Nike Had To Fight For Change.

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What can you think of? Air Jordan? Just do it? This company has been running in the shoe market for many years, and has always been the strongest position.

But do you feel that Nike is becoming less changeable, not fast enough, young?

And their biggest rival?

With Andrea stepping behind, the old rival Adidas's performance is rising, while rookie Andemar is gaining users in a more scientific way.

This is not a good news for Nike. The hegemony of the Three Kingdoms is a dark feeling.

In "shoe dog", Nike founder Phil Nate described Nike's "0 to 1" process in person, starting from 50 dollars, but eventually built up a strong sports business empire, making Nike logo one of the few trademarks that can be easily recognized by the whole world.

But as the trains of the time roar, Nike must make changes to get on the train.

Harder to fight and harder to fight

Nike must adjust its strategy to make the world no longer feel old.

It's harder to fight for rivers and mountains.

Data show that 18 to 34 years old consumers' preference for Nike shoes and clothing has dropped from 55% to 44%, while the proportion of Adidas and Under Armour is rising gradually, and constantly nibbling the market of Nike.

Like other big companies, the strategic adjustment is that Nike will first lay off staff and cut about 1500 employees.

At the same time, it will cut shoes and reduce 1/4.

Nike said that it will make use of the power of digitalization to speed up innovation and product innovation, closer to consumers in the world's key cities, deepen the one to one relationship and promote growth.

According to the world clothing and shoe net, the total number of Nike employees is 77 thousand, so 2% of the employees will be laid off.

The company's regional structure will be simplified to four business units, namely, North America, Europe, Middle East and Africa (EMEA), Greater China, and Asia Pacific and Latin America (APLA) division. Each division will be equipped with a vice president.

Mark Parker, the company's current chairman, President and chief executive officer, said: "the future of sports will be determined by companies obsessed with changing consumer needs.

Through the consumer oriented strategy, we will become more radical in the digital market, and will provide products faster than ever before for key markets. "

In the new strategy, the company will focus on ten major countries, including New York, London, Shanghai, Beijing, Losangeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, Seoul and other twelve key cities.

By 2020, these key countries and cities will account for more than 80% of Nike's projected growth.

Adidas speeds up embrace efficiency

As early as 2016, Adidas launched the "speed factory" plan, which is a new network high-tech production plan called "industry 4" in Germany.

This is a flexible and more competitive production structure, making the production comprehensive computerization, digitalization and intellectualization.

The factory can produce the corresponding product quantity according to the customer demand, and it can save a lot of expenses, and at the same time, it also avoids the burden of overcapacity on the enterprise. For example, we need to cut down the high cost of product inventory through the price reduction.

In order to make a quicker response to the market, Adidas will open second Speed Factory plants in Atlanta in 2017.

In addition, Adidas also bought Runtastic, a European Mobile fitness startup company with 220 million euros, and attracted 18 million active users, which has established checks and balances against Nike's Nike+ digital strategy.

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Andrew was born to be quick and good.

In November 2013, UA purchased sports tracking applications MapMyFitness, calorie count application MyFitnessPal and European fitness application Endomondo.

Then launched the application called Under Armour Record, for UA users, they always consistent with the most fashionable sports technology rhythm.

In addition, in the NBA arena, Andrea signed the curry, and he just won the championship.

In the Nike NBA's signature shoes market, curi's success has opened a blood for Andrea. This spokesman just represents the new strength, and its super three points ability also represents Andemar's efficiency.

Subsequently, Curie's sales of boots had been good.

Nike's strategy for quick response

Nike is creating a new Nike Direct user experience that will combine Nike.com sites, Direct-to-Consumer retail stores and Nike+ digital products to enhance and expand Nike's worldwide membership experience.

The two example of such an innovative consumer experience is SNKR Stash, which allows users to visit Nike's nearest Nike store using mobile geographic location and discover and purchase Jordan sneakers.

Shock Drop allows consumers to lock in coveted sneakers. Apps can remind users to purchase immediately at the nearest Nike wholesale or retail store.

In the next few months, Nike will launch Nike+ and SNKRS applications worldwide to stimulate the experience of sports shoes purchase in new markets.

Among them, Nike+ will be completely independent of the previous Nike program products.

Its main function is mobile shopping, focusing on the use of data to better serve consumers.

At the same time, it also joined the social sharing function.

Nike+ not only has the function of motion tracking, it also enables consumers to acquire sports skills, while highlighting stores and products so that consumers can buy them directly from Nike.

On the product, Nike also introduced new technologies continuously, hoping to shorten the product from the past 18 months to 4 months.

At the same time, the supply chain will be adjusted to adapt to faster market demand.

The purpose of focusing on key markets, digital sales and reducing the number of products is to seek fast and satisfy the ultimate consumers with a faster strategy.

It can still be a leader in the field of sports, especially in terms of annual sales. It is wise to choose to change its position at this time.

You see, we have to run hard to stay where we are.

If you think of something else, you need to double it.

Lewis Carol, the tour of Alice's mirror is the portrayal of Nike today.

The story of the Three Kingdoms will continue to evolve.

More interesting reports, please pay attention to the world clothing shoes and hats net.