UK eyeing fines for social media content moderation failures
After the UK Prime Minister Theresa May secured a joint statement from the G7 on Friday, backing a call for social media firms to do more to combat online extremism, a Conservative minister has suggested the party is open to bringing in financial penalties or otherwise changing the law in order to encourage more action on problem content from tech companies if it’s returned to government at the UK general election on June 8.
The Guardian reports the comments by security minister, Ben Wallace, speaking to BBC Radio 4 on Sunday. Wallace’s words follow an exposé by the newspaper of Facebook’s moderation guidelines — which the minister dubbed “totally unacceptable”, citing an example of Facebook’s moderator guidance saying it’s “OK to publish abuse of under-seven-year-old children from bullying as long as it doesn’t have captions alongside”. Facebook’s rules have also been criticized by child safety charities.
The company declined to comment for this story. But Facebook has previously said it intends to make it simpler for users to report content problems, and will speed up the process for its reviewers to determine which posts violate its standards (although it has not specified how it will do this). It has also said it will make it easier for moderators to contact law enforcement “if someone needs help”.
Beyond bullying and child safety issues, concern about social media platforms being used to spread hate speech and extremist propaganda has also been rising up the agenda in Europe. Earlier this year the German cabinet backed proposals to fine social media platforms up to €50 million if they fail to promptly remove illegal hate speech — within 24 hours after a complaint has been made for “obviously criminal content”, and within seven days for other illegal content. It appears a Conservative-majority UK government would also be looking seriously at applying financial penalties to try to enforce content moderation standards on social media.
Wallace’s comments also follow a UK parliamentary committee report, published earlier this month, which criticized social media giants Facebook, YouTube and Twitter for taking a “laissez-faire approach” to moderating hate speech content. The committee also suggested the government should consider imposing fines for content moderation failures, and called for a review of existing legislation to ensure clarity about how it applies.
After chairing a counterterrorism session at the G7 on Friday, which included discussion about the role of social media in spreading extremist content, the UK’s PM May said: “We agreed a range of steps the G7 could take to strengthen its work with tech companies on this vital agenda. We want companies to develop tools to identify and remove harmful materials automatically.”
It’s unclear exactly what those steps will be — but the possibility of fines to enforce more control over platform giants is at least now on the table for some G7 nations.
For their part tech firms have said they are already using and developing tools to try to automate flagging up problem content, including seeking to leverage AI. Although given the scale and complexity of the content challenge here, there will clearly not be a quick tech fix for post-publication moderation in any near-term timeframe.
Earlier this month Facebook also said it was adding a further 3,000 staff to its content reviewer team — bringing the total number of moderators it employs globally to review content being posted by its almost two billion users to 7,500.
Luxury industry continues recovery as consumer confidence returns
Bain report predicts ‘solid and healthy’ market growth this year
The global luxury market is expected to grow by a solid 2 to 4 per cent this year in a clear sign that the turnround in performance for the sector that began last year is on a steady and sustainable footing.
Consultant Bain’s spring luxury update predicts that the global personal luxury goods market will grow to €254bn-€259bn this year, as consumer confidence returns in Europe and Chinese customers spend more at home and overseas.
Large luxury houses, such as LVMH, Kering and Hermes, began indicating this trend in their results from the middle of last year. The industry had previously suffered a difficult period as a result of an economic slowdown, a corruption crackdown in China and the impact of terrorism on spending.
“The market is growing again,” said Claudia D’Arpizio, a Bain partner and lead author of the study. “It’s less dependent on gift giving in China and less dependent on tourist flows that were driven by price differentiation and bargain hunting. It’s more solid and it’s healthier.”
Bain estimates that the overall market will expand to €290bn in sales by 2020.
Performance is polarised across geographical regions. In the US the luxury market continues to underperform, hurt by a strong dollar, political uncertainty and problems faced by department stores — a pillar of distribution for luxury brands in North America. Bain expects the region’s luxury sector to shrink by as much as 2 per cent in 2017.
