耐克中国：被快时尚取代？

耐克中国：被快时尚取代？ 耐克中国:被快时尚取代, 来源: i黑马 发布时间:2013-07-07 逢中国传统端午节假期，耐克大中华区市场部的高层陆续来到上海。在外滩罗斯福公馆，一家建于上世纪初期的密闭会所，一场会议正在召开。主持者是耐克大中华区市场副总裁司马裴(Simon Pestridge)，讨论的议题是“Move China”。为耐克中国区紧迫的变革定了基调。 如果问这家体育用品行业巨头目前最纠结的问题在哪里， 答案 八年级地理上册填图题岩土工程勘察试题省略号的作用及举例应急救援安全知识车间5s试题及答案 是如何让中国人运动起来。中国年轻一代喜欢时尚却不运动，这太伤脑筋了。突然冒出来的竞争对手ZARA、H&M这些快时尚品牌，一夕之间成了中国商业地产物业的宠儿。 耐克大中华区负责直营店的副总裁Aaron Heiser在中国已经三年。他相信中国的零售业在2009年到2010年间发生了一次深度变革，国际品牌的汹涌而来和理念的灌输，以及数字时代的变化，使得中国的消费转型比其他国家都要快。如果只作为外国人，Aaron Heiser觉得这个市场太有意思了，可是他要参与到中国的生意中去，“必须要想在前，做在前，否则很快会被其他商家甩下去。” 现今，中国体育用品产业集体迈上了变革的生死线，包括耐克。2008年之后的一段时间，运动品牌是招商的争夺对象，几乎所有的运动品牌都在疯狂开店。但从2011年开始，这种“品牌+批发”的扩张方式开始出现拐点，到2011年至少在市场层面已经饱和。业绩 表 关于同志近三年现实表现材料材料类招标技术评分表图表与交易pdf视力表打印pdf用图表说话 pdf 现从2011年下半年开始出现了下滑，至2012财年全行业业绩一片惨淡。2012年，也是整个中国零售业极度寒冷的一年。 latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 2013财年，耐克大中华地区收入同比下降5%，北美地区收入则增长了18%。在被公布数据的销售区域中，只有大中华地区出现下滑。 耐克很快地调整了策略。 Move China 耐克 CEO马克?帕克(Mark Parker)在投资者会议中称，耐克之所以会在中国市场上受挫，是因为中国经济的整体增长速度有所放缓。耐克首席财务官Don Blair警告大中华区的收入在接下来的半个财年还将同比下滑。 大船掉头难。耐克所创造出的历史太过辉煌，6月11日在上海，记者问大中华区市场副总裁司马裴，“保持做一个很酷的公司是不是很难?”司马裴回答，“如果你坚持做自己的话就不难。做好自己该做的事情，消费者自然会回应。” 中国的年轻消费者，会回应吗?他们曾经为耐克公司贡献了大中华区连续数年的双位数增长，但现在，他们给ZARA创造了中国零售业最高门店坪效。 耐克对中国消费者做了诸多的分类，其中一种有意思的分法是:10% Core athlete(核心运动者)他们热爱运动同时积极参与运动;另外90% consumer on the edge(边缘消费者)他们因各种原因不常运动，但如果给机会，他们也会喜欢去运动。对于前10%，他们需要的是更好的服务，让他们运动得更好。而对于最大多数的90%，他们需要的是“激励”，激励他们更多地运动。 只有让他们“动”起来，体育市场的需求才能继续。一个严肃的latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 话题是，在做调研的过程中，耐克公司发现了一份惊人的学术 报告 软件系统测试报告下载sgs报告如何下载关于路面塌陷情况报告535n,sgs报告怎么下载竣工报告下载 ，数据显示现在10岁的小朋友未来的寿命将同比减少5年，因为“不动”。这种情况不仅仅是在中国。 以让青少年动起来为出发点，耐克公司将在中国掀起前所未有的浪潮。为扭转中国市场态势，巨大的投入被发放到大中华区。今年夏天，耐克将以上海、北京、广州为核心向全国放射，选取社区附近的运动场所，打造成城市运动热点地带，把城市变成运动场，鼓励青少年在晚上离开电视电脑去运动，让他们喜欢上“晚上八点后出门运动”这个想法。 号召通过什么方式传播出去?社交网络。司马裴的一句常用语是，今天最好的品牌都明白一点:消费者讲的故事比品牌自己讲的故事要有力量得多。“科技创新”被是耐克视为融在血液里的东西。为了保持“酷”公司地位，耐克早就投入了巨大精力和资金研发革命性运动科技，如Nike Air, Nike Free, Nike Flyknit等。2012年全面启动的NIKE+平台，正是聚集目标消费群体的有利武器，被称为“鞋子的社区”。 今天的消费品巨头，都把消费者参与视为零售业变革的重点方向。5月30日，在北京三里屯，Aaron Heiser感慨说，当说到运动产品的参与感时，大家都会首先考虑到北美市场和欧洲市场，但是我们希望这种策略也可以同样运用在中国市场。在北美，如果你有一双篮球鞋，你可能会对它的高科技很痴迷，在这里(北京)，我们也想谈论科技，但是又希望消费者可以自发地对它产生兴趣。 latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increa亿邦动力网——电子商务专业媒体 se the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 这比较难。要知道，这里跑马拉松的人口比例远远小于北美。所以在美国店铺里运用的策略不适用于这里。 细分品类 跑步爱好者王维佳曾经是专业运动员，2012年11月她加入了Nike Run Club Beijing，从此每周二前往三里屯集合。夏天跟她一起从三里屯耐克店出发的跑者有30-40人，冬天少一些。 这个run club已经组织了三年，这家店有意识地被打造成了一个跑步爱好者的聚集地。就是这家店，为耐克现在的变革提供了实验基地。 