Nike Sees The "Great Potential" Of Women's Clothing Market

Narrowing the gap

As of the end of 2013, Nike company's Men's wear The business is almost three times the business of women's clothing. Nike currently plans to make $7 billion in women's clothing revenue in 2017. The company is actively making investment proposals, and it is no doubt that this gap should be narrowed.

In fact, Parker said, "we will begin to reduce the difference between the proportion of male and female commodities in Nike. So we are very very optimistic about the business opportunities of women's products, and relatively completed, we have increased the percentage of this commodity and the full communication within our enterprises.

The innovative products in the fourth quarter of 2014 include the Nike Nike Pro Base Layer series, Nike professional bra (Pro bra) that can maintain strength, and Air Max series products. Nike also opened women's products in Newport's Newport Beach and Shanghai. Exclusive shop 。

Trevor Edwards, President of Nike brand, adds that the industry we see is breathtaking. After all, we only regard the business of our second season female products as the beginning of the coming of good things. We believe we can achieve the goal of US $7 billion in 2017, but we really believe that it is not just that, but in fact it will be surpassed because we will continue to push it forward. Female sex The policy of commodity business.

Our strategy means that millions of women will be served through the links of digitalized platforms, the shopping experience of Internet and physical stores will be enhanced, and the quality product categories that can promote real growth will be provided.

When it comes to whether Nike can occupy a larger market in the industry, FB&R analyst Susan Anderson said: "sex garment" is still a great opportunity for American sportswear manufacturers, because this kind of commodity is just beginning to start growth opportunities. In this situation, many manufacturers will focus on snatching the market pie. We believe that Nike has been in a very advantageous position. It will continue to expand the market share of the consumer group (currently US $5 billion / equivalent to 21% of wholesale revenue, with a market share of 14%), providing innovative corporate culture, focusing on customers and the best marketing of the industry.

　 Sustainable growth in mainland China

In addition, Nike also talked about its plans for the development of the mainland market in China. The company managed to stabilize its sales after its failure in 2011. Its revenue in the second quarter of 2014 grew by 21%, and its pre tax earnings amounted to 31%.

Although there are also analysts' concerns. Economics Growth will slow down, and more competition in mainland China will affect this recovery. But the company believes that it has the right strategy and will promote the sustainable and profitable growth of the mainland market in the long run.

Edwards also said: we will continue to see the strategic advantages of changing and influencing the market in the greater mainland China. The second quarter revenue growth of 21% reflects our plan to deploy more consumer centric distribution strategies, which must have been successful.

We are very optimistic about the persistent trend of Chinese mainland enterprises. The index continues to show that when you go deep into our partners, their facade really keeps good, and the stock in the market is very clean, which makes us feel very comfortable. Therefore, all aspects of all these enterprises are showing that we will continue to see the continuously growing mainland of China. market Opportunity.

Parker also pointed out that the "strong" corresponds to the product launched in mainland China, adding that the strength of Nike brand in the country can be said to be "tremendous" now.

We are very optimistic about this opportunity, and we have just launched online stores in mainland China less than seven months ago, which has exceeded our expectations. This is another great opportunity for us.

On the whole, Parker says that in order to discover and utilize opportunities that can grow, Nike needs to remain flexible. We need to balance the important investment and risk management we have made, no matter the unfavorable factors of currency, the fluctuation of commodity prices, or the changing political structure.

Such achievements depend on focusing on... Make rigorous decisions in areas with the highest potential return on investment. The world of sports is constantly changing, just like the environment we live in. And this will open up new opportunities for every day of Nike.