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访谈录 2009-07-07&07-10 阿迪达斯CEO:我们所做的就

时间:2010-01-29 05:20来源:互联网 提供网友:任天堂   字体: [ ]
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The latest acquisitions by Real Madrid. How is that gonna impact on your bottom line? You're obviously quite positive about them.

Yeah, of course. Because this gives us opportunity to sell more shirts if great players are coming to Real and I still think back five years ago when David Beckham joined Real, this was the most successful commercial year for us, with Real. And I'm sure that Ronaldo and Kaka will sell a lot of shirts.

And that's what you do.

Exactly.

To sell shirts.

Yeah, exactly.

Where does your business make its money, obviously you have tangible1 aspects such as selling T-shirts, but the intangible such as the brand association with, say, the World Cup. Uh, how lucrative2 is that for you? Where do you make your money?

When with the sponsorship like that, you have two different aspects, you have the tangible and the intangible aspect as you have mentioned already. Of course we can already count how many shirts we have sold during the World Cup 2006 in Germany.

How many was it?

It was over three million replica3 shirts from all the teams which were competing. And our brand name, it was 1.5 million just alone from the German Team. We sold over or nearly 15 million balls with Teamgeist design which was a special design for the World Cup 2006. But this is a tangible asset. But on the other hand, you have so many millions and millions of spectators, TV viewers who are seeing your brand permanently4, and then going afterwards into stores and buying your brand. Of course this we can not measure and count. But overall, I think that these investments and as I've said before when you see the performance of our company, then this is really worthwhile, and we do not calculate it and name it as a cost, it is an investment into the future of our company.

How does global financial crisis affect your business?

We can not escape the financial crisis as well, but I'm absolutely convinced that our industry is by far not as affected5 as some other industry like the car industry, etc.

Why?

I do believe that there is a big desire in the community for people that they wanna be fit, they wanna stay in shape and they wanna do sport. This is point No. 1. Point No.2, our products are not that expensive, so we are talking about 50 to 100 Euro, and these products are affordable6 to a wide variety of people.

In terms of sponsorship, are you getting the returns now that you expected when you signed up for these deals years ago?

Definitely. Because when you look to the last 10 years and the development and the performance of our company, then you'll have seen that we have permanently grown our business. And we went from one record year to the other, and this is because we are investing in the future of our business. And an investment into a World Cup is not just for one year whether there is a financial crisis or not. This is a long-term investment in the brand building, and into the performance of our future. And therefore, I'm absolutely convinced I would write this cheque again.

Could you write that cheque in the current economic climate?

Definitely. I mean we are a very healthy company as you well know. We have a very healthy balance sheet, we are producing a lot of cash, we are very profitable. So, yeah, we are definitely in the position to write this cheque again.
 


点击收听单词发音收听单词发音  

1 tangible 4IHzo     
adj.有形的,可触摸的,确凿的,实际的
参考例句:
  • The policy has not yet brought any tangible benefits.这项政策还没有带来任何实质性的好处。
  • There is no tangible proof.没有确凿的证据。
2 lucrative dADxp     
adj.赚钱的,可获利的
参考例句:
  • He decided to turn his hobby into a lucrative sideline.他决定把自己的爱好变成赚钱的副业。
  • It was not a lucrative profession.那是一个没有多少油水的职业。
3 replica 9VoxN     
n.复制品
参考例句:
  • The original conservatory has been rebuilt in replica.温室已按原样重建。
  • The young artist made a replica of the famous painting.这位年轻的画家临摹了这幅著名的作品。
4 permanently KluzuU     
adv.永恒地,永久地,固定不变地
参考例句:
  • The accident left him permanently scarred.那次事故给他留下了永久的伤疤。
  • The ship is now permanently moored on the Thames in London.该船现在永久地停泊在伦敦泰晤士河边。
5 affected TzUzg0     
adj.不自然的,假装的
参考例句:
  • She showed an affected interest in our subject.她假装对我们的课题感到兴趣。
  • His manners are affected.他的态度不自然。
6 affordable kz6zfq     
adj.支付得起的,不太昂贵的
参考例句:
  • The rent for the four-roomed house is affordable.四居室房屋的房租付得起。
  • There are few affordable apartments in big cities.在大城市中没有几所公寓是便宜的。
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