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& nbsp; & nbsp; & nbsp; & nbsp; & nbsp; [Chinese shoes Network - brand cooling trend observed] China, the world's vigorous. After ZARA, Uniqlo fast fashion brands to enter China to lure consumers with rapid response supply chain and cost, while maintaining the temperature of the Nike sport and innovation will inspire the Chinese people how to exercise, "potential"? From the beginning of March this year, Nike store in Beijing Sanlitun Village street core area is decorated fence wrap, originally set for this running, basketball, AIR JORDAN (sub-brand of Nike), NIKE ID (custom services) in one of the outlets, recently reopened after a makeover. After not easy to find from a small door upstairs, only to find the original two-story store was reduced to the second floor layer, franchise running product category. Nike official does not deny that closed shop and alterations have reduced cost considerations, but Nike Greater China senior communications director HuangXiangYan accept "21CBR" reporters, so interpretation of the above-mentioned practices Nike: "The evaluation system in retail stores in the future can not alone volume size as a standard, and we want to consider another words - exquisite special sport and we hope in the future to achieve the depth and refinement we did encounter some challenges in China, the need for business model. adjustment, this should be seen as a part of a long battle. " Nike in 2013 after the earnings announcement, Greater China revenue fell 5 percent figure, revenue growth in North America at 18% against the background, it seems so loud. Thereafter, Nike CEO Mark. Parker June 27 at a meeting in North America, said: "China and North America is still the Nike world's two largest markets, to talk about China ...... recovery will take time and patience, we are engaged in a marathon, not a sprint . " Lost dividend After ZARA, Uniqlo fast fashion brands to enter China, with the rapid response supply chain and cost-effective to lure consumers. 26-year-old David Homes is a student of Texas A & M University Department of Computer Science of the United States, his fitness twice a week, regularly playing basketball, jogging and cycling, surfing holidays will go to the beach. David Homes for each sport will select the appropriate targeted brands, such as running, basketball mainly choose Nike and Adidas, mountain biking Jcrew will wear boots (a fashion brand in North America). David Homes said his favorite is Nike:. "I pay more attention to the brand and technology, especially the stars through the equipment" 26-year-old Zhang Hao is a foreign domestic workers, who are more willing to spend time and fitness, exercise used to study the charging and socializing, as well as holiday travel. But Zhang Hao was prepared for his latest pair of Nike running shoes:. "Motion Walking not delay, sometimes playing badminton is enough," Zhang Hao said, "When I was little clothes choice, if there is one, Nike, mostly reluctant to bring movement when fashion clothes to wear. Now of cheap jordans for sale mens course not the case. " David Homes and Zhang Hao, is the North American and Chinese consumer markets in miniature. Beijing key road sports consulting firm founder Zhang this interpretation is that in the United States, the consumer movement and even professional sports from small when he started to penetrate into their daily lives, creating a high degree of maturity, stability, subdivision of movement market. "I went to the United States often surprised that 60-year-old woman wearing sharkskin swimsuit swimming, rugby fans equipped with a team armed to the teeth themselves sitting at home watching it on television game." But in the Chinese market, all sporting goods brands are experiencing a turning point: Bonus times to fade, new gold still buried underground. In Zhang seems, the past 15 years, sports apparel consumer market in China is also remarkable when immature acts as a set of sports, leisure, fashion and even quasi-luxury, but ZARA, Uniqlo fast fashion brands to enter these After China, with the rapid response supply chain and cost-effective to lure consumers, especially after 90 consumer "defection." As Nike store in Beijing Wangfujing let located H & amp; M, Jiukeshu Uniqlo stores give way. However, the popularity of sports culture and mature but no bonus dissipate so fast. In the development of China's sports leagues, for example, is currently still not in the business-led, fully professional, highly commercialized event management system. Players pay more attention to income from sponsors, rather than income from consumers, naturally the question culture fans wider consumer culture. This is the United States and China in the sporting goods market, "trend" is different: in cars, smart phones and other industries, foreign companies who have announced that China is the largest of its most important markets. But for Nike, China is the second largest market, and the North American market and the disparity: 2013 fiscal year, Nike Greater China revenue of $ 2.45 billion, revenue in North America reached $ 10.38 billion. If you turn the clock back to March 2009, sales of Nike quarter fiscal 2009 third quarter of $ 4.4 billion, down 2%, but Asia-Pacific region increased by 8% to $ 806 million. At this time Nike has been adjusted organizational structure, including the revocation of the Asia-Pacific region, the Chinese district independent, responsible directly to the headquarters; while the United States and the Americas region consolidated for the North American region. Four years before the project transfer, through the financial crisis, a strong rebound in the North American market, while the dividend subsided Chinese market has been the decline in performance. "incremental" Market In the four-tier cities, Nike is experiencing strong blocking of local brands. impact of online channels on the line channels, Nike can not avoid the topic. Zhang believes that to Nike, the impact of online and offline impact on psychology is very large dealers - dealers and manufacturers are not o Retro jordans for sale f one mind. A simple example is that there is a well-known sporting goods sales (mainly Nike) shop on Taobao, while Hangzhou is a real store, and this practice is not to the consumer experience and credit endorsement, but the store to get Nike's authorized channel sales network in order to go, and even from region to supply network sales FALSIFYING North America and Hong Kong. Zhang said: "The European markets have some very strong retail giant, Nike is the main channel for walking the mall, so as long as you can reach a rapid distribution of cooperation, various strategies will also get strong execution but China lacks. Such highly uniform retailers, even Belle such enterprises can not do. kinds of agents too much, thus restricting the ability of the channel is actually relatively weak. " This is one of the bottlenecks multinational sporting goods companies in China suffered its sequelae, despite the dividend in