Adidas recently announced its first-half results, with sales in Greater China reaching 552 million euros, an increase of 37% year-on-year compared with 403 million euros in the same period of last year. Excluding exchange rate factors, it increased by 38% year-on-year, ranking the top six adidas markets.
Adidas's performance from the negative growth in 2009 to the current performance of the "blowout", for Li Ning (02331. HK), which is suffering from inventory, erected a Jedi counterattack "benchmark"
Greater China and other market performance growth exceeds Adidas's previous forecast. Adidas announced that excluding the exchange rate factor, the Group’s sales in fiscal year 2011 will increase by 10%. Adidas expects its sales to increase in high single digits.
For the performance of Adidas Greater China, the industry told reporters that Adidas has cleared a large number of inventory products before and after 2009, can sell more profitable new products, plus the expansion of the number of channels to resume expansion into the second and third tier cities, so The business has grown substantially.
In terms of channel expansion, by the end of June 2011, Adidas Group had more than 6,000 chain stores in China. At the end of 2010, this number was 5,600. In Adidas's channel system, the price of the NEO series with a price significantly lower than that of the Adidas brand has reached about 900 in the Chinese market. This product is mainly aimed at the Adidas brand of high-priced and high-priced Chinese consumers. The formation of a product mix with high and low levels is conducive to Adidas' penetration into small and medium-sized cities outside of Beijing and Shanghai.
However, the most important factor in the adidas performance may be the timely clean-up of inventory.
Adidas stated in a written reply to the reporter that from the current situation, Adidas handled inventories in 2009 and 2010, emptied the backlog of sales channels, and optimized sales channels were the right decisions. In the first half of 2010, Adidas was The Chinese market has resumed growth. In the second quarter of this year, sales increased by 41% year-on-year.
Adidas's performance from the negative growth in 2009 to the current performance of the "blowout", for Li Ning (02331. HK), which is suffering from inventory, erected a Jedi counterattack "benchmark"
Greater China and other market performance growth exceeds Adidas's previous forecast. Adidas announced that excluding the exchange rate factor, the Group’s sales in fiscal year 2011 will increase by 10%. Adidas expects its sales to increase in high single digits.
For the performance of Adidas Greater China, the industry told reporters that Adidas has cleared a large number of inventory products before and after 2009, can sell more profitable new products, plus the expansion of the number of channels to resume expansion into the second and third tier cities, so The business has grown substantially.
In terms of channel expansion, by the end of June 2011, Adidas Group had more than 6,000 chain stores in China. At the end of 2010, this number was 5,600. In Adidas's channel system, the price of the NEO series with a price significantly lower than that of the Adidas brand has reached about 900 in the Chinese market. This product is mainly aimed at the Adidas brand of high-priced and high-priced Chinese consumers. The formation of a product mix with high and low levels is conducive to Adidas' penetration into small and medium-sized cities outside of Beijing and Shanghai.
However, the most important factor in the adidas performance may be the timely clean-up of inventory.
Adidas stated in a written reply to the reporter that from the current situation, Adidas handled inventories in 2009 and 2010, emptied the backlog of sales channels, and optimized sales channels were the right decisions. In the first half of 2010, Adidas was The Chinese market has resumed growth. In the second quarter of this year, sales increased by 41% year-on-year.
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