阿迪达斯改革见效，实�年来最高营收

2026-03-17 23:30:18分类：上海阅读(20929)

\u003cdiv class=\"rich_media_content autoTypeSetting24psection\"\u003e\u003csection data-mpa-action-id=\"mmaalbie1wwk\" data-mpa-template=\"t\" data-pm-slice=\"2 2 []\" mpa-from-tpl=\"t\"\u003e\u003csection mpa-from-tpl=\"t\" nodeleaf=\"\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 17px; letter-spacing: 0.578px; text-align: center\"\u003e\u003c!--IMG_0--\u003e\u003c/section\u003e\u003csection mpa-from-tpl=\"t\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 17px; letter-spacing: 0.578px; line-height: 0; outline: 0px; text-align: center; visibility: visible\"\u003e\u003csection mpa-from-tpl=\"t\" style=\"display: inline-block; line-height: 0; outline: 0px; vertical-align: middle; visibility: visible\"\u003e\u003cspan leaf=\"\"\u003e\u003cbr/\u003e\u003c/span\u003e\u003c/section\u003e\u003c/section\u003e\u003csection mpa-from-tpl=\"t\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 17px; letter-spacing: 0.578px; line-height: 0; outline: 0px; text-align: center; visibility: visible\"\u003e\u003csection mpa-from-tpl=\"t\" style=\"display: inline-block; line-height: 0; outline: 0px; vertical-align: middle; visibility: visible\"\u003e\u003cspan leaf=\"\"\u003e\u003cbr/\u003e\u003c/span\u003e\u003c/section\u003e\u003c/section\u003e\u003csection nodeleaf=\"\" style=\"text-align: center\"\u003e\u003c!--IMG_1--\u003e\u003c/section\u003e\u003csection mpa-from-tpl=\"t\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 17px; letter-spacing: 0.578px; line-height: 0; outline: 0px; text-align: center; visibility: visible\"\u003e\u003csection mpa-from-tpl=\"t\" style=\"display: inline-block; line-height: 0; outline: 0px; vertical-align: middle; visibility: visible\"\u003e\u003cspan leaf=\"\"\u003e\u003cbr/\u003e\u003c/span\u003e\u003c/section\u003e\u003csection mpa-from-tpl=\"t\" style=\"display: inline-block; line-height: 0; outline: 0px; vertical-align: middle; visibility: visible\"\u003e\u003cspan leaf=\"\"\u003e\u003cbr/\u003e\u003c/span\u003e\u003c/section\u003e\u003csection mpa-from-tpl=\"t\" style=\"display: inline-block; line-height: 0; outline: 0px; vertical-align: middle; visibility: visible\"\u003e\u003cspan leaf=\"\"\u003e\u003cbr/\u003e\u003c/span\u003e\u003c/section\u003e\u003cspan leaf=\"\"\u003e\u003cbr/\u003e\u003c/span\u003e\u003c/section\u003e\u003csection mpa-from-tpl=\"t\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 17px; letter-spacing: 0.578px; line-height: 0; outline: 0px; text-align: center; visibility: visible\"\u003e\u003csection mpa-from-tpl=\"t\" style=\"display: inline-block; line-height: 0; outline: 0px; vertical-align: middle; visibility: visible\"\u003e\u003cspan leaf=\"\"\u003e\u003cbr/\u003e\u003c/span\u003e\u003c/section\u003e\u003c/section\u003e\u003csection mpa-from-tpl=\"t\" style=\"background-color: rgb(241, 241, 241); color: rgba(0, 0, 0, 0.9); font-size: 16px; letter-spacing: 0.578px; outline: 0px; text-align: justify; visibility: visible\"\u003e\u003csection mpa-from-tpl=\"t\" powered-by=\"xiumi.us\" style=\"margin-bottom: -5px; margin-top: -5px; outline: 0px; transform: scale(0.86); transform-origin: center center; visibility: visible\"\u003e\u003csection mpa-from-tpl=\"t\" style=\"outline: 0px; visibility: visible\"\u003e\u003csection mpa-from-tpl=\"t\" style=\"color: rgb(46, 46, 46); font-size: 15px; line-height: 2; outline: 0px; visibility: visible\"\u003e\u003cp style=\"clear: both; line-height: 2em; min-height: 1em; outline: 0px; visibility: visible\"\u003e\u003cspan style=\"color: rgb(63, 63, 63); letter-spacing: 0.442px\"\u003e\u003cspan leaf=\"\"\u003e\u003c!