What we can see from this is that the “Chinese element” that Adidas CEO said may be one of the factors. But in my opinion, the Xinjiang cotton incident may be the core attribution of Adidas’ successive “falls” in Greater China. The “aftershocks” of the Xinjiang cotton incident continue to this day. It’s just that even though Adidas chooses to “kneel” to make money . It continues to choose to turn a blind eye with an ambiguous “admit one’s mistake” attitude. Although the Adidas CEO is still full of confidence in the future. He still believes in the future growth space of the Chinese market.
But for Adidas, who didn’t really realize his mistake,
This time it was indeed a little too blindly optimistic! Adi frustrated, sports “shuffle” In fact, what b2c mailing lists makes Adidas “embarrassed” is far more than the successive declines in performance, and its precarious position as the world’s second largest sportswear group has also been challenged and threatened like never before. Although in addition to the Greater China region, Adidas achieved high-speed growth in Europe, Latin America and other regions in the second quarter of 2022.
But in mid-July this year,
Its market value was surpass by lululemon and Anta one after another. And not CPA Email List only this time, since this year, the market value of Adidas has been overtaken by Anta for a time. This made Adi look embarrassed, helpless and at a loss. All of this seems to only be attribut to the issue of brand health. Before the outbreak of the epidemic, Adidas was already facing the dilemma of multi-line weakness: the vitality of new products was weak, the joint name was insufficient, and the marketing was the same. Except for Yeezy and (discounted) UB, there were almost no more attractive shoes.