“本土团队最懂本土市场”，阿迪达斯CEO谈如何在中国市场获得成功

Core Insights - Adidas is increasingly focusing on the Chinese market, which currently accounts for approximately 15% of its global performance [1][4] - The CEO, Bjoern Gulden, emphasizes the importance of localizing strategies and empowering local teams to make decisions [5][6] - The company has seen continuous revenue growth, with a 7.3% increase in global revenue and a 121.4% increase in net profit year-on-year for the first half of the year [4] Market Performance - In the first half of the year, Adidas achieved global revenue of €12.105 billion, with a net profit of €798 million [4] - The Greater China region contributed €1.827 billion in revenue, reflecting a year-on-year growth of 13% [4] Strategic Focus - Adidas aims to integrate sports into urban development in Shanghai through sponsorships and events [1] - The company is leveraging past successful products to maintain momentum in the market [5] - 95% of products sold in China are manufactured locally, with an increasing number of designs originating from China [6]