Meanwhile fortunes in Europe, the region where luxury spending was worst hit by terrorist attacks, are improving. Bain forecasts growth of 7 to 9 per cent in luxury sales in Europe, and highlights the bright spots of the UK, where sterling has dropped in the past year following its vote to leave the EU, and Spain, which is perceived as a safe destination.
The increasing tendency for Chinese consumers to buy luxury goods at home is expected to drive growth of 6-8 per cent this year for the mainland China market. Chinese consumers account for one in three luxury purchases globally and will nonetheless remain an important source of overseas tourist flows. Outside mainland China, however, Bain predicts the Asian luxury market will shrink by 2 to 4 per cent because of decreased tourism in Taiwan and Southeast Asia.
“Digital is the channel that is fastest growing,” said Ms D’Arpizio, who added that there was increasing differentiation between winners and losers. Brands that are doing well are typically those that have invested in digital platforms and engaged with a “millennial mindset”. This strategy means shifting part of their advertising budgets to online, using social media to talk directly to the final customers, and using a so-called “omni-channel” approach that combines the best of digital and e-commerce with physical stores.
“Brands need to be customer obsessed and millennial minded,” said Bain partner Federica Levato, co-author of the report. “Buying a luxury good now is not just walking into a store. It has become a journey of engagement through multiple touchpoints well before the point of sale.”
An overall reduction of traffic to physical stores means that “a big topic for the future is the role of the store and the number of stores,” said Ms D’Arpizio. “You probably need fewer stores that are more focused on consumers, experiences and telling the story of the brand.”
She added: “It’s clear from the last 18 months that this market is very reactive to brands’ strategy. In the past the industry behaved too much with a one-size-fits-all approach. Now the brands that are differentiating themselves are far outperforming the market.”
Bain’s report is published in collaboration with Fondazione Altagamma, the trade association for Italian luxury goods manufacturers.
UK bookmakers: downhill slog Premium
Betting shops are heading in the same direction as other high street participants
UK high-street bookmakers are giving short odds on a Conservative election victory next week. That outcome may only limit the pain from a government review of restrictions on lucrative fixed odds betting terminals (FOBTs).
Ladbrokes Coral and William Hill together have over half of the 9,000 UK shop estate. Each face the problem of a declining business that owns too much property. Betting on horseracing has been moving into cyber space, where sports wagering is buoyant but punters fickle. Retail bookmaking is a race to the bottom where the winner will be the one best able to capture customers online while managing shop closures.
Over half of retail profits now come from FOBTs, which the opposition Labour party believes should pay out no more than £2 per winning bet. Lobbyists claim a much lower cap set by either party would be the coup de grâce for almost half of existing shops. With jobs at stake any compromise will probably bring closures in the hundreds rather than thousands.
As the pool of traditional punters shrinks, operators face the same choice that has hit other businesses with real estate; margin or market share. Consider first-quarter results. Wagers placed at Ladbrokes Coral shrank 7 per cent. At William Hill they rose 2 per cent. While gross win margins — the money the bookies keep — grew at the former, they shrank at the latter. Offering better odds brings customers, but magnifies losses when they win.
Operating margins for high-street divisions are equally gloomy, losing 5 percentage points at both Ladbrokes Coral and William Hill since 2014 to hit 10 per cent and 16 per cent respectively at the end of last year. Shares have fallen accordingly.
Both companies are growing online but a reliance on bricks and mortar for earnings leaves them vulnerable. A damaging decision on FOBTs would merely accelerate the decline of betting shops along a trajectory traced by pubs and music shops. The stock of traditional bookies should appeal only to punters with a taste for long odds.
Trump budget threatens SEC’s technology spending
It proposes axing a fund the agency uses to build tools for spotting insider trading
The Trump administration is planning to eliminate a part of the Securities and Exchange Commission budget that the regulator has been using to build tools for identifying insider traders and pursuing enforcement actions.
A line item buried in the proposed budget released by the White House last week would scrap a $50m annual “Reserve Fund” created in the Dodd-Frank Act that Congress passed in 2010 following the financial crisis.
