Adidas'S Iron Wrist Strategy &Nbsp; Used For Inventory Problems

Recently, the world's top second sports brand.

The world cup in South Africa ended successfully, and the champion of Spain, the ball sponsor of Spain, made a full pot of Adidas.

The half year report as of June 30th showed that its global income in the first half of the year was 5 billion 590 million euros, an increase of 11% over the same period last year, gross profit margin increased by 3.7 percentage points to 48.8%, and operating profit margin increased by 5.5 percentage points to 8.1%.

The five markets, including Europe, have achieved two digit growth, but they do not include the Greater China region.

Due to

A series of actions are considered effective by the industry, but the inventory problem can not be solved immediately.

At present, China is the second largest market in the world after Adidas, and the only one in the first half of this year.

Semi annual report shows that in the first half of this year, Adidas's performance in the Chinese market is still sluggish, and sales revenue has dropped by 16% over the same period last year, dragging down global performance.

Adidas also said that the main reason was the need to deal with inventory.

Since the Olympic Games have been in Beijing for two whole years, how long will it take to complete the inventory problem? Adidas duer, President of Greater China, told reporters that the inventory of Adidas will return to its normal level around June this year.

At the same time, Adidas also hopes to achieve "open source" through new sales channels, and e-commerce is the choice.

Recently, Adidas officially launched the official flagship store on Taobao, Du Bairui said, taking advantage of this opportunity, Adidas has the opportunity to understand and meet the consumer demand of Chinese consumers through the Internet.