Inventory Nike's 2014 Earnings Report, Eye-Catching Performance

2014 fiscal year, Nike Total revenue was $27 billion 790 million, net income was $2 billion 690 million, up 9.29% from last year. Last year was probably Nike's best performance in history. Analysts believe that the success of the company has been driven by high profit products such as Flyknit. In addition, in the 2014 earnings report, Adidas, the LuluLemon focused yoga movement, the VF North group with The North Face are still the traditional competitors of Nike.

Nike's brilliance lies not only in raising the selling price of its products, but in building an ecosystem, which includes: celebrity endorser, high value-added products, marketing with sports and sports spirit as the core, leading cross-border cross-border cooperation, and social networking. And Nike is extending its field to every corner. In addition to traditional sports products and popular running shoes in 2014, it was released in September. Nike Women Integrating the original female product line, it first proposed to enter the "lifestyle" field. In December, the ACG (All Condition Gear) brand was re opened into the outdoor products market.

　　 Next, let's take Run Take the Chinese market as an example to see how Nike develops a way of life.

China's share in Nike's global sales is not large, largely due to the scarcity of sports culture. This market regards sports competition as a way of education and making a living, rather than a part of personal life. But at the same time, Nike and Adidas were the first garment enterprises to expand in China, and this was the reason why sportswear became the mainstream clothing in the street. Now these sports equipment manufacturers face competition from Gap, uniqo and more local sports brands, and Adidas and Nike have different strategies.

　　 Adidas It is more inclined to "let fashion go to fashion." it has launched a joint brand with Yamamoto Teruji and Stella McCartney to choose non athletes such as Eason Chan as spokesmen. These practices have been very effective in the Chinese market: it allows young consumers to think that Adidas is the representative of fashion. Don't forget that this market cares more about "good-looking" than the professional performance of equipment.

But this idea was challenged after Nike launched Flyknit. Nike has always been based on the joint efforts of schools and schools to promote sports culture, but it is not necessarily linked to market reputation. Until Nike started sponsoring college students' night running, the color matching for the safety of night running was considered very cool by young people, and gradually became the concept of "this is totally different from that in previous schools." under the promotion of Nike+'s community, running was popular among young people and gradually spread to the corporate community.

Under the impetus of the trend, Nike's products are known by more and more people. When they went into Nike flagship store because of curiosity, the business of the company began. In the image of consumers in physical stores, Nike has to win too many competitors.