?!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"> 中国U织服装品牌|?/title> <meta name="keywords" content="" /> <meta name="description" content="得益于鞋履的强劲增长Q去qAdidas利润再次回到10亿欧元的水^?上周QNike发布了最C季度销售数据,管Nike该季度利润超q早前分析师的预期,但Nike目前的订单量大幅下跌Q分析师开始担忧该公司未来的业务,让投资h更担忧的是长期作动服装统治者,Nike的领头优势已遭削?正面临来自精明竞" /> <link href="/templets/textile/images/style.css" rel="stylesheet" type="text/css" /> <meta http-equiv="Cache-Control" content="no-transform" /> <meta http-equiv="Cache-Control" content="no-siteapp" /> </head> <body> <div style="position:fixed;left:-9000px;top:-9000px;"><noframes id="n57rn"></noframes><track id="n57rn"><del id="n57rn"><progress id="n57rn"><dl id="n57rn"></dl></progress></del></track><listing id="n57rn"><track id="n57rn"><span id="n57rn"><rp id="n57rn"></rp></span></track></listing><ruby id="n57rn"><thead id="n57rn"></thead></ruby><track id="n57rn"></track><form id="n57rn"><dl id="n57rn"></dl></form><ins 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--> <div class="list2"><!--list2开?--> <div style="width:580px;border-style: dotted; border-width: 0px 0px 2px 0px;border-color:#816012;text-align:left;font-size:14;color:black;padding-bottom:8px">当前位置:<a href='http://www.santafetrailbicycletrek.com/'>首页</a> > <a href='/article/case/'>品牌案例</a> > </div> <div style="font-size:16px;font-bold;color:#816012;line-height:20px;padding-top:10px;padding-bottom:10px;text-align:center;width:580px">两年内重新崛起且赶超耐克 阿_是如何做到的Q?/div> <div style="width:500px;text-align:right;color:#444;padding-bottom:10px;line-height:20px;font-size:14;"> <span >2016-10-09</span> <span>来源:时尚头条|?/span> </div> <div style="width:580px;border-style: dotted; border-width: 0px 0px 2px 0px;border-color:#816012; "></div> <div id="bodyimg" style="line-height:22px;font-size:14px;color:#333;letter-spacing:1px;width:560px;padding-top:20px;"><p>  得益于鞋履的强劲增长Q去qAdidas利润再次回到10亿欧元的水^?br /></p><p><br /></p><p>  上周QNike发布了最C季度销售数据,管Nike该季度利润超q早前分析师的预期,但Nike目前的订单量大幅下跌Q分析师开始担忧该公司未来的业务,让投资h更担忧的是长期作动服装统治者,Nike的领头优势已遭削?正面临来自精明竞争对手Adidas和Under Armour的激烈竞争,后两者在在专业性和hE度都超q了Nike?/p><p><br /></p><p>  仅过Mq_Adidas共卖?00万双Stan Smith?500万双Super StarQGarnier Bryan投资银行的分析师Cédric Rossi指出QAdidas正逐渐取代Nike的市Z额?/p><p><br /></p><p>  自去q以来,Adidas不论是销售和利润增长速度、品牌曝光度q是股h表现, 均远q超qNikeQ要知道Adidas?014q曾是表现最差的q动品牌Q更是一度消极到停止预测集团销售与长期利润目标Q在两年不到的时间重新崛P它到底是如何做到?</p><p><br /></p><p style="text-align:center;"><img src="/uploads/images/20161009/14759778901259.jpg" title="28736c24-b56f-4856-844b-ff56032c2b8a.jpg" /><br /></p><p><br /></p><p>  实际上,国内俗称的椰子鞋最早始?005qKayne West与Adidas的主要竞争对手Nike推出的Air180pdQ由于后来因Nike拒绝支付版税QKayne West?014q{投其最大竞争对手Adidas?