But Adidas Also Has Worries: The Proportion Of Counterfeit Goods In Asia Is As High As 10%.

The latest report shows that Adidas has achieved 15% sales growth in the Asia Pacific market, and the growth rate in the Greater China region has reached 26%.

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Fake Market

Despite gaining an excellent quarterly report in the Asia Pacific market, Adidas still has concerns.

In May 3rd, after the release of the earnings report, Adidas CEO Caspar Rosd (Kasper Rorsted) immediately accepted CNBC's interview.

He noted that the German brand survey showed that up to 10% of Adidas products sold in the Asian market were counterfeit goods, which flooded all sales channels such as physical stores and e-commerce platforms.

"The Asian market is particularly prominent, but not just in Asia, but the whole market is facing such difficulties.

We see that about 10% of the products are fake or reproductions, and we can see these fakes on the physical stores and web pages, "Caspar Rosd said." this is still us.

A huge problem.

The latest quarterly report shows that Adidas's global sales grew by 10% over the same period last year, and its operating profit reached 746 million euros, which was higher than the highest level of 744 million euros forecast by analysts.

Among them, sales growth in North America and China was strong, with a growth rate of 21% and 26% respectively, while the Asia Pacific market achieved a 15% increase in sales.

The spread of Sino US trade war has affected Nike and Under Armour.

Adidas has huge sales volume in China and North America, but Caspar Rosd is not worried that trade wars will affect its global business.

"Most of our manufacturing operations in China are mainly for the Chinese market, and the vast majority of manufacturing businesses in the US or Europe are deployed in Indonesia and Vietnam," Caspar Rosd told CNBC.

In the past two years, Adidas's performance has gained a strong recovery. An important factor is the market trend of sports lifestyle.

From Stan Smith to Superstar, the two big street explosions, to the Yeezy series that has been sold so far, and the most popular NMD, Adidas are numerous.

The style is popular among consumers.

In this regard, Caspar Rosd believes that the trend of sports and leisure will continue, "I think, leisure."

The trend is only just beginning. So the question is not whether this trend will continue, but how to serve the market trend. "

It is worth noting that after the first quarter earnings of German brands, Adidas's share price fell nearly 6% in May 3rd, the biggest decline since November 2016.

Because the first quarter results exceeded expectations, Wall Street analysts generally believe that the company's 2018 performance guidelines are too conservative - Adidas expects annual revenue growth of 10% and gross margin to 50.7%.

Therefore, capital

In response to falling share prices.

Meanwhile, analysts at J.P. Morgan said another reason for the stock price setback was that the growth in the first quarter was mainly driven by Adidas's brand and Reebok's performance was poor.

During the period, Adidas's brand grew by 11%, benefiting from the two digit growth of running, football, training categories and Adidas Sports Classics.

But Reebok brand sales fell by 3%, because sales of training series and running series declined.

In early April this year, Caspar Rosd had publicly stated that Adidas plans to reduce the number of physical stores in the coming year.

In 2018, German brands will increase investment by 900 million euros, mainly for digital business pformation, and turn the channel to the online sector.

Adidas's goal is to increase sales of electricity suppliers more than doubled in 2020 to 4 billion euros.

In fiscal year 2017, the company's online sales increased by 57% over the same period last year, reaching 1 billion 600 million euros.

From the growth rate of the first quarter, the electricity business has again become the fastest growing channel, with revenue rising by 27% over the same period, and the layout effect of Adidas has begun to appear.