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耐克成功的關(guān)鍵突破口:女性

耐克成功的關(guān)鍵突破口:女性

Phil Wahba 2014年09月29日
耐克公布季度營(yíng)收增長(zhǎng)15%,女性商品銷(xiāo)量提升和中國(guó)市場(chǎng)的增長(zhǎng)成為耐克業(yè)績(jī)的兩大助推器。

????耐克(Nike)上一季度的業(yè)績(jī)表現(xiàn)不俗。各大主要市場(chǎng)的每個(gè)產(chǎn)品類(lèi)別,無(wú)論是自營(yíng)商店還是批發(fā)業(yè)務(wù),均全面開(kāi)花,實(shí)現(xiàn)增長(zhǎng)。

????耐克公司周四公布,與去年同期相比,整個(gè)季度的營(yíng)業(yè)收入增長(zhǎng)15%,達(dá)80億美元。這也是耐克公司在過(guò)去一年里實(shí)現(xiàn)的最高漲幅。

????究其原因,世界杯(World Cup)固然功不可沒(méi),與此同時(shí),耐克的中國(guó)業(yè)務(wù)也終于出現(xiàn)期待已久的起色,不過(guò),耐克公司銷(xiāo)售增長(zhǎng)的一個(gè)關(guān)鍵要素卻是:女性消費(fèi)者對(duì)這家運(yùn)動(dòng)服飾公司的重要性正在與日俱增。

????耐克首席執(zhí)行官馬克?帕克在周四的財(cái)報(bào)電話會(huì)議中對(duì)分析師表示,一些迎合女性消費(fèi)者的努力讓公司受益匪淺,比如開(kāi)發(fā)針對(duì)女性的應(yīng)用程序、定期更新女性產(chǎn)品精選系列等。

????“由于我們十分重視挖掘女性消費(fèi)的巨大潛力,女性業(yè)務(wù)的營(yíng)收實(shí)現(xiàn)了兩位數(shù)的強(qiáng)勁增長(zhǎng),”帕克說(shuō)道。

????據(jù)他介紹,Nike+鍛煉俱樂(lè)部專(zhuān)為女性量身定制了數(shù)十款訓(xùn)練方案,目前已經(jīng)被用戶下載了1,700萬(wàn)次。而像女性塑身衣【售價(jià)與露露檸檬(Lululemon Athletica)的同類(lèi)產(chǎn)品相當(dāng)】等服裝銷(xiāo)量也非常理想。

????正在越來(lái)越流行的“運(yùn)動(dòng)休閑裝”風(fēng)潮,也對(duì)耐克相當(dāng)有利。露露檸檬是這股潮流的引領(lǐng)者,但耐克、威富集團(tuán)(VF Corp)旗下同類(lèi)品牌Lucy、以及Gap旗下品牌Athleta等發(fā)展勢(shì)頭也非常迅猛。

????耐克的另外一個(gè)亮點(diǎn)就是中國(guó)區(qū)的業(yè)績(jī),在扣除匯率波動(dòng)造成的差價(jià)影響后,中國(guó)區(qū)營(yíng)收足足增長(zhǎng)了20%。此前,由于沒(méi)有抓準(zhǔn)消費(fèi)者需求,耐克銷(xiāo)售的都是一些中國(guó)消費(fèi)者并不喜歡的商品,因而栽了跟頭,在一年多的時(shí)間里商品滯銷(xiāo)?,F(xiàn)在這一局面已經(jīng)扭轉(zhuǎn)。而在歐洲,耐克一直在蠶食阿迪達(dá)斯(Adidas)的市場(chǎng)份額,銷(xiāo)售額也足足增長(zhǎng)了25%。

????截至8月31日,耐克第三季度的業(yè)績(jī)十分理想,推動(dòng)該公司股價(jià)在盤(pán)后交易大漲5%,并在周五的常規(guī)交易時(shí)段刷新了歷史記錄。

????此外,有種種跡象顯示耐克的快速增長(zhǎng)將持續(xù)。該公司宣布,從目前到明年1月份,耐克商品的預(yù)定訂單增長(zhǎng)了14%,據(jù)Consensus Matrix公司提供的數(shù)據(jù)表明,該增長(zhǎng)率超過(guò)了華爾街分析師給出的10%預(yù)期。(財(cái)富中文網(wǎng))

????Nike killed it last quarter. Business was up in every major market, in every category, both in its own stores and at wholesale.

????Overall quarterly revenue rose 15% to $8 billion, compared with the same period last year, the company said on Thursday. It was the company’s biggest gain in the past year.

????While the World Cup certainly helped, along with a long-awaited improvement to Nike’s China business, one key takeaway for the company was that women are increasingly important customers for the sportswear company.

????Nike CEO Mike Parker told analysts on a conference call on Thursday that efforts to cater to women have been a big help like developing female-focus apps and regularly updating the selection of women’s products.

????“Revenue for women’s grew at a strong double digit pace, as we focused on realizing the significant potential in this large and growing business,” Parker said.

????The Nike+ training club app, which features dozens of workouts tailored to women, has been downloaded 17 million times, he said. And clothing like the sculpt tights for women (which are priced about the same as LululemonAthletica’sLULU -1.01% equivalents) has sold well.

????A big trend that is working in Nike’s favor is the growing popularity of “athleisure,” essentially casual clothing that has an athletic look. Lululemon has led this trend, but Nike NKE -1.35% , VF Corp’s VFC -1.85% Lucy and Gap’s GPS -2.02% Athleta have jumped in in a big way too.

????Another big bright spot for Nike was China, where revenue grew 20% when currency fluctuations are stripped out. For more than a year, the company had been saddled with excess merchandise in that market after misreading consumer demand and selling merchandise Chinese customers didn’t want. In Europe, where Nike has been eating Adidas’ lunch, sales rose 25%.

????The positive results for the three months ending August 31 sent Nike’s shares up 5% in after-hours trading, putting it on pace to hit an all-time high during regular trading hours on Friday.

????There are also signs Nike’s hot streak will continue. The company noted a 14% hike in advance orders, for merchandise to be delivered between now and January, well above the 10% Wall Street analysts expected, according to Consensus Matrix.

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