Adidas Puts Yeezy History Behind, Rides Fashion High With Samba And Gazelle Shoes
Adidas Puts Yeezy History Behind, Rides Fashion High With Samba And Gazelle Shoes
Adidas AG (OTC:ADDYY) has seen a surge in sales thanks to its Samba and Gazelle shoes, despite a decline in North American sales.
儘管北美銷量下降，但阿迪達斯股份公司（場外交易代碼：ADDYY）的銷售額仍在激增，這要歸功於其Samba和Gazelle鞋子。
What Happened: Adidas' first-quarter sales in Europe and China have contributed to a 14% and 8% increase respectively, while North America, its second-largest market, experienced a 4% decrease, Reuters reported.
發生了什麼：路透社報道，阿迪達斯第一季度在歐洲和中國的銷售額分別增長了14％和8％，而其第二大市場北美則下降了4％。
The company's sales have been driven by the popularity of its "terrace" shoes, including the Samba and Gazelle, following a challenging period after the termination of its lucrative Yeezy shoe line.
該公司的銷售是由包括Samba和Gazelle在內的 “露臺鞋” 的受歡迎程度推動的，此前其利潤豐厚的Yeezy鞋系列終止後經歷了一段艱難的時期。
Adidas' CEO, Bjorn Gulden, attributed the strong first-quarter sales to the lifestyle business, with demand for terrace shoes continuing to grow. Footwear revenues increased by 13% over the quarter, despite a 1% drop in Adidas' shares during early trading.
阿迪達斯首席執行官比約恩·古爾登將第一季度的強勁銷售歸因於生活方式業務，對露臺鞋的需求持續增長。儘管阿迪達斯的股價在早盤交易中下跌了1％，但鞋類收入在本季度增長了13％。
Adidas has capitalized on the weakening of its main U.S. competitor, Nike Inc. (NYSE:NKE), which has lost market share and warned of a sales decline. On the sneakerhead marketplace, The Edit LDN, sales of Nike shoes have decreased by approximately 30%, while Adidas shoes, typically lower priced, have surged by 80% from the previous year.
阿迪達斯利用了其主要美國競爭對手耐克公司（紐約證券交易所代碼：NKE）的疲軟，該公司失去了市場份額，並警告銷售額將下降。在球鞋頭市場The Edit LDN上，耐克鞋的銷量下降了約30％，而通常價格較低的阿迪達斯鞋子比上年增長了80％。
"It is reassuring to see the broad geographic spread of the sales performance, with the U.S. weak as expected but a much stronger Europe," said Adam Cochrane, analyst at Deutsche Bank.
德意志銀行分析師亞當·科克倫表示：“令人欣慰的是，銷售業績的廣泛地域分佈，美國表現疲軟，但歐洲要強得多。”
Why It Matters: This surge in Adidas' sales comes after a challenging period. The company reported a loss in 2023 after ending its Yeezy shoe line, which had been highly profitable. However, the recent sales boost from its terrace shoes has been a significant turnaround for the company.
爲何重要：阿迪達斯銷售額的激增是在一個充滿挑戰的時期之後發生的。該公司報告稱，在結束其盈利豐厚的Yeezy鞋履系列後，在2023年出現虧損。但是，其露臺鞋最近的銷售增長對該公司來說是一個重大轉變。
Adidas' Q1 results come on the heels of a strong start to the year, with an 8% increase in currency-neutral revenues and a 4% growth in euro terms. The company's gross margin also improved by 6.4% points to 51.2% during the quarter, compared to 44.8% the previous year.
阿迪達斯第一季度的業績是在今年開局強勁之後發佈的，貨幣中立收入增長了8％，按歐元計算增長了4％。該公司的毛利率在本季度也增長了6.4％，達到51.2％，而去年同期爲44.8％。
Despite the challenges, Adidas has been optimistic about its future, targeting growth amid inventory and currency challenges at the start of 2024. The recent surge in sales, particularly in Europe and China, suggests that the company's strategies are indeed paying off.
儘管面臨挑戰，但阿迪達斯一直對其未來持樂觀態度，目標是在2024年初庫存和貨幣挑戰中實現增長。最近的銷售額激增，特別是在歐洲和中國，表明該公司的戰略確實取得了回報。
Image by chinnian on Flickr
圖片由 chinnian 在 Flickr 上提供
譯文內容由第三人軟體翻譯。