耐克成功的關鍵突破口 女性纔是上帝

Nike killed it last quarter. Business was up in every major market, in every category, both in its own stores and at wholesale.
耐克（Nike）上一季度的業績表現不俗。各大主要市場的每個產品類別，無論是自營商店還是批發業務，均全面開花，實現增長。

Overall quarterly revenue rose 15% to $8 billion, compared with the same period last year, the company said on Thursday. It was the company’s biggest gain in the past year.
耐克公司週四公佈，與去年同期相比，整個季度的營業收入增長15%，達80億美元。這也是耐克公司在過去一年裏實現的最高漲幅。

While the World Cup certainly helped, along with a long-awaited improvement to Nike’s China business, one key takeaway for the company was that women are increasingly important customers for the sportswear company.
究其原因，世界盃（World Cup）固然功不可沒，與此同時，耐克的中國業務也終於出現期待已久的起色，不過，耐克公司銷售增長的一個關鍵要素卻是：女性消費者對這家運動服飾公司的重要性正在與日俱增。

Nike CEO Mike Parker told analysts on a conference call on Thursday that efforts to cater to women have been a big help like developing female-focus apps and regularly updating the selection of women’s products.
耐克首席執行官馬克o帕克在週四的財報電話會議中對分析師表示，一些迎合女性消費者的努力讓公司受益匪淺，比如開發針對女性的應用程序、定期更新女性產品精選系列等。

“Revenue for women’s grew at a strong double digit pace, as we focused on realizing the significant potential in this large and growing business,” Parker said.
“由於我們十分重視挖掘女性消費的巨大潛力，女性業務的營收實現了兩位數的強勁增長，”帕克說道。

The Nike+ training club app, which features dozens of workouts tailored to women, has been downloaded 17 million times, he said. And clothing like the sculpt tights for women (which are priced about the same as LululemonAthletica’sLULU -1.01% equivalents) has sold well.
據他介紹，Nike+鍛鍊俱樂部專爲女性量身定製了數十款訓練方案，目前已經被用戶下載了1,700萬次。而像女性塑身衣【售價與露露檸檬（Lululemon Athletica）的同類產品相當】等服裝銷量也非常理想。

A big trend that is working in Nike’s favor is the growing popularity of “athleisure,” essentially casual clothing that has an athletic look. Lululemon has led this trend, but Nike NKE -1.35% , VF Corp’s VFC -1.85% Lucy and Gap’s GPS -2.02% Athleta have jumped in in a big way too.
正在越來越流行的“運動休閒裝”風潮，也對耐克相當有利。露露檸檬是這股潮流的引領者，但耐克、威富集團（VF Corp）旗下同類品牌Lucy、以及Gap旗下品牌Athleta等發展勢頭也非常迅猛。

Another big bright spot for Nike was China, where revenue grew 20% when currency fluctuations are stripped out. For more than a year, the company had been saddled with excess merchandise in that market after misreading consumer demand and selling merchandise Chinese customers didn’t want. In Europe, where Nike has been eating Adidas’ lunch, sales rose 25%.
耐克的另外一個亮點就是中國區的業績，在扣除匯率波動造成的差價影響後，中國區營收足足增長了20%。此前，由於沒有抓準消費者需求，耐克銷售的都是一些中國消費者並不喜歡的商品，因而栽了跟頭，在一年多的時間裏商品滯銷。現在這一局面已經扭轉。而在歐洲，耐克一直在蠶食阿迪達斯（Adidas）的市場份額，銷售額也足足增長了25%。

The positive results for the three months ending August 31 sent Nike’s shares up 5% in after-hours trading, putting it on pace to hit an all-time high during regular trading hours on Friday.
截至8月31日，耐克第三季度的業績十分理想，推動該公司股價在盤後交易大漲5%，並在週五的常規交易時段刷新了歷史記錄。

There are also signs Nike’s hot streak will continue. The company noted a 14% hike in advance orders, for merchandise to be delivered between now and January, well above the 10% Wall Street analysts expected, according to Consensus Matrix.
此外，有種種跡象顯示耐克的快速增長將持續。該公司宣佈，從目前到明年1月份，耐克商品的預定訂單增長了14%，據Consensus Matrix公司提供的數據表明，該增長率超過了華爾街分析師給出的10%預期。