The SEC has used the fund to modernise its technology to better police the stock market, and the proposal to take away the money drew criticism from Mary Jo White, who chaired the SEC until January.
The SEC needs “the ability to fully use the Reserve Fund in order to discharge its critical responsibilities”, Ms White told the FT.
“The fund is very important to the SEC and especially its ability to engage in spending for long-term, critical IT projects, which is an area where all agree it is important for the SEC to keep pace with the rapidly changing technology of the industry and markets it regulates.”
Some Republicans in Congress have condemned the money as a slush fund and have taken aim at it before. While it is capped at $50m a year, it has been slashed in half by lawmakers in three of the past six years.
In its budget plan, the administration gave notification of the proposed elimination in a paragraph under a broader section about financial regulation: “The budget also proposes to restore the Securities and Exchange Commission’s accountability to the American taxpayer by eliminating the “Reserve Fund” created by the Dodd-Frank Act.”
If the language survives negotiations and is passed by Congress, the SEC’s fund would be axed in 2019. The SEC declined to comment.
The SEC has discretion on how to use the Reserve Fund. It is distinct from the agency’s annual budget appropriation — proposed by the administration at $1.6bn for 2018 — in which money is earmarked for specific divisions.
The SEC has tapped the fund to:
• develop investigative tools that officials have used to bring insider trading cases;
• create case management systems for its examinations and enforcement division;
• build projects for digesting growing volumes of financial data that the agency inputs into its surveillance and oversight systems;
• and modernise its Edgar corporate filings system.
A July 2015 report by the SEC’s inspector general warned that, without the fund, “the SEC would not have the capability to ingest, mine, and use large data sets to meet its oversight mission”.
In its budget request earlier this year, the agency said it “contemplates continued access to the commission’s Reserve Fund to fund long-term capital investments in information technology”.
Asian equity markets are mixed and volatility is low with mainland China on holiday for Dragonboat Festival. US market holiday on Monday is adding to tepid price action across all assets. Friday's trading session was highlighted by improvement in US Q1 GDP thanks to better than initially reported consumption. G7 concluded its meeting in Italy with merely a vague commitment to existing exchange rate arrangements, pledge to "fight protectionism" and reduce global imbalances to support growth. Climate change friction amid speculated intentions by US Pres Trump to pull out of Paris Accord was among the more noteworthy developments, as leaders failed to bridge differences on the issue. The focus now turns to China-EU investment agreement taking place next weekend, as Europe appears to pivot toward greater cooperation with the East. Australia index is a notable decliner amid weakness in Energy and Mining sectors. North Korea fired another projective deemed to be a scud missile from the east coast, Japan PM Abe went as far as to state that concrete measures will be taken by US/Japan in response to ongoing provocations.
Nikkei +0.11% Hang Seng +0.15% CSI Closed Shanghai Closed
Eur$ 1.1167 CNH 6.8156 CNY 6.8555 JPY 111.30 GBP 1.2831 CHF 0.9753 RUB 56.80 WTI$ 49.69 (-0.22%)
S&P +0.06% EuroStoxx +0.14% Dax +0.13% SMI -0.04% FTSE Closed
Macro :
- EU Steel Industry Warns Against Emissions Trading Reform: Welt
- G-7 Minus U.S. Affirms Paris Climate Pledge in Draft Statement
- Atlanta Fed’s GDP Nowcast Model Sees U.S. 2Q GDP at 3.7%
- Short Sellers Resist Covering as S&P 500 Retakes Record in Week
- Govt sources say US debt ceiling could be hit this summer, sooner than markets may be expecting - CNBC
