LyrArc Article Gist
Adidas took a one time charge of 125 million euros for irregularities in its Reebok India Company, and expects an additional charge of 70 million euros. Adidas expects net profit to increase by 12-17% in 2012. Net profit for the first quarter of 2012 increased by 38% to 289 million euros, mainly on higher sales in China and Japan and its TaylorMade-Adidas Golf sales. Revenue increased by 14% to 3.8 billion euros on a constant currency basis. Profit results reflected lower financial expenses and a lower tax rate. The 2012 Olympics and Euro 2012 soccer will offer additional marketing opportunities for Adidas. Adidas is increasing its distribution in China and plans to have 2500 stores in 1400 cities by 2015. It will use its NEO brand at lower price points for entry customers in the smaller cities of China.

LyrArc Article Gist
A big hurdle for local brands in China is the Chinese consumer's interest and respect for foreign brands. Asked about local brands buyers say they can't think of any, or say Chinese brands are shoddy in quality and value. Brands such as Haier in consumer appliances and Lenovo in tech are an exception. During the big surge in consumer sales in the last two decades Chinese companies producing local brands thought it adequate to simply imitate foreign brand names rather than take the difficult route of establishing the credibility of their own brand- an effort which might take years. Often the foreign name was changed slightly to keep the resemblance but mean something positive to Chinese consumers in the local language. Common are names such as Adidos, Hike, Cnoverse and Fuma for sneakers. Clio Coste keeps the connection to Lacoste with its crocodile logo. Coca Cola in Chinese is Kekoulele, translated to mean Tasty Fun. Only now are local companies giving serious attention to creating long term brand entity and image. The serious attention to brand names and branding comes at a time when China increasingly depends on consumer sales to power the economy with the decline in real estate and slower manufacturing. For the 11 months of 2014 retail sales were up 12 percent over the prior year period to $3.8 trillion, according to the National Bureau of Statistics. ...