Nike Is In A Difficult Position And Has A Long Way To Go In The Future World.

So far this year,

The company's stock price fell more than 10%, making it the worst performing unit in the Dow Jones index in 2016.

The picture shows Nike's stock price performance so far this year and purple for the same period of the Dow Jones index.

Nike's sales in the latest quarter were lower than expected, and the company's future orders for key sales targets also shrank sharply in the next quarter.

Olympic Games are not necessarily lucky.

In the time of the Olympic Games, it should be the best sales time for Nike.

After all, Nike is the official sponsor of the Olympic Games.

Therefore, in the next few weeks, Nike will get a lot of exposure, whether from the clothes worn by athletes, the advertisements advertised on Nike by NBC, or the operation of its family network during the Olympic Games.

NBA superstar Lebron James, who just signed with Nike, should also bring enough exposure to Nike family.

Lebron James's Cleveland warriors defeated the Jinzhou warriors, led by Steve Currie in June, and won the NBA championship.

Victory will always be made.

Sales are increasing.

For Jordan, he still carries a high endorsement fee paid by Nike.

The enemy is waiting.

However, Nike faces more and more hardships in the face of Adidas and Under Armour, Nike's recovery.

Nike's sales in North America account for half of its earnings and will remain flat in the new quarter.

Nike's performance in Western Europe and China is still good.

But unless this continues, Nike will be unable to maintain the current sales and profit growth figures predicted by Wall Street.

Because China is now pushing ahead with local efforts.

For Nike, China's market is uncertain in the future.

Wall Street McIntyre blogger Doug McIntyre recently said that when China's middle class is spending more and more on the market, China's Lining and Anta sporting goods may become Nike's main competitors in the future.

New strategy

At the same time, Nike also found that sticking its trademark everywhere does not mean that the product will be successful.

Nike wants to emulate Adidas's move to sell customized golf products earlier this year.

So last week, Nike announced its withdrawal from the golf equipment business, which will mean that the former Nike spokesperson, such as Ronnie Mike Roy and "tiger" Woods, will have new sports equipment.

This shows that there is still room for profit for smaller professional sports companies, such as Callaway, which only makes golf equipment.

But from last year, other large share stocks, such as GE, home depot and McDonald's, rose slightly in 2016.

Obviously, for Nike, the stock price reflects the company's bad operation this year.

Nike must be strong again in China and the US market, and must find a way out in the market where Adidas and Under Armour are in order to ensure a firm foothold in the future world.