Adi struggled to catch up with the resurgence of performance and then climbed

Achieve barely reached Wall Street expectations of Nike, Andema continue to make losses in the second quarter, with what revenue and net profit are rising adidas?

Recently, Adidas released Q2 earnings, the results are still very gratifying. During the reporting period, Adidas net sales Shoes Coupons increased 20% to 5.038 billion euros, continuing operations net profit reached 347 million euros, an increase of 16%, gross margin reached 50.1%, its brand Adidas and Reebok brands are different Level of growth, of which Adidas running series sold quite well, Boost series in short supply, Originals and Neo's fashion is also very popular.

Regionally, sales in all regions except Russia reached double-digit growth, with the United States up 25.8% from a year earlier and Greater China with sales of 865 million euros, an increase of 27.7% over the same period last year and maintaining its high speed.

According to the estimation by Adidas, the full-year 2017 sales growth will remain at a high of 17% -19%, higher than the previous 12% -14% expectation. The full-year gross profit margin is estimated to be 50% and the continuous operating income will increase by 26% -28% from a year earlier. It is quite optimistic when such a forecast is put forward by the U.S. retail department store industry.

And unlike the joy of the Germans, the two sports brands in the United States in the face of Adidas counterattack, apparently some parried. According to the end of June, Nike released earnings, although Nike still has advantages in sales, but the growth rate of only 5%, far behind the rapid growth of 20% of Adidas. And gross margin, Nike only 44.1%, lower than Adidas's 50.1%, profitability has come out of style.

Once the sports world of dark horse, the United States brand Andema Q2's performance is hard to conceal the decline. According to its August 1 earnings release, sales increased 8.7% to 1.088 billion US dollars, net loss expanded to 12.3 million US dollars, which is Andrea two consecutive quarterly loss. After the earnings announcement, An Dema also plans to close the bad stores and the Adidas Coupons implementation of layoffs. At this time last year, An Dema is still the world's second-largest sports market, Adidas ranked third, now feng shui turns.

According to Cowen analyst John Kernan, in the third quarter the United States returned to school (during this time, students started to buy clothes for the new semester, the major brands in Europe and the United States will be back-to-school ) Adidas will continue to dominate the sports world with the Boost and Originals range of footwear products. Kernan is cautious about whether Nike and Androma can resume growth in North America.

In fact, adidas running mad rush to catch up, Nike and An Dema did not sit still, this year is not much movement. An Dema said to begin expanding the global market, reducing dependence on North America, advertising will be displayed in the Beijing subway station. Also for the first time invited female advocate Nagasawa beauty, intends to move from lifestyle to lifestyle, become more trendy.

Nike layoffs in the global market, increase the intensity of embracing e-commerce cooperation with the Amazon. Not long ago in the Chinese market, Nike invited Wang Junkai small fresh meat before to design shoes, and recently jointly released a new commercials Zhou Dongyu, Xin Ye wild little effort to pursue fashion and the trend of young people.

However, one thing to illustrate is that Adidas, both in advocating a lifestyle, marketing efforts in the celebrity are even greater. Star endorsements are Wu Yifan, Fan Bingbing, Eason Chan, Lin Yun, Peng Yuyan, Nike may still owe a moment. Under Lifestyle, the casual and retro collection under Adidas is itself a leader in casual trends.

Retail industry has a cyclical nature, does not Dacoz allow the brand to make a mistake, Adidas has made a mistake once chased a few years, just stepped on the trend of consumers to recover the sports and leisure before they can be resurrected, but Nike and An Dema can not reverse the decline ? In what way will return to high growth?