Adidas近日财务报表显示其在北美市场的销售有所下降
据悉，世界头号体育巨头阿迪达斯集团近日在其全年度财务报告中提到，占其全球销售额25%之多的北美市场在07年的发展不利，销售量同比有所下降。阿迪达斯将其归结为消费者购买力的减弱和小型零售商的促销活动。
在阿迪达斯年度财务报告中指出，在其跑步、足球鞋类产品及运动服饰保持增长的同时，篮球类产品及锐步品牌的鞋类产品的销售却有所减少。
阿迪达斯首席执行官Herbert Hainer分析说：“消费力的低迷及零售市场的不利环境造成了阿迪达斯近来销售量的轻微下降。”
2007年 ，自阿迪达斯与其在北美的最大零售商Foot Locker结束合作关系后，其该地区销售额暴跌9.4%，其中仅锐步全年销量就减少了5.7%。对此Herbert Hainer表示，预计在未来6-9个月期间，锐步的销量还会继续下滑。“在未来锐步还面临着更多挑战，市场环境不容乐观。”
2005年阿迪达斯对外宣布以31亿欧元的价格收购锐步，并花费大量财力进行品牌复兴，期望以此增加在美国的市场占有率，缩小与耐克在此地的差距，同时提升品牌知名度与美誉度。
目前，锐步正试图通过促进女式运动系列，跑步鞋类及美国本土运动产品如冰上曲棍球及橄榄球项目推动整体销售额的增长。不过通过今年下半年增加的订单情况，预计锐步在2009年北美的销售会有所增长。
订单的积压问题也成为阻挠锐步未来增长的重要因素之一。2007年末，因为汇率浮动，锐步销售额整体下降8%。但阿迪达斯宣称由于阿迪达斯在欧、亚、拉美等地区业务的良好运行，2008年其全球业务仍会保持适度增长。
原文：Adidas sees North American sporting goods market declining this year
FRANKFURT (Thomson Financial) - Adidas AG said it sees the sporting goods market in North America -- where it last year generated more than a quarter of total sales -- declining this year, weighed down by sluggish consumer spending and promotional activity by mall-based retailers.
While growth in running and soccer footwear as well as athletic clothing will continue, the markets for basketball gear and Reebok Classics products will decline, Adidas said in its annual financial report.
"Consumer spending is slowing and the retail environment continues to be depressed," chief executive Herbert Hainer said at a news conference.
In 2007, Adidas' sales in North America slumped 9.4 pct after the company cut back its business with shoe retailer Foot Locker Inc, its biggest customer in the region.
The decline was led by Reebok, which recorded a 5.7 pct overall sales decline in the full year, and chief executive Herbert Hainer said the company expects sales at Reebok to continue sliding for the coming six to nine months.
"At Reebok, there are still a lot of challenges, and tough market conditions don't make it any easier," Hainer said.
Adidas in 2005 announced the acquisition of Reebok for 3.1 bln eur to boost its market share in the US and narrow the gap with rival Nike Inc, and has invested in marketing to revive the brand's popularity and profitability.
The company aims to boost sales of products for women's sports, running, and American sports such as ice hockey and American football, and hopes that a focus on its best-selling products will further help the brand.
Adidas affirmed it expects sales at the Reebok unit to return to growth in 2009, with order backlogs already showing improvement in the second half of this year.
Order backlog -- a key indicator of future sales growth -- at the Reebok
brand slumped 8 pct at the end of 2007, adjusted for exchange rate fluctuations.
The global sporting goods industry will grow "modestly" this year, driven by Europe, Asia and Latin America, Adidas said.