--VERTICAL_CARD_BEGIN_0--\u003e总部权力下放\u003c!--VERTICAL_CARD_END_0--\u003e后，区域灵活度提升，本土化设计与生产、库存周转及全价销售能力增强\u003c/span\u003e\u003c/span\u003e\u003c/p\u003e\u003c/section\u003e\u003c/section\u003e\u003c/section\u003e\u003c/section\u003e\u003c/section\u003e\u003cp data-mpa-action-id=\"mmfpqydro11\" style=\"line-height: 1.75em; margin-bottom: 8px; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtft6q\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 13px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e\u003cspan style=\"color: rgb(136, 136, 136)\" textstyle=\"\"\u003e文｜《财经》研究员 辛晓彤 实习生 林心怡\u003c/span\u003e\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydrttm\" style=\"line-height: 1.75em; margin-bottom: 8px; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtf1lif\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 13px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e\u003cspan style=\"color: rgb(136, 136, 136)\" textstyle=\"\"\u003e编辑｜杨立赟\u003c/span\u003e\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydrttm\" style=\"line-height: 1.75em; margin-bottom: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtf1lif\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 13px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e\u003cbr/\u003e\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydr18i2\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtf20gm\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e3񀙔日，\u003c!--SECURE_LINK_BEGIN_0--\u003e阿迪达斯\u003c!--SECURE_LINK_END_0--\u003e公布�年全年业绩。剔除汇率因素，该公司全年营收增�%�.1亿欧元，是这家德国运动巨头�年上市以来营收最高的一年。其持续经营净利润同比�%�.77亿欧元，也是这张成绩单的亮点。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydri4i\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtfa7y\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e在年报中，阿迪达斯全球首席执行官（CEO）比约恩·古尔登（Bjørn Gulden）罕见地将中国市场称为“（贴近消费者实践）能够展示的最大成功案例”。在其任期内的四次年报总结中，古尔登此前从未对某一市场表现出如此关照和青睐。这也从侧面印证中国市场的潜力。\u003c/span\u003e\u003c!--MID_AD_0--\u003e\u003c!--EOP_0--\u003e\u003c/p\u003e\u003c!--PARAGRAPH_0--\u003e\u003cp data-mpa-action-id=\"mmfpqydr7pa\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtfpv2\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e古尔登上台后，从总部向下放权的改革举措正在收获成效。以中国为例，本土团队吸纳了\u003c!--VERTICAL_CARD_BEGIN_1--\u003e新中式\u003c!--VERTICAL_CARD_END_1--\u003e的设计，拉近了和本土年轻消费者的距离。财务数据显示，大中华区市场�年四季度以来，已连续五个季度两位数增长。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydriys\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtg1dqv\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e不过，大中华区目前并没有实现领涨，增速低于拉美市场和新兴市场（Emerging Markets）。对营收贡献上，欧洲市场�%的占比排名第一，其次是占�%的北美，中国市场�%排名第三，尚有发展潜力。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydr1qvz\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtg1rpw\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e目前，阿迪达斯是市值排名第二的海外运动服装企业，仅次于耐克，但是双方的差距大于它和第三名lululemon的差距，甚至一度被后者超越，压力颇大。这三家企业近年都经历了高层换血，率先在全球和大中华区完成人员更换的阿迪达斯，已经触底反弹，公�年扭亏为盈。\u003c/span\u003e\u003c!--MID_AD_1--\u003e\u003c!