Li Ning, represented by China's domestic sports goods company to catch up, so that the old sporting goods market boss adidas sit still. For the first commercial trip since New Year's Day in 2010, Adidas Group Chairman Herbert Hainer chose China, following the newly appointed Christophe Bezu, managing director of Greater China. Heiner said Adidas will remain one of the "big brother" players in the sporting goods market in China, with the trump card being the World Cup in South Africa this year. Local sporting goods company is still chaser The first six months of 2009, Adidas cumulative sales of 50.34 billion euros, the Chinese market accounted for Adidas 7% to 8% of global sales, or 352 million to 403 million euros, or about 3.45 billion yuan to 3.95 billion yuan. The same period, Li Ning revenue 4.05 billion yuan, from the figure point of view, Li Ning sales in the first half of last year has more than Adidas China's market revenue. According to the November 4, 2009 earnings announcement, Adidas Group's third quarter sales of 2.888 billion euros last year, net of exchange rate factors, down 7%, following the first quarter of last year, after the negative growth record, the highest decline. Therefore, optimistic insiders predict that in 2009 Li Ning is expected to surpass Adidas to become China's sportswear market leader. In this regard, Heiner said: "We recognize that China's local sporting goods manufacturers do have very strong strength, but I also point out that there is a certain gap between Adidas and Nike and China's local sporting goods company, Chinese local companies or catch up The role of this pattern will not change in the short term, Adidas will still be ranked first in the Chinese market or one of the most leading manufacturers. Having said that, there are not many difficult problems facing Heiner and Dubbo. Due to the overly optimistic estimate of the sportswear market after the Beijing Olympic Games, the inventory of Adidas is high. The value of its inventory of goods at the end of 2008 was 1,995 million euros, an increase of 22.5% over the same period of last year. As a result, the dealers of Adidas spent most of 2009 busy discounted inventory, Dealers profits soared, Adidas major distributors in China Belle and Daphne closed nearly a hundred retail stores; some adidas executives also have left, Adidas sub-brand Reebok, general manager of China, Zheng Jie, switched to the ANTA Sports (02020.HK). Reorganize marketing channels The reshuffle of the Chinese market was imperative for Heiner, so he came to China on New Year's Day, saying: "China is an extremely important market for Adidas, second in the global market for Adidas, and at the same time A potential market, so this time Dubuai Rui as the head of Greater China, he is our Asia Pacific experience is very rich, a manager, hope that under his leadership, the Chinese market can really be the last one Floors." Burberry's top priority is to rebuild the channel. Adidas sales in the country mainly through the Pou Sheng International distributors and other products, as of the end of 2009, Adidas has about 5,000 retail stores in China, the vast majority of dealers set up, Adidas stores very little. Although suffered Belle, Daphne such a big dealership shop "pain", Dubuai Rui told reporters that Adidas will not change the dealer's channel strategy, he said: "We are in the channel strategy is a multi-level concept, the first Is the most important, that is closer to our channel partners, to give more effective support, this is the top priority; the other is a breakthrough in network marketing, the third is the selective establishment of self-owned stores " In the control of the stock level, Heiner said the third quarter of 2009 has been down 8% year on year, inventory value to 1,652 million euros. Dubuai said: "We will use more innovative ways to channel suppliers, in the delivery cycle, replenishment methods, cross-sectoral forecasts, hope to achieve a breakthrough in the future, which can effectively control the supply The level of stocks on the chain is expected to (by this year) around June will return to normal levels. Hope South Africa World Cup Heiner cautiously optimistic about the prospects for 2010, but full of longing for the South Africa World Cup: "First of all, South Africa World Cup is the world's largest event, and football products are Adidas housekeeping products, we have high hopes. We are the official FIFA Sponsors, suppliers of licensed products and equipment, including soccer referees, caddies, sports products for volunteers, and outdoor advertising on the site, will be on our doorstep and another four weeks ago we launched the new World Cup in Cape Town A generation of football - JABULANI football, this is an epoch-making product. In the national team sponsorship, in 2006 we sponsored six national teams, this time we sponsored 12 teams, including the host South African team, at least 100 Name of the players got our sponsorship in South Africa before the official World Cup held every month, we will launch new products, soccer shoes, including Falcon football shoes, F50 football shoes, etc .; game ball, in addition to JABULANI, the final With the golden ball, we also introduce new products; players jerseys, we will be irregular Launch new product. " 2006 World Cup, Adidas sales of 10,008 million euros that year, a substantial increase of 52%. For the first time in history, sales exceeded 10 billion euros, at a time when only one soccer revenue rose by 30% to more than 1.2 billion euros.