Business Intelligence on Retailing, Franchising, and Consumerism in China

Adidas' Sales In China Down 15% In Q1 2010

The world's leading sports supplies provider Adidas has published its performance for the first quarter in 2010, stating that its sales in Greater China were EUR198 million, a year-on-year decrease of 15%; and the decrease reached 20% if currency factors are taken into consideration.

For the reporting quarter, the Greater China area is reportedly the worst among Adidas' worldwide markets. The company realized sales of EUR945 million in the Western European market, a year-on-year increase of 5%; it's sales in the North American market were EUR585 million, a year-on-year increase of 10%; its sales in Latin America and the Japan-oriented Asian market also showed increase of 24% and 1%, respectively; but its sales in Greater China and the European emerging markets decreased by 20% and 1%, respectively.

Ma Gang, a Chinese sports market analyst, told local media that Adidas was over-optimistic about the post-Olympics Chinese sports products market and its re-construction of sales channel system has not been completed, leading to its bad performance in China in 2009. Ma said over last year, Adidas closed at least 200 stores in China and most of these other stores have not recovered operations yet.

Ma revealed that facing the severe competition in the Chinese sports supplies market, the only way to increase revenue is to open new stores. However, comparing with Chinese brands like Anta and Peak, which expanded new stores rapidly in 2009, Adidas' effort was far from enough.

Be the first to comment on "Adidas' Sales In China Down 15% In Q1 2010"

Leave a comment

Your email address will not be published.


  Other China News

AutoNavi, Delphi Reach Deal

Hisense's Net Profit Down 47.39% In First Three Quarters Of 2017

Airbnb China Head Resigns

DMG To Buy China Rights Of Forbes Brand


Chinese Electric Bus Manufacturer Lands USA Deal

American Electric Car Manufacturer To Build In China

U.S. Clean Water Company Makes Chinese Inroads

GE Will Promote Wind Power Through New Chinese Education Center

JD To Build Global Logistics Headquarters In Xi'an

Wumart, AGS Sign Agreement For Seafood Direct Procurement

India Gains Second Factory From China's Xiaomi

85% of Indian Staff To Lose Jobs At China's LeEco