The Importance of 2012 Adidas’s Chinese Market

Oct 2 14:03 2012 LIE PLIAN Print This Article


Let us see Adidas's share of market in China's third and fourth market. Now,Guest Posting we know that in China Adidas is very popular in more than twenty big cities. As the managing director of Adidas in China, Colin Currie thinks that Adidas will be more popular in 2011 in our China. In order to promote the growth of its performance, Adidas plans to open 2500 stores in three years. Moreover, Adidas plans to put most of these stores into our third and forth market in China.Last year, the cost of raw materials, labor force and transportation increased and the rate of gross margin reduced. So the company increases the price and lower marketing expenses to compensate the loss. Certainly, to reduce the price is impossible. We should know what they will do to get China's third and forth market.They want to cover more cities. Many people are curious about Adidas's global market share and profit margin. Moreover, Chinese market's condition is also a major concern. Colin says that he can not disclose the specific sales figures. Colin indicates that Chinese market is as important as Russia and United States. By the end of 2015, it is expected that the sales of these three markets will occupy the 50% of Adidas's total sales. Colin thinks that in these few years China's sports industry and sports culture developed in a rapid speed. In 2010, China's sports industry developed in the growth rate of about 20%. In 2010, the sports industry brought more than 30 billion dollars, of which 80% belonged to the sales of sporting products. It is obvious that Chinese people get more income and they begin to look for new and interesting leisure activities. More and more people choose sports and fitness as the important parts of their lives.In order to increase the profit, Adidas Company makes a five-year plan in Chinese market. He predicts that Adidas will get more markets and profits. Therefore the company wants to get more than a hundred million Euro from Chinese market. On 2nd March 2011, Adidas Company released the company's performance of 2010. In this year, the sale of Adidas reached one billion Euros and it had a growth of 3%. In addition, in other five markets, Adidas also got good sales. In 2010, Adidas Company got a total sales of 12 billion Euros and it increased 15%. Adidas Company thought they could grow by 10%, but they got better achievement. The gross profit of Adidas Company was 47.8% in 2010, and it increased by 2.4%. The offices gave their explanations about why the rate of gross profit increased so much. For example, they reduced the activities of discount, added more retail business and reduced their cost.In Colin's opinion, in 2015, Adidas can get more markets in China. At that time, Adidas will cover 1400 cities. In fact, now it has covered 550 cities of China. In order to achieve this goal, Adidas Company will open more stores in 2011 and add 550 stores into China. Among these stores, more than 10 stores belong to owned stores. Adidas Company's new stores' choices are based on the customers' lifestyles and shopping needs. Normal 0 7.8 Å 0 2 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:nh<; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;}

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