Herbert Heiner, chairman and chief executive officer of global sports product giant Adidas Group, said in a recent interview with reporters in Shanghai that after experiencing the explosive growth of the sports product market brought by the 2008 Olympic Games, the Chinese market is now shifting from a downturn in data Steady up, the future market potential is great, but as one of Adidas' most important market in the world, the future group will continue to shift its investment focus in China. According to Adidas Group recently released third quarter financial report shows that the Adidas Group in the first nine months of 2009, the financial position has made significant improvements. Group third-quarter sales fell 7% (unchanged at the exchange rate). Earnings per share of 1.03 euros, compared with the same period in 2008, down 29%; but with 93% decline in the first two quarters of this year, compared with the great improvement has been made. Herbert Haina said: "This year, adidas Group, like the entire sports industry, faced with unprecedented challenges.But we face the challenge and successfully adapted to the current difficult environment.Adidas has been the pursuit of efficient operation, in the past six In the middle of the month, our financial position has been greatly improved with a net operating cash income of 740 million euros. " Herbert Heiner said consumers and retailers may still be hovering between fears and optimism, but we are well prepared to meet all the challenges that hold us back, and I'm cautiously optimistic. Adidas now has a tightly controlled inventory, a better financial position and a more streamlined organization. Speaking of the Chinese market, Herbert Heiner believes that this has actually become one of the most critical markets in the world for Adidas. At present, the Chinese market is Adidas Group following the United States market, the second largest market, but also the Adidas Group's most important procurement market, purchasing shoes in China accounted for about 44% of the total procurement of clothing accounted for about 36% of the total procurement ; Accessories accounted for about 65% of the total procurement. In China, 268 factories have become Adidas Group's product suppliers. Moreover, as of the end of 2009, about 5,000 adidas retail outlets in China, the pre-2010 retail store figures further growth. However, Reebok, a brand owned by Adidas Group, recently launched a new move in China and signed a cooperation agreement with China BaoSheng Group to make important adjustments to Reebok's business model in China. In the increasingly important and geographically vast Chinese market, the new model will adopt a "China-centric" approach to designing and locally producing sportswear products to shorten the lead time and greatly speed up the time to market of new products. This agreement will come into force on April 1, 2010. According to the agreement, Baosheng will cooperate with Reebok China to participate in the joint design, production and sales of Reebok products. This marks the beginning of a new Reebok after Reebok only through the dealer network in the Chinese market, the United States designed products. At the same time, the two companies will work closely together to ensure that all local marketing activities are in sync with Reebok's international brand strategy. Reebok China will continue to sell some of its products to existing distributors. Dubuai Rui, Managing Director of Adidas Group Greater China, said: "This agreement is of epoch-making significance to Reebok." He said: "Greater market potential in Greater China requires more and more customers to choose sports apparel products High, so our goal is to deliver high-quality products to our customers at the right time and in the right place. Pou Sheng is an ideal partner to help us achieve this goal. They will collaborate with us to design together in China And produce products. Through our already established retail chain network in Mainland China, we help our local consumers to provide sportswear products that are more suitable to their tastes with a faster response speed. " Herbert Heiner believes that Reebok in China's localization cooperation has taken an important step forward in the future the Chinese market still has great potential, as people's living standards improve, the demand for sports fitness growing, the size of the sporting goods market will Continue to expand. However, he pointed out that competition in the Chinese market is becoming increasingly fierce. Adidas will continue to be the leading brand in China by relying on more stylish designs, faster launches of new products and more ideal marketing modes to occupy the market and enhance its efficiency.