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      考研英语水平的进步，不仅要记单词，还需要阅读外语文献等资料。接下来，小编为2024考研者们，整理出——2024考研英语同源外刊3月:阿迪达斯在中国卖不动了?供考生参考。

2024考研英语同源外刊3月:阿迪达斯在中国卖不动了?

Adidas is currently one of the biggest sportswear manufacturers, with a worldwide revenue of USD 23.8 billion in 2022. Adidas entered the Chinese market in the early 90s without setting up its own store. The imported products were sold through bigger franchises until Adidas opened its first headquarters in Shanghai in 1997.

阿迪达斯目前是较大的运动服装制造商之一，到2022年全球收入将达到238亿美元。阿迪达斯在上世纪90年代初进入中国市场，但并未开设自己的门店。在1997年阿迪达斯在上海设立首个总部之前，进口产品往往是通过特许经营权进行销售。

China has played a key role in Adidas' production line and profitability since the brand established factories in the country. However, since 2022. Adidas has been losing market share due to a series of events and scandals which seriously endangered the brand's credibility.

自从阿迪达斯在中国建厂以来，中国一直在其生产线和盈利能力方面发挥着关键作用。然而，自2022年以来，由于一系列严重危及品牌信誉的事件和丑闻，阿迪达斯的市场份额一直在下降。

In the second half of 2022. Adidas CEO Kasper Rorsted estimated losses of revenue of more than 35% in the Chinese market. He declared that such a steep drop was caused by the brand's mistakes. For instance, the struggle of keeping up with the local brands, the failed recovery after the zero-covid policy, and the scandal of Xinjiang cotton.

据阿迪达斯首席执行官罗思德估计，2022年下半年，阿迪达斯在中国市场的收入损失超过35%。他宣称，如此急剧的下降是由该品牌的一系列错误造成的。例如，本土品牌的激烈追赶、新冠政策放松后复苏失败以及新疆棉事件。

The Guochao trend is especially evident in the sportswear industry, as young Chinese consumers prefer buying local brands rather than western sportswear brands. In August 2022. the local firm, Anta, overtook Nike and became the biggest sportswear brand in China with a revenue of more than USD 3.79 billion.

国潮趋势在运动服装行业尤为明显，因为中国年轻消费者更喜欢购买本土品牌，而不是西方运动服装品牌。2022年8月，本土公司安踏超过耐克，成为中国较大的运动品牌，收入超过37.9亿美元。

Li-Ning, another Chinese firm, also registered revenue of USD 1.76 billion against Adidas' USD 1.72 billion, pushing the German brand out of the podium. The zero-Covid policy has been a big problem for Adidas. In 2022. the company had to deal with closed shops and rising costs.

另一家中国公司李宁也以17.6亿美元的收入击败了阿迪达斯(17.2亿美元)，将这一德国品牌挤出了头部。此前，新冠清零政策一直是阿迪达斯面临的一个大问题。2022年，该公司不得不应对门店关闭和成本上升的问题。

In particular, the general lockdown which paralyzed China for the last few years resulted in the desegregation of the complex system of supply chains built up by the German brand. The disrupted supply chains cost Adidas a loss of USD 427 million in the first quarter of 2022.

特别是过去几年的封城政策，导致这一德国品牌建立的复杂供应链系统瘫痪。供应链中断使阿迪达斯在2022年一季度损失了4.27亿美元。

The German group aims to expand its shops, especially in lower-tier cities, following the growing demand for sports products from young Chinese consumers. These markets represent a big part of the Chinese economy since 68% of the total Chinese population lived in these cities.

随着中国年轻消费者对体育产品的需求不断增长，这家德国集团计划扩大门店，尤其是在二三线城市。这些市场代表了中国经济的很大一部分，因为中国68%的人口居住在这些城市。

Through these strategies, Adidas hopes to redeem itself from the cotton scandal and reclaim its Chinese market share after the crashes due to Covid and the rising trend of Guochao.

阿迪达斯希望通过这些战略，从新疆棉事件中挽回自己，在新冠疫情和国潮上升趋势导致的崩溃后，重新夺回中国市场份额。

 

重难点词汇：

franchise [ˈfræntʃaɪz] n. 特许;特权;选举权;公民权

podium [ˈpoʊdiəm] n. 讲台;基座;台基

desegregation [ˌdiˌseɡrɪ'ɡeɪʃn] n. 废除种族隔离;废止种族歧视

      综上是“2024考研英语同源外刊3月:阿迪达斯在中国卖不动了?”，希望对备战2024考研考生们有所帮助!让我们乘风破浪，终抵彼岸，考研加油!

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