- Mattis Says Trump ‘Wide Open’ on Paris Climate Accord
Keep an eye on :
- ABE SM : Atlantia signs EUR 16.3bn financing deal with pool of banks for Atlantia bid
- ADS GY : Adidas chief keen to pace himself after swift start, Kasper Rorsted has buoyed sportswear group but online and US challenges lie ahead - FT
- AIR FP : Airbus Helicopters Breaks Ground on 1st Assembly Line in China
- AMS SM : Amadeus Drops as Much as 7.8% After IAG Sets Booking Fees, Sabre, Travelport Follow Amadeus Lower on IAG Booking Charge
- AAPL US : Apple Said to Plan Dedicated Chip to Power AI on Devices
- BMW GY : BMW’s Stalled Stock Ready to Accelerate, German car maker’s heavy R&D spending should pay dividends down the line, as autonomous driving and electric cars gain popularity - Barron's
- BMW GY : BMW Plans Car-Data Link for Service Providers: Automobilwoche
- CA FP : Fnac CEO Bompard to Meet Carrefour Appointments Committee: JDD
- CPR PL : Cimpor Says Shareholders to Vote to Take Company Private
- BN FP : PepsiCo Said in Bid to Acquire Owner of Vita Coco: Reuters
- DIS US : Disney Cuts ‘Pirates’ Weekend Forecast to Mid-$70m From $80m, Disney Says ‘Pirates’ Has $62.2m in 3-Day Weekend Sales
- FNAC FP : Fnac CEO Bompard to Meet Carrefour Appointments Committee: JDD
- FNTN GY : Freenet Not Limited to German-Speaking Regions, CFO Tells BZ
- GLEN LN : Deutsche Boerse Adds Glencore to STOXX 50, Deletes Syngenta
- IAG LN : British Airways Cancels All Heathrow, Gatwick Flights Today
- ISP IM : Intesa Said to Cut Costs, Close Branches in Strategy Shift: FT
- JNJ US : J&J Ordered to Pay $2.1 Million Over Woman’s Vaginal-Mesh Claims
- LGEN LN : Legal & General Said to Eye GBP15b Steel Pensions Buyout: Times
- LIFE SW : LifeWatch Board Supports Increased Offer by BioTelemetry
- LIN GY : Linde Plans to Cut 140 Jobs in France, Les Echos Says
- NVDA US : SoftBank Said to Consider Raising Stake in Nvidia
- DPS US : KKR Said to Consider Bidding for Pepper Group, AFR Says
- PFV GY : Pfeiffer Vacuum Interested in ‘Larger’ Acquisitions: EamS
- PRS SM : Prisa Decides to Reject Offers for Santillana
- SAN FP : Sanofi Won’t Renew One of Two Regeneron Pacts: Bernstein
- SAN SM : Unicaja Weighs Santander, Sabadell Deal If IPO Fails: Expansion
- SPM IM : Saipem Board Approves Tax Disputes Settlement
- SIE GY : Three IG Metall Reps to Leave Siemens Supervisory Board: Spiegel
- SIKA VX : Sika’s Haelg Says Jenisch Departure Won’t Change Strategy: SamW
- SITESL MM : Slim Said Preparing to Sell Minority Stake in Telesites: Reuters
- STL NO : Statoil Halts Drilling of Barents Well After Court Ruling: DN
- SYNN VX : Deutsche Boerse Adds Glencore to STOXX 50, Deletes Syngenta
- VALE US : Vale CEO’s Strategy Could Include M&A, New Cost-Cutting: BofAML
- WOOD LN : Wood Group Said to Be Keen in Keeping Amec’s Nuclear Unit: FT
>>> Up
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>>> Down
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>>> Initiation
*Inventiva New Buy at SocGen, PT EU14
>>> Call
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Asia Mid-Session Market Update: Korea conducts another missile test; China industrial profits slow further
***Friday US Session Highlights***
- (US) Q1 PRELIMINARY GDP ANNUALIZED Q/Q: 1.2% V 0.9%E; PERSONAL CONSUMPTION: 0.6% V 0.4%E
- (US) APR PRELIMINARY DURABLE GOODS ORDERS: -0.7% V -1.5%E; DURABLES EX TRANSPORTATION: -0.4% V 0.4%E
- (US) Q1 PRELIMINARY GDP PRICE INDEX: 2.2% V 2.3%E; CORE PCE Q/Q: 2.1% V 2.0%E
- (US) MAY FINAL UNIVERSITY OF MICHIGAN CONFIDENCE: 97.1 V 97.5E; 5-10 year inflation expectations tick higher
- (US) Atlanta Fed lowers Q2 GDP to 3.7% from 4.1% on 5/16
***Politics***
- (US) Pres Trump: I suggest that we add more dollars to Healthcare and make it the best anywhere. ObamaCare is dead - the Republicans will do much better! - tweet
- (JP) Japan PM Abe's Cabinet approval rating falls 4pts to 56% - Japan press
