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在大中華區年賺535億元!耐克CEO:耐克“屬於”中國,為中國服務<br /><br /><p style="text-align: justify">本文為「金十數據」原創文章,未經許可,禁止轉載,違者必究。</p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">耐克</span><span style="font-family:Calibri">6</span><span style="font-family:宋體">月</span><span style="font-family:Calibri">24</span><span style="font-family:宋體">日公佈的財報顯示,</span><span style="font-family:Calibri">2021</span><span style="font-family:宋體">財年第四財季,公司營收達</span><span style="font-family:Calibri">123</span><span style="font-family:宋體">億美元,超出市場預期的</span><span style="font-family:Calibri">110.1</span><span style="font-family:宋體">億美元,同比增長</span><span style="font-family:Calibri">96%</span><span style="font-family:宋體">;財報公佈後,</span><span style="font-family:Calibri">Baird</span><span style="font-family:宋體">分析師表示,</span><strong><span style="font-family:宋體">耐克業績亮眼,主要是因為該公司在北美、歐洲、中東和非洲等</span><span style="font-family:Calibri">4</span><span style="font-family:宋體">地增長強勁,在大中華區增長優於預期。</span></strong></span></p><br /><br /><p style="text-align: justify"><span style=";font-family:Calibri;font-size:16px"> </span></p><br /><br /><p class="pgc-img"><strong><span style="font-family: 宋體;"></span></strong></p><br /><br /><h1><strong><span style="font-family: 宋體;">耐克<span style="font-family:Calibri">CEO</span>:耐克“屬於”中國,為中國服務!</span></strong></h1><br /><br /><p style="text-align: justify"><span style=";font-family:Calibri;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">具體來看,第四財季,耐克在</span></span><span style=";font-family:Calibri;font-size:16px"><span style="font-family:宋體">北美收入</span></span><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">為</span><span style="font-family:Calibri">53.84</span><span style="font-family:宋體">億美元,同比大增</span><span style="font-family:Calibri">141%</span><span style="font-family:宋體">;在歐洲、中東和非洲銷售為</span><span style="font-family:Calibri">29.79</span><span style="font-family:宋體">億美元,增長</span><span style="font-family:Calibri">124%</span><span style="font-family:宋體">;在大中華區收入為</span><span style="font-family:Calibri">19.33</span><span style="font-family:宋體">億美元(約合人民幣</span><span style="font-family:Calibri">124</span><span style="font-family:宋體">億元),增長</span><span style="font-family:Calibri">17%</span><span style="font-family:宋體">。另外,</span><strong><span style="font-family:Calibri">2021</span><span style="font-family:宋體">財年,耐克在大中華區收入為</span><span style="font-family:Calibri">82.9</span><span style="font-family:宋體">億美元(約合人民幣</span><span style="font-family:Calibri">535</span><span style="font-family:宋體">億元),同比增長</span><span style="font-family:Calibri">24%</span><span style="font-family:宋體">。</span></strong></span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">面對財報中大中華區的</span><span style="font-family:宋體">“亮眼表現”,耐克首席執行官約翰•多納霍(</span><span style="font-family:Calibri">John Donahoe</span><span style="font-family:宋體">)也明確表示瞭公司現在及未來對中國市場的態度。英媒消息,財報發佈當天,在被問到“耐克在中國如何應對品牌競爭”時,</span></span><span style=";font-family:Calibri;font-size:16px"><span style="font-family:宋體">約翰</span>•<span style="font-family:宋體">多納霍</span></span><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">表示:</span><strong><span style="font-family:宋體">耐克是一個</span><span style="font-family:宋體">“屬於”中國、為中國服務的品牌。</span></strong></span></p><br /><br /><p class="pgc-img"><span style=";font-family:宋體;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">實際上,約翰</span><span style="font-family:宋體">•多納霍已非首次公開表示中國市場對耐克的重要性。</span><span style="font-family:Calibri">2020</span><span style="font-family:宋體">年</span><span style="font-family:Calibri">6</span><span style="font-family:宋體">月,有外媒指出,由於疫情影響,耐克已出現</span><span style="font-family:Calibri">2</span><span style="font-family:宋體">年來首次季度虧損,即將面臨裁員;但不久後,<strong>約翰•多納霍就表示隨著中國率先從疫情中恢復,中國消費者的需求也開始反彈,耐克已被“拖出泥潭”。</strong>據悉,</span><span style="font-family:Calibri">2021</span><span style="font-family:宋體">財年第三財季,耐克在華營收逆勢增長</span><span style="font-family:Calibri">51%</span><span style="font-family:宋體">。