Nike 2015 Earned Adidas Regret: Spring For Sports Brand?

Nike, a strong international sports giant, once again proved its sales ability in the Chinese market with its strong performance.

On the evening of December 23rd, the latest quarterly earnings report released by Nike, as of November 30th, Nike's revenue grew 4.1% to 7 billion 690 million US dollars in the third quarter. Under the constant exchange rate, total revenue increased by 12% and Nike brand income increased 13% to 7 billion 300 million US dollars.

What is remarkable is the electricity business. Nike.com's online business has increased by 50%, and its direct sales to consumers have increased by 26%.

In this regard, an interview with reporters told reporters that Nike's brilliant point is to make e-commerce and physical stores perfectly integrated, in a faster, more intuitive way to provide services to consumers, and continue to force the online market.

According to the reporter, Nike has adopted the layout mode of "official website shopping + WeChat public number + experience shop +NIKE+" in Greater China, and its Nike development is focused on

And the offline brand experience shop has also become the "battleground" for Nike to accelerate online sales.

It is such a unique business model, so that Nike's direct sales growth faster than wholesale.

Statistics show that before the end of May, the 2015 fiscal year ended May earnings showed that online sales for the first time exceeded 1 billion US dollars, up 55.1% to 1 billion 190 million US dollars over the same period.

At the same time, the proportion of online sales to total sales has increased from 2.8% last year to 3.9%.

Although Nike has not released the Chinese market

Related data, but the first quarter sales growth of 30%, the two quarter growth of 24% and other data shows that the prospects for the Chinese market is still strong.

According to the plan of Nike CEO Mark Parker in November this year, the sales target of Nike's e-commerce platform increased by 600% over the past five years, from 1 billion US dollars to 7 billion US dollars in 2020.

Direct sales revenue will account for 1/3 of the company's total revenue, which is currently about 1/5.

In December 31st, the responsible person of Nike China confirmed the matter to the "China Times" reporter, and said that everything was based on the announcement.

However, analysts also said that analysts questioned Nike's growth in direct selling channels at the expense of retailers' interests.

Nike did not respond positively to this.

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In fact, this performance has improved not just Nike, but also the domestic sports brand and Adidas group, the second largest sporting goods manufacturer in the world.

According to Adidas's three quarter earnings report, sales of 4 billion 758 million euros, an increase of 17.7% compared to the same period last year, 4 billion 44 million euros.

Net profit increased by 20.5% to 337 million euros per year, and its performance was higher than analysts' expectations.

In December 28th, RobinStalker, chief financial officer of Adidas group, said in an interview with reporters that the group had no pressure to sell its sports brand Reebok.

domestic

No exception.

Anta also said that after two years of performance climbing period, it reached the highest level in history.

A few days ago, when visiting the market, it was found that compared with the six months ago, the discount of sports brands such as Lining, Anta, PEAK and so on had obviously shrunk.

In most stores, new clothes are sold at 10 percent off.

Analysis of the North Business Research Institute shows that, according to the earnings data released by the 6 major listed companies in the past year, these brands have basically gone through the period of closing stores, and the growth of same store sales and the growth of order volume have become the new normal.