--EOP_1--\u003e\u003c/p\u003e\u003c!--PARAGRAPH_1--\u003e\u003cp data-mpa-action-id=\"mmfpqydr103u\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtg1v91\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e尽管阿迪达�年的营收和利润都有可圈可点之处，但财报发布后，其美股股价当日下񅐮.31%，报�.83美元/股。股价下跌的主要原因不是投资者对�年的业绩不满，而是它�年业绩展望低于市场期待。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydrdvf\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtg13h2\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e根据财报，阿迪达斯预�年营收将实现“\u003c!--VERTICAL_CARD_BEGIN_2--\u003e高个位数增长\u003c!--VERTICAL_CARD_END_2--\u003e”，营业利润达�亿欧元。加拿大皇家银行资本市场分析师表示，这一盈利展望“将令投资者失望”，比市场整体预期�%。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydrvyk\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtg9sf\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e3񀙕日，阿迪达斯美股股价回𴃇.68%�.22美元，总市值�.75亿\u003c!--TYPO_BEGIN_0--\u003e元\u003c!--TYPO_END_0--\u003e。\u003c/span\u003e\u003c/p\u003e\u003csection data-mpa-action-id=\"mmfpqydr104u\" nodeleaf=\"\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 17px; font-style: normal; font-weight: normal; letter-spacing: 0.034em; line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003c!--IMG_2--\u003e\u003c/section\u003e\u003csection nodeleaf=\"\" style=\"margin-bottom: 0px; text-align: center\"\u003e\u003c!--IMG_3--\u003e\u003c/section\u003e\u003cp data-mpa-action-id=\"mmfq2hqifi9\" data-pm-slice=\"0 0 []\" mpa-font-style=\"mmfq2hq0130z\" style=\"font-size: 17px; line-height: 2em; margin-bottom: 0px; margin-left: 8px; margin-right: 8px\"\u003e\u003cstrong\u003e\u003cspan leaf=\"\" style=\"color: rgba(0, 0, 0, 0.9); font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e\u003cspan style=\"color: rgb(0, 67, 135); font-style: italic; font-weight: bold\" textstyle=\"\"\u003e净利润为何大涨？\u003c/span\u003e\u003c/span\u003e\u003c/strong\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydr17j9\" style=\"line-height: 2em; margin-bottom: 0px; margin-left: 8px; margin-right: 8px\"\u003e\u003cstrong mpa-font-style=\"mmfprrtgobg\" style=\"font-size: 15px\"\u003e\u003cspan leaf=\"\" style=\"color: rgba(0, 0, 0, 0.9); font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e\u003cbr/\u003e\u003c/span\u003e\u003c/strong\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydrpz4\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtgka2\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e整体来看，2025年阿迪达斯毛利率上񄢐.8个百分点�.6%，已接�年、2019年的水平——这两年正是阿迪达斯增速最快、盈利水平最高的时期。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydrnfk\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtgh26\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e报告期内，其营业利润上�%�.56亿欧元；营业利润率达𳗨.3%，上涨𱄾.7个百分点，虽然与七八年前的历史峰值仍有差距，但恢复势头较为显著：2023年公司的营业利润率只񀙛.3%。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydrbt1\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtg1dgu\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e该公司旗下运动表现和时尚休闲两大产品条线分别增�%�%。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydrf7z\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtgw16\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e营业利润的上涨主要由开源和节流两个层面。开源层面，财报中重点强调，营业利润提升的部分原因，在于公司减少促销力度、加大全价产品销售，以此改变消费者 “等待折扣” 的消费习惯。这一转变的核心在于库存管控。\u003c!