经过24个月的时间寻找方向，6个月的时间 设计 领导形象设计圆作业设计ao工艺污水处理厂设计附属工程施工组织设计清扫机器人结构设计 装修，三里屯耐克店被改造成为跑步体验店，店内一切只与跑步相关。 这是个大胆的决定。有多少人会对一家跑步店感兴趣?仅靠跑步爱好者能否支撑这家店的销售?非跑步消费者是否会就此流失?更可怕的是，那是在商业闹区三里屯，适合跑步吗? 大中华区负责直营店的副总裁Aaron Heiser 曾经参与了这家店的选址。耐克大中华区资深传播总监黄湘燕说，“他每次都从地图上选择一个地方，说我要这里!” Aaron Heiser 连忙摆手辟谣，“其实我们准备了24个月的时间，大部分品类店铺都会选在新地址，三里屯店是个例外，保留了原址重新装修店面，原因在于，这里已经被培育成跑步爱好者的聚集体。” 从这家跑步专业店起跑，聚集到一起的跑者们沿着优衣库大楼，latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 一路经过周生生等大型旗舰店，这一段路不长，却是三里屯最繁华的区域，车水马龙。王维佳觉得，这一段路人真的太多了，作为跑步用地也就刚达到及格线的样子。所幸当右拐进入使馆区，周围逐渐安静下来。 围着使馆区和三里屯Village外围，王维佳每次跑步的路程是接近3公里。 在北京这样交通不便的城市，想要消费者长期坚持对品牌活动保持忠诚是非常困难的事情。王维佳的住址和上班地点都在朝阳区四惠区域，每周二她来到三里屯需要从拥挤的地铁1号线换乘10号线，如果是周末，她会选择在家附近河边跑步。 她喜欢这里，不是因为这里有适合跑步的环境。她喜欢这里的两个理由一是从澳洲回国后来到北京工作，起初她没有朋友，在微博上看到了耐克的号召，从线上到线下，是nike run club的社交让她开始有了交往的朋友。此外，相比普通门店，通过跑步专业店里新增的仪器，她可以检测出自己跑步时脚上的“问题”，教练会教你怎么选择更能保护你的脚的跑鞋。 这就是社交功能和专业细分化对精准消费者的吸引力。到今天，所有B2C的领先公司都把这两项视为重点方向。耐克却早在多年前就开始做准备。 现在是中国体育产业最差的时候，却被Aaron Heiser 认为是“再好不过的时候”，他的理由是，当你想要提升一个品牌的时候，你需要一个火花，我相信这个(细分品类)就是火花。 latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increa亿邦动力网——电子商务专业媒体 se the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 北京第二个被选中的地方是中关村。与三里屯店同期，耐克在中关村开设了一家篮球品类店。中关村是大学集中的地方，有篮球爱好者群体。黄湘燕说，虽然现在也许他们不一定会进商场买运动产品，但是这会成为他们进入商场的一个动力。 被快时尚取代, 2007年8月北京奥运前一年，耐克在北京王府井开设了大型旗舰店。今年4月，有媒体报道称，这家位于北京APM购物中心的耐克店铺在租约到期之后就会撤出，一家快时尚品牌(意指H&M)将入驻。 2008年之后的一段时间，运动品牌是招商的争夺对象，几乎所有的运动品牌都在疯狂地开店。但从2011年开始，这种“品牌+批发”的扩张方式开始出现拐点，到2011年，至少在市场层面已经饱和。业绩表现从2011年下半年开始出现了下滑，至2012年业绩一片惨淡。 北京APM租务经理王彦丹在接受采访时说，耐克也想续租，但是“我们不愿意了”。这家香港新鸿基地产旗下的商场自从数年前确定年轻、时尚的定位之后，主动对招商的品牌做出了一系列调整。 相对应地，2002年，快时尚刚刚开始在中国萌芽，日本品牌Uniqlo率先抢滩上海。2006年，西班牙时尚大鳄ZARA于上海开设了中国第一家分店。一年后，瑞典快时尚品牌H&M紧跟而来。正是Zara在上海南京西路的这家中国首店，到同年年底春节时期，创下了单店单日销售额80万元的惊人业绩，相当于80个同类中国服装品牌日销售额的总和。此后，快时尚品牌成为全国的商业地产项目的宠儿，迅速在全国扩张开来。 latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth Aaron Heiser不想把快时尚品牌视为竞争对手。他说，市场上的钱就那么多，当其他的零售业强势进入这里后，或许他们会抢占一部分消费者的钱，“但我们的任务是专注做自己的事情，并不在同一个竞争平台里面，耐克不会和他们打价格战”。 同样的问题，日本的优衣库是这样回答的，“就连苹果也是我们的竞争者，因为消费者手头就那么些钱，不是么?” 美国市场也曾经历过这样的时代。当时迅速崛起的快时尚品牌GAP打破了传统市场，改变了市场的价格规律，甚至改变了整个美国百货市场的格局。一些行业被从竞争中淘汰出局。“但是我想说的是，”Aaron Heiser说，“你回头看，耐克仍在商场的中央，在最好的位置。” 大家理所当然认为奢侈品、快时尚是流行趋势，黄湘燕说，耐克现在需要花很大力气做的事情就是，让消费者认为运动是生活里一件很酷的事情。这在某种程度上意味着这个产业也许被看成一个流行的产业。 ----------关于亿邦动力网---------- 亿邦动力网是电子商务新闻门户，秉承独立立场、专业精神、严谨态度，做好电子商务新闻。 latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increa亿邦动力网——电子商务专业媒体 se the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 订阅亿邦动力网官方微信，每日获取最新电商动态，回复关键字 可获取更多电商新闻。 latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth