Shoe Enterprise Nike Develops China'S Three Or Four Line Market To Promote Performance Growth

Previously, domestic sporting goods

A few days ago, Nike, the world's leading sporting goods brand, announced its second quarter report in fiscal 2011.

The report shows that Nike's footwear products earned $264 million in the quarter, an increase of 26% over the previous year, and clothing products revenue of $191 million, an increase of 12% over the same period last year, and sports equipment revenue of $27 million, an increase of 17% over the same period last year.

In terms of earnings, Nike's Greater China region's pre tax profit of $174 million, an increase of 39% over the previous year, is the highest growth rate in Nike's six largest market in the world, and the North American market is second in the same period of 24%.

Nike brand President CharlieDenson is satisfied with the performance. He said Nike still holds the first place in the Chinese market share, and the market share in the next few years is likely to continue to expand.

In the three months of November 30th this year, Nike Greater China earned $482 million, an increase of 20% over the same period last year.

However, CharlieDenson said that Chinese consumers have strong demand for Nike basketball, soccer and running products. There are vast areas for Nike to enter and cover in China. There is still room for growth. Nike will further develop the three and four line markets in China to maintain sustained growth in performance.

Nike's earnings report showed that the growth rate of orders in the future was good, and the order size in the Greater China region from December to April of next year increased by 18%. Excluding the exchange rate factor, the order amount increased by 14% over the same period last year.

Market watchdog Chen Shixin believes Nike has achieved success in China's first tier and second tier cities, and the next step is to consolidate the first and second tier markets while continuing to reach the three and four tier cities.

The growth of local sports brands through the growth of the number of three or four line city stores has promoted the growth of international brands in China.

In November of this year, Adidas announced the development roadmap of Greater China in the next 5 years. By 2015, 2500 new stores will be added to Adidas stores, which are mainly distributed in small and medium-sized cities in China.