--AI_AD_1000--\u003e\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydr5ff\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtgx1i\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e2023年�年，阿迪达斯对公司库存进行了较长时间的效率改进，控制库存老化，及时补货。尽管公司并未公布库存管理相关数据，运动行业资深从业者侯东晓表示，市面上能够清晰感知阿迪达斯产品变化，新品更迭明显加快，促销活动的力度确实比疫情期间明显减弱。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydrf5k\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtg16kb\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e供应链反应提速也起到了较为关键的作用。这是由于总部改革，权力下放，各区域有了更大的经营权限，简化了决策流程。在面对市场需求变化时，各区域可以快速应对，更合理的安排生产，而不是等待总部决策。这样的安排提高了品牌的灵活性和敏捷性。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydr1nd5\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtgica\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e节流层面，运营开支的减少值得注意。在总营收增�%的情况下，阿迪达斯的运营开支净值减�万欧元，增速为负值，这是很少见的。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydr16s8\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtg1mod\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e具体来看，2024年其运营管理费用中包含一笔񏉽亿欧元的捐赠相关准备金，以及񏉾亿欧元的一次性重组成本。前者是阿迪达斯为履行 “Yeezy库存销售捐给慈善机构” 而计提的专项准备金，后者则是阿迪达斯为组织架构优化和业务调整而发生的一次性支出。两笔款项均不�年的运营开支内，间接导致总额下降。\u003c!--AI_MID_AD_0--\u003e\u003c/span\u003e\u003c!--MID_AD_2--\u003e\u003c!--EOP_2--\u003e\u003c/p\u003e\u003c!--PARAGRAPH_2--\u003e\u003cp data-mpa-action-id=\"mmfpqydr1ouc\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrtg1wy6\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e此外，2025年的阿迪达斯，仍然能享受�年业绩亏损后留下的部分“红利”。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydr1b46\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrthhac\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e2023年，阿迪达斯业绩亏�万欧元，这笔亏损为公司积累了更多的\u003c!--VERTICAL_CARD_BEGIN_3--\u003e递延所得税资产\u003c!--VERTICAL_CARD_END_3--\u003e（Deferred Tax Assets），即由可抵扣亏损形成、未来盈利时可用于抵扣负税的资产，后者可以理解为“税务抵用券”。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydr14sb\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrthg0b\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e2025年阿迪达斯的递延税项资产�.77亿欧元，比去年减𹢫.95亿欧元，用于抵�年的税款，降低了企业所得税的实际缴付，推高了净利润。\u003c/span\u003e\u003c/p\u003e\u003csection data-mpa-action-id=\"mmfpqydr14ew\" nodeleaf=\"\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 17px; font-style: normal; font-weight: normal; letter-spacing: 0.034em; line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003c!--IMG_4--\u003e\u003c/section\u003e\u003csection nodeleaf=\"\" style=\"margin-bottom: 0px; text-align: center\"\u003e\u003c!--IMG_5--\u003e\u003c/section\u003e\u003cp data-mpa-action-id=\"mmfpqydr1ucz\" style=\"font-size: 17px; line-height: 2em; margin-bottom: 0px; margin-left: 8px; margin-right: 8px\"\u003e\u003cstrong mpa-font-style=\"mmfprrth1led\"\u003e\u003cspan leaf=\"\" style=\"color: rgba(0, 0, 0, 0.9); font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e\u003cspan style=\"color: rgb(0, 67, 135); font-style: italic; font-weight: bold\" textstyle=\"\"\u003e大中华区的重要性还在上升\u003c/span\u003e\u003c/span\u003e\u003c/strong\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydr15kv\" style=\"line-height: 2em; margin-bottom: 0px; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrth1vmm\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e\u003cbr/\u003e\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydr8kw\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrth1ic2\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e古尔登在财报总结中对中国市场的表现不乏溢美之词。