Fitness Boom, Nike'S Performance Growth

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Xiaobian net to introduce the "running hot" to promote the market rebound, Nike China's performance growth of 18%.

Nike's 2015 fiscal year results show that Nike earned $30 billion 600 million in the last fiscal year, an increase of 10% over the same period last year, and has achieved overall growth in areas other than emerging markets.

Among them, the Chinese market has gained growth again. Taking Nike brand as an example, its revenue in China during the reporting period was 3 billion 67 million US dollars, an increase of 18% over the same period last year, contributing to the contribution rate of Nike to 10.02%.

For the reasons for China's growth, Nike brand President Traver Edward said at a conference call: "China's outstanding performance in fiscal year 2015 proves that our strategy has worked and has returned to the stage of rapid growth.

We have improved the profitability and production capacity of our partners and wholesale partners, and the stock market in China has returned to its normal level.

It is understood that in 2013 after the Chinese market downturn, in 2014, Nike vigorously develop Nike+, enter the Nike Women, layout in the lifestyle area.

In addition, the growth of Nike China is closely related to the recovery of the domestic sports market.

CEO, a sports brand expert and a key sports consulting company, believes that the Chinese market has stabilized since last year. The situation in the whole industry is not very good, but with the upsurge of running and the demand for professional sports is increasing, our consumers have also made progress in developing their sports lifestyle from developing countries to developed countries, which has led to an increase in consumption of sports products.

In the context of a certain degree of growth in the industry, the movement

Competition is also being rewritten.

Footwear industry analyst Ma Gang said that the sports market has not changed much, but the market share is redistributed, the stronger the stronger, and the market concentration is higher.

He predicted that there will be only five or six brands after the twenty or thirty brands in the future market.

Zhang Qingye believes that there will be more room for professional growth in the future, but some brands will not get better and will be eliminated. The brand concentration of this industry will be strengthened.

It is understood that what he described as "selling sheep's head and selling dog meat" mainly refers to the two or three line brand, which is a sports brand, but more leisure oriented route, the product differentiation is not obvious, the research and development investment is insufficient in the functional function of sports, and it is weak in shaping sports culture and brand influence on consumers.

According to his estimate, the industry concentration will be further improved in the next 5 years as of 2020.

In this round of industry concentration process, the experts believe that Nike will expand its market share and maintain its performance growth with its own strength.

Nike

They also have confidence in their future.

Trafford Edward said that in the future, Nike brand will continue to implement the existing consumer oriented strategy on the basis of the growth in fiscal year 2015, and achieve sustainable profit growth target in China's key market.

At the same time, the growth of Nike's 20% orders in the Greater China region from 6 to November also gave it a shot in the arm.