必须“打通”中国市场：阿迪达斯CEO三年四次访华

Core Insights - Adidas is placing greater emphasis on the Chinese market, as evidenced by CEO Bjorn Gulden's increased presence in China and participation in the Shanghai Advisory Council [1][6] Financial Performance - In Q2, Adidas reported a revenue increase of 2.2% year-on-year to €5.952 billion, with a 12% growth rate when excluding Yeezy's impact [2] - Revenue from the Greater China region grew by 11% to €798 million, contributing 13.4% to total revenue, second only to Europe [2][3] Market Dynamics - The operating profit margin in the Chinese market reached 22.7%, surpassing Europe at 21.9% and North America at 12.8% [4] - The North American market faces uncertainties due to tariffs, making the Chinese market more attractive for growth opportunities [3] Strategic Initiatives - Adidas is empowering its Chinese team, with 95% of products sold in China being "Made in China" and a focus on original designs [5] - The new Greater China headquarters in Shanghai will accommodate over 1,500 employees, indicating a long-term commitment to the market [5]