Consumer reference+丨 Nike, you can consider lowering the price now
vv1682
发表于 4 天前
3046
0
0
21st Century Business Herald reporter He Hongyuan and intern Tian Keyi report from Beijing
The "Double Eleven" discount promotion has become a common tactic for Nike, but on the other hand, buying a pair of Nike for over 200 yuan feels really good.
Hello everyone, I am Xiaohe. Welcome to this episode of Consumer Reference.
Nike had a very pleasant Double Eleven. On the Tmall Sports Outdoor Sales Chart, Nike ranked first, FILA ranked second, and Adidas ranked third. In the latest fiscal quarter, Nike's revenue in Greater China decreased by 4% year-on-year, and FILA also experienced a year-on-year decline.
Behind Nike's comeback is the super discount.
This year, Nike launched an online "More than 50% off" campaign, offering sports shoes as low as over 200 yuan. FILA has launched various coupon promotions.
It should be noted that ANTA and Li Ning also have a lot of activities. ANTA has launched some products online with a discount of 500 yuan for orders over 1000 yuan, while Li Ning has launched a 40% discount promotion. But obviously Nike sells better.
This indicates that Nike still has an advantage in brand value.
Why don't Nike, who are facing growth pressure, lower their prices?
Firstly, in terms of cost, Nike may be even higher. Setting aside research and development costs, Nike is more bold in marketing that everyone can see. For example, before Zheng Qinwen and Liu Xiang became famous, Nike was already calling for them. There are many sunk costs behind it.
In the latest fiscal quarter, Nike's gross profit margin was 45.4%, while Anta's was 64.1% in the first half of the year.
Moreover, high prices can indeed earn more money. In the first half of the year, ANTA's brand gross profit margin was 56.6%, while FILA's was 70.2%.
Finally, as a global brand, Nike's pricing must consider the global market. I have talked to several Chinese executives of international brands about pricing issues, but the final answer was vague. It is possible that the pricing power is not in their hands.
Finally, is it possible for Nike to lower prices?
The answer is significant.
Adidas global CEO Bjrn Gulden mentioned during the earnings conference that the Chinese market has never truly been fully priced.
So, it's better to join if you can't beat. Nike mentioned that it will focus on the market below $100 in the future.
If Nike really lowers its prices, it may be a single brand group like Li Ning that cannot sleep.
CandyLake.com 系信息发布平台,仅提供信息存储空间服务。
声明:该文观点仅代表作者本人,本文不代表CandyLake.com立场,且不构成建议,请谨慎对待。
声明:该文观点仅代表作者本人,本文不代表CandyLake.com立场,且不构成建议,请谨慎对待。
猜你喜欢
- Nike says it will lay off 2% of its workforce, approximately 1600 people
- Nike Global Layoffs 2%, Cautious Consumption Challenges Sports Consumer Brands
- Former Nike executives criticize the company's marketing strategy for failure. Is Nike wrong?
- Nike's US stock rose nearly 4% before trading
- Nike rose 4% before the US stock market opened
- Nike's US stock fell more than 5% before trading
-
11月19日消息,三菱日联金融集团董事长Kanetsugu Mike表示,到2026年3月日本央行可能将政策利率提高至1%的“中性利率”水平。他表示,这是三菱日联金融集团的内部观点。(彭博) ...
- sam128
- 昨天 14:07
- 支持
- 反对
- 回复
- 收藏
-
百度创始人李彦宏19日在2024中国5G+工业互联网大会上发表演讲时表示,多智能体协作应用无代码工具"秒哒"发布不到3天,超过5000家企业排队申请测试。此外,L4级端到端的自动驾驶大模型发布后,搭载百度这一大模 ...
- laozhucn
- 昨天 20:01
- 支持
- 反对
- 回复
- 收藏
-
11月19日消息,美国司法部反垄断高级官员据悉决定要求法官下令谷歌出售其Chrome浏览器。知情人士称,反垄断执法机构希望法官下令谷歌出售全球使用最广泛的浏览器Chrome,因为它是许多人使用搜索引擎的关键接入点 ...
- ilocke
- 昨天 11:11
- 支持
- 反对
- 回复
- 收藏
-
天汽模在互动平台表示,小鹏汽车是公司客户之一,但单个项目或单个客户的模具订单通常占当期公司营业收入的比重不大,不会对当期业绩产生重大影响。 ...
- iemqj.xiao
- 前天 10:18
- 支持
- 反对
- 回复
- 收藏