俄罗斯市场扩张计划受挫，阿迪达斯下调业绩预期

    德国体育用品制造商阿迪达斯公司（Adidas AG）下调了利润预期，并将2015年的战略目标延后，因为公司最大的两笔投资——高尔夫与俄罗斯市场，均表现低迷，而欧元的强势也侵蚀了其海外业务的利润。

    阿迪达斯表示，公司预计高尔夫业务增长速度无法达到预期，将削减其TaylorMade-adidas业务的日常开支和库存。TaylorMade-adidas是全球最大的高尔夫球杆、球袋和配件制造商。

    此外，阿迪达斯还表示，俄罗斯卢布的“走势变化”以及“因该地区当前的紧张局势造成的消费者情绪与消费者支出风险”令公司在俄罗斯的市场前景严重受损。阿迪达斯曾期望俄罗斯市场能够在明年实现稳健增长。因此，阿迪达斯表示，公司将减少预定的开店数量，并加快关闭部分店铺。公司原计划今年在俄罗斯新开约100家店铺，使其连锁店总数增加10%。

    欧盟因乌克兰冲突对俄罗斯实施的制裁，尚未对阿迪达斯造成影响，但在今年第一季度，卢布兑欧元汇率下跌超过10%，虽然第二季度有小幅回升，但随着该地区经济与政治局势的恶化，卢布兑欧元的汇率正在急剧下跌。这种情况降低了阿迪达斯在俄罗斯出售的所有商品的欧元价值。

    在全球体育用品行业，阿迪达斯是耐克公司（Nike Inc.）最大的竞争对手。之前，阿迪达斯曾警告业绩将出现下滑，上周，公司股票一度暴跌。而在周四，由于公司未能提出任何令人信服的措施以扭转颓势，公司股票继续下跌。自六月底以来，阿迪达斯股票的累计跌幅达到24%，创两年来的新低。

    第一季度净利润和上年同期相比下跌27%，为3.48亿欧元，收入下跌2%，为69.98亿欧元。在调整汇率波动后，收入下跌幅度增加到5%。公司之前预计，今年的销售额将增长10%，但现在，公司预计涨幅仅为“5%左右”。由于需要清理库存，公司预计营运利润率为6.5%到7%之间，而不是之前预测的8.5% - 9%。

    阿迪达斯首席执行官赫尔伯特•海纳在一份声明中表示：“2014年剩余时间，我们的首要任务是保持关键产品和市场的发展势头，采取矫正措施，保证未来收益的稳定。”

    虽然未来预期一片暗淡，但其中也有几处亮点。阿迪达斯在本届世界杯上大获成功，冠军德国队和亚军阿根廷队均采用了阿迪达斯的装备。受此推动，阿迪达斯品牌产品的销量在第二季度增长了14%。

    此外，公司与英国足球俱乐部曼联队（Manchester United）签订了为期十年的合作协议。曼联的商品销售额在足球界首屈一指。（财富中文网）

    翻译：刘进龙/汪皓

    German sports equipment maker Adidas AG slashed its profit forecast and postponed its strategic targets for 2015, as two of its biggest bets–golf and Russia–turned sour and the euro’s strength ate into the profits of its overseas businesses.

    The company said it no longer expected golf to grow as much as it had thought, and that it would act to cut overheads and inventory at its TaylorMade-adidas business, the world’s biggest maker of golf clubs, bags and accessories.

    In addition, it said a “trend change” in the Russian ruble, along with “increasing risks to

    consumer sentiment and consumer spending from current tensions in the region,” had significantly weakened the outlook for Russia, a market which it had expected to deliver solid growth for years to come. As a result, Adidas said, it will cut the number of planned store openings and accelerate some store closures. The company had originally intended to open around 100 new stores in Russia this year, growing its chain by 10%.

    Adidas hasn’t been affected yet by E.U. sanctions on Russia over the Ukraine conflict, but the ruble fell over 10% against the euro in the first quarter of the year and is now quickly losing what little it recovered of that in the second quarter, as the economic and political situation deteriorates. That reduces the euro-value of everything Adidas sells in Russia.

    Shares in Adidas, the biggest rival to Nike Inc. in the global sports business, had already fallen sharply last week after the company warned that it would release weak results. But they continued to fall Thursday as the company failed to present any convincing measures to turn performance round. They’re now down 24% since the end of June, at a two-year low.

    Net profit for the first half fell 27% from a year earlier to €348 million, while revenues fell 2% to €6.998 billion. Adjusted for currency swings, they were up 5%. The company had originally predicted sales would grow nearly 10% this year, but now expects them to grow by “a mid-single-digit amount.” Operating margins, meanwhile, are now expected to be between 6.5% and 7% instead of 8.5%-9%, due largely to the need to clear inventory.

    ” For the remainder of 2014, our priority is to sustain the momentum we have in key categories and markets, and take corrective steps to bring more stability to our future earnings,” chief executive Herbert Hainer said in a statement.

    For all of the gloom, there were still bright spots. Adidas had a particularly successful soccer World Cup, supplying both the champions, Germany, and runners-up Argentina with kit. That helped sales of Adidas-brand products to a 14% rise in sales in the second quarter.

    In addition, the company has since signed a 10-year partnership deal with Manchester United, the English club that habitually has some of the biggest merchandise sales in the world of soccer.