Adidas Plans To Divest Parts Of Its Business, But It Is Not The Reebok That Was Widely Known Before.

According to foreign media reports, Adidas is planning to divest its Taylor Golf (purchased in 1997 when Salomon bought the company), Adams Golf (purchased in 2013) and Ashworth golf Brand Company (purchased in 2008).

The above Brand Company mainly produces hardware products related to golf.

Adidas said that after several years of declining sales performance, the company is actively seeking buyers of its golf business segment.

In fact, the business of Adidas golf has never been good.

When the annual performance report was released in March this year, Adidas said that because of the constant challenge of restructuring in the golf market, the exchange rate factor was eliminated in the fourth quarter of last year (the following data were followed), and Taylor Adidas golf's total revenue slipped by 15%.

Since then

In its biggest US market for many years, its related businesses have been Adidas's performance since 2014.

According to the interface report, in the 2015 fiscal year, golf business caused at least 100 million euros (750 million yuan) loss to Adidas.

According to the information released by Adidas's official website in May 4th, it is looking for buyers for the above brands.

At the same time, the final decision on the divestiture of golf business remains to be approved by the board of supervisors, including the specific terms of the potential agreement.

However, Adidas also pointed out that it is not ready to withdraw from golf courses completely, will continue to focus on golf apparel and footwear through Adidas golf brand.

Adidas China cited chief executive officer in a reply to reporters.

It means that the divestiture of its planned business will simplify it, so that it will pay attention to the highest rate of return and the business sector that best resonates with consumers and promotes the brand loyalty of Adidas and Reebok.

Zhang Qing also believes that the sale of related businesses is right.

The influence is not much.

"Golf has always been subject to external restrictions. It has always been a hot market.

"Adidas has always been less optimistic about golf. Relatively speaking, this segment is a specialized market segment. There are certain barriers, and some niche niche brands occupy a considerable share of the market. The whole imagination space is small, and its contribution to the benefit is relatively weak.

For Adidas, this is a wise choice to help focus on core business. "

In this regard, the key Road Sports Consulting Co., Ltd. founder Zhang Qing said.