Nike And Adidas Are Not Good Sellers In Department Stores.

Since July, the NBA labor negotiations in the US have lasted for 4 months, and the suspense drama has no definite results so far, and the latest news is "NBA new".

The butterfly in the Amazon Valley fans its wings and will set off a hurricane in the Mississippi River.

After the NBA stopped, the American arena failed to earn tickets. The bar owners also complained about it. The TV network broadcast had fewer advertising revenue, and experts estimate that the cancellation of each game could bring up to 1 million dollars in economic losses.

Even in the Hangzhou department store far away from the other side of the ocean, the popularity of celebrity endorsements in Nike and Adidas counters is also declining. Customers are beginning to hesitate to buy high priced basketball shoes. Operators worry that if they continue to stop, they may affect the series of business ecosystems.

Suspension causes NBA related products to decrease

As NBA's clothing providers, teams, star players sponsors Adidas and Nike, the impact of the suspension is obvious.

The situation was not obvious in July when it was suspended, but in recent years, with the extension of the lockout time and the more serious situation, the impact of the retail terminal began to emerge.

The most obvious reason is that because of the suspension, the speed of celebrity endorsement clothing and basketball shoes is not as fast as before, and then comes more hesitation when customers purchase.

News from the United States that if the NBA season is cancelled, the share of licensed products will be halved. This situation has happened in the NBA1998 to 1999 season, and now it is exactly the same.

Because of the suspension, the exposure rate of stars has dropped sharply, and basketball matches, basketball shoes, souvenirs and so on have not been as much as before.

"In the past, every 20-30 days there will be a batch of new goods, and the NBA series of clothing and shoes accounts for a very high proportion, but the recent speed of new products obviously slowed down."

The head of Nike said.

At the Adidas counter, the number of stars in basketball shoes is also decreasing.

A staff member in Adidas's product department said that although the new season's goods line had not yet been seen, in the current situation, "want to enrich is impossible."

The guest hesitated, "is it necessary to buy such an expensive shoe"?

When NBA league matches are normal, the stimulation to guests is continuous and steady, but once it is stopped, both the exposure rate and the stimulation degree are reduced.

In Adidas's shoes area, basketball shoes account for a small proportion, while basketball shoes and NBA related stars can account for 50% of the total, such as the boots for Ross and Howard, the most expensive one is priced at around 1180 yuan, and more than 10 pairs sold in the past month are uncommon, but in recent weeks, almost no "deal" has been made.

The shop assistant said that many guests bought the star series with the mentality of catching stars, but now NBA has stopped. When the guests are buying basketball shoes, they will feel that "it is not necessary to buy such expensive basketball shoes", and even fewer people ask questions.

Jordan's three generation of the second edition of Nike's basketball shoes came up last week, although sales were good, but it was "not yet sold out".

The staff said that the suspension had little impact on the Jordan series, but the sales of Kobe, Cameron and James's star endorsement service had obviously slowed down. Before arriving, the guests immediately sniffed the wind to sweep the goods, but since the suspension, the Star Costume had not been sold.

"At present, the impact has gradually emerged. If we continue to stop, the impact may be more than that."

Adidas staff revealed that last month, the sales share of Adidas licensed NBA products in the US area has dropped by 20%.

Overseas media, for example, said that when the NBA stopped in 1998, Nike's revenue growth dropped from 42% to 4%. Even if the effect of Jordan's retirement was excluded, it would take a long time to complete the pits.

Based on the lessons learned before, after the NBA stops, it is not clear that the major sports brands will turn to the wind outside the basketball field, but they will not sit idly by.