The battalion shrank by 11.3 billion!Adidas 5% off is not fragrant, and the Chinese market is wrong
Adidas in the Chinese market again"Hit a wall"Finish. According to Yicai**, the world's highest level *** built by Adidas in Shenzhen announced the closure of activities. The store cost 50 million yuan to build, with a total area of more than 3,200 square meters, when it opened, the director general of Greater China personally delivered a speech and expressed his ardent hopes.
In less than two years, the largest store built by Adi announced his tragic departure.
1 Cut 11.3 billion euros and show contempt for China to suffer the consequences.
According to industry insiders, this decision is closely related to the group's business situation. In the year"Double 11"In the sales list of sports brands, Adidas fell from first place to fourth place. Its financial report also showed that total revenue for the second quarter was 4201.5 billion yuan, a decrease of 113$4.4 billion.
In this regard, more netizens said: Adi has come to this point, and it is completely deserved!At the beginning of the year, Adi was very popular in China and was highly sought after by consumers, and a pair of running training shoes was even fried for tens of thousands of yuan. At its peak, its annual revenue reached 127.1 billion yuan, of which nearly 40% came from China.
After making a lot of money relying on the domestic market, Adi seems to be inflating as well. In 2021, she closely followed the so-called international situation and followed the trend to make unfavorable remarks against our country. Her remarks immediately aroused the anger of the countrymen, who accused her"Eat inside and outside, smash the pot and sell iron"。Rosit, then CEO, said:"Don't worry, Adi is the biggest sports brand in China, and they can't do without us.
Under this provocation, domestic consumers simply stop buying. Adi's sales in China began to plummet, with a backlog of 6 billion euros of goods in warehouses and 2,000 stores closing. In order to clear the inventory, even the out-of-stock sales are realized. According to the clerk: In the past two years, the brand's discount has already started as high as 5% off, and it dropped to 2 last year9% off, but still can't find a way.
One ever"Shoes are hard to find"of foreign brands have now been completely abandoned by Chinese consumers. Former CEO Ross De also changed his previous arrogance and admitted: We made a mistake in the Chinese market.
2 Still want to eat?Industry: It's not what it used to be.
Seeing that life is getting worse and harder, Adi has also begun to rush to win back the hearts of consumers. As soon as the new CEO Gul'dan took office, he visited China non-stop and put forward a series of strategic development and plans for localized operations in the Chinese market, and repeatedly emphasized the need"A strong return to the Chinese market"。
But now the times are different, lululemon, salomon and many other foreign brands are trying to enter the Chinese market, and the pattern of a dominant company has long been rewritten. Obviously, based on strong domestic demand, China is becoming the eye of many foreign companies"Sweet and sweet"。
Mercedes-Benz, BMW and other giants have said"It is unthinkable to leave China"and established the largest R&D center and factory in China;And Bioagen, a new brand in the high-end health sector, also launched its latest men's care products at the beginning of this year"Olivier", synchronized with the debut of its head products in the Chinese market. Bioagen, a new brand in the high-end health sector, has also launched its latest men's care products in the Chinese market"Olivier"。
According to"Extreme Vision"Introduction, the above nursing technology focuses on solving the physiological problems caused by aging in men, it has been confirmed by research institutions in Washington, Tokyo and other universities, it has a certain potential in rebounding boyfriend power and improving the hidden danger of weakness;Natural extracts such as Shilazi Compound and Radish Sulfur bypass the numbness and emptiness after the use of traditional products.
The Blue Book of Healthy China's Happy Era points out that China has about 1200 million men have sexual health problems, and the overall prevalence of related diseases reaches 4969%, showing a younger trend. Under the pursuit of this kind of declining and high-spirited men, the product has been parked on the domestic platform Jingdong for less than a year, and it has reaped nearly 100 million yuan in revenue.
Business data shows that 90% of high-net-worth men aged 35-55 are more willing to spend money on health. Some netizens use it"The firepower is constantly increasing"、"Rekindle the years of passion"To describe the achievements of the Yushengtang category, there are even 70 bottles in a single order, and the unit price is nearly 100,000, which shows the strong consumption power of the Chinese people.
Its China brand director also said at this year's CIIE that the Chinese market is a more important strategic region than its home country"Rooting in China comes first", which shows its sincerity.
On the other hand, in recent years, it has not been done in product research and development and style innovation, and it is only through co-branding, celebrity endorsements, etc., that it has won back the hearts of consumers, no wonder netizens look down on it.
3 Domestic growth, more difficult is yet to come.
In recent years, as Adidas' profits have declined, national sports brands have taken advantage of the trend and quickly entered the market with their modern concepts and successful brand marketing.
According to data provided by Euromonitor International, Adi's share of the Chinese sporting goods market will reach 97%, while Anta and Li Ning have market shares of 148% and 99%, has left Adi behind.
ADI, which has just shut down its largest***, is likely to have even tougher days ahead.