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According to Yahoo’s footwear market share data in May, adidas in the US sports shoes market share from 6.3% last year jumped to 11.3%, almost equal to 11.8% of Jordan brand. Although Nike’s market share is still leading, but has shown a downward trend, from last year’s 35.9% to 34.7%. While the other major sports brands Skechers, New Balance, Converse and Under Armor in the US sports shoes market share was 6.3%, 3.7%, 3.6% and 2.4%. According to market research firm NPD earlier disclosed, adidas and Nike sales in the United States is to keep pace In order to reverse the decline of adidas hit, in the past adhere to the athletes professional Nike also began to head and burst models huarache white ioffer, According to CNBC earlier reports, although this year is a tough year for Nike, but Morgan Stanley analyst Jay Sole that Nike sales in the next few months will rise, he will Nike’s rating from the holdings wait-and- To overweight, forecast Nike stock price-earnings ratio will expand, the stock will be up to 20% increase.
Jay Sole analysis, Nike stock rose the key driving force is listed in March this year, the new Air VaporMax, this new shoe is expected to bring up to $ 1 billion in Nike sales. He believes that Nike’s new products and Nike market ability to improve the rate of higher than expected, will reverse its decline in the past 18 months experienced. However, it is worth noting that, Foot Locker stressed the current lack of innovative sports brand products. And Quo Vadis Capital analyst John Zolidis advises investors to stay away from sportswear and footwear industry stocks, saying fashion trends have changed, sports and leisure has ended, and the company is expected to experience years of pain. There are industry analysts, sports brand to follow the trend is a trick, a little carelessness will be the brand’s original loyal customers completely abandoned. When the explosion has been carefully manufactured out of the burst mode will become a copy of the success, but the more easy to copy, the more easily replaced. Puma sports equipment started also rely on fashion elements to get rid of the dilemma, but it seems slightly embarrassing. Puma undoubtedly saw this short board, began to realize this problem, began to vigorously layout professional sports market, the current sponsorship of the game team involved in running, football, golf and even racing areas. Another analysis also points out that the sports market’s market outlook challenges or will hit its upstream supply chain. According to Bloomberg data, whether it is Nike or Adidas, which in China have the same large supplier – Shenzhou International (2313.HK). Shenzhou International’s four important customers, from Japan’s fast fashion UNIQLO parent company sales accounted for 21.2% of revenue from Adidas accounted for 20% of revenue from Nike accounted for 19% of revenue. According to the website data show that Hong Kong-listed Yue Yuen Group (551.HK) is also Nike and Adidas’s foundry. 50% stake in Yuanyuan Group was held by Taiwan-listed Baocheng Industry (9904.TT). Yue Yu also through its Baosheng International (3813.HK) in China engaged in sports apparel products, agents and retail.

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Some analysts have pointed out that the challenging retail environment has brought bring the store to close the door and the shelf-resistant space to reduce the consequences. Old sales model led to Nike rest on its laurels, some out of date. And compared to this, Adidas seems to have embarked on a fast track of sports: learn Zara and H & M and other fast fashion brand, the explosion of the production line from Asia moved to Germany and the United States. Adi said that in 2020, “fast production” to bring the sales will account for 50% of the total. In addition,cheap huaraches beige, Adidas also as early as 2016 to open the “speed factory” program, so that the production of a comprehensive computerized, digital, intelligent, to avoid the burden of excess capacity to the enterprise, such as the need to cut prices through the season High inventory of product inventory. The future of Nike may be reversed?Adidas and other brands to catch up with the speed of the fact that Nike has imposed no small pressure. In order to remain competitive, Nike finally “put down the shelf” to make a counterattack. In addition to taking and Adidas more and more similar to the star marketing strategy, take the fashion line, Nike also launched a new Lunarlon, Nike React and other new materials technology, and make adjustments to the enterprise structure, such as the layoffs and so on. Not long ago, Nike also pointed out the core markets of key development, including New York, London, Shanghai, Beijing, Los Angeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, ​​Seoul and Milan, all over the four regions of the ten countries. Bella Hadid became Nike’s new spokespersonIn addition, Nike is also prepared to streamline the product line is expected to reduce the 25% of the shoes, will focus on ZoomX, Air VaporMax and NikeReact several series. And Nike also plans to product production cycle from 18 months to 4 months, is expected to save at least 10% of the cost.In addition, it is easy to see that Nike should hold the determination of the overlord is very firm.But the siege easy, defenders difficult, the market is changing, rival embattled, Nike’s status will be firmly in jail? We will wait and see …