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Nike Sports Brand Revenue Declined 5% To 2 Billion 450 Million U.S. Dollars In China.
< p > the international first-line sports brand, once famous for its boundless scenery, also began to face the trouble of high inventory. Nike's recent earnings report shows that sales revenue in all regions is growing in fiscal year 2013, while revenue in China has fallen by 5% to $2 billion 450 million. < /p >
< p > a person in charge of a shopping mall pointed out that sports brand has always had multiple channels in clearing inventory, including factory stores and special offers, but this year's policy has undergone new changes. "A lot of new sports brands listed on the first line have been hit by 15% off, which is rarely seen in the past. This is mainly to speed up inventory clearance and speed up the return of cash." Nike chief financial officer pointed out that China is the focus of company inventory management. < /p >
< p > industry pointed out that with the gradual differentiation of consumer groups, at the same price level, young consumers are more likely to be attracted by fashion trends < a target= "_blank" href= "//m.pmae.cn/" > dress "/a", while mature consumers tend to be functional outdoor brands. Besides, price is also a key factor. The low discount promotion of outdoor brand and fast fashion brand takes part of the flow of some sports brands. < /p >
Less than a year and a half ago, when Nike was in the ascendant of the Chinese market, the company expects to double its annual sales volume to $4 billion in 4 years, according to foreign media. Nike now says sales in China are likely to continue to decline in the next 2 quarters, which will be the 5 consecutive quarterly decline. Other tier 1 international brands took a lower price strategy earlier than Nike to empty inventories, such as Adidas's sales in the Chinese market increased by 15% last year. < /p >
< p > a person in charge of a shopping mall pointed out that sports brand has always had multiple channels in clearing inventory, including factory stores and special offers, but this year's policy has undergone new changes. "A lot of new sports brands listed on the first line have been hit by 15% off, which is rarely seen in the past. This is mainly to speed up inventory clearance and speed up the return of cash." Nike chief financial officer pointed out that China is the focus of company inventory management. < /p >
< p > industry pointed out that with the gradual differentiation of consumer groups, at the same price level, young consumers are more likely to be attracted by fashion trends < a target= "_blank" href= "//m.pmae.cn/" > dress "/a", while mature consumers tend to be functional outdoor brands. Besides, price is also a key factor. The low discount promotion of outdoor brand and fast fashion brand takes part of the flow of some sports brands. < /p >
Less than a year and a half ago, when Nike was in the ascendant of the Chinese market, the company expects to double its annual sales volume to $4 billion in 4 years, according to foreign media. Nike now says sales in China are likely to continue to decline in the next 2 quarters, which will be the 5 consecutive quarterly decline. Other tier 1 international brands took a lower price strategy earlier than Nike to empty inventories, such as Adidas's sales in the Chinese market increased by 15% last year. < /p >
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