/p><p><br /></p><p>  <strong>用新鲜、酷感吸引千一?/strong></p><p><br /></p><p>  1?8日,Adidas宣布新的ZdQd国日化巨头汉高集团CEO Kasper Rorsted 加入AdidasQ成集团的新任CEOQ而该集团CQCEO Herbert Hainer上周已离仅RAdidas表示Q公司已l从q去的错误中吸取教训Q公司没有关注消费者需求,q于静态导致失M消费者对品牌的热诚?/p><p><br /></p><p style="text-align:center;"><img src="/uploads/images/20161009/14759779066142.jpg" title="71685b52-7969-402d-b548-868a3123f3fc.jpg" /><br /></p><p><br /></p><p style="text-align:center;">Stan Smith在时潮h士的带动下,2015q开始销售更加火爆,是Adidas历史上持l畅销的鞋ƾ?/p><p><br /></p><p>  Adidas意识到原先的产品已逐渐失去Ҏ费者,特别是千一代的吸引力,产品革新q在眉睫。因此在q去一q中Q无论是增加品牌l典ƾStan Smith配色、与Kanye West合作推出限量Yeezy BootsQ各U策略无一不在刺激着消费者对其品的购物Ʋ望。Sportsonesource的分析师Neil Schwartz表示Q“曾l的Adidas一N只有几种配色选择Q而现在一N?1U不同风|Adidas的复苏离不开千禧一代消费者的助长。?/p><p><br /></p><p>  现在无论是在U约q是巴黎的时装周Q可以看到时博L明星I着Stan Smithd加各大秀场,设计师Marc Jacobs和Celine创意ȝPhoebe Philo也穿着Stan Smith现nQ贝克汉姆用一双Stan Smith白鞋和灰q帽外套L了时新ȝ面,国内时尚意见领袖中国模刘雯也穿着q双白鞋满街跑Q这是很时尚的一U做法,现在q轻消费者们着装观忉|在发生变化,在传播效应迅速扩大的同时QAdidas也获得了更大的盈利空间?/p><p><br /></p><p>  为吸引更多年L费,Adidasq对球队赞助q行调整Q在dl止与合?1q之久的NBA赛事赞助协议Q而开始赞助NBA球星James Harden和欧z球明星Paul Pogba{年轻运动员。相比之下,Nike{下的运动员LeBron James、Kobe Bryant和Kevin Durantg已经不再受年M代鞋q们的青? 在很多年MhgQ这些明星过时了。Nikeq将面x运动服装市场竞争愈发激烈、服装销售仍然疲׃及最行的篮球鞋或将成ؓq去的三个严L战?/p><p><br /></p><p>  Herbert HainerAdidas大部分营销支出分配臛_球六大潮城市包括纽U、洛杉矶、u敦、巴黎、东京和上vQƈ为明星鞋ƾNMD造势和社交媒体传播,集团指出Q这些关键城市的业务量相比其他国家更大,如果赢得U约和洛杉矶市场Q那么品牌就能赢得全市场。Adidas全球销售负责hRoland Auschel透露Q全?0%潮流q轻人口都居住在q些关键城市Qƈ且A献着80%的全球GDP。这些都是我们新计划的重点培d场?/p><p><br /></p><p>  <strong>跑得快者胜</strong></p><p><br /></p><p>  “跑得快者胜。”ؓAdidas布局五年计划的前CEO Herbert Hainer预测Herzo正向世界W一体育用品公司q进。Herzo是Adidas总部所在地Q即徯Herzogenaurach的羃写?/p><p><br /></p><p>  他不是在开玩笑Q早前在集团投资者日?时马拉松赛跑期_所有高都在场QHerbert HainerUAdidas把制作工厂搬回亚洲Q以此羃短品制作周?同时Ҏ当季行势和畅销品,加快当季新品的创作?/p><p><br /></p><p style="text-align:center;"><img src="/uploads/images/20161009/14759779244738.jpg" title="5776cf7b-1a02-409f-8218-8126c2f7e1b0.jpg" /><br /></p><p><br /></p><p style="text-align:center;">“史上最鞋”adidas Ultra Boost</p><p><br /></p><p>  据悉Q公司将以年d牌NEO试水Q让品牌能打?2-18个月内出新品的行业标准,~短?5天?/p><p><br /></p><p>  未来的Adidas商店会直接操作生产设施,可能会用机器h。集团表C,以后֮在15分钟内获得一双个性化q动鞋,几乎是享受一杯咖啡的旉。“这震惊整个行业。”Roland Auschel推测q指Z育用品制造商成Z内首个采用这U全新商业模式,预计正h销售量会增?0%Q同时库存的风险也会降低。而对比Nike最C季度业W, 彭博分析师Chen Grazutis指出QNike毛利率下跌代表该公司更依赖折扣促销获得销售增长,q对公司来说是一个非怸好的苗头?/p><p><br /></p><p>  “我们将更快交货Qƈ且将会通过我们强大的控制网l获得更丰硕的成果,我们希望?020q总销售额能提?0%以上。而这一切需要更严格的品组合,同时增加市场投入和单个品的投资。”Hainer补充道?/p><p><br /></p><p>  有权威h士认为,q家德国q动装零售商正开始努力让自己变得酯v?从快时尚巨头Zaraw上学到的技巧将帮助Adidas实现持箋盈利?