The Olympics Didn'T Help Either. Nike'S Dow Jones Was The Worst Performing Stock.

It is reported that if the enterprise is an Olympic athlete, then

Will not stand on the podium unless the last one can win medals.

Since the beginning of this year, the stock price of Nike has fallen by more than 10%, making this stock the worst performance of the Dow Jones Industrial Average Index this year.

Nike's recent quarterly sales figures are not as good as lion air's expectations.

At the same time, the company's future orders are also less than expected.

You know, the number of future orders is a key indicator of the company's needs in the coming quarters.

Such a poor performance made Nike investors frown.

In fact, for Nike, this time should be a good time.

The reason is simple: the Rio De Janeiro Olympic Games are in full swing, while Nike is an official sponsor.

Because of this, in the next few weeks, the exposure rate of Nike is very high. Many athletes wear Nike.

Nike's commercial advertisements will also be broadcast on Nbc National Broadcasting Company's rollers.

For Nike, unfortunately, the company needs to face strong competitors.

And Under Armour's severe challenges.

Sales in North America - close to 50% of Nike's overall revenue - were flat in the latest quarter.

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

But unless that happens, Nike may find it hard to increase sales and profits.

It has been reported that the official suppliers of the three Olympic Games in Athens, Beijing and London were occupied by rival Adidas.

In addition, Nike is also the official sponsor of the Brazil Olympic Organizing Committee (non Olympic Organizing Committee).

From 8 to 5 August 21st, Nike brought a series of free sports activities in Rio city during the 17 days of the Olympic Games.

Activities include functional training, running, football, basketball and skateboarding courses. These activities aim at 240 million of Brazilian Brazilians.

Whether Nike will succeed in China is uncertain, because China is promoting the promotion of local enterprises.

Recently, Douglas Mcintyre, blogger of 24/7 Wall St, points out that China's Lining and Anta may face fierce competition in the future, mainly due to the growing share of China's middle class in the global consumer blueprint.

"China is crucial to the future of many consumer product companies," Mcintyre wrote.

This applies to Nike too.

By contrast, Chinese local companies usually have some advantages.

Apple and the US personal computer company have been deeply aware of this.

It is reported that Nike also found that placing its trademark on certain items did not ensure that the company could succeed.

Last week, Nike announced its withdrawal from the field of golf equipment sales, and will focus on the supply of sports equipment and footwear in the future.

At the moment, golf has really fallen into the cold, and Woods, the most representative figure of golf, has also dropped out of sight.

Data show that as of the end of May, in the 2016 fiscal year, Nike's Golf category contributed poorly, with a sales volume of only $706 million, accounting for 2.2% of the group's total revenue.

Compared with the highest sales of $792 million in fiscal year 2013, the 2016 fiscal year decreased by 8.2%, even less than the extreme sports and women training departments.

For Nike, the company had to redevelop its efforts to maintain its sales advantage in China, while keeping its US business back to normal.