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Nike'S Chinese Revenue Was Overtaken By Lining In 2009

2010/6/25 15:38:00 26

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The headquarters announced that in fiscal year 2010 (as of May 31st this year), the revenue reached $19 billion, of which the Greater China income was $1 billion 700 million, unchanged from last year.

According to the data released by Nike, the revenue of Nike China in 2009 was about 8 billion ~90 billion yuan, while in 2009, Lining (02331.HK) company earned 8 billion 387 million yuan, or surpassed Nike.

Insiders pointed out that if Nike wants to achieve rapid growth in China, it will become a required course to speed up the layout of the two or three line market and even the county level market.

Nike

In the fourth quarter of fiscal year 2010 (3~5 month), the revenue figures for the fourth quarter showed that the income of the Greater China region was 464 million dollars, up by 12% over the same period last year.

Among them, the income of footwear products increased by 14% to 246 million US dollars; the income of clothing products increased by 10% to US $193 million; sports equipment revenue increased by 17% to 25 million US dollars; pre tax profit (EBIT) was $187 million, up 20% over the same period last year.

According to the data released by Nike, the first financial daily reported that from December 2008 to November 2009, the income of Nike Greater China was about 1 billion 650 million dollars. Analysts said that the proportion of mainland China's revenue in Nike Greater China was 70%~80%, so that in December 2008, the revenue of mainland China in November ~2009 was between 8 billion ~90 billion yuan, compared with that of China's local sporting goods Li Ning Co.

In 2009, Li Ning Co earned 8 billion 387 million yuan.

Nike

Orders for the second half of this year were also released, and the order for shipment from June to November this year was $8 billion 800 million, an increase of 7% over the same period of last year. The volume of orders in the Greater China region increased by 19% over the same period last year, excluding the exchange rate factor, an increase of 16% over the same period last year.

Ma Gang, an industry insider, said that the growth of Nike's orders was basically the same as that of domestic enterprises.

Previously, Hongxing Erke, who listed in Singapore, announced that this year's autumn and winter product orders will be 504 million yuan, an increase of 14.5% compared with the same period last year, while Lining's fourth quarter order will increase by 20.3% over the same period last year.

Analyst Chen Shixin believes that if Nike wants to achieve sustained and rapid growth in the Chinese market, it must adjust its strategy and speed up its entry into the domestic two or three line market and even the county level market.

Chen Shixin said that in the county-level cities such as Zhangping, Fujian, there are already Nike stores, and the domestic two or three line or even county-level cities have considerable consumption power, but the profit margins of these stores are relatively large.

According to research data provided by Chen Shixin, at present, in China's two or three tier cities, the market's most acceptable footwear price is between 170 yuan ~250 yuan, while Nike sells shoes in China in the range of 400 yuan ~1000 yuan, and the price difference of 150 yuan or more restricts Nike's entry into the market. While the domestic sporting goods enterprises in the domestic two or three line market are most aggressive, their pricing is mostly in the range of 170 yuan ~250 yuan. If Nike can formulate price strategies and product strategies that are close to China's two or three line market consumption level, rapid growth will not be far away.