According to the upstream news department, Adidas reported revenue of 22.511 billion euros in 2022, an increase of 1% over the same period last year, and net profit belonging to shareholders was 612 million euros, down 71% from the same period last year. In Greater China, sales fell 36% in 2022 and 50% in the fourth quarter, marking Adidas's seventh consecutive quarterly decline in Greater China.
On the contrary, the opponentIn the first half of 2022, Anta made 25.97 billion yuan in revenue, twice as much as Adidas China in the same period, while Tebu's revenue also rose 37.45 per cent year-on-year.
In the first half of 2022, Anta made 25.97 billion yuan in revenue, twice as much as Adidas China in the same period, while Tebu's revenue also rose 37.45 per cent year-on-year.The suspension of coconut shoes has had a big impact on Adidas, which has poor performance and does not highlight the best-selling categories.
A senior figure in the shoes and clothing industry in Wuhan also said that Adidas's design products in the Chinese market in recent years are still general version, and the core point is that these brands are still dominated by elements such as European and American fashion culture, so as to design products in this way, using a general version, a routine travels all over the world. In China, this concept is becoming less and less accepted by young consumers.
In additionIn terms of product characteristics, domestic sports brands actually stand out from the subdivision of the track, such as the special step starts from running, Anta breaks through from the temperature, Li Ning breaks the circle from the perspective of fashion, with different emphasis, to a certain extent, equivalent to accurately finding their target consumer groups.
At the same time, the rising performance of local brands is related to the brand-new appearance of China's health cause and health industry in recent years. Out of the pursuit of health and love of sports, consumers choose different sports scenes, which also extends a variety of high-end, mid-range and popular consumption. Guochao brands are taking advantage of this industry-ldquo; Dongfeng & rdquo;.
Recommended use China IT News APP
Download flyfish app to read news