{"id":73843,"date":"2023-03-09T10:34:05","date_gmt":"2023-03-09T09:34:05","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=73843"},"modified":"2023-03-09T12:40:27","modified_gmt":"2023-03-09T11:40:27","slug":"adidas-we-moeten-marktleider-worden-in-europa","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/adidas-we-moeten-marktleider-worden-in-europa\/","title":{"rendered":"Adidas: \u201cwe m\u00f3\u00e9ten marktleider worden in Europa\u201d"},"content":{"rendered":"\n<p><strong>Adidas<\/strong> zit op de strafbank na het fiasco met Kanye West, corona en de inflatie. Toch is het sportmerk nog niet uitgespeeld volgens kersvers CEO Bj\u00f8rn Gulden, die wel het management herschikt.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Chinezen beter begrijpen<\/h2>\n\n\n\n<p>\u201cAdidas heeft alle ingredi\u00ebnten om succesvol te zijn\u201d, houdt Gulden vol. Hij is <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/puma-topman-moet-rivaal-adidas-uit-het-slop-halen\/\" target=\"_blank\" rel=\"noopener\">sinds 1&nbsp;januari CEO van het sportmerk<\/a>, dat vandaag de dag echter flink worstelt met allerhande &#8220;kwaaltjes&#8221;. Vorig jaar eindigde de nettowinst op slechts 254&nbsp;miljoen euro, met een omzet die amper 1%&nbsp;steeg, door problemen met goudhaantje Kanye &#8220;Ye&#8221; West, Rusland en het zo belangrijke China.<\/p>\n\n\n\n<p>De verkoop op de Chinese markt kelderde met&nbsp;36%, niet alleen door de coronamaatregelen maar <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/adidas-toont-westerse-afhankelijkheid-van-chinese-markt-aan\/\" target=\"_blank\" rel=\"noopener\">ook door een aanslepende boycot<\/a>. Zelfs een groei van&nbsp;44% in Latijns-Amerika en een van&nbsp;12% in Noord-Amerika konden dat niet goedmaken. Adidas moet meer aandacht krijgen voor het lokale en de Chinese consument beter begrijpen, besluit Gulden in het nieuwe jaarrapport.<\/p>\n\n\n\n<p>Door <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/adidas-maakt-het-uit-met-kanye-ye-west\/\" target=\"_blank\" rel=\"noopener\">de breuk met de controversi\u00eble rapper Ye<\/a> daalde de omzet in het vierde kwartaal zelfs met 1%, terwijl de brutomarge zakte tot&nbsp;39,1% als gevolg van hogere toeleveringskosten en hogere kortingen. Het kwartaal klokte af op een nettoverlies van 482&nbsp;miljoen euro, in vergelijking met 213&nbsp;miljoen euro winst een jaar eerder. Opvallend is dat ook de (al even controversi\u00eble) wereldbeker voetbal in Qatar het jaareinde niet kon redden.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Toch geen deal met Ye?<\/h2>\n\n\n\n<p>2023 wordt volgens Gulden een overgangsjaar: de sneakerproducent moet eerst door het dal vooraleer het weer bergop gaat. De nieuwe topman rekent nu al op een \u201choge eencijferige\u201d omzetdaling dit jaar, om pas in&nbsp;2024 weer aan een winstgevende business te beginnen bouwen. Doelstelling nummer \u00e9\u00e9n is de voorraden verminderen en de kortingen verlagen.<\/p>\n\n\n\n<p>Dat is makkelijker gezegd dan gedaan, nu het bedrijf voor 500&nbsp;miljoen euro aan onverkochte en mogelijk onverkoopbare Yeezy-voorraden heeft. Over de vraag of Adidas <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/adidas-maakt-het-weer-aan-met-ye\/\" target=\"_blank\" rel=\"noopener\">nu wel of niet een akkoord heeft bereikt met Ye<\/a> om de producten alsnog te verkopen, houdt Gulden zich op de vlakte. Voorlopig calculeert het bedrijf al een <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/kanye-ye-west-verpest-2023-nu-al-voor-adidas\/\" target=\"_blank\" rel=\"noopener\">inkomstenverlies van 1,2&nbsp;miljard euro<\/a> in, net als een operationeel verlies van 700&nbsp;miljoen euro.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Recessierisico Europa en Noord-Amerika<\/h2>\n\n\n\n<p>Naast de omstreden rapper vreest het sportmerk ook \u201cverhoogde recessierisico&#8217;s in Europa en Noord-Amerika en onzekerheid over het herstel in Groot-China\u201d. Dat is een probleem, want Adidas zou in Europa \u201cde absolute marktleider moeten zijn\u201d aangezien het de thuisbasis is van het merk. \u201cNet zoals we weten dat je niet echt een wereldmerk bent als je niet succesvol bent in Noord-Amerika\u201d, vervolgt de topman, impliciet verwijzend naar de achterstand tegenover rivaal Nike.<\/p>\n\n\n\n<p>Adidas moet sneller en wendbaarder worden, vindt Gulden. Daarom herschikt hij ook meteen de directie: de product- en marketingactiviteiten voor de wereldwijde merken trekt hij zelf naar zich toe. Zo wordt \u201cde vereiste snelle besluitvorming in alle businessunits en afdelingen mogelijk\u201d. \u201cDingen veranderen snel, en we moeten meebewegen\u201d, besluit de CEO.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Adidas zit op de bank na het fiasco met Kanye West, corona en de inflatie. Toch is het sportmerk nog niet uitgespeeld volgens kersvers CEO Bj\u00f8rn Gulden, die meteen ook het management herschikt.<\/p>\n","protected":false},"author":5,"featured_media":56570,"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":[43],"company":[351],"topic":[88],"region":[177],"class_list":["post-73843","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","extra-plus","company-adidas","topic-bedrijfsresultaten","region-duitsland"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Adidas: \u201cwe m\u00f3\u00e9ten marktleider worden in Europa\u201d - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Adidas zit op de bank na het fiasco met Kanye West, corona en de inflatie. 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