< p > the upcoming World Cup will become Adidas's "savior" this year.

Adidas's latest quarterly report shows that the group's business revenue has decreased by 6% to 3 billion 533 million euros; the group's net income based on shareholders has declined from 308 million euros last year to 204 million euros, representing a 34% decline on the basis of last year.

Herbert Heiner, chief executive of Adidas group (Herbert Hainer), said this year's opening was challenging.

In the industry view, the challenge of Adidas is that it has not yet found the reason for attracting more consumers under the internet background, which is what competitors Nike is good at.

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< p > from the regional point of view, according to the exchange rate unchanged situation, in the first quarter, Adidas Group sales revenue grew in all regions except North America.

Data show that sales in North America fell by 20% to 680 million yuan.

Considering the exchange rate factor, Adidas achieved sales growth only in the Greater China region and the European emerging markets in the first quarter. Latin America, other Asian markets, North America and Western Europe showed negative growth or flat sales.

It was previously reported that Union Investment, the tenth largest shareholder holding 0.89% of Adidas's shares, was dissatisfied with its performance in the European market. Adidas's share of its home market in Germany and Europe was eaten up by Nike.

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< p > from the data, Western Europe has the highest sales revenue of 1 billion 98 million euros, but the increase is almost zero.

Cheung Ching, the founder of sports consulting firm, said that although western Europe has always been a strong territory for Adidas, Nike has never given up its efforts.

"It includes taking over several football clubs originally belonging to Adidas and attracting more young people through social media."

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< p > in addition to being eaten up at home share, Adidas's brand has become a hot potato.

It is reported that Adidas is seeking to sell Rockport Lok step brand, and has hired GUGGenheimPartnersLLC to find potential buyers for private equity funds and other shoe brands for Rockport.

Unlike the main brand Adidas's sports style, the men's shoes and women's shoes series of Lok's step are between business and leisure, and the main technology factors. After being bought by Adidas in 2006, Adidas's unique ADIPRENE Sports Technology insoles are happily absorbed.

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< p > data show that Rockport Yue step was founded in 1971, and in 2006 Adidas acquired it as a sub brand of Adidas group.

At present, Rockport has entered more than 55 global markets.

According to Rockport Le step official website, it has nearly 100 stores in more than 20 domestic and second tier cities in China.

Adidas told the Beijing Commercial Daily reporter, "we do not make any speculation about rumors."

But in the industry, it is not impossible to sell Rockport happy steps. Before that, Adidas has pformed Reebok into a fitness brand.

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< p > Zhang Qing believes that although Reebok's performance has improved, it can not be compared with the brand influence of the top three in the world before it was acquired. "Adidas's success in brand pformation is not successful, and has not been integrated into the system to maintain the original vitality of the brand".

From the product point of view, according to the situation of exchange rate unchanged, sales of Adidas and Reebok products increased double-digit, Taylor Adidas golf products sales double digit decline, Rockport Lok step products business income also declined, Reebok -CCM ice hockey series increased compared with the previous year.

In the expansion of the market, mergers and acquisitions become a drag on performance. Perhaps the best option is to get rid of them.

However, Zhang Qing believes that Adidas brand's own DNA is still likely to be higher than Nike's.

However, under the tide of mobile Internet, consumers' purchase decisions have changed, but Adidas has been slow to respond.

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