</span></span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">不過今年</span><span style="font-family:Calibri">3</span><span style="font-family:宋體">月,由於牽扯進瞭</span><span style="font-family:Calibri">H&amp;M</span><span style="font-family:宋體">事件,遭到中國消費者的自發抵制,耐克在華受歡迎程度已大打折扣。相關統計數據顯示,今年</span><span style="font-family:Calibri">4</span><span style="font-family:宋體">月,耐克在天貓平臺銷售額直接“腰斬”,同比大降</span><span style="font-family:Calibri">59%</span><span style="font-family:宋體">;“</span><span style="font-family:Calibri">618</span><span style="font-family:宋體">大促”期間,耐克銷量也下滑瞭</span><span style="font-family:Calibri">30%</span><span style="font-family:宋體">。</span></span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><strong><span style="font-family: 宋體;"></span></strong></p><br /><br /><h1><strong><span style="font-family: 宋體;">國貨崛起:李寧<span style="font-family:Calibri">4</span>月銷量大增<span style="font-family:Calibri">800%</span>,安踏“<span style="font-family:Calibri">618</span>大促”銷量大漲超<span style="font-family:Calibri">50%</span>!</span></strong></h1><br /><br /><p style="text-align: justify"><span style=";font-family:Calibri;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">要知道的是,自耐克、阿迪達斯等一眾國際品牌都牽扯進</span><span style="font-family:Calibri">H&amp;M</span><span style="font-family:宋體">事件有關後,中國市場就掀起瞭一股“支持國貨”的潮流。最直觀的數據是,</span><strong><span style="font-family:Calibri">4</span><span style="font-family:宋體">月,李寧在天貓平臺銷售額增長幅度高達</span><span style="font-family:Calibri">800%</span><span style="font-family:宋體">;“</span><span style="font-family:Calibri">618</span><span style="font-family:宋體">大促”期間,安踏的銷售額同比大增超過</span><span style="font-family:Calibri">50%</span><span style="font-family:宋體">。</span></strong></span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">這股潮流還傳導到瞭資本市場。市場數據顯示,今年</span><span style="font-family:Calibri">3</span><span style="font-family:宋體">月至今,在二級市場上,李寧已漲</span><span style="font-family:Calibri">90%</span><span style="font-family:宋體">,安踏體育漲</span><span style="font-family:Calibri">52%</span><span style="font-family:宋體">,特步國際漲</span><span style="font-family:Calibri">264%</span><span style="font-family:宋體">……</span></span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">有分析指出,這場風波,或成為國產品牌崛起、重新奪回中國體育市場高地的大好機會。據悉,在此之前,耐克和阿迪達斯一直占據著中國體育市場近半的份額,以</span><span style="font-family:Calibri">2020</span><span style="font-family:宋體">年的數據為例,耐克占</span><span style="font-family:Calibri">25.6%</span><span style="font-family:宋體">,阿迪達斯占</span><span style="font-family:Calibri">17.4%</span><span style="font-family:宋體">。</span></span></p><br /><br /><p class="pgc-img"><span style=";font-family:宋體;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">相較於國產品牌近期以來不斷受到青睞,耐克在華已負面消息纏身。除瞭上述事件外,耐克還被爆出質量問題,據海關總署的消息,在</span><span style="font-family:Calibri">2020</span><span style="font-family:宋體">年</span><span style="font-family:Calibri">6</span><span style="font-family:宋體">月至</span><span style="font-family:Calibri">2021</span><span style="font-family:宋體">年</span><span style="font-family:Calibri">5</span><span style="font-family:宋體">月期間檢測發現的不合格產品中,就有耐克的男童針織棉質</span><span style="font-family:Calibri">T</span><span style="font-family:宋體">恤衫;</span><span style="font-family:Calibri">6</span><span style="font-family:宋體">月</span><span style="font-family:Calibri">11</span><span style="font-family:宋體">日,耐克還因違反必要原則等被通報。</span></span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">可以說,耐克若想要繼續在中國市場</span><span style="font-family:宋體">“耕耘”,還需繼續努力挽回聲譽,並保證產品的質量,否則很快就會被李寧等國貨品牌趕超,第四財季在大中華區超預期的業績,也將是“曇花一現”。</span></span></p><br /><br /><hr><br /><br /><p style="text-align: justify"><span style="font-family: 宋體;">文</span><span style="font-family: 宋體;"> </span><span style="font-family: Calibri;">| </span><span style="font-family: 宋體;">李銀蘇 題 </span><span style="font-family: Calibri;">| </span><span style="font-family: 宋體;">徐曉冰 圖 </span><span style="font-family: Calibri;">| </span><span style="font-family: 宋體;">盧文祥 審 </span><span style="font-family: Calibri;">| </span><span style="font-family: 宋體;">徐曉冰</span></p>聲明:文章出自 [https://naijixie.pixnet.net/blog 耐吉鞋] Blog轉載請註明出處!<br /><br /> [https://dailyuploads.net/ti2od8o6hpgv 耐吉鞋] <br /><br />