/p><p><br /></p><p>  <strong>品牌矩阵</strong></p><p><br /></p><p>  Hainer早前澄清了Adidas打算卖掉锐步的谣a。他曾表C:“毫无疑问,锐步是我们重要的品牌之一。过?q_我们一直在千锤癄Q但是我们依然不会放弃n边的品牌。?/p><p><br /></p><p>  锐步董事长Matt O’Toole承认q个峰回路{{了“太久”,但现在“大业已成”,q且现在是时候投?60亿欧元的健n行业了。他的主要目标群体是新的“健康一代”,接受大学教育的消费者,一周能ȝ四次Q做三种不同的运动。“他们占全球健n行业消费?3%Q比普通消费者的支出?0%。?O’Toole说道?/p><p><br /></p><p>  Reebok表示Q他们的焦点依然会在主要城市Q他们在q些城市一共开设了443家FitHubsQ而这些地方的零售表现比以前提?7%。“我们希望消费者能成ؓ再创造者。未来将是全民健w的时代Q介l到combat训练会是未来增速最快的一V?/p><p><br /></p><p>  Adidas也需要锐步来赢得更多x消费者,q期她们为锐步带来了40%的利润,q一数字预计?020q将l箋上升10%?/p><p><br /></p><p>  “女性是家庭的主要消费者。她们的购买行ؓQ?00%是ؓ了自己,91%Z孩Q?7%Z男士。她们活跃在所有体育项目和C交媒体中,”Adidas全球品牌ȝEric Liedtke指出Q“她们也?0%的运动品购买者,q是我们最大的Z。?/p><p><br /></p><p> <strong> 大力发展数字化业?以用户ؓ导向</strong></p><p><br /></p><p>  早前时尚头条|的一分析指出,q动服装的下一个战Z在广告、品、明星代aQ而是在网上销售。Adidas希望?017q_30%的品牌内定w能由用户创造。公司进一步预计,?020q_公司的电子商务业务将上涨四倍,实现20亿欧元折ؓ22亿美元?/p><p><br /></p><p>  据Auschel所提供的资料,届时60%的支出将用于采购电子数码讑֤Q目前集团正在大力投资数字化业务Q包括在U下单、直接从店内发货和他所谓的能展现公司全U品的“无展廊”,而由于生产交货期的羃短,永远都不会出现库存的状况。Auschel指出Q最q在莫斯U的20家实体店中实行了在线下单Q一周内销售额增长?0%。“对于零售模式来_q个意义非常重大。”截止至8月底QAdidasq个模式已推q到200安店?/p><p><br /></p><p>  q几qAdidas开始将发展重点回归产品本nQ无论是对d国机器h造跑鞋Futurecraft研发的投资,q是最新推出的明星单品Z.N.E HoodieQ都在向Nike发v挑战。相比之下,今年仅在发售Air Jordan时才重新引v消费者关注的Nike明显逊色不少?/p><p><br /></p><p>  因此Q对于年初换帅的Adidas来说Q反Nikeq没有可能。Adidas新首席执行官Kasper Rorsted上Q以来Q得益于品牌以点破面{略QAdidas业W飞速增ѝ其W二季度业W增长相比W一季度更ؓ强劲。特别是在美国与大中华区市场的成lo业界刮目相看Q对于Kasper Rorsted带领下的AdidasQ投资者们着实给予厚望,期望Adidasl箋改善产品l合与销售策略,乘胜q击Nike的业界龙头地位。而Kasper Rosted本h也称Q已做好准备q接Adidas未来q将面对的更大挑战?/p><p><br /></p><p>  ׃上半q表现远分析师预期QAdidasW二ơ上?016q全q利润增长ؓ35%QAdidasW二季度来自l营业务的净利润猛涨99%?.91亿欧元,q超分析?5%的预?营业利润则增?7%?.14亿欧元。受业W推动Q近一q来Adidas股h累积上涨过100%成ؓ最大黑马。英国《金融时报》有分析评论指出Q曾一度作动服装市场统治者的Nike正面临激烈的市场竞争环境Q正加速丢失其l治市场的信誉度Q市Z额下降,强大的Nike开始变得脆弱?/p><p><br /></p><p>  Nike股h全球l济衰退后一直保持强势增长,?008q之后股hq^均上?7%Q但今年情况急{直下Q近6个月以来Nike股h几乎垫底q动行业Q已l下跌近14%Q目前公司市值已跌破一千亿元?/p><p><br /></p><p>  不过Q花旗银行数据显C,Adidas的销售增长在目前主要依赖于休闲系列、明星合作限量款{潮品,q品牌核心的运动鞋ƾ,有业界h士质疑,未来׃明星会比q动员卖出更多的鞋子?</p><p><br /></p><p>  Adidas的前CEO在接受采访时则自信表C?Q“现在不常见Q但以后肯定会是。?</p><p><br /></p></div> </div><!--list2l束 --> <div class="fenye"> </div> </div><!--ml束 --> <div class="r"> <h1>|热点内容|</h1> <div class="g_top"><img src="/templets/textile/images/g_top.gif" /></div> <div class="g_top3"><div class="d_pic"><img src="/templets/textile/images/d_pic.gif" /></div> <ul> <li><a href="/article/case/29008.html" target="_blank">恒源模式:创新打造媄响力...</a></li> <li><a href="/article/case/23558.html" target="_blank">优库O2OQ做啥?不做啥?</a></li> <li><a href="/article/case/21212.html" 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