{"id":48594,"date":"2021-05-07T13:34:06","date_gmt":"2021-05-07T13:34:06","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/adidas-gets-flying-start-2021\/"},"modified":"2021-05-07T13:34:06","modified_gmt":"2021-05-07T13:34:06","slug":"adidas-gets-flying-start-2021","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/adidas-gets-flying-start-2021\/","title":{"rendered":"Adidas neemt vliegende start in 2021"},"content":{"rendered":"<p>Sportartikelenconcern <strong>Adidas<\/strong> is het jaar ijzersterk begonnen, met een gerapporteerde omzetstijging van 20%. Vooral de schoenentak deed het uitstekend.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Directe verkoop steeds belangrijker<\/h2>\n<p>De omzetstijging in het eerste kwartaal werd aangedreven door een spectaculaire verbetering van de direct-to-consumer (DTC) inkomsten, die met 31% toenamen en goed waren voor meer dan een derde van de totale omzet. De e-commerce omzet steeg zelfs met 43%. Op twee jaar tijd heeft het Duitse concern zijn online opbrengsten daarmee quasi verdubbeld.<\/p>\n<p>\u00a0<\/p>\n<p>Adidas verkocht vooral meer schoenen. De opbrengsten in dat segment groeiden met 31%, gedragen door een aantrekkende vraag in de categorie\u00ebn running, training, outdoor en lifestyle. Door corona kregen activiteiten als lopen en wandelen een flinke boost, en dat valt ook af te lezen uit deze resultaten. De totale omzet van de sportkledingreus steeg met een vijfde tot 5,27 miljard euro.<\/p>\n<p>\u00a0<\/p>\n<h2>Azi\u00eb boven<\/h2>\n<p>Geografisch gezien kwam de groei in de eerste plaats van Groot-China (+156% op valutaneutrale basis) gevolgd door Latijns-Amerika (+18%). Europa werd het meest getroffen door winkelsluitingen, maar kon desondanks nog een groei van 8% neerzetten. Aan het eind van het kwartaal was 89% van de winkels wereldwijd opnieuw open.<\/p>\n<p>\u00a0<\/p>\n<p>Adidas boekte een bedrijfswinst van 704 miljoen euro tegenover 48 miljoen euro een jaar geleden. Dat was deels het gevolg van lagere marketing en point-of-salekosten. Fysieke marketingactiviteiten blijven in grote delen van de wereld aan beperkingen onderworpen. De operationele marge van het sportmerk zit bijna weer op het niveau van v\u00f3\u00f3r de pandemie.<\/p>\n<p>\u00a0<\/p>\n<h2>Nieuwe producten<\/h2>\n<p>Het Duitse concern verwacht in het tweede kwartaal een omzetstijging van ongeveer 50%. Dat komt uiteraard door de zwakke vergelijkingsbasis, maar verder plant het bedrijf ook een reeks innovatieve productlanceringen. Grote sportevenementen waaronder het EK voetbal en de Copa America, bieden dan weer unieke kansen om het merk nog meer onder de aandacht te brengen.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sportartikelenconcern Adidas is het jaar ijzersterk begonnen, met een gerapporteerde omzetstijging van 20%. Vooral de schoenentak deed het uitstekend. \u00a0 Directe verkoop steeds belangrijker De omzetstijging in het eerste kwartaal werd aangedreven door een spectaculaire verbetering van de direct-to-consumer (DTC) inkomsten, die met 31% toenamen en goed waren voor meer dan een derde van de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":48592,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-48594","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Adidas neemt vliegende start in 2021 - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Sportartikelenconcern Adidas is het jaar ijzersterk begonnen, met een gerapporteerde omzetstijging van 20%. 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