Adidas'S Sales In China Achieve Five Consecutive Growth

Adidas announced its 2014 fiscal year results today, with sales of 1 billion 811 million euros in Greater China, which has been growing for fifth consecutive years since the 2010 fiscal year.

The main players in China's sporting goods market, including Nike, have been experiencing a decline in performance over the past five years. Chinese sporting goods companies even failed in performance and profits, and Adidas's performance stood out.

The latest report shows that in the fourth quarter of fiscal year 2014, Adidas achieved sales of 488 million euros in the Greater China region, an increase of 18.9% in the euro, an increase of six in the six largest markets of the world, and an increase of 11% over the previous year, excluding exchange rate factors.

Adidas Greater China has annual sales of 1 billion 811 million euros, an increase of 9.4% compared with 1 billion 655 million euros in the previous fiscal year.

Gao Jiali (ColinCurrie), managing director of Adidas group's Greater China, said: "I'm glad to see that we have such a strong financial performance, and two digit growth shows our leadership in the market.

Since our "2015 way" strategy was launched, we have made great progress and made Adidas grow into the leading sports brand in China.

We have strengthened the status and retail business of various categories and won market share from competition.

Based on the steady performance in 2014, we are proceeding along the road of "2015 road" strategy.

We have made a strong start in 2015, so I am confident that we will achieve our goals.

Gao Jiali's "joy" and "confidence" are not generalities.

Within the Adidas group, since the 2010 fiscal year, sales in the Greater China region have increased by 80% from around 1 billion euros for five years, but the overall performance of Adidas group has increased from 11 billion 990 million euros in fiscal 2010 to 14 billion 534 million euros in 2014 fiscal year, with an increase of about 21%. Moreover, Adidas group's performance in the 2013 fiscal year has not increased, and the performance of the Greater China region is quite different.

Compared with peers, China's sporting goods market has fallen into recession in the past 5 years.

The local sporting goods brand Li Ning Co (02331.HK) had expected losses in the 2014 fiscal year or reached 820 million yuan, a loss for third consecutive years.

Another important sporting goods local company, Anta (02020.HK), has reached its peak in recent years, with an annual revenue of 8 billion 905 million yuan. After that, Anta fell to 7 billion 281 million yuan in 2013.

As the main competitor of Adidas, Nike has not achieved sustained growth in Greater China.

In the 2012 fiscal year, Nike Greater China earned $2 billion 561 million and fell to $2 billion 478 million in the 2013 fiscal year.

Only Adidas achieved a sustained growth of five years in the Chinese market.

Insiders told reporters that in the past few years, Adidas has shown more and more flexibility in the layout of sales channels.

In 2014, Adidas China opened its first exclusive footwear store in China, and opened three women's stores for female consumers in key cities such as Beijing. In addition, it opened a basketball store in Wuhan and extended to three cities in Shenyang, Beijing and Chengdu in 2014.

In the retail sector, Adidas has been eating crab.

At present, Adidas operates more than 80 retail outlets across the country.

At present, there are more than 8000 Adidas shops nationwide, many of which are located in two or three domestic cities.

In terms of product line, Adidas's main sales performance is still driven by its sports performance series, but in recent years Adidas sports classic products have also made strong growth in China, and sales have almost doubled in the past three years.

Although the growth rate is faster than Nike, Adidas has a certain distance from Nike in the Chinese market.

In the 2014 fiscal year (as of May 31, 2014), the revenue of Nike Greater China was $2 billion 602 million. The 2014 year of Adidas Greater China (as at the end of December 2014) was 1 billion 811 million euros.