- (ZA) South Africa President Zuma said to survive a proposal by the ANC NEC to have him removed – financial press
- (CN) Since the start of 2016, China Pres Xi replaced 20 of Communist Party's 31 provincial secretaries and 27 governors - The Economist
***Key economic data:***
- (CN) CHINA APR INDUSTRIAL PROFITS Y/Y: 14.0% V 23.8% PRIOR; YTD 24.4% V +28.3% PRIOR
- (CN) China Ministry of Commerce (MOFCOM) reports Apr non-financial outbound direct investment $5.83B, -70.8% y/y
***Asia Session Notable Observations, Speakers and Press***
- Asian equity markets are mixed and volatility is low with mainland China on holiday for Dragonboat Festival. US market holiday on Monday is adding to tepid price action across all assets. Friday's trading session was highlighted by improvement in US Q1 GDP thanks to better than initially reported consumption, though US Treasuries did not budge much and outlook for Fed rate hike next month remained just above 80%. On the flip side, Atlanta Fed lowered its Q2 GDP target to 3.7% from 4.1%.
- G7 concluded its meeting in Italy with merely a vague commitment to existing exchange rate arrangements, pledge to "fight protectionism" and reduce global imbalances to support growth. Climate change friction amid speculated intentions by US Pres Trump to pull out of Paris Accord was among the more noteworthy developments, as leaders failed to bridge differences on the issue. The focus now turns to China-EU investment agreement taking place next weekend, as Europe appears to pivot toward greater cooperation with the East
- Australia index is a notable decliner amid weakness in Energy and Mining sectors, while Korea's Kospi continues to outperform with its 8th consecutive gaining session to reach record high above 2,360. Geopolitical concerns have not deterred the rally in the index, as North Korea fired another projective deemed to be a scud missile from the east coast. The launch sparked another stern rebuke from regional leaders - Japan PM Abe went as far as to state that concrete measures will be taken by US/Japan in response to ongoing provocations.
- Economic docket was also extremely light with only data releases coming out of China over the weekend. Industrial profit growth slowed to 14.0% from 23.8% in Apr, though Stats Bureau said the slowing is "reasonable considering the fast growth experienced earlier this year." In further evidence of deceleration in activity/sentiment however, MOFCOM announced Apr non-financial outbound direct investment over the weekend plunging by over 70% to $5.83B.
China
- (CN) China is "strongly dissatisfied" with the G7 statement on the East and South China Seas, and has requested they "stop making irresponsible remarks"
- (CN) Assistant China Commerce Minister Li Chenggang: China is committed to open its markets and promoting China-EU investment agreement - press
- (CN) China’s Securities regulator (CSRC) to make it more difficult for major shareholders to sell their stakes – US financial press
Japan
- (JP) According to analysts, Asian investors appear to be neutral or underweight on J-REITs, amid concern a large influx of new properties from 2018 will create an oversupply in the market
Australia / New Zealand
- (AU) The last time the Australia - US 10-year yield spread was so low (16bps as of Fri) in Mar 2001, AUD/USD traded below $0.50 - AFR
- (AU) Swaps markets now pricing in about 5bps in interest rate reduction by RBA by November, nearly double from last month - press
- (NZ) Westpac: Latest GDP projections in New Zealand budget may be overly optimistic - press
Korea
- (KR) North Korea said to fire unidentified projectile from east coast – South Korean Press
- (KR) Japan PM Abe: Japan and US to take concrete steps on North Korea following latest missile launch; Will consider specific response options - press
- (KR) South Korea to sternly respond to North Korea missile launch - Korean press
