Is Nike Competing With Adidas To Buy Two Companies Within One Month Of Accelerating Pformation?

In the past many years, the American sports brand Nike has been sitting firmly in the position of the industry's "boss". Now, facing the German sports brand Adidas's pressing step by step, Nike group appears to have some stamina on the road of development.

Against this background, Adidas seems to be more and more active. In the face of Adidas's "provocation" repeatedly, Nike is also "moving" now.

According to the fashion headline news, less than two weeks after buying the consumer data analysis firms Zodiac, Nike announced yesterday that it had taken the body scanning company Invertex, and the exact amount has not yet been disclosed. Nike said the acquisition of the company would help the brand to better develop innovative products.

According to media reports last year, Invertex announced in May last year the launch of a new foot 3D scanning software, FeetID Ecosystem, to solve customers' purchases in physical stores and online.

Product experience differences.

Traditionally, if customers choose online shopping when they buy shoes, then the risk of return can be very high because they can not be tried before placing orders.

FeetID Ecosystem adopts terminal services for terminal, providing precise solutions through AI and 3D technology.

Add digital technology supplement to the store, improve customer's confidence and shopping conversion rate.

At the end of March, Nike announced the acquisition of Zodiac, and Adam Sussman, Nike group's chief digital officer, said the deal meant Nike would further accelerate the digital pformation and enhance its data analysis capabilities, so as to provide better services for global consumers.

In addition, it is learnt that Nike will work closely with 40 retailers in the future, including retailers Foot Locker and Nordstrom, Amazon, luxury fashion shopping platform and WeChat with 1 billion monthly active users.

And behind all the moves of Nike, to some extent, it is also intended to "suppress" the Adidas's popularity.

In January of this year, Adidas called out in the United States.

The market share has increased to 10-15%'s target. It is worth noting that the US market is officially Nike's "stronghold".

After a month, in March of this year, after the 2017 performance report was released, Adidas CEO Caspar Ross Ted said that it became the world's largest sportswear group on the road further.

The latest news shows that according to foreign media reports, Caspar Rosted recently accepted "

The times said that Adidas is expected to close more stores in the next few years and further switch to e-commerce channels.

It is reported that in the first year of Ross Ted's CEO, Adidas reported that revenue grew by 16% in 2017 to 21 billion 200 million euros, and the operating profit margin increased by 120 basis points to 9.8%.

Ross Ted's goal is to raise revenue by 10% to 12% every year by 2020, while increasing profitability to 10% to 11.5%.

In addition, Adidas expects net profit to grow by 22% to 24% a year by 2020.

Although Adidas is racing along, it is worth noting that it is not easy to catch up with Nike in some aspects.

Harm Ohlmeyer Ohlmeyer, chief financial officer of Nike, admits that Adidas group will be hard to catch up in terms of profitability in view of the fact that Nike group still dominates the US market.