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NBA搞的事 讓耐克“躺槍”了

http://dailynews.sina.com   2019年10月12日 03:06   環球時報

  原標題:NBA搞的事,讓耐克“躺槍”了

  達雷爾·莫雷的一條“作死”推特,已殃及了包括耐克在內的運動品牌。

  這幾年,一雙NBA明星的聯名款、限量版運動鞋價格動輒幾千、上萬,在中國有時甚至能被“炒”到數萬元,讓這些國外運動鞋和運動服裝品牌在中國賺得盆滿鉢滿。

圖 via 網絡圖 via 網絡

  不過,NBA事件發生後,包括耐克在內的運動品牌,處在了非常尷尬的境地。其中尤以作爲NBA獨家球衣贊助商的耐克受到的影響最甚。

  Few western companies have more at stake than Nike in the fallout from an American basketball executive’s tweet about Hong Kong。 

  一個美國籃球隊高管在推特上發佈了有關香港的言論後,幾乎沒有哪家西方公司比耐克面臨的風險更大。

  The US sportswear group, whose Swoosh logo adorns NBA player kits under an exclusive deal with the league, has been among the biggest beneficiaries from a basketball boom in China。

  這家美國運動服裝集團是中國籃球熱潮的最大受益者之一。根據與NBA的一項獨家協議,該集團的對勾標識會出現在NBA球員的球衣上。

  “The brand has been so hot over there,” said Brian Yarbrough, analyst at Edward Jones in St Louis。 Such is the importance of China to the New York-listed company, which has a $115bn market capitalisation, that “one hiccup could spell problems” for the entire investment case。

  “這個品牌在那裏一直很受歡迎,”總部設在聖路易斯的Edward Jones公司的分析師布賴恩•亞伯拉夫說道。對於這家市值1150億美元的紐約上市公司來說,中國市場的重要性如此之大,以至於“一個小問題可能會給整個投資計劃帶來麻煩”。

  ▲Nike risks being dragged into China NBA dispute(via Financial Times)

圖 via Getty Images圖 via Getty Images

  此外,耐克越來越依賴它在大中華地區的增長。

  Its sales in Greater China surged 22% in the first quarter of this fiscal year to make up about 17% of its total revenue。 Basketball and Nike are so popular in China, that “they can go there and basically charge what they want,” one analyst told the Financial Times。

  本財年第一季度,該公司在大中華區的銷售額激增22%,佔其總收入的17%左右。一位分析師對英國《金融時報》表示,籃球和耐克在中國如此受歡迎,以至於“他們可以去那裏,想收多少錢就收多少錢。”

  Nike‘s chief executive, Mark Parker, has repeatedly underlined the importance of China to the company and reaffirmed its commitment to the region。 

  此前,耐克首席執行官馬克·帕克一再強調中國對公司的重要性,並重申了對該地區的承諾。

  “Nike is a brand of China for China and the results continue to prove it out。 We‘ve driven double-digit growth in Greater China every quarter for more than five years,” he said on the company’s first-quarter earnings call this year。

  “耐克是爲中國打造的一個中國品牌,結果繼續證明了這一點。在過去五年多時間裏,我們每個季度都在大中華區實現兩位數的增長。

  “We are also excited about the energy around basketball in this geography, and globally, as we enter the new NBA season,” Parker added。

  帕克補充說:“隨着我們進入新的NBA賽季,我們也對籃球在這個地區和全球的活力感到興奮。”

  ▲Why Nike is caught in the middle of the NBA‘s dispute with China(via Markets Insider)

圖 via Getty Images圖 via Getty Images

  不過,此次NBA的風波,讓耐克陷入尷尬的境地。

  For footwear companies, China boasts a growing middle class that is increasingly interested in their products 。。。 sales could take a hit if the controversy worsens。 Footwear companies have already expressed concernabout the ongoing US-China trade war eating away at their profits。 

  對於製鞋企業來說,中國的中產階層日益壯大,對他們的產品越來越感興趣……如果爭議加劇,銷量可能會受到打擊。鞋類企業已經對持續中的中美貿易戰侵蝕它們的利潤表示擔憂。

  “Should this situation escalate, should the government suggest that consumers no longer buy Western brands or brands that are associated with the NBA, that would be very bad,” said Matt Powell, a retail analyst with the NPD Group。 “They are all getting a significant portion of their growth from China。”

  “如果情況升級,如果(中國)政府建議消費者不再購買西方品牌或與NBA有關的品牌,那將是非常糟糕的,”NPD集團的零售分析師馬特·鮑威爾說道。“它們(業績)很大一部分的增長來自中國。”

  ▲Nike and other sneaker companies may feel the sting of the NBA‘s China controversy(via CNN)

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