What Is Nike'S Response?

Or the first.

Or second, but this old enemy after the first half of 2017 competition, has undergone obvious but subtle changes, ADI strong catch up, Nike seems to be holding up any big move.

According to the world clothing and shoe net, at the end of last year, Nike's stock price fell nearly 20%, and was the worst.

Up to now, after two rounds of big shocks in half a year, Nike shares have returned to the beginning of the year.

As of press release, Nike's stock price closed at $53.3.

Morgan chase and other major companies have upgraded Nike rating from "overweight" to "neutral".

For a while, Nike was surrounded by bad luck: weak sales in North America, 4% year-on-year decline in retail sales over the past six months, a 6 quarter slowdown in China's revenue, and layoffs.

Job hopping, in addition to the US retailer Foot Locker's share price plummeting, direct competitor Adidas's new product sales Ho

Recently, Nike has added another negative list: its Jordan brand has been squeezed to third by Adidas.

At present, the market order of American sports shoes has become Nike, Adidas and Jordan.

Founded in 1980s, becoming the Jordan basketball shoe brand of countless sneaker hearts, its charisma is fading.

Richard Johnson CEO Richard Johnson, a big US retailer, had already warned in its second quarter briefing that sales of Nike's Jordan brand shoes and clothing were down sharply in.

Subject to this, Nike's other two retailers, Finish Line and Dick's Sporting Goods, have also been affected.

The share prices of the three companies have fallen by only half this year.

On the contrary, Adidas's share price has risen by nearly half.

Sales of Nike, Jordan and UA basketball shoes are declining, but Adidas is growing at a high speed.

This also means that customers are clearly inclined to buy ADI products.

It is reported that the sales volume of the American sports shoes market has increased slightly over the past year, reaching 1 billion 860 million US dollars, of which Nike's market share increased by only 5.3%, while Adidas's market share grew by more than 30%.

The German company said last month that its sales in the second quarter increased by nearly 20%, and expects revenues and profits to exceed expectations this year.

This is more of a predicament for Nike.

"For Nike's core basketball shoes products, Nike seems to be doing something wrong," said Poser analyst Susquehanna Poser. "This leads to the fact that Nike's expected supply is greater than the actual demand of its products". The supply is excessive, and Adidas's sales squeeze, Nike has to consider how to digest its inventory.

Compared with the decline in sales data, "people's heart is loose" is the most serious problem.

On the one hand, the status of "Jordan shoes" is undergoing subtle changes in the minds of young consumers, and its scarcity value is gradually diluted by other competing products. On the other hand, compared with Adidas, the brand of Adidas is also hard to spot when signing up for new products.

Adidas basketball shoes and "tide shoes" endorsed by James Harden and Kanye West respectively have good achievements both in marketing and in actual sales.

Coupled with the strong support of clover, Adidas's mid term results in the 2017 fiscal year pose a great threat to the industry's eldest.

Now, West's sister-in-law and the Hollywood fashion queen Kendall Jenna also joined the ADI camp, becoming the latest brand ambassador and spokesperson for the latter.

Visible in the second half of the mall fighting, Adidas is full of strength.

A few days ago, Adidas renewed the Royal Madrid club again.

Recently, PUMA also announced in a high-profile announcement that after Rihanna, another Hollywood topic Wang Selena Gomez became its brand spokesperson.

But in the sports and fashion market, Nike lacks the popular entertainment stars endorsement, its product design is still stubborn in the "functional".

Even so, there are market analysts who are optimistic about Nike's market outlook in North America.

They believe that Nike's mature business tradition and execution can completely cope with the current predicament. What's more, Nike will find its best way to continue the competition after resisting the new trend of the industry.

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