In the first quarter of 2010, the major shoe enterprises have baked year-end statements. Pattern of the domestic athletic footwear market Air jordans, drastic changes took place in 2009: to Adidas, Nike, the performance represented by foreign giants have fallen sharply, and Anta, Li Ning, and other domestic brands rise rapidly.
Adidas in 2009 was brutally "Waterloo", the first-quarter net profit of 500 million euros (6.69 million U.S. dollars), a year earlier to 169 million euros net profit, down 97%. Adidas second-quarter net profit of 900 million euros (13 million U.S. dollars), a year earlier net profit of 1.16 billion euros, down 93%. Adidas three-quarter net profit was 2.13 billion euros (315 million U.S. dollars), net profit a year earlier to 3.02 billion euros, down 30% year on year. Adidas net profit in the fourth quarter from 54 million euros last year dropped by 64% to 19 million euros (26 million U.S. dollars), while analysts had on average expected 25 million euros. At the same time, the fourth-quarter sales fell 5% to 2.46 billion euros, also below market expectations of 2.51 billion euros. Another sporting goods giant Nike in China is not optimistic. March 2009, Nike closed its factory established in Taicang, China, this factory is the only one Nike factory in China. In the same year in May, Wholesale nike dunk sb Nike headquarters announced 1750 layoffs in the world, accounting for 5% of the proportion of employees.
Contrast, the domestic brands, ANTA Sports Products Limited to the latest financial report noted that the company's annual turnover last year rose 27% to reach 5.87 billion yuan, up by 2.1% year on year gross margin to 42.1%. The fastest revenue growth among the North 36.6%, Eastern and Southern districts to maintain 20% revenue rise. Significant increase in 2009 net profit up 39.8%, up to 1.2509 billion yuan, exceeding analysts had on average expected net profit of 1.13 billion yuan Jin Yicheng. The Li Ning Company first half of 2009 grew 32.4% to 4.052 billion yuan; net profit rose 41.6% to 473 million. On the net, the first half of 2009 Li Ning first time the world's second-largest sporting goods maker Adidas.
Faced with this "foreign country back into" the situation, the industry generally on the one hand part of the foreign brands on the Olympic's expectations are too high, too many channels Yahuo ultimate reality of the market demand for lower than expected sales, leading to inventory issues there this yearShoes boots . And because Olympic's market performance below expectations, the relationship between manufacturers and dealers are more tense, part of the channel exit, exit channel further increase the pressure and selling pressure on stocks; the other hand, the impact of the financial crisis, some import of large orders were canceled in the domestic market, Adidas, Nike, reduced market share. Consumer behavior has changed, the overall decline in purchasing power to require a lower price, while the domestic shoe brands obvious cost advantage. So are favorable for the market. In this case, "the country back into the ocean," it is not hard to understand.