- (KR) South Korea may announce measures to stabilize the property market - South Korean Press
***Asian Equity Indices/Futures (00:00ET)***
- Nikkei +0.2%, Hang Seng +0.2%, Shanghai closed, ASX200 -0.5%, Kospi +0.5%
- Equity Futures: S&P500 +0.1%; Nasdaq +0.1%, Dax flat, FTSE100 closed
***FX ranges/Commodities/Fixed Income (00:00ET)***
- EUR 1.1160-1.1185; JPY 111.15-111.45; AUD 0.7430-0.7450; NZD 0.7040-0.7065; GBP 1.2795-1.2825
- June Gold -0.1% at 1,266/oz; July Crude Oil -0.3% at $49.64/brl; July Copper -0.3% at $2.56/lb
- (US) Weekly Baker Hughes US Rig Count: 908 v 901 w/w (+0.8%) (19th straight weekly rise)
- iShares Silver Trust ETF daily holdings fall to 10,605 tonnes from 10,635 tonnes prior; 2nd straight decline
- (AU) Australia MoF (AOFM) sells A$500M in 3.75% 2037 bonds; avg yield 3.0701%; bid-to-cover 2.37x
- (KR) South Korea MOF sells 20-yr bonds;avg yield 2.385%
***Asia equities / Notables / movers***
Australia
- Pepper Group (PEP) +4.4%; KKR said to be interested in Pepper to expand its Australian lending, unclear if an approach has been made - AFR
- BHP -0.5%, RIO -1.8%; Western Australia Govt expected to ask BHP and Rio to buyout iron ore lease rental fee, which may amount to billions of dollars - AFR
- Domino's Pizza Enterprises (DMP) -5.2%; Cut at Morgans
Hong Kong
- China Evergrande (3333) +23.6%; Investing CNY85B into 13 hospitals under strategy to increase profits
- Shui On Land (272) +7.9%; To sell majority stake in Chongqing Shui On Tiandi Real Estate to Vanke for CNY4.13B
- Qinhuangdao (3369) +0.8%; Guides H1
Japan
- Toshiba (6502) +3.2%; Western Digital said to be open to taking a smaller stake in Toshiba chip unit - Japan press
- Nintendo (7974) +2.1%; Strength attributed to announcement of additional games for Switch device due out Aug 25th
- Sharp (6753) +0.8%; Guides FY17/18 Net ¥59.0B, Op Profit ¥90.0B, Rev ¥2
- Sony (6758) +0.8%; Affirms FY17/18 Op ¥500B; Targets ROE +10% - investor slides
- ANA (9202) +0.5%; Will introduce in-flight Wi-Fi on all flights between Japan and the US by 2020 - Nikkei
Despite weather headwinds, 1Q17 results were mostly ahead of market expectations, which on average resulted in a positive performance for stocks on results days. And though conditions were difficult for generation and supply, utilities kept full-year guidance.
Veolia, RWE, EON and Gas Natural had the most positive stock reaction on results day… Veolia's management's more optimistic view on organic growth, post a cautious tone on the FY16 call, triggered the positive stock reaction. Suez was also very strong on the day of Veolia's results on expectations that it could have benefitted from the same trends. RWE also reported strong results, which gives us confidence it should reach top end of guidance for the year. Gas Natural's stock performance was triggered more by the possibility of a stake sale of the Spanish gas distribution business, which management confirmed it is studying (but has not taken any decision). We found Gas Natural's results to be weak. In our view, EON reported weak results, however the one-off positive pension adjustment within the grids business (disclosed as being worth c€100m for FY17) may have led to the good stock performance on the day.
...Endesa, Verbund, Dong and Innogy had the worst. Endesa reported results in line with our expectations, so we attribute the negative share reaction to profit taking following the stock's strong performance ahead of results and concerns on guidance. Dong's weak 1Q (mainly seasonality) may have discouraged investors on the day, but guidance was maintained and we believe it can meet it. As for Verbund, while the company raised guidance on the back of stronger thermal results, the company discussed expectations for power to trade within a €25-35/MWh range medium term. Finally, Innogy's poor performance in UK supply (and management's recognition that the outlook for this business has deteriorated) led to the negative reaction on the day.
