Nike Is The Most Valuable Brand In Fashion Industry.

Nike has been in the top place since it surpassed LV as the most valuable brand in the fashion industry in 2016, and Nike also wants to get rid of it.

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Recently, the British famous brand evaluation agency

The list of the 500 most valuable brands in the world in 2017 was released.

Among them, Google beat apple, ranked first in the brand value of $109 billion 470 million, an increase of 24% over last year, and apple stood at second at 107 billion 100 million US dollars, down 27% from last year; Amazon ranks third at 106 billion 400 million US dollars.

Recently, Brand Finance, the famous British brand assessment agency, announced the list of the 500 most valuable brands in the world in 2017.

Among them, Google beat apple, ranked first in the brand value of $109 billion 470 million, an increase of 24% over last year, and apple stood at second at 107 billion 100 million US dollars, down 27% from last year; Amazon ranks third at 106 billion 400 million US dollars.

In the fashion industry category, Nike has become the most valuable brand.

The top ten were: Nike ranked twenty-eighth, H&M ranked sixty-third, Zara ranked ninetieth, LV ranked 101st, L'OREAL ranked 105th, Adidas ranked 138th.

Ranked 145th; Hermes ranked 172nd; Rolex ranked 216th; Gucci ranked 219th.

BrandFinance annually evaluates thousands of famous brands in the world. Besides evaluating brand value, it also selects the most powerful brands according to other aspects.

In 2017, Lego (Lego) became the most powerful brand in the world with excellent familiarity, customer loyalty, publicity and brand image.

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In March 2016 -5 (the fourth quarter of fiscal year 2016), Nike's operating income was $8 billion 240 million, an increase of 6% over the same period last year, and net profit of 846 million US dollars, down 2% over the same period last year.

As the growth rate of 6% was slightly lower than that of analysts, 9% of Nike was forecast, and the share price of Nike fell more than 15% after the earnings announcement.

In June 2016 -8 (the first quarter of fiscal year 2017), Nike's operating income was $9 billion 60 million, an increase of 8% over the same period last year, excluding the growth rate of exchange rate factor 10%, and net profit of 1 billion 250 million US dollars, an increase of 6% over the same period last year.

Despite the growth in both revenue and net profit in the quarter, orders fell.

In September 2016 -11 (the second quarter of fiscal year 2017), Nike's revenue reached US $8 billion 200 million, up 6 over the previous year, exceeding the previous US $8 billion 90 million expected by Wall Street. Net profit rose 7% to $842 million last year, after which the share price rose 1.85% to 51.79 dollars per share, with a market value of about 86 billion 134 million dollars.

It can be seen that in 2016, although Nike experienced a certain degree of decline in profits and share prices, and was once weakened by analysts, it ended with a more gratifying achievement in the end.

In terms of market value, Nike still occupies a dominant position in the global campaign for brand wars, and the challenge from rival Adidas and Under Armour is intensifying.

It is understood that there are two major characteristics of Nike's business development in 2016:

First, Asia is still the most obvious growth market.

In the first quarter of November 30, 2016, sales in Nike Greater China rose 12% to $160 million compared with the same period last year. If the effect of currency change was eliminated, the increase was as high as 17%. The growth in Japan was the strongest, up 16% to 238 million dollars over the same period.

Two, basketball business is still the core of Nike.

The cooperation between Under Armour and NBA star Stephen Curry has given Nike a lot of pressure and has had a significant impact on its overall performance.

However, a series of new strategic layout, including product design and price reduction, will promote the recovery of Nike basketball business. It is expected that the category will return to growth in the second half of 2017 fiscal year.

The challenges facing Nike now lie ahead.

For example, sporting goods with fashionable labels are becoming more and more popular nowadays, and the boundaries between footwear and clothing industry are becoming more and more blurred. But compared with other competitors, Nike's sports attribute is more pure, and it is inevitable that products will not be innovating.

In addition, the major sports brands are embracing the Chinese market. In addition to Adidas, Under Armour and Lululemo, young and fast fashion fitness brands have begun to accelerate their pace. If Nike can not enhance their performance from 2C channels under the online and offline channels, and speed up the supply chain in order to speed up product sales and operation cycle, the final embarrassing situation is not hard to imagine.

After the announcement of the latest quarterly earnings report, Nike CEO CEO (Mark Parker) admitted for the first time that it had felt the pressure from its competitors and said it would continue.

However, he remained confident of Nike's performance in fiscal year 2017, and reiterated that the group's revenue target would increase to $50 billion by 2020.

"Cowards never leave, but the weak die on the way. We only have to move on."

Nike founder Phil Nate's repeated remarks in his autobiography, "shoes and dogs," may continue to guide the road ahead of the business.

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