Adidas'S High Inventory Growth In China Hit A Three Year Low

< p > in the domestic "a href=" //www.sjfzxm.com/news/index_s.asp "sports brand" /a "has exposed high inventory and declining performance, the once famous international brand has begun to go downhill.

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< p style= "text-align: center" > < img border= "0" align= "center" alt= "" src= "" /uploadimages/201403/06/20140306025426_sj.JPG "/" < > > "

< p > yesterday, Adidas released its 2013 earnings report. According to the exchange rate unchanged, the sales volume of the brand in Greater China in 2013 increased by 7%.

After combing the Beijing business daily, Adidas found that the growth rate of Adidas in Greater China last year has reached its lowest level in nearly three years, which is the first time that the growth rate has entered single digits in recent years.

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< p > results show that Adidas achieved sales revenue of 1 billion 655 million euros in Greater China last year. For the growth rate of 7%, Gao Jiali, managing director of Adidas group Greater China, said: "we have entered the second half of the" 2015 way "strategy and are delighted with the progress achieved.

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< p > however, from the comparative data, the growth rate last year is obviously not optimistic.

In the face of slowing economic growth and low consumption in China, the sporting goods industry is generally in decline. As Anta disclosed in its earnings report, "China's sporting goods industry is generally facing the challenges of overstock and excessive expansion and poor management of retail channels". At present, several major sports brands in China are still struggling, and international brands are also doomed to escape.

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< p > industry insiders believe that Adidas and other international brands have been in the predicament of the "a href=" //www.sjfzxm.com "market < /a" in the early stage, and now they are in the predicament of the loss of growth momentum, and the stock is starting to increase.

Earlier, the Beijing Commercial Daily reporter visited the market, found that when local sports brands in the domestic sales promotion activities slightly fever, Adidas and other international brands are still doing a discount fight, some sales staff said the new product is playing a discount of 5-9 discount.

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< p > for the reason why the international sports brand is experiencing a weak growth at present, CEO Zhang Qing, a key sports consultancy company in Beijing, believes that on the one hand, it is influenced by fast fashion brands such as ZARA and UNIQLO, and on the other hand, it has been blocked by local brands in the three or four tier cities.

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< p > even so, from Adidas's earnings report, last year, its Greater China region was a region with relatively high sales revenue.

According to the situation of exchange rate unchanged, sales of Adidas group increased by only 3% in 2013, and its sales in many parts of the world have shown a single digit growth, of which Western Europe has seen a 6% year-on-year decline.

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< p > as for this year, the Greater China area will also be an important nugget area for < a href= "//www.sjfzxm.com/news/index_f.asp" > Adidas < /a >.

"We will continue to maintain the strong momentum of Adidas, will launch a series of innovative products and marketing activities, as well as the 2014 Brazil World Cup, all of which will help Adidas maintain a healthy and sustainable development in China."

Gao Jiali said.

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