Sports Brand Overlord Nike'S Troubles

According to the world clothing shoes and hats net,

The shopping festival has just come to a close. The turnover of Ali has been fixed at 168 billion 200 million yuan, a 39% increase from last year's 120 billion 700 million and a new height.

However, in the field of outdoor sports, it is both sad and sad. As of November 12th, the top five brands in sales were in turn.

, ADI, Anta, new Bai Lun, Lining.

Among them, Anta (02020.HK) has an obvious upward trend. Last year's list, Anta ranked fifth, another ethnic group.

Lining (02331.HK) slipped down in the face of fierce competition.

As we all know, some of the domestic brands such as Anta and Lining have obvious gaps in pricing and quality and brand attractiveness with some well-known foreign brands, including New Balance and Andrea, who are not known in the Chinese market a few years ago, and have gradually gained a firm foothold in the domestic market in the past few years with excellent quality and reliable spokesmen.

Then, how does Nike maintain its hegemony?

Overlord's worries

In fact, as a leading brand in the sports brand industry, the giant Nike also has its own troubles.

This year's double 11, although Nike's sales have stabilized the first place, but the Nike flagship store launches the designated commodity to be as low as 50 percent off, the discount shoe money has at least 366, this kind of preferential margin is very rare.

In addition to the Chinese market, Nike's most important North American market has also seen a rare "discount" not long ago. At the end of October, Nike launched a 48 hour 40 percent off promotional campaign for more than 200 items in the US official website.

Preferential activities in major markets can obviously stabilize their sales in a short time, but profit margins are bound to be negatively affected.

Some analysts believe that Nike's move has the meaning of cleaning up inventory.

In fact, through the double 11 Nike rare preferential strength, indeed can "glimpse one spot, see the whole", in recent months, the sales intensity is relatively large.

In the first quarter of the past 2018 fiscal year (from June 1, 2017 to August 31st), Nike achieved a revenue of $9 billion 70 million, compared with the same period in the 2017 fiscal year, but its net profit was $950 million, a 24% decrease compared with the same period last year.

It is understood that Nike's sales in this quarter have reached a 7 year low.

The reason is that the "heaven" tax avoidance scandal has brought a certain impact on Nike's brand in financial data. Secondly, the sports brand market competition is becoming fiercely hot. In Nike's most valued NBA arena, several players who appear in the 2017~2018 season after several rip tearing events are Nike's.

In addition, competitors, Adidas is in a strong recovery. As the two companies calculate the fiscal year in different ways, through the comparison of the ADI four seasons in 2016 and Nike's 2017 three quarterly report, ADI's revenue growth rate is 12.5% higher than the 5% Nike, while in the Chinese market ADI Greater China sales in 2016 over 3 billion euros, an increase of 28% over the same period, and in the North American market where Nike's performance stagnation, ADI has also expanded, threatening the supremacy of Nike.

In the field of football, Nike's important market, ADI seized the rare opportunity of the 2018 World Cup, released the official use of the world cup in Russia, and released 8 National jerseys that have already entered the 2018 World Cup finals, preparing for the super reversal of Nike in the World Cup year.

On the whole, Nike also has a comprehensive leading edge, but the advantage is getting smaller and smaller. In the future, ADI can reverse the market position and get rid of the position of "millennial second". With the recent negative events of Nike ripped out, maybe the world cup annual meeting is an excellent opportunity for adi.

More interesting reports, please pay attention to the world clothing shoes and hats net.