Adidas aiming $ 590 outdoor market TNF market early adopters
Due to the financial crisis, the world's sports industry giant Adidas profitability continued to decline in recent quarters. The third-quarter report disclosed earlier this month showed net sales of just 213 million euros in the third quarter, nearly 30% more than in the previous year due to poor sales of sporting goods. In order to reverse this downturn as soon as possible and expand business areas, Adidas gradually invests its attention in the increasingly thriving outdoor market and recently announced that it will launch a series of professional mountaineering assault jackets for 400 Euro (totaling US $ 595) to the market in 2010, To seize the current outdoor clothing leader The North Face's steady market share. Adidas seems because the outdoor consumer market growth rate is much higher than the traditional sports market.
In a telephone interview, Rolf Reinscht, global head of outdoor advertising at Adidas Group, said in a telephone interview that the world's second-largest sporting goods maker is set to become a leading brand in so-called functional clothing by 2015. "Adidas is going to be the top ten in the outdoor industry Brand. "But he refused to disclose more detailed plans and provide relevant data.
According to the European Outdoor Industry Association report, outdoor clothing sales in Europe in 2009 will increase by 0.7%, the market performance is much better than the continued decline of the sporting goods market. Highly segmented market characteristics are very attractive to Adidas. Currently, The North Face, a division of VF Corp., the world's largest apparel maker, is the global leader in the $ 59 billion outdoor industry with annual sales of $ 2.74 billion.
"Adidas is still lagging behind many of the specialty brands in the industry but it's already under way," said Andreas Bartmann, CEO of Globetrotter, Europe's largest outdoor retailer. Headquartered in Hamburg, Germany, with a turnover of 205 million U.S. dollars in fiscal 2008, Globetrotter plans to start selling the outdoor hiking shoes series launched by Adidas next year.
Adidas will launch next spring, Terrex Jacket series weighs only 325 grams, the use of Adidas FORMOTION unique technology and the use of Gore PRO SHELL fabric, is a professional high-altitude light weight jacket, the altitude can reach 6000 meters Alpine.
The North Face Company
The German company failed to provide sales figures for its outdoor apparel, saying only that its outdoor apparel sales continued its upward trend in the first three quarters of 2009, although overall sales dropped 3.7%. Wealth Group last month released data that at the current exchange rate, The North Face's fiscal third-quarter revenue rose 10%, while referring to the same standards, the group's other sports brand Vans rose only 4%.
Columbia company
But looking around the world, not every large outdoor company is as strong as it has been this year. Colombia, the other giant in the global outdoor industry, reported its third-quarter earnings last month, which showed a 4% drop in fiscal revenue to $ 434.5 million compared with the same period of last year. Fiscal year full-year growth is expected to be further reduced. The company had forecast that its 2009 annual revenue would fall at double-digit rates.
From the beginning of the year to the present, the cumulative increase of Adidas shares was 30%, Wealth Group was 34%, and Colombia was 11%.
Adidas hired Huber brothers to speak
Rolf Reinscht has been running the outdoor division of Adidas since 2007 and has formed a 40-person team to research and develop high-tech outdoor apparel and footwear, as well as increase investment in television commercials, hiring the Huber brothers (Alexander Hube and d Thomas Huber) as well as sponsoring the mountaineering of the Italian mountaineer Reinhold Messner (the first of 14 towers with 8,000 meters) to help increase their visibility and build a professional image.
"The most important thing for us now is to win credit in the outdoor world," Reinsch said.
Herbert Hainer, the current CEO of the Adidas Group, said last month that it would build an outdoor unit with its own brand instead of a merger. "Adidas is working hard to take advantage of the growing opportunities in the current outdoor market to do a serious job." Secretary General of the European Association of Outdoor Industry Adidas to march into the outdoors, he expressed the hope that next year's outdoor industry can maintain sustained growth .
"Even as people continue to buy outdoor gear in times of economic depression, they temporarily flee this serious, harsh reality," Held said.
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