Adidas chief keen to pace himself after swift start
Kasper Rorsted has buoyed sportswear group but online and US challenges lie ahead
Kasper Rorsted has hit the ground running.
Since taking over as chief executive of Adidas last October, the Danish manager has ratcheted up the German sportswear maker’s financial targets, put its ice hockey business up for sale, and finally sold off its underperforming golf business.
In combination with rapid growth — Adidas’s net earnings jumped by almost a third in the first quarter, having risen 59 per cent last year — Mr Rorsted’s first steps have enthused investors: the group’s shares have more than doubled since his appointment was announced last January, and earlier this month hit an all-time high.
But despite his quick start, Mr Rorsted is determined not to get carried away. “We have one good year behind us. But one good year does very little for [our] 2020 [targets],” he says. “You need to do more than have a good start.”
Indeed, for all the investor euphoria, the world’s second biggest sportswear group is a work in progress. Its operating margin last year was barely half that of its bigger rival, Nike — and improving this will be one of the main metrics on which Mr Rorsted is judged.
Analysts say that the key will be turning around Adidas’s business in North America — the world’s biggest sports market and the one where Adidas most lags behind Nike — and adapting to consumers’ increasing penchant for shopping online.
“They clearly have to get the US right: in the rest of their markets they have an average share of around 15 per cent, and in the US they have less than 10, so there is a big opportunity there to make up ground,” says John Guy, an analyst at MainFirst.
“And their online business is where the margins are highest, so if they can really drive this, that will help them with their overall margin targets.”
In the US, Adidas is already making strides. It has regained the number two spot it lost in 2014. But the surge has been driven by two factors that are unlikely to last for ever: a marketing splurge initiated by Mr Rorsted’s predecessor, Herbert Hainer; and the popularity of lifestyle brands such as Adidas’s Stan Smith trainers, whose sales have surged amid a trend for retro styles.
Mr Rorsted acknowledges that following the lifestyle trend has caused trouble for rivals — such as Puma — but says that Adidas is not “betting the farm”, pointing out that athleisure products account for 30 per cent of Adidas’s sales, versus 70 per cent for its sports products. The shift towards more comfortable sporty footwear is also a permanent change, rather than a fad, he argues.
“If you go to a US airport and look at what people are wearing . . . this is a change in how you dress. I believe very strongly that the vast majority of people wearing these shoes actually don’t want to go back,” he says.
“I had a meeting with a prime minister on Sunday night, and I was wearing a suit and black shoes like these,” he adds gesturing to his Adidas trainers. “And it was not like people said you can’t wear that.”
Boosting Adidas’s online sales is the other big challenge. Mr Rorsted’s decision to lift the group’s 2020 sales target from €22bn to near €26bn was based in part on his belief that Adidas can quadruple its online sales to €4bn by 2020, rather than merely doubling them, as Mr Hainer had envisaged.
The group has been building data tools that allow it to decide in real time how to sell its wares and at what price with greater precision. And it is increasingly targeting is advertising towards mobile devices. “It’s about changing how we operate, and making sure that we drive consumers to our website,” says Mr Rorsted.
The other big question is the future of Adidas’s underperforming Reebok fitness brand, which was bought by Mr Hainer in 2005, and which many investors would like Adidas to sell.
“Buying Reebok was a mistake which distracted Adidas for many years,” says Ingo Speich, a portfolio manager at Union Investment, one of Adidas’s top 15 shareholders. “Now it seems to be under control, but there is a lot to be said for Adidas focusing on its core brand instead. If Rorsted can’t fix Reebok soon, then they should get rid of it.”
Mr Rorsted has said that he expects Reebok’s turnround to be complete within three to four years. But he concedes that he could consider offloading it sooner “if we completely miss what we’re trying to do”.
“If we have an asset that consistently misses all its targets, then of course we will draw conclusions with that asset,” he says. “But I want to be specific: that applies to everything. The moment you say in a company that anything is sacred, that is the beginning of the end, because that means that you give someone a free ride.”