Sports believe that we should not be very strange to it. As a global sports brand, the United States is very much for sports brands. For many sports brands, the most important step of brand promotion is the market, and China is a very big potential market for them. But recently, a big black horse has pulled ADI nacla off the horse in China. Today, Haifei cutting machine will show you:
Black horse appears
And this black horse is also a brand of the United States. Skye, the United States has always been the most competitive place for sports goods. Countless new brands appear every day. However, the market with an output value of more than 300 billion dollars is still attractive! But no one has been able to shake the position of Nike. Nike and Jordan, the superstar, have brought Nike's global sales to the top, and have also brought Nike closer A large number of stars, such as Owen, James and so on, but cage has become the "new shoe king" in China, and the soaring sales volume makes Nike feel a huge crisis.
In fact, Adie has been overtaken by Skye for a long time. Compared with Nike and Adie, who have a history of 100 years, Skye has been around for less than 30 years. And it did work hard on young people. With its own marketing methods, Skye did not compete with Nike's "main force". He chose to focus on comfort rather than Nike's sports performance.
In 2019, Skye released its first quarter results, monthly growth and annual growth. Skye's data is quite exaggerated. Its annual sales in China is as high as 14 billion, while the number of shoes sold reaches 19 million pairs, with an annual sales volume of 4.6 billion US dollars, about 30 billion yuan, and its stores are more than 3000 this year.
Nike
Xiaobian will tell you a funny story. On February 20, 2019, the national college basketball game believed that people who are concerned about sports events are not new. Duke is right in North Carolina. Just after the game started, Zion of Duke University "stepped on" the Nike shoes he wore on his feet, and his knees were damaged because they could not bear the weight.
While sitting in the audience, former US President Barack Obama directly shouted "his shoes are broken", which evaporated Nike's market value by 1.1 billion yuan. According to reports, the next day, affected by the "pop shoes", Nike's share price fell by 1%, and its closing price dropped to $83.
And Skye is "over the top". They published weekly magazine in the New York Times, inserted pictures, and drew several pairs of shoes, while the middle shoe had a big mouth, especially like the exploded pair of Nike, with the word "just blew it". The translation is that the explosion is over. As we all know, Nike's advertising language is "just do" It ", isn't it pure mocking Nike?
Nike can only bear this "grudge". It really can't "fight back". After all, there's something wrong with its own shoes. It's said that some of the shoes designed by SKECHERS are similar to the classic logo of "three bars" of ADI. They are suspected of infringement and are sued by adi. However, SKECHERS have no weakness and directly counterclaim, "grudge" ADI. ADI, Nike and Skech in China 's current sports market belong to giant brands, and Cage has surpassed ADI, will Nike be far away?
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