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ADI China To Deal With Severe Winter Industry

2008/12/8 0:00:00 58

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Chen Hua (a pseudonym) is

Adidas

One of China

Agent

A few months ago, he was still illusions.

Olympic

The arrival of the market can expand the business plate, but now it is already in trouble.

The recession has led to a decline in purchasing power.

Adidas

Agents are experiencing a series of problems: high inventories,

Capital chain

Sell at a loss or sell at a loss.

There are also some weak agents who want to sell the entire business.

"The pressure is huge, unprecedented."

Chen Hua told reporters, "now is the whole."

Sports goods

Industry "

Winter has set in

"Other brands such as Nike, which he represented, had similar symptoms.

Asphyxiated inventory

At present, the inventory pressure has made the agent somewhat breathless.

"Most customers' normal stock level is 1: 3.5, that is to say, the sales of 1 million yuan should have 3 million 500 thousand yuan in the warehouse.

But now the stock level is 1: 8 or 1: 10, which is 2~3 times normal, quite serious.

A Adidas insider told reporters.

“上半年我們的訂單增加了50%?！标惾A說現在回頭看這個數字太過樂觀，但當時誰都認為奧運行情將大幅提升市場。然而事與愿違。與此同時，開店計劃的延遲也增加了庫存壓力?！艾F在阿迪達斯的代理商都在壓縮開店計劃，我們原計劃今年要開30家店，但現在就開了10多家店?！绷硪幻辉竿嘎缎彰拇砩瘫硎?。

In response, Adidas China responded to the China business newspaper: "whether in China or in other countries in the world, the financial crisis has indeed had a negative impact on the economic development and consumer mindset worldwide, and of course it will also have an impact on the personal consumption of our industry.

But Adidas remains optimistic about its business development.

Funds are tied up.

What is directly caused by high storage is

capital

Occupying pressure.

Agents should deposit 2~3 times their usual funds.

Above

Adidas

Insiders say, "usually a store that can produce 300 thousand yuan (monthly) sales will have a total investment of around 1 million 500 thousand yuan, and the general regional agents have at least 20~30 stores, not to mention the agents of the whole country.

So tens of millions of Yuan agents are relatively small.

He said that under the current pressure of funds, some agents have been unable to pay in accordance with the 30 day payment that Adidas gave them, but many agents were paid within 15 days, because Adidas had incentives.

In order to clear up the stock, the agents discount the sale.

According to the reporter,

Adidas

There are strict rules for discount agents. Usually new products are not allowed to be discounted within two months after the listing, but now the goods are on sale.

"Before 70% ~ 80% new products are not discounted, but now almost all have to discount, otherwise they will not sell."

Adidas

A person from Guangzhou Bao Yuan Trading Co., Ltd. confirmed that the discount of franchised stores is now around 20 percent off, while that of special stores is 50 percent off.

Close shop worries

面對這種形勢，代理商對于一些虧損以及低產出的店選擇了關門。有代理商透露，就在廣州，百麗代理的阿迪達斯在北京路附近的一家店已經關閉。

而在天河南一路的一家店正在搞特賣，據說不久后要關門。他說，尤其是小城市的店，在廣東省下面的城市如中山、茂名、湛江等地都將有店關掉。不僅阿迪達斯，現在關店也已經是一個行業性問題。

ADI's response

Now Adidas has moved to spend the winter with its agents.

According to Bao Yuan trade personage, now

Adidas

To help agents find special channels for bulk cargo, they are selling special discount sites.

Apart from special stores, other stores do not allow discounts to protect brand image.

There was news that Adidas had to turn large production lines out of China to achieve cost savings.

At the moment, it is also looking for production bases in Thailand, Vietnam and other places.

Of course, Adidas China still emphasizes that China will continue to be its most important production base.

Adidas

First of all,

Adidas

The group has sufficient liquidity and strong strength.

At the same time, it also gives the agent a heart shot.

"Adidas has close cooperation with agents.

They will continue to offer regular offers for them.

Adidas

It will further increase investment in the Chinese market, open more retail stores in 2009, and continue to strengthen cooperation with business partners, especially retailers. "

Editor: vivi