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Adidas Dealers Huge Stock

Adidas walked out of the shadow of Lining Olympic Games by changing channels and quick counterattack. Spain became the eighth World Cup Winner, which was sponsored by Adidas, a year ago. Not only the Spanish cheered up for the victory, but the employees from Adidas headquarters in Germany also applauded though Germany was just eliminated out of the game by Spanish. The possibility that Nike's teams could win three successive championships in World Cup, was evaporated because of this trophy In 2002 and 2006, Brazil and Italy, sponsored by Nike took the crown in order.
Due to the 2008 economic crisis, the global sports products market grew tardily, and Adidas urgently desired a symbolic victory at the low ebb to confront its old opponent, Nike. Its semi-annul report in 2010 was also inspiring, achieving 5.59 billion Euros at the first half year, with 11% year-on-year earning growth and nearly all territorial markets gained double-digit growth. With the help of the World Cup, its football sale figure, record 1.3 billion Euros was achieved.
But the news was frustrating in Chinese market, at that time reports of Adidas' sales declining in great China area could be heard endlessly. Once the star market was dragging its heels. The Chinese market's revenue lessened 16% year-on-year incomes in the first half year of 2010 and turned into the only negative growing region among the fist six big markets. Adidas was not only behind its old opponent, Nike in Chinese market, but its runner-up palace in mainland China's market share was indeed took over by another opponent, Lining since the year of 2009.
However, only six months later, Adidas became an equalizer. According to 2010 Earnings estimation that Adidas' sales was about 1 billion Euros in Mainland China, which was close to sales of Lining company in 2010. Lining Enterprise became a "Mr. Bad News", at that moment. Bad news came out constantly, for example the recorder quantity of the first two quarters in 2011 dropped markedly. But Adidas was gaining momentum. When its Earning of the first half year of 2011 was announced, the business revenue of great China area in the first half year was 552 million Euros, leading the way for other areas in the word. While Lining enterprise issued a profit warning estimated that the group sales revenue in the first half year dropped 5% compare with the corresponding period last year and the net profit margins would be halved shrunk.
The summer of 2008 was only the beginning of a long nightmare towards Adidas, which followed by incessant news about Adidas dealers' huge stock. After the event, Adidas admitted that its estimation towards post China Olympic market was too optimistic. In fact, the year of 2009 was a rough year for many sports goods brands. Nike closed the only one factory that belonged to itself in China in order to reduce production capacity.
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