P, which has been using advertising slogans to declare "unhappy but defeated", is showing another aspect of its performance.

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Less than p ago, Adidas released its first quarter earnings in 2014. The group received 3 billion 533 million euros in revenue, down 6% from the same period last year, and net income of 204 million euros, down 34% compared to the same period last year.

It is understood that this is Adidas business revenue continued to decline for two consecutive years.

Coincidentally, there was news on the same day that Adidas was seeking to sell Rockport a href= "//www.sjfzxm.com/news/index_f.asp" > brand "/a". ADI's action was to remedy the declining performance. < /p >

< p > < strong > performance accelerated decline < /strong > < /p >

Adidas, the once famous international sports brand, is facing the bottleneck of its development. < p >

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< p > May 6th, Adidas released its first quarter results in 2014, showing that the largest decline in sales was in the North American market, with a year-on-year decline of 23.5% in sales and a negative growth in Latin America, other Asian markets and North American markets.

As for Western Europe, although it continues to be Adidas's largest market and sales revenue is as high as 1 billion 98 million euros, the increase is almost zero.

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< p > the most promising sector of the Greater China region is still extending single digit growth. The difference is that the growth rate in the first three months has dropped 1 percentage points compared with the lowest growth rate in three years in 2013, reaching a new high of 1.

According to the financial reports, the sales revenue of Adidas in China increased by 15% and 23% in 2012 and 2011 respectively.

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< p > for the reasons for the continued decline in performance, Adidas explained that "currency convertibility has a significant negative impact on the sales revenue settled in euros".

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< p > in addition, the most drag on Adidas's performance is Telme Adidas golf products sales, the first double-digit decline, so that Adidas's other business income decreased by 27%.

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< p > "mainly because of the strategic changes in Telme Adidas golf products, so as to re adjust the key shipments, products and launch cycle according to the market demand pattern."

Adidas explains.

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At P's May 8th shareholders' meeting, Adidas CEO Herbert Haina, who has just renewed the contract, admitted that there were some "executive errors", but at the same time, he said, it might affect the previous commitments of the 17 billion euro sales target in 2015.

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< p > < strong > want to sell business remedy? < /strong > < /p >

Under the background of poor performance and declining operating revenue, Adidas seems to be determined to revitalize its main business, P.

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< p > on the morning of the performance announcement, the Wall Street Journal said Adidas is seeking to sell Rockport brand, and Adidas is still in the initial stage of finding potential buyers.

The newspaper pointed out that the news came from anonymous people who knew the inside story.

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< p > data show that Rockport (Le Bu) was founded in 1971, and was acquired by Adidas in 2006, becoming the sub brand of Adidas group.

At present, Yue step has entered more than 55 markets worldwide.

According to le Bu official website, it has nearly 100 shops in the second tier cities in China.

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< p > May 8th, the head of Adidas China told the "China Times" reporter that there was no information about headquarters at present, and the company did not make any speculation about rumors.

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< p > it is understood that after the first quarter of the company's earnings report, some of Adidas's shareholders questioned Herbert Heiner, which may be the company's decision to sell the fuse.

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< p > the above analysis told reporters that perhaps Adidas's company decided to sell its brand and its business.

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< p > a person who doesn't want to be named told reporters that because of the different sports styles of Adidas and Adidas, the men's target= _blank _blank href= //www.sjfzxm.com/ shoes and women's shoes series are between business and leisure, and the main technical factors are difficult to integrate with Adidas's main business. Although the joy step has been bought by Adidas group for many years, the reason for this sale is that its performance has not been satisfactory.

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< p > according to the first quarter earnings report, the Rockport sales fell by 12.1% to 53 million euros.

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P > an industry veteran told reporters that after taking off Rockport, Adidas group would be able to concentrate on developing its flagship brand Adidas and chasing the world's largest sporting goods producer, Nike, from the United States.

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< p > < strong > the distance from Nike is less than /strong > /p >

< p > although ADI is catching up with Nike, the distance between ADI and Nike is increasing.

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According to the survey released by P International, Nike accounted for 12.4% of Western European market in 2012, while Adidas accounted for 13.2%.

In the first half of fiscal year 2014, sales in Nike Western Europe rose 11%, while Adidas fell 6% in the third quarter.

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< p > Reuters reported that Adidas could not shrink its market share from its old rival Nike. Investors may refuse to support Adidas management at the forthcoming shareholders' meeting.

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< p > Nike's third quarter earnings report showed that in the first 2 months ended February 28, 2014, the company achieved a revenue of $6 billion 970 million and a net profit of $685 million from continuing operations, up 13% and 3% respectively over the same period last year, which exceeded analysts' expectations.

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< p > the key to sports consulting company CEO Zhang Qing said in an interview with reporters, from the Chinese market, Nike has increased investment in sports in recent years, won the sponsorship of China Super League, sponsored many basketball stars, and strengthened communication with the middle class and new urban residents, making great efforts to make use of big data marketing.

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< p > Zhang Qing told reporters that < a href= "//www.sjfzxm.com/news/index_f.asp" > Adidas < /a > after 2008, in order to maintain growth, we adopted measures such as channel sinking, launching leisure series and low price series, which relieved the inventory pressure in the short term, but in the long run, there was no impetus for growth.

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