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Confident Adidas Porsche Design Company
China is expected to be the biggest market of Adidas Group. The German sports products manufacturer,[link widoczny dla zalogowanych], Adidas has gained great confidence from Chinese market,[link widoczny dla zalogowanych], which may turn out to be its global largest market instead of America in the future.
Adidas issued the fourth quarter's achievement report yesterday,[link widoczny dla zalogowanych], and Adidas total sales has been risen from the corresponding term of last year's 2.93 billion Euros to 3.26 billion Euros, with the growth rate of 11%. Net profits has been increase from the same period of last year's 7 million Euros to 18 million Euros. The increase to a great extent,[link widoczny dla zalogowanych], benefited from China, Russia and North America's favorable performances. Heller claims that until 2015,[link widoczny dla zalogowanych], Adidas Company's 50% sales growth will come from the above-mentioned markets and Chinese market's sales performance will be particularly important.
Last year, Adidas opened 1175 new branch stores in China,[link widoczny dla zalogowanych], and currently 6700 sales outlets exist. The company's annual turnover in Chinese market has already exceeded 1 billion Euros. Adidas will keep on enlarging investment, expanding e-sales platform and extending storage logistics market in China. It has been anticipated that in the year of 2012,[link widoczny dla zalogowanych], there will be double-digit growth in Chinese market sales. Being benefited from wholesale,[link widoczny dla zalogowanych], retail and other businesses' double-digit increase, Adidas group's marketing income in the year of 2011 was added 13% than what they had anticipated, which achieved 13.3 billion Euros,[link widoczny dla zalogowanych], rising to a historical new high. In November last year,[link widoczny dla zalogowanych], Adidas had expected that being facilitated from Euro Final and London Olympic Games,[link widoczny dla zalogowanych], the company's earnings per share would be increased 10% to 15% in 2012.
Due to the athletic performance series and the athletic fashion series' double-digit growth,[link widoczny dla zalogowanych], the Greater China area's sales income reached 1.229 billion Euros, increasing 23%, and became the fastest growing area. The Greater China area's general manager of Adidas Group, Colin Currie said: "Adidas Chinese business has been developed very well. When we provide the latest Adidas products,[link widoczny dla zalogowanych], we have always been trying to make retail channels' inventory keep a healthy level".
Despite the high uncertainty of global economic outlook,[link widoczny dla zalogowanych], but thanks to the group's high exposure degree and retail businesses' future expansion in fast growing emerging markets, sales businesses' development will be beneficially effected.
Adidas' enlargement in Chinese market will occupy a considerable potion of native brands' market. Nike and Adidas once announced in succession that they will extend the second and third class markets' store development and programmed to push off sportswear which are more close to the second and third class markets' price,[link widoczny dla zalogowanych], so their spear point straightforwardly to native sporting brand's major market. The data reveals the native brands' revenue in the small and medium sized cities takes up 70% to 80% of their general revenue.相关的主题文章：

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