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Last week, Nike released the latest quarterly sales data, although Nike’s quarterly profit than analysts expected earlier, but Nike’s current orders fell sharply, analysts began to worry about the company’s future business, so that investors are more worried about Is the long-term as a sportswear ruler, Nike’s leading edge has been weakened, is facing from smart rivals Adidas and Under Armor fierce competition, the latter two in the professional and cool degree than Nike.
In the past year, Adidas has sold 8 million pairs of Stan Smith and 15 million pairs of Super Star, Garnier Bryan investment bank analyst C├ędric Rossi pointed out, Adidas is gradually replacing Nike’s market share.
Since last year, Adidas, whether sales and profit growth, brand exposure or stock performance, are far more than Nike, Adidas to know in 2014 was the worst performance of the sports brand, is a negative to stop forecasting group sales And long-term profit targets, in less than two years time to re-rise,nike huarache ultra IV black, in the end it is how to do? In fact, the domestic commonly known as coconut shoes first started in 2005 Kayne West Adidas’s main rival Nike Air180 series, As a result of Nike refused to pay royalties, Kayne West in 2014 to switch to its biggest competitor Adidas. January 18, Adidas announced the appointment of new personnel, the German giant Henkel Group CEO Kasper Rorsted will join Adidas, as the Group’s new CEO, and the group’s current CEO Herbert Hainer has left last week. Adidas said that the company has learned from the mistakes of the past, the company did not focus on consumer demand, too static led to the loss of consumer enthusiasm for the brand. In order to attract more young consumers, Adidas also sponsor the team to adjust, in the end of last year and cooperation 11 years of NBA tournament sponsorship agreement, and began sponsoring NBA star James Harden and European football star Paul Pogba and other young athletes. In contrast, Nike sign athletes LeBron James, Kobe Bryant and Kevin Durant seems to have no longer favored by the younger generation of shoe fans, in the eyes of many young people, these stars out of date. Nike will also face increasingly fierce competition in the female sportswear market, clothing sales are still weak as well as the most popular basketball shoes or will become the past three serious challenges.

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Nike will run as the realization of the Greater China region in 2020 the new strategy of the mainstay, but the hot running market, no one weak. In the just-concluded Beijing Marathon, statistics show that the most popular running shoes series, Nike is considered a revolutionary technological innovation Boost only ranked fourth, which compared with its seven consecutive years of North Malaysia sponsor status , Some embarrassment. “Running is one of the fastest growing brands under the Nike brand, from 2010 to date, Nike from China’s running heat to benefit.” Nike Greater China sports performance series vice president Marc Leroux in an interview with the Beijing Daily reporter , Said in recent years, the running industry in China to achieve rapid development, almost every day in a place in China are likely to hold a running race or activities, and participate in the Beijing Marathon and Shanghai International Half Marathon and other Nike sponsorship Sports events are also increasing year by year, which are sufficient to prove that running the campaign how hot. Running in the country has become a Liaoyuanzhishi, the entire sports industry are focused on this area and benefit from this. Xtep will be running as the core areas, special steps, for example, the first half of this year, special step footwear revenue grew 16.3%, gross margin rose to 44.2%, mainly due to professional sports shoes by consumers of all ages . Marc Leroux said the seven-year sponsorship “definitely needs some investment,nike huarache mens for sale, but for the Nike brand and running category, we get a huge return on investment.” In the second quarter of the run-up events, Performance disclosure, thanks to the running, football and training series of double-digit sales growth and the Nike Sports Classic series and the Nike NEO series driven, excluding exchange rate factors, Nike brand sales growth of 25%. However, for marathon runners, Nike want to be more popular and need to work hard. In the Beijing Marathon, Yuet Lai Wan statistics of nearly 20,000 players data, of which nearly 8,000 players marked the running shoes of the brand number model, this calculation, the most popular running shoes series TOP6, the top three Followed by asics GEL-KAYANO, asics GT-2000, asics GEL-NIMBUS series, Nike Boost ranked fourth, fifth saucoy ISO, sixth mizuno wave rider. This is the most popular 10 running shoes brand echoes, asics to 41.26% occupy the top, the remaining nine brands are less than 10%, Nike 9.08% in second place. Yuet running circle of statistics, in 5 hours of finished players, a total of 17 running shoes brand, although the Nike share rose from last year, but ranked first is the asics, which in the Beijing marathon players have Strong dominance. In the Beijing Business Daily reporter random survey of North Malaysia players, the functional is the first element of its choice of running shoes, asics, mizuno, saucoy, UA, brooks and other relatively small minority of professional running brand to become a popular brand in the circle of friends . In fact, for many years sponsored by the 35-year-old, is still the best marathon race in North China, Nike seems to be forced to open the mass market rather than stay in the list of professional runners. “Most of the runners in China are running for recreation and leisure, and 80% of them have just started running in the last three years.” Marc Leroux believes that most runners will run as a pastime to stay healthy and relaxed , Or by participating in such as Nike cool running groups such as running groups make new friends. Women runners are one of the fastest growing groups in running. Women are becoming more independent, and participation in sport is increasing. In the new strategy as of 2020, “we will expand the retail network, with the national dealer to open more footwear stores.” Marc Leroux said that in the next few years will also open more running stores , Not only including Beijing, Shanghai and other first-tier cities, Tianjin, Chongqing, Xiamen and other important cities, including China’s core cities is the Nike running strategy to promote the battlefield.