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在大中華區年賺535億元!耐克CEO:耐克“屬於”中國,為中國服務<br /><br /><p style="text-align: justify">本文為「金十數據」原創文章,未經許可,禁止轉載,違者必究。</p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">耐克</span><span style="font-family:Calibri">6</span><span style="font-family:宋體">月</span><span style="font-family:Calibri">24</span><span style="font-family:宋體">日公佈的財報顯示,</span><span style="font-family:Calibri">2021</span><span style="font-family:宋體">財年第四財季,公司營收達</span><span style="font-family:Calibri">123</span><span style="font-family:宋體">億美元,超出市場預期的</span><span style="font-family:Calibri">110.1</span><span style="font-family:宋體">億美元,同比增長</span><span style="font-family:Calibri">96%</span><span style="font-family:宋體">;財報公佈後,</span><span style="font-family:Calibri">Baird</span><span style="font-family:宋體">分析師表示,</span><strong><span style="font-family:宋體">耐克業績亮眼,主要是因為該公司在北美、歐洲、中東和非洲等</span><span style="font-family:Calibri">4</span><span style="font-family:宋體">地增長強勁,在大中華區增長優於預期。</span></strong></span></p><br /><br /><p style="text-align: justify"><span style=";font-family:Calibri;font-size:16px"> </span></p><br /><br /><p class="pgc-img"><strong><span style="font-family: 宋體;"></span></strong></p><br /><br /><h1><strong><span style="font-family: 宋體;">耐克<span style="font-family:Calibri">CEO</span>:耐克“屬於”中國,為中國服務!</span></strong></h1><br /><br /><p style="text-align: justify"><span style=";font-family:Calibri;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">具體來看,第四財季,耐克在</span></span><span style=";font-family:Calibri;font-size:16px"><span style="font-family:宋體">北美收入</span></span><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">為</span><span style="font-family:Calibri">53.84</span><span style="font-family:宋體">億美元,同比大增</span><span style="font-family:Calibri">141%</span><span style="font-family:宋體">;在歐洲、中東和非洲銷售為</span><span style="font-family:Calibri">29.79</span><span style="font-family:宋體">億美元,增長</span><span style="font-family:Calibri">124%</span><span style="font-family:宋體">;在大中華區收入為</span><span style="font-family:Calibri">19.33</span><span style="font-family:宋體">億美元(約合人民幣</span><span style="font-family:Calibri">124</span><span style="font-family:宋體">億元),增長</span><span style="font-family:Calibri">17%</span><span style="font-family:宋體">。另外,</span><strong><span style="font-family:Calibri">2021</span><span style="font-family:宋體">財年,耐克在大中華區收入為</span><span style="font-family:Calibri">82.9</span><span style="font-family:宋體">億美元(約合人民幣</span><span style="font-family:Calibri">535</span><span style="font-family:宋體">億元),同比增長</span><span style="font-family:Calibri">24%</span><span style="font-family:宋體">。</span></strong></span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">面對財報中大中華區的</span><span style="font-family:宋體">“亮眼表現”,耐克首席執行官約翰•多納霍(</span><span style="font-family:Calibri">John Donahoe</span><span style="font-family:宋體">)也明確表示瞭公司現在及未來對中國市場的態度。英媒消息,財報發佈當天,在被問到“耐克在中國如何應對品牌競爭”時,</span></span><span style=";font-family:Calibri;font-size:16px"><span style="font-family:宋體">約翰</span>•<span style="font-family:宋體">多納霍</span></span><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">表示:</span><strong><span style="font-family:宋體">耐克是一個</span><span style="font-family:宋體">“屬於”中國、為中國服務的品牌。</span></strong></span></p><br /><br /><p class="pgc-img"><span style=";font-family:宋體;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">實際上,約翰</span><span style="font-family:宋體">•多納霍已非首次公開表示中國市場對耐克的重要性。</span><span style="font-family:Calibri">2020</span><span style="font-family:宋體">年</span><span style="font-family:Calibri">6</span><span style="font-family:宋體">月,有外媒指出,由於疫情影響,耐克已出現</span><span style="font-family:Calibri">2</span><span style="font-family:宋體">年來首次季度虧損,即將面臨裁員;但不久後,<strong>約翰•多納霍就表示隨著中國率先從疫情中恢復,中國消費者的需求也開始反彈,耐克已被“拖出泥潭”。</strong>據悉,</span><span style="font-family:Calibri">2021</span><span style="font-family:宋體">財年第三財季,耐克在華營收逆勢增長</span><span style="font-family:Calibri">51%</span><span style="font-family:宋體">。</span></span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">不過今年</span><span style="font-family:Calibri">3</span><span style="font-family:宋體">月,由於牽扯進瞭</span><span style="font-family:Calibri">H&amp;M</span><span style="font-family:宋體">事件,遭到中國消費者的自發抵制,耐克在華受歡迎程度已大打折扣。