他提到，中国市场本土组建的设计团队、反应迅捷的供应链体系以�家门店覆盖的零售环境，让阿迪达斯更加贴近当地消费者。古尔登甚至还赞赏了中国市场推出的“宠物系列”，他称“此事与我毫无关系，因为这一创意无疑源自我们中国的团队……再次彰显了团队的创造力。”\u003c/span\u003e\u003c!--MID_AD_3--\u003e\u003c!--EOP_3--\u003e\u003c/p\u003e\u003c!--PARAGRAPH_3--\u003e\u003cp data-mpa-action-id=\"mmfpqydr187h\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrth1kl2\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e上一次实质性的提到中国市场，还得追溯�年年报发布时（2023𻂋月），彼时古尔登刚刚接手阿迪达斯，他在采访中提到了后续的战略雏形：“中国的需求或许与德国、北美不同，以本地为重心的策略必须放在首位。”\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydr1zb9\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrthm0e\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e这个策略后来被阿迪达斯总结为“\u003c!--VERTICAL_CARD_BEGIN_4--\u003e全球品牌，本地思维\u003c!--VERTICAL_CARD_END_4--\u003e（global brand with a local mindset）”，中国团队则将其演绎为“在中国，为中国”。\t\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydroy5\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrth17q5\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e上任三年，古尔登四次访华，对中国市场的重视程度远超前任。大中华区“不负众望”地连续五个季度两位数增长。\u003c/span\u003e\u003c/p\u003e\u003csection data-mpa-action-id=\"mmfpqydrfv5\" nodeleaf=\"\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 17px; font-style: normal; font-weight: normal; letter-spacing: 0.034em; line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003c!--IMG_6--\u003e\u003c/section\u003e\u003cp data-mpa-action-id=\"mmfpqydr8ay\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrthqq0\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e虽然古尔登高度重视并赞赏中国市场，但是财务数据揭示，阿迪达斯大中华区的业绩并没有成为公司的增长引擎，增速基本长期落后于全球增速，2025年也仅是持平。反观它的竞争对手耐克，大中华区在很长一段时间里领涨全球，这个市场也被总部另眼相看。\u003c/span\u003e\u003c/p\u003e\u003csection data-mpa-action-id=\"mmfpqydru46\" nodeleaf=\"\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 17px; font-style: normal; font-weight: normal; letter-spacing: 0.034em; line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003c!--IMG_7--\u003e\u003c/section\u003e\u003csection style=\"margin-bottom: 0px\"\u003e\u003cspan leaf=\"\"\u003e\u003cbr/\u003e\u003c/span\u003e\u003c/section\u003e\u003cp data-mpa-action-id=\"mmfpqydrw2l\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrth23un\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e财报显示，2021�年阿迪达斯大中华区的营收明显拖了总部后腿，这与疫情和国内的消费环境有关。2023年虽然有所回升，但主要原因是公司本身在调整，而不是因为中国市场有所好转。需要说明的是，2018年�年中国市场被并\u003c!--TYPO_BEGIN_1--\u003e在\u003c!--TYPO_END_1--\u003e“亚太区”，2020年从亚太区中独立出来。\u003c/span\u003e\u003c!--MID_AD_4--\u003e\u003c!--EOP_4--\u003e\u003c/p\u003e\u003c!--PARAGRAPH_4--\u003e\u003cp data-mpa-action-id=\"mmfpqydr23kf\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrth1pwr\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e2022年，大中华区在全球的营收占比�%下跌�%，此后几年一直�%上下徘徊。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydr17lp\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrth1x8x\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e根据财报，拉美市场和新兴市场（Emerging Markets）才是阿迪达斯增长最快的市场，增速分别�%�%，而这二者的营收占比与中国市场不相上下，分别�%�%。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydr5g4\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrth11mq\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e这些数据侧面反映了中国市场的潜力，虽然目前不是领涨市场，也被公司寄予厚望。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydr1n0x\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrth75x\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e古尔登曾在公开发言中表示，中国人口基数与经济活力决定其市场潜力，“未�年，即使中国不会成为全球最重要的体育市场、运动市场，也会是最重要的之一。”