{"id":56569,"date":"2022-05-06T13:20:42","date_gmt":"2022-05-06T11:20:42","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=56569"},"modified":"2022-05-06T18:38:03","modified_gmt":"2022-05-06T16:38:03","slug":"adidas-toont-westerse-afhankelijkheid-van-chinese-markt-aan","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/adidas-toont-westerse-afhankelijkheid-van-chinese-markt-aan\/","title":{"rendered":"Adidas toont westerse afhankelijkheid van Chinese markt aan"},"content":{"rendered":"\n<p><strong>Adidas<\/strong> boet aan winst en omzet in dit voorjaar, ook al zijn westerse consumenten er weer als de kippen bij. Nieuwe coronalockdowns en een boycot in China wegen zwaarder door dan de dubbelcijferige groei in Amerika.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Niks weegt op tegen China<\/h2>\n\n\n\n<p>De recentste kwartaalresultaten van Adidas tonen alweer aan hoe belangrijk Azi\u00eb is geworden voor merken en retailers, en hoeveel minder het Westen nog in de pap te brokken heeft. Met een omzetgroei van 13% in de westerse landen, vooral dankzij +13% in de Verenigde Staten en zelfs +38% in Latijns-Amerika, zou je denken dat het sneakermerk zich in de handen wrijft. Maar niks is minder waar.<\/p>\n\n\n\n<p>Over het hele kwartaal zakte de omzet met 3%, goed voor 400&nbsp;miljoen euro aan verloren omzet. De oorzaak: in China kelderde de omzet met liefst 35%, de hele regio &#8216;Asia-Pacific&#8217; tekende een daling met 16% op. Adidas <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/adidas-continues-believe-double-digit-growth-year\/\" target=\"_blank\" rel=\"noreferrer noopener\">heeft het al langer moeilijk in China<\/a> wegens een aanslepende consumentenboycot en stijgende concurrentie van goedkopere merken, maar nu vormen nieuwe coronalockdowns in China en Vietnam de klap op de vuurpijl.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Europa zelfs geen vermelding waard<\/h2>\n\n\n\n<p>Elders had het sportmerk bovendien te kampen met toeleveringsproblemen, die vooral in het Midden-Oosten de groei beperkten. Meer dan de helft van alle gemiste omzet door voorraadproblemen situeerde zich in de EMEA-zone. Al is er ook in Europa geen sprake van dubbelcijferige groei. Meer zelfs, het Duitse bedrijf rept in zijn persverklaring met geen woord over het thuiscontinent.<\/p>\n\n\n\n<p>Weinig verrassend wegen de moeilijkheden ook op de marges. De brutomarge daalde vorig kwartaal met 1,9&nbsp;procentpunt tot 49,9%, vooral door significant hogere grondstof- en vrachtkosten. Adidas verkocht ook minder dure producten in de voorbije maanden en zag de e-commercegroei teruglopen ten aanzien van de coronaperiode. Het merk verkocht slechts 2% meer online, al was dat nog wel de helft meer dan begin 2020. Andere operationele kosten stegen met liefst 10% tot 2,26&nbsp;miljard euro, waardoor uiteindelijk de nettowinst flink zakte van 502&nbsp;miljoen euro in&nbsp;2021 tot 310&nbsp;miljoen nu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">CEO geeft niet toe aan druk<\/h2>\n\n\n\n<p>\u201cIn deze omgeving, die wordt gekenmerkt door zware externe uitdagingen, is het absoluut noodzakelijk om gefocust te blijven op onze strategische doelstellingen,\u201d zei CEO Kasper Rorsted. \u201cHoewel we wendbaar zullen blijven, zullen we onze groeimogelijkheden op lange termijn niet in gevaar brengen voor winstoptimalisatie op korte termijn.\u201d<\/p>\n\n\n\n<p>Het bedrijf verwacht een terugkeer naar groei in het tweede kwartaal, ondanks de aanhoudende omzetdaling in China en een negatieve impact van 200&nbsp;miljoen euro door bevoorradingsproblemen. In de tweede helft van 2022 verwacht Adidas dat de netto-omzet met meer dan 20% zal stijgen, in de hoop dat de toeleveringsproblemen zich tegen dan oplossen, de westerse markten het goed blijven doen en grote sportevenementen doorgaan.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Adidas boet aan winst en omzet in: coronalockdowns en een boycot in China wegen zwaarder door dan de dubbelcijferige groei in Amerika.<\/p>\n","protected":false},"author":5,"featured_media":56570,"comment_status":"open","ping_status":"open","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":[351],"topic":[88],"region":[],"class_list":["post-56569","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-adidas","topic-bedrijfsresultaten"],"acf":[],"yoast_head":"<!-- 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