The Core Of Adidas'S Growth: "China" And "Electricity Supplier"

According to the world clothing shoes and hats net, Germany

The profit forecast in 2020 has been raised.

The business profit margin was raised to 11.5%, 0.5 percentage points higher than the previous plan.

In addition to establishing an Asian headquarters in Shanghai, China, including all regions, including Japan, in order to expand

Sales will also strengthen investment in logistics facilities.

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It will further expand its scale.

Adidas began to produce sports shoes through 3D printers.

Kasper Rothd, CEO of Adidas, took office in the autumn of 2016. In the 2017 fiscal year of its first full year Leadership (as of December 2017), Adidas's sales grew by 15%, its operating profit increased by 31%, and its revenue increased significantly.

Although the sales target of 250~270 billion euros in 2020 remained unchanged, the operating profit target was further raised on the basis of 1.1 percentage points increase in March 2017.

At a press conference held at the headquarters of heto in the southern German headquarters, Kasper Rothd stressed that "China's population reaches 4 times that of the United States."

China's market has potential to increase to 16 times.

Huge business opportunities are emerging.

Adidas CEO Kasper Rothd explains the strategy of electric business (March 14th, Adidas headquarters of Hedo root in the southern Germany)

Adidas's sales in the Chinese market in 2017 reached 3 billion 700 million euros.

Although the scale is still inferior to the largest western Europe (5 billion 800 million euro) and North American (4 billion 200 million euro) market in various regions, compared with 2016, China's market growth rate reached 26%, ranking the highest in the major regions.

In addition, the Chinese market has a profit margin of 35.4%, which is becoming a "rocking Qian Shu".

Adidas will take new actions in the Asia Pacific market, including China.

Before the Asia Pacific market, China, Japan, South Korea, Southeast Asia and Oceania are 4 independent regions, but by the end of 2018, they will establish an omnibus base in Shanghai.

Part of the commodity strategy will be concentrated on China's headquarters.

The experience and talents of Japanese and Korean legal persons are concentrated in the unified base and extended to other countries in the region.

About Japanese legal persons, "part of the functions will be pferred to Shanghai, but Japan will soon welcome the Tokyo Olympic Games, and the staff will not be reduced."

The number of Adidas stores in China will increase by 2 to 1.2 in 2020.

Asia and Oceania are expected to maintain 2 digit growth after 2018.

Another area that plays a major role in future growth is the digital sector, such as electricity providers.

Adidas's online sales rose 57% in 2017 to 1 billion 500 million euros.

In order to achieve the 2020 sales target, Adidas needs to grow 40~60 billion euros, of which 2 billion 500 million euros will come from the electricity supplier field.

Adidas launched official shopping APP in the US and UK in 2016. It will be extended to Europe and Canada in the near future, and will also expand to other regions.

Adidas CFO Harm Ohlmeyer said, "if you use APP from the next order to receive the goods, it will take 4~5 days, so the customer will not buy it again.

We should strive to serve in the main cities on that day. "

To this end, the logistics warehouse will be added to the bottleneck of rapid distribution.

In addition to leaving the UK, which is likely to have an impact on the EU, it will also invest in the suburbs of Germany and New York.

Although the profit margin of e-commerce business has not been announced, it is said to be higher than wholesale and retail outlets.

Adidas will strive to increase sales through profitable Chinese market and e-commerce business, while achieving profit growth.

Adidas's sales in fiscal year 2017 amounted to 21 billion 200 million euros, with a profit margin of 9.8%.

In the 2018 fiscal year, the Russian World Cup will become a positive factor, with sales expected to grow by about 10% and operating margins will exceed 10%.

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