Why Does Nike Become A Global Apparel Boss?

Nike's leading position will no longer be confined to sports apparel.

Among the world's most valuable brands released in 2016, Nike beat Louis Weedon, ZARA, Adidas and other clothing brands to become the most valuable ones.

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This means that even in the field of luxury goods and fast fashion, Nike is already the global leader in the apparel industry.

The selling of products brought about by the movement is not able to retain customers for a long time. In order to win the recognition of consumers, it is necessary to stimulate the intrinsic value of brands.

Star Marketing is Nike's best practices, such as Kobe.

And other top players are their signing partners.

According to the ranking information, Nike ranked eighteenth in the top eighteenth of the list in terms of brand value of $27 billion 500 million, followed by luxury brand Louis Weedon, with a brand value of $27 billion 300 million, and a fast fashion H&M brand worth $15 billion 900 million, ranking thirty-third in the overall list.

In contrast, Nike, which has been dominated by sportswear, has been able to compete with luxury magnates in brand value and far exceeds many fast fashion brands.

Adidas and Under Armour, which are also sports brands, are losing a lot of money. The former brand is worth ninetieth of the total list of 7 billion dollars, and the latter has not entered the top 100 list.

Nike can surpass a luxury brand such as Louis Weedon. It can not be separated from its scale accumulation, and it is also related to the current economic environment.

In the clothing industry expert, independent clothing division Ma Gang looks, compares Adidas and so on brand, Nike itself has the scale superiority, in

The field has always been in the leading position.

At the same time, compared with luxury brands, sportswear has a broader audience.

In recent years, it is in the global economic adjustment node, the luxury goods slide is obvious, the movement trend is rising, and the society's eyes are more focused on the popular brand. This is also one of the reasons why Nike can surpass Louis Weedon in one go.

It is understood that Forbes's brand value ranking is based on the profits of the brand in the past three years, and the factors such as comprehensive industry influence, average market interest rate and other factors convert the brand value.

According to the three quarterly report of Nike in fiscal year 2016, Nike achieved operating income of $8 billion 30 million during the reporting period, an increase of 7.6% over the same period last year. Net profit increased 20.1% to 950 million US dollars over the same period, and sales in the Greater China region increased 27% to 982 million dollars over the same period.

Nike said its strong performance in the three quarter was mainly due to strong demand for running shoes, basketball shoes and sportswear.

In terms of sponsorship, Nike has been bidding to become an official partner of sporting goods in the 2016 Rio De Janeiro Olympic Games, and has signed a nine year contract with Wolfsburg, sponsoring team uniforms and various sports equipment.

Guo Bin, Secretary General of the China Sports Industry Research Center of Peking University, said sponsorship of sports stars and events will help the brand to enhance its exposure, reputation and user loyalty.