the Chinese sports market dissipated, but not without looking for opportunities to increment, such as four-tier cities. But in these markets, local brands Nike is experiencing strong blocking. Zhang statistics, the top five local sporting goods companies in the country a total of approximately 35,000 terminals, representing each county there are about 10, essentially saturated, "Nike sink channels is difficult, of course, there are brands Consider the policy. At the same time, the main cost such as Decathlon sporting goods supermarket also seize the market, coupled with the Department of Putian throughout Taobao knockoff, actually constitutes a Nike siege in incremental market. " It is worth mentioning that, although some of the details about insufficient overall, but the impact on local Chinese and North American markets shift. For example, full Taobao overseas purchasing, even above the Nike distributor, has from North America "FALSIFYING" to China's problems. Again, Nike basketball product line in North America, a collection of Nike's latest technology and design concepts LeBron. James's products occupy a strong position absolute; but in China the most popular star or Kobe. Bryant, and now, it is Bryant's career enters old age, the influence of the attenuation period. Move China! Compared to American consumers, Chinese consumers are intelligent terminals, advanced technology preferences to be stronger. Chen Jiang (a pseudonym) is the head of the country has a close cooperation with the sports brand platform, his "21CBR" said:. "Nike stock is very anxious," In fact, since 2008, the entire Chinese sporting goods industry inventory problems are anxiety. Chen Jiang said: "This goes back to the 2008 Olympics, when the parties to the face is estimated that China sporting goods consumer market are too optimistic, and this will naturally affect the production, distribution and other issues Nike dealer's return policy comparisons. humane, but a problem followed by a sales person in charge of hiring international sports tend to be more valued in the earnings figures any time, often Cheap air jordan 12 for sale online free shipping leaving the next inventory pressure, the pressure will emerge accumulated to a certain extent, this Maybe this year is the direct cause of China Nike earnings look good. " It is the attitude of the pressure on the stock Nike Taobao shop a bit ambiguous: Nike was in the end of last year and May this year, made two very big promotion, a number of popular products such as LeBron. The latest James sneakers even lower than the network can get a discount at the store. Therefore, some Taobao shopkeeper ran the store in advance so buying, then get online resale. Chen Jiang opinion: "This may be the Nike acquiescence, because they too need to clean up the inventory." In fact, Nike recognized network of sales channels in addition to its own website, only a flagship store on Tmall. Taobao shop over the size of Nike, although it will disrupt the price system, but he is one of Nike's inventory liquidation channels. Earlier this year, Nike announced plans to open in the second and third tier cities 40-50 Direct factory stores, this may be a method to alleviate the current situation, but Chen Jiang believes may cause new problems: "Nike increase Direct Discounts efforts store, is not it will affect the relationship with the agent discount stores? " In fact, Adidas and Nike faced with similar "Chinese-style" confusing, but it seems to take a more active coping strategies. On the one hand, sitting Y3 such high-end fashion brands, increase brand clover in the field of fashion influence; on the other hand, the rapid introduction of low-priced products, to seek China's incremental market. Although Nike is also the fashion field has force, such as the "spray" (Nike classic basketball shoes) continue to hang engraved and return to its fashion products, but the core is still around the sport. HuangXiangYan said: "We want others to say that Nike is cool, very stylish, but the premise is a cool and stylish sports brand, if we stick to the outside world that this is a conservative movement, we do not mind.." Nike official for the Chinese market fell out of the "marathon" prescription, the core is still the sport itself, it can be summarized in two points: technological innovation and service. The former is based on the global corporate strategy, while the latter need to strengthen the Chinese market in particular. July 16, Nike in Oregon has released four new products, innovation and technology and Beaverton headquarters. New product design philosophy is based on proposed Nike "NATURE AMPLIFIED (excitation potential)", that is through the collection of scientific data by the athletes understand the condition, the body of laws of nature to explore moving entities Nike + platform. Which combines Nike Free Flyknit running shoes Nike Flyknit uppers Technology and Nike Free sole technology, it will soon be listed in China. above sounds very iffy term is Nike's most important innovation in recent years - it constantly looking for balance in technology, design, cost, performance, comfort, the marketing of these eleme cheap jordan shoes for men nts. Such as Nike Flyknit is the use of new technologies on the basis of maintaining the performance and price of the substantial material savings (costs). Chinese consumers may be more familiar with Nike +, a blend of chips, smart terminal, wearable devices, social motion detection platform. Of course, a "chip version of" sports shoes price is also higher than the regular version. ? Lack of exercise and fitness culture, Chinese consumers will not accept Nike + HuangXiangYan said: "Compared to American consumers, Chinese consumers are intelligent terminals, advanced technology preferences to be stronger." As for service, compared to North America market, Nike need to give it more meaning in China, where the core of the proposition is: how "MOVE CHINA" - let the Chinese move. Nike will launch a summer night activity in China, in Shanghai, Beijing, Guangzhou as the core to the radiation, chosen near the community sports and sports for the city to create a hot, to encourage young people to leave the TV computer at night to exercise. Sima Pei, vice president of marketing, Nike Greater China stressed: "and in the past are more concerned about those kids who love different sports, we encourage those children usually stay away from the movement and try to motivate them to encourage each other and share via social media." and change the retail end despite being outside deemed cost reduction move, Nike official insisted that this was the "service" in a ring. As the transformation of Sanlitun Nike store, in fact, and the former Nike store in Zhongguancun do a "re-integration and allocation of resources" - after adjustment is completed, Beijing Sanlitun store as the first category specialist running store experience, while Zhongguancun as the world's first dedicated basketball experience store category. 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