相關統計數據顯示,今年</span><span style="font-family:Calibri">4</span><span style="font-family:宋體">月,耐克在天貓平臺銷售額直接“腰斬”,同比大降</span><span style="font-family:Calibri">59%</span><span style="font-family:宋體">;“</span><span style="font-family:Calibri">618</span><span style="font-family:宋體">大促”期間,耐克銷量也下滑瞭</span><span style="font-family:Calibri">30%</span><span style="font-family:宋體">。</span></span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><strong><span style="font-family: 宋體;"></span></strong></p><br /><br /><h1><strong><span style="font-family: 宋體;">國貨崛起:李寧<span style="font-family:Calibri">4</span>月銷量大增<span style="font-family:Calibri">800%</span>,安踏“<span style="font-family:Calibri">618</span>大促”銷量大漲超<span style="font-family:Calibri">50%</span>!</span></strong></h1><br /><br /><p style="text-align: justify"><span style=";font-family:Calibri;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">要知道的是,自耐克、阿迪達斯等一眾國際品牌都牽扯進</span><span style="font-family:Calibri">H&amp;M</span><span style="font-family:宋體">事件有關後,中國市場就掀起瞭一股“支持國貨”的潮流。最直觀的數據是,</span><strong><span style="font-family:Calibri">4</span><span style="font-family:宋體">月,李寧在天貓平臺銷售額增長幅度高達</span><span style="font-family:Calibri">800%</span><span style="font-family:宋體">;“</span><span style="font-family:Calibri">618</span><span style="font-family:宋體">大促”期間,安踏的銷售額同比大增超過</span><span style="font-family:Calibri">50%</span><span style="font-family:宋體">。</span></strong></span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">這股潮流還傳導到瞭資本市場。市場數據顯示,今年</span><span style="font-family:Calibri">3</span><span style="font-family:宋體">月至今,在二級市場上,李寧已漲</span><span style="font-family:Calibri">90%</span><span style="font-family:宋體">,安踏體育漲</span><span style="font-family:Calibri">52%</span><span style="font-family:宋體">,特步國際漲</span><span style="font-family:Calibri">264%</span><span style="font-family:宋體">……</span></span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">有分析指出,這場風波,或成為國產品牌崛起、重新奪回中國體育市場高地的大好機會。據悉,在此之前,耐克和阿迪達斯一直占據著中國體育市場近半的份額,以</span><span style="font-family:Calibri">2020</span><span style="font-family:宋體">年的數據為例,耐克占</span><span style="font-family:Calibri">25.6%</span><span style="font-family:宋體">,阿迪達斯占</span><span style="font-family:Calibri">17.4%</span><span style="font-family:宋體">。</span></span></p><br /><br /><p class="pgc-img"><span style=";font-family:宋體;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">相較於國產品牌近期以來不斷受到青睞,耐克在華已負面消息纏身。除瞭上述事件外,耐克還被爆出質量問題,據海關總署的消息,在</span><span style="font-family:Calibri">2020</span><span style="font-family:宋體">年</span><span style="font-family:Calibri">6</span><span style="font-family:宋體">月至</span><span style="font-family:Calibri">2021</span><span style="font-family:宋體">年</span><span style="font-family:Calibri">5</span><span style="font-family:宋體">月期間檢測發現的不合格產品中,就有耐克的男童針織棉質</span><span style="font-family:Calibri">T</span><span style="font-family:宋體">恤衫;</span><span style="font-family:Calibri">6</span><span style="font-family:宋體">月</span><span style="font-family:Calibri">11</span><span style="font-family:宋體">日,耐克還因違反必要原則等被通報。</span></span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"> </span></p><br /><br /><p style="text-align: justify"><span style=";font-family:宋體;font-size:16px"><span style="font-family:宋體">可以說,耐克若想要繼續在中國市場</span><span style="font-family:宋體">“耕耘”,還需繼續努力挽回聲譽,並保證產品的質量,否則很快就會被李寧等國貨品牌趕超,第四財季在大中華區超預期的業績,也將是“曇花一現”。</span></span></p><br /><br /><hr><br /><br /><p style="text-align: justify"><span style="font-family: 宋體;">文</span><span style="font-family: 宋體;"> </span><span style="font-family: Calibri;">| </span><span style="font-family: 宋體;">李銀蘇 題 </span><span style="font-family: Calibri;">| </span><span style="font-family: 宋體;">徐曉冰 圖 </span><span style="font-family: Calibri;">| </span><span style="font-family: 宋體;">盧文祥 審 </span><span style="font-family: Calibri;">| </span><span style="font-family: 宋體;">徐曉冰</span></p>聲明:文章出自 [https://naijixie.pixnet.net/blog 耐吉鞋] Blog轉載請註明出處!<br /><br /> [https://controlc.com/0045b705 耐吉鞋] <br /><br />