古尔登说。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydrcuh\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrth22uh\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e侯东晓提到，对于长期关注阿迪达斯的人来说，这两年最让人欣喜的变化是“更好看了”，例如很多服饰都吸纳了新中式的设计，受到年轻消费者追捧。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydr1cma\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrth810\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e此前阿迪达斯的模式是“总部设计，全球选品”，一位曾在阿迪达斯旗下时尚运动品牌三叶草选品部门工作的员工告诉《财经》，几年前三叶草的选品多以“黑白灰”这类保守款为主，因为经销商喜欢，如果款式太前卫，经销商在二线及以下的市场就很难卖出去，以此成了一种恶性循环。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydrf7w\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrth6su\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e当国潮兴起的时候，阿迪达斯也注意到了中国元素对消费者的吸引力。然而前任CEO罗斯德所认为的中国元素是“立领T恤和汉字图案”——他在接受德国《商报》采访时这样回答。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydr1njy\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrthk9c\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e如今，阿迪达斯总部的角色和职能实行大调整，更多放权给各个市场，总部提供支持。现在阿迪达�%中国产品的设计在中国进行，在中国市场销售的产品�%是“中国制造”。\u003c/span\u003e\u003c/p\u003e\u003cp data-mpa-action-id=\"mmfpqydr2gy\" style=\"line-height: 2em; margin-left: 8px; margin-right: 8px\"\u003e\u003cspan leaf=\"\" mpa-font-style=\"mmfprrti1ko4\" style=\"color: rgba(0, 0, 0, 0.9); font-size: 15px; font-style: normal; font-weight: normal; letter-spacing: 0.034em\"\u003e阿迪达斯在中国市场的一系列动作，也被其他全球时尚消费品牌所关注，它的成功与否，一定程度上也影响着竞争者的策略。未来阿迪达斯在中国将如何落子，值得关注。\u003c/span\u003e\u003c/p\u003e\u003csection nodeleaf=\"\" style=\"-webkit-tap-highlight-color: transparent; letter-spacing: 0.578px; margin-bottom: 0px; outline: 0px; text-align: center\"\u003e\u003c!--IMG_8--\u003e\u003c/section\u003e\u003cp style=\"-webkit-tap-highlight-color: transparent; letter-spacing: 0.578px; margin-bottom: 0px; outline: 0px; text-align: center\"\u003e\u003cspan style=\"-webkit-tap-highlight-color: transparent; color: rgb(136, 136, 136); font-size: 13px; outline: 0px\"\u003e\u003cspan leaf=\"\"\u003e责编 | 要琢\u003c/span\u003e\u003c/span\u003e\u003c/p\u003e\u003cp style=\"-webkit-tap-highlight-color: transparent; letter-spacing: 0.578px; margin-bottom: 0px; outline: 0px; text-align: center\"\u003e\u003cspan style=\"color: #888888\"\u003e\u003cspan style=\"font-size: 13px\"\u003e\u003cspan leaf=\"\"\u003e题图 | 视觉中国\u003c/span\u003e\u003c/span\u003e\u003c/span\u003e\u003c/p\u003e\u003cstyle\u003e.data_color_scheme_dark{--weui-BTN-ACTIVE-MASK: rgba(255, 255, 255, .2)}.data_color_scheme_dark{--weui-BTN-DEFAULT-ACTIVE-BG: rgba(255, 255, 255, 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#07C160;--weui-BRAND-120: #059A4C;--weui-BRAND-170: #023A1C;--weui-BRAND-80: #38CD7F;--weui-BRAND-90: #20C770;--weui-BRAND-BG-100: #2AAE67;--weui-BRAND-BG-110: #259C5C;--weui-BRAND-BG-130: #1D7A48;--weui-BRAND-BG-90: #3EB575;--weui-FG-0: rgba(255, 255, 255, .85);--weui-FG-0_5: rgba(255, 255, 255, .65);--weui-FG-1: rgba(255, 255, 255, .55);--weui-FG-2: rgba(255, 255, 255, .35);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-GLYPH-0: rgba(255, 255, 255, .85);--weui-GLYPH-1: rgba(255, 255, 255, .55);--weui-GLYPH-2: rgba(255, 255, 255, .35);--weui-GLYPH-WHITE-0: rgba(255, 255, 255, .85);--weui-GLYPH-WHITE-1: