Adidas, who has always dreamed of catching up with boss Nike, ushered in a bad start in 2009 - all business unit sales were negative. Obese people always have a hard time getting started, and now adidas , a sports brand, has encountered such embarrassment. May 5, Adidas Group released the first quarter of this year's earnings, the group's business unit sales are all negative growth, described as "sound of a piece of": Adidas brand sales fell 6% Reebok brand sales fell 4% , Adidas golf brand TaylorMade sales fell 6%, mergers and acquisitions business down 10% ... In these negative growth in the first quarter adidas net profit of only poor 9 million euros, compared with 250 million euros in the same period last year net profit, plummeted 97% year on year! You know, although the market has already lowered Adidas net profit in the first quarter is expected, but given the forecast figure is 97 million yuan. Adidas ushered in a bad start in 2009 after a bumper harvest in 2008. "Too optimistic estimates of consumer demand in 2009." Adidas thus explained the poor performance of the first quarter. In the statement given by adidas, rising costs, currency devaluation, increased market challenges and increased restructuring costs were the reasons for its poor performance. In addition, it was "inevitably affected by the financial crisis." However, the outside world has mostly focused on the huge stock of this monster. A month ago, the "Olympic Marketing Report" released by China Brand Research Institute said that a large number of Olympic sponsors such as Adidas, Hengyuanxiang and Aokang blindly increased production due to the overly optimistic assessment of the Olympic market in advance, resulting in a large inventory that could not be digested. In this report, Adidas topped $ 1 billion in inventory. Although Adidas responds to the report as "groundless," in its 2008 annual report, it is still striking that "the value of inventories increased by 22.5% over 2007". Now, a quarter of new earnings report even more shows that "the first quarter inventory value rose sharply by 28% over the same period in 2008, up to 2.016 billion euros." After 8 consecutive years of double-digit net profit growth in high-speed running, has been simmering beyond the Nike's German giant, had to plan to run faster, "weight loss program." In fact, in the past seven months, Adidas has implemented a series of strategic reviews of groups and brands, deciding to focus on businesses with business opportunities and businesses that have not helped the immediate success of the business. Adidas then took a series of actions such as cutting off employees of Reebok, Rockport and TaylorMade-Adidas Golf, integrating Ashworth acquired in November last year into the TaylorMade-adidas golfing system and adidas and Reebok joint ventures in Europe and Latin America. "The current economic climate is adding to the sense of urgency and we are going to speed up the plan," said Herbert Hainer, chairman and chief executive officer of the Adidas Group. "The first-quarter earnings report has shown that these weight-loss programs that have taken only months to come are clearly not enough. Nowadays, Adidas has proposed a larger scale of "weight loss" plan: the global layoffs of about 1,000 people, restructuring the wholesale business, cancel the regional headquarters in Hong Kong and Europe, the establishment of a special retail management team and the regional team to close some branches. Haina hope that these more powerful initiatives, Adidas can save 130 million US dollars per year cost. The outside world speculation, in addition to the above-mentioned initiatives have been made public, production line adjustment is also likely to be Adidas adopted, which from last year's rampant factory relocation in China can glimpse clues. The latest news, said the world's largest foundry for the Adidas foundry manufacturers in Dongguan Humen Crown Sports Equipment Factory has decided to put in place by the end of the production line. While Haina clarified that "Adidas plans to withdraw its production line in China," hearsay also admitted that in providing 55% of its products in China, adidas cost pressures are higher and higher, the future will be more inclined to choose India, Laos, Cambodia, Vietnam, etc. Labor cost cheaper countries set up factories. In fact, its veteran Nike has taken the first step to move its sole shoe factory in China. However, in the Chinese market, Adidas seems more willing to put pressure on strengthening the marketing and sales channels of its own. In 2008, the number of Adidas branded outlets in China was 1,332, contributing 18% of the turnover in China, compared with 1003 and 17% in 2007 respectively. One month before the opening of the Beijing Olympic Games, Adidas opened the largest brand center in the global direct sales stores in Beijing with an amazing area of ​​3170 square meters. Magang sporting goods market observers believe that, in the national and regional Chinese, Adidas proxy provider channel cross-coverage leads to excessive stock, and Tao Bo sports, Pou Sheng International, Shanghai and other major RLT sales agents Have reached 2 billion, with strong bargaining power, Adidas's profit margins may be dragged down. The expansion of direct sales stores can both control costs, but also reduce dependence on channel agents. For the 2009 sales trend, the setback Adidas has lowered last year's triumph gesture, is expected to be a single-digit negative growth throughout the year. But after launching a series of "diet" campaigns, Heiner does not look pessimistic: "We have seen fantastic growth for the past eight years and now we have to look forward and achieve a higher level for our company Ready for mid-term and long-term success. "