Latest revision as of 05:16, 12 January 2022

在大中華區年賺535億元!耐克CEO:耐克“屬於”中國,為中國服務

本文為「金十數據」原創文章,未經許可,禁止轉載,違者必究。



耐克624日公佈的財報顯示,2021財年第四財季,公司營收達123億美元,超出市場預期的110.1億美元,同比增長96%;財報公佈後,Baird分析師表示,耐克業績亮眼,主要是因為該公司在北美、歐洲、中東和非洲等4地增長強勁,在大中華區增長優於預期。







耐克CEO:耐克“屬於”中國,為中國服務!





具體來看,第四財季,耐克在北美收入53.84億美元,同比大增141%;在歐洲、中東和非洲銷售為29.79億美元,增長124%;在大中華區收入為19.33億美元(約合人民幣124億元),增長17%。另外,2021財年,耐克在大中華區收入為82.9億美元(約合人民幣535億元),同比增長24%





面對財報中大中華區的“亮眼表現”,耐克首席執行官約翰•多納霍(John Donahoe)也明確表示瞭公司現在及未來對中國市場的態度。英媒消息,財報發佈當天,在被問到“耐克在中國如何應對品牌競爭”時,約翰多納霍表示:耐克是一個“屬於”中國、為中國服務的品牌。





實際上,約翰•多納霍已非首次公開表示中國市場對耐克的重要性。20206月,有外媒指出,由於疫情影響,耐克已出現2年來首次季度虧損,即將面臨裁員;但不久後,約翰•多納霍就表示隨著中國率先從疫情中恢復,中國消費者的需求也開始反彈,耐克已被“拖出泥潭”。據悉,2021財年第三財季,耐克在華營收逆勢增長51%





不過今年3月,由於牽扯進瞭H&M事件,遭到中國消費者的自發抵制,耐克在華受歡迎程度已大打折扣。相關統計數據顯示,今年4月,耐克在天貓平臺銷售額直接“腰斬”,同比大降59%;“618大促”期間,耐克銷量也下滑瞭30%







國貨崛起:李寧4月銷量大增800%,安踏“618大促”銷量大漲超50%





要知道的是,自耐克、阿迪達斯等一眾國際品牌都牽扯進H&M事件有關後,中國市場就掀起瞭一股“支持國貨”的潮流。最直觀的數據是,4月,李寧在天貓平臺銷售額增長幅度高達800%;“618大促”期間,安踏的銷售額同比大增超過50%





這股潮流還傳導到瞭資本市場。市場數據顯示,今年3月至今,在二級市場上,李寧已漲90%,安踏體育漲52%,特步國際漲264%……





有分析指出,這場風波,或成為國產品牌崛起、重新奪回中國體育市場高地的大好機會。據悉,在此之前,耐克和阿迪達斯一直占據著中國體育市場近半的份額,以2020年的數據為例,耐克占25.6%,阿迪達斯占17.4%





相較於國產品牌近期以來不斷受到青睞,耐克在華已負面消息纏身。除瞭上述事件外,耐克還被爆出質量問題,據海關總署的消息,在20206月至20215月期間檢測發現的不合格產品中,就有耐克的男童針織棉質T恤衫;611日,耐克還因違反必要原則等被通報。





可以說,耐克若想要繼續在中國市場“耕耘”,還需繼續努力挽回聲譽,並保證產品的質量,否則很快就會被李寧等國貨品牌趕超,第四財季在大中華區超預期的業績,也將是“曇花一現”。






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