rgba(255, 255, 255, .55);--weui-GLYPH-WHITE-2: rgba(255, 255, 255, .35);--weui-GLYPH-WHITE-3: #FFFFFF;--weui-GREEN-100: #74A800;--weui-GREEN-120: #5C8600;--weui-GREEN-170: #233200;--weui-GREEN-80: #8FB933;--weui-GREEN-90: #82B01A;--weui-GREEN-BG-100: #789833;--weui-GREEN-BG-110: #6B882D;--weui-GREEN-BG-130: #65802B;--weui-GREEN-BG-90: #85A247;--weui-INDIGO-100: #1196FF;--weui-INDIGO-120: #0D78CC;--weui-INDIGO-170: #052D4D;--weui-INDIGO-80: #40ABFF;--weui-INDIGO-90: #28A0FF;--weui-INDIGO-BG-100: #0D78CC;--weui-INDIGO-BG-110: #0B6BB7;--weui-INDIGO-BG-130: #09548F;--weui-INDIGO-BG-90: #2585D1;--weui-LIGHTGREEN-100: #3EB575;--weui-LIGHTGREEN-120: #31905D;--weui-LIGHTGREEN-170: #123522;--weui-LIGHTGREEN-80: #64C390;--weui-LIGHTGREEN-90: #51BC83;--weui-LIGHTGREEN-BG-100: #31905D;--weui-LIGHTGREEN-BG-110: #2C8153;--weui-LIGHTGREEN-BG-130: #226541;--weui-LIGHTGREEN-BG-90: #31905D;--weui-LINK-100: #7D90A9;--weui-LINK-120: #647387;--weui-LINK-170: #252A32;--weui-LINK-80: #97A6BA;--weui-LINK-90: #899AB1;--weui-LINKFINDER-100: #DEE9FF;--weui-MATERIAL-ATTACHMENTCOLUMN: rgba(32, 32, 32, .93);--weui-MATERIAL-NAVIGATIONBAR: rgba(18, 18, 18, .9);--weui-MATERIAL-REGULAR: rgba(37, 37, 37, .6);--weui-MATERIAL-THICK: rgba(34, 34, 34, .9);--weui-MATERIAL-THIN: rgba(245, 245, 245, .4);--weui-MATERIAL-TOOLBAR: rgba(35, 35, 35, 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86, .1);--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-BG: #000;--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root,body:not(.pages_skin_pc) body{--appmsgExtra-BG: #F7F7F7}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root,body:not(.pages_skin_pc) body{--new-title-color: rgba(0, 0, 0, .9)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root,body:not(.pages_skin_pc) body{--new-content-color: rgba(0, 0, 0, .9)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--weui-BG-0: #111111;--weui-BG-1: #1E1E1E;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2C2C2C;--weui-BLUE-100: #10AEFF;--weui-BLUE-120: #0C8BCC;--weui-BLUE-170: #04344D;--weui-BLUE-80: #3FBEFF;--weui-BLUE-90: #28B6FF;--weui-BLUE-BG-100: #48A6E2;--weui-BLUE-BG-110: #4095CB;--weui-BLUE-BG-130: #32749E;--weui-BLUE-BG-90: #5AAFE4;--weui-BRAND-100: #07C160;--weui-BRAND-120: #059A4C;--weui-BRAND-170: #023A1C;--weui-BRAND-80: #38CD7F;--weui-BRAND-90: #20C770;--weui-BRAND-BG-100: #2AAE67;--weui-BRAND-BG-110: #259C5C;--weui-BRAND-BG-130: #1D7A48;--weui-BRAND-BG-90: #3EB575;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-0_5: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-GLYPH-0: rgba(255, 255, 255, .8);--weui-GLYPH-1: rgba(255, 255, 255, .5);--weui-GLYPH-2: rgba(255, 255, 255, .3);--weui-GLYPH-WHITE-0: rgba(255, 255, 255, .8);--weui-GLYPH-WHITE-1: rgba(255, 255, 255, .5);--weui-GLYPH-WHITE-2: rgba(255, 255, 255, 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#7D90A9;--weui-REDORANGE: #FF6146;--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05);--weui-WHITE: rgba(255, 255, 255, .8);--weui-FG: #fff;--weui-BG: #000;--weui-FG-5: rgba(255, 255, 255, .1);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--appmsgExtra-BG: #121212}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--new-title-color: rgba(255, 255, 255, .8)}}@media screen 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