According to the latest media reports, on November 10 this year, the financial report released by the German sportswear giant Adidas showed that from June to September this year, the company’s total revenue was 5.752 billion euros (equivalent to approximately 42.2 billion yuan) ), with only a slight increase of 3% over the same period last year. Adidas’ net profit from continuing operations was 479 million euros (equivalent to approximately 3.5 billion yuan). Both data were lower than market expectations.
Analyzed by sales region, the biggest driving force for Adidas’ revenue growth in the third quarter is Latin America. The company’s sales in the Latin American market Sales achieved a substantial growth of 55% year-on-year, and the company’s sales in North America, Europe, Africa (EMEA) and the Middle East markets grew by an average of 9%. However, Adidas’ sales in Greater China encountered “Waterloo”. Revenue in this market fell 15% year-on-year, continuing the decline in the previous quarter.
You must know that during the epidemic last year, the Chinese market, one of Adidas’s main sales positions, “made great contributions” to the company. Sales in the Chinese market It has grown against the trend and has become the most “vital” market for the company. However, in March this year, Adidas made a wrong move by “standing on the wrong team”, which caused dissatisfaction among many Chinese consumers, which “eclipsed” the company’s sales performance in China.
In addition, the anti-epidemic defense line of Vietnam, the global apparel production and processing center, has been broken by the resurgent epidemic. Adidas’s production chain in Vietnam has suffered a heavy blow, resulting in the company’s products being unable to be sold. Delivered on time. According to statistics, Adidas’ revenue in the third quarter decreased by approximately 600 million euros (equivalent to approximately 4.4 billion yuan).
Unlike Adidas, in recent years, with the vigorous development of China’s national fashion clothing brands, sports brands such as Li Ning, Anta, and Hongxing Erke have become more and more popular among Chinese consumers. Hold. Statistics show that in the third quarter of this year, Li Ning’s sales growth in all channels exceeded market expectations, with a year-on-year growth of 40%-50%. The company stated that it would not only allow Chinese sports brands to circulate in our country, but also allow them to develop internationally. </p
