In The First Half, Adidas'S Global Net Sales Amounted To 7 Billion 134 Million Euros.

< p > Adidas released the mid term report of 2013. The report shows that Adidas's global net sales in the first half of this year amounted to 7 billion 134 million euros, down 3% compared with the same period last year.

Net sales in the two quarter amounted to 3 billion 383 million yuan, down 9.81%.

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In the first half of this year, the sales performance of Adidas in other parts of the world declined in varying degrees except for the Greater China region and Latin America. Sales of Western Europe, which accounted for the largest proportion of the company's performance, dropped by 9%. P

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For this reason, Adidas also downgraded the company's sales forecast. It is expected that sales volume in 2013 will increase with the level of low units to medium units without considering the fluctuation of exchange rate. P

Prior to the company's forecast, sales in 2013 will increase at the level of the number of units.

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< p > although Adidas's performance in the Greater China region and Latin America has offset the negative impact of the decline in Western European market performance on the company's total performance, Adidas's growth in China has slowed sharply in the market environment where the company's global performance is generally declining and the Chinese sports brand is still grim, according to the Chinese newspaper.

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< p > China Daily reported that in the first half of this year, the Greater China region achieved a net sales of 781 million yuan, an increase of 6% on the basis of monetary neutrality, much lower than the 19% growth rate of the same period last year.

The company said that in China, the growth of the low-end market is the fastest, but inventory is still a big problem for the company.

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P, like other sports brands in the Chinese market, Adidas is also facing the adverse effects of sluggish market demand, while the sharp slowdown in sales growth in China has also affected the company's performance in the global stock market.

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< p > < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > industry analysts said that because of the change of consumers' Choice Trend and the decrease of demand, the market capacity growth of Chinese sports brands is becoming more and more limited. No matter whether foreign brands are local brands, it is more difficult to grow faster than before.

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Compared with international sports brands, the survival of local enterprises is more difficult than P.

Anta's recent interim results announcement shows that the company achieved a turnover of 3 billion 367 million yuan in the first half, down 14.4% compared to the same period last year.

Gross margin declined by 0.7%, and the profitability of the industry is still not optimistic.

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When p, Adidas and other international sports brands pfer manufacturing centers to Southeast Asian countries with lower cost and larger market, domestic enterprises generally begin to integrate sales channels and try to integrate their industries.

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"P", the analysts said that there are still uncertainties in the future direction of the enterprise, and therefore generally take a prudent way of coping.

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< p > Anta said that China's sporting goods industry has faced challenges in the past few years due to overstock and excessive expansion of retail channels. Industry participants have taken action to deal with these problems, including reducing future orders, closing stores, cleaning up aging stocks and reforming retail channels.

Although the stock level and number of shops have been gradually normalized, but the high operating costs and fierce competition also cause uncertainties in China's sporting goods industry, and further accelerate the pace of industry consolidation.

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