& Nbsp; & nbsp; & nbsp; & nbsp; & nbsp; [Chinese shoes Network - Brand News] Foreign media said, just recently, Nike also can open new stores in China, waiting for the emerging middle-class consumers flock to shopping. But this day is gone.
Although already entered the Chinese market 30 years, this world's largest sporting goods manufacturer Adidas being more fashionable street wear and H & amp; M company cheap fashion stole the original customer. Worse Nike troubled inventory backlog, because the company had expected after the Olympic Games will be a surge in sales did not come true.
reported that a year and a half ago, when Nike is flourishing in the Chinese market, the company expects to achieve annual sales to double in four years, reaching $ 4 bi cheap jordans for sale llion. Today, Nike has said that sales in China are likely to continue to decline in the next two quarters, which will be five consecutive quarters of decline.
? Camilo Leon, an analyst in New York, said: "As a retailer, you have to become smarter now, more consumer education, and more globalized and everyone was forced to change. even more acute. "
reported that, so far, Nike has faced challenges in China did not cause investors to panic, because sales growth in North America remains strong. Over the past year, the company's revenue in North America increased by 18%.
Nike executives blamed the decline in sales in China, China's economic slowdown and changing consumer tastes. Nike spokesman Mary? Leimu Xi said the company still believes in its strateg Retro jordans for sale y to explore the tremendous growth potential of China is correct. Last fiscal year, sales in China accounted for only 9.6 percent of global sales of Nike, but the profits China region accounted for 25% of the world.
However, Nike's growth momentum disappeared, inventories began to increase. Adidas also suffered the same problem, but the company earlier taken up to the strategy than Nike, to clear inventory. The summer of 2012, Nike stock grew significantly faster than sales growth. In the previous fiscal year ended May 31, 2013, the revenue of China fell 5 percent to $ 2.45 billion, while China National Retail sales have increased by 10%.
Nike has said that Nike clothing size could not meet consumer demand for more self-style. When Nike's brand strengt Cheap air jordans for sale h is strong enough to be able to change a product, if there is the right size is not so important. ? New York Securities analyst Faye Landes, said: "At the time, the demand is very strong for Nike apparel, business is good," so the size of the issue is not important, "Today, executives realized that they still have to improve space. "
German-based Adidas NEO brand launched in China, which is aimed at young brand, to seek between sportswear and fast fashion to take a middle road. China has become the largest market for the brand NEO.
Shanghai Rui business consulting firm before Luhai Rui, general manager, said: "Adidas has with its understanding of Chinese consumers ahead of the competition by a mile Adidas learn how to make fashion and sports meet cons cheap jordan shoes for men umer demand for integration.."
20-year-old Shanghai student Eric? Yang said, compared to Nike, Adidas, he prefers, because the Adidas goods more affordable. He said: "Out of our school, Nike and Adidas discount stores on the other side next to the Adidas store is always crowded, but not many people have the Nike store.."
reported that many Chinese young people are subjected to relatively cheap fast fashion attraction. 18-year-old Zhejiang girl had often wear Nike and Adidas, but few now wear a sportswear.
She said: "when young, you do not care what their parents to buy what you wear but older then, to make their own choice, Nike and Adidas for me a little expensive.."
reported that, in a rapidly changing society, Nike's marketing strategy is also f cheap foamposites acing obstacles. The company is still using sport athlete to spread the idea that anyone can succeed - in today's China, this approach increasingly difficult to achieve, because Chinese parents are bringing unprecedented attention on the books rather than basketball or Tennis on. In contrast, the previously immutable Adidas sports concept turned into focus on fashion and lifestyle concept.
With Nike's difficult to regain lost ground in China, which is gradually reduced inventory, product updates and change in marketing strategy. May 2013, the company replaced the general manager of China. Nike Chief Financial Officer Donald? Blair said during a conference call on June 27, sales of the company's largest retail partner in China is growing, it is a encourag cheap jordans online ing sign.
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