The latest financial report release + tmall 618 double top, Nike energy leads the next 50 years

It will be more than half of the year , Just finished. 50 Birthday Nike , Stand in the middle of the year , Also thinking about the next 50 The way to go in .

6 month 28 Early morning , Nike released 2022 The fiscal year （ from 2021 year 6 month 1 As of 2022 year 5 month 31 Japan ） Performance report . Fourth quarter revenue is 122 Billion dollars , Increase on the basis of constant exchange rate 3%. Total annual revenue reached 467 Billion dollars , On the basis of constant exchange rate, the year-on-year growth 6%, Gross profit margin rises 120 BPS to 46%, Net profit 60 Billion dollars , An increase of 6%.

Compared with other brand companies, the results of the group army are often packaged together , Nike's revenue in China does not include converse's achievements in the Chinese market . Results show that , Nike's annual revenue in Greater China 75.47 Billion dollars , Year-on-year decline in 9%.

2022 year 3 Month to moment , The sudden epidemic has disrupted people's pace of life , Especially as an important consumer market in China 、 At the same time, Shanghai, where many sports brand headquarters gather, has experienced a severe test .

Because Shanghai and many other cities in China affected by the epidemic almost cover the business scope of Nike 60% above , Therefore, the performance of Nike Greater China is also affected . But from many actions in the last fiscal year , Many positive factors can still be found , For example, in the fourth quarter , Nike's digital business in Greater China still has a low single digit growth .

Nike in 4 After the launch of innovative digital membership activities on the super brand day in August , And in the 618 During this period, the sales volume of leading sports brands continued to prove the brand influence . Coupled with the gradual recovery of domestic consumption , logistics 、 production 、 The supply chain is back on track , Most brands are returning to normal operations , Nike also started its own acceleration run .

Create an online and offline life for Nike sports market to penetrate users

Since entering China , Nike's digital ecosystem is constantly upgrading with market changes and user habits , There is not only Nike's own platform in the ecosystem , It also includes partners such as tmall . last year 11 month , Nike China Technology Center in Shenzhen （ Original name ： Nike China Innovation Center ） Officially completed , It is equivalent to providing a catalyst for digital transformation .

6 At the beginning of , Nike announced that it will accelerate the transformation of its own digital platform , Building an integrated “ Nike sports market ”. As the core of Nike digital ecosystem and one-stop personalized membership Center ,Nike App It is about to usher in a comprehensive upgrade of application software and Member Services . meanwhile ,Nike.com、SNKRS、Nike Wechat applet 、 Store enterprise wechat and NTC Wechat apps and other digital platforms will also be in content richness 、 Functional practicability 、 Improve the integration of online and offline . all-new “Nike Activity experience ” Wechat applet is also expected to 7 New month .

In the context of the epidemic , This year, 4 Held in “ Super brand day ” period , Nike launched innovative digital membership activities through diversified market means , Created more than 9.5 100 million views , Penetrate and touch 90% The needs of members . And launched by tmall “ Basketball landing , Each has its own echo ” Innovative theme games and limited digital collections launched by Nike China , It has attracted millions of participants and a large number of new members .

In the past tmall 618 in , Taobao data display , Nike's official flagship store is the largest store in the outdoor sports industry , Nike is the number one brand in the outdoor sports industry , The official flagship store of Nike children's tmall also ranks first in the same category .“ Nike tmall member advanced program ” since 2021 year 10 It has been upgraded to 2.0 edition , It is the first time to launch interactive games of audio and video games , There are as many exclusive virtual images online 30 paragraph , near 100 Million Nike tmall members are 618 During this period, I updated my virtual character image . Compared with the same period last year , New members of Nike tmall have increased 66%.

The effect of digital transformation is directly reflected in the financial statements ,2022 In the fiscal year, the digital business revenue of Nike brand increased year-on-year 18%. Nike had planned to 2023 Fiscal year achieved 30% The goal of digital penetration , It turns out that 2020 The fiscal year is ahead of schedule , Later, he proposed 2025 The fiscal year , Digital channel sales reached 50% The goal of , At present, we are still close to this goal .

More Than This , The digital ecosystem of Nike sports market and the integration of online and offline are the whole Nike DTC The focus of strategy ,2022 The fiscal year , Nike DTC Revenue of 187.3 Billion dollars , On the basis of constant exchange rate, the year-on-year increase 15%, DTC The revenue has accounted for... Of Nike's total revenue 40%. In addition to digital business , Self operated stores year-on-year 10% Business growth is also DTC One of the main drivers of revenue growth .

Offline retail , Nike is exploring how to accelerate the face-to-face service consumers in combination with digital transformation . With NIKE LIVE Opening in Shanghai and Beijing , Nike has fully implemented its four digital driven retail concepts for the first time in the Chinese market , Include HOUSE OF INNOVATION、NIKE RISE、NIKE LIVE as well as NIKE UNITE. Beijing brand experience store opened at the beginning of this year , It is Nike's first landing in China through strategic partners RISE Concept store .

Behind these changes, Chinese consumers put forward higher requirements for brand innovation ability , Nike improves its R & D capability based on localization insight 、 The use experience and other measures reveal that Nike is close to consumers 、 Confidence to continue to invest in China's consumption ecosystem .

Embrace the meta universe 、 Virtual products go with young people

The appeal to young people cannot be separated from Nike's sense of fashion . According to the fact that young people like to taste fresh food and catch up with new trends 、 Characteristics of new technology , Nike's ambition is not to catch up , But standing in front of the trend .

2021 year , Meta universe 、 Digital collection 、 Virtual image has become a new field targeted by sports brands . last year 10 month , Nike submitted a total of “Swoosh”、“Just do it” And other seven trademark applications for virtual goods . soon , On the game platform again Roblox Reprint your headquarters , The name “Nikeland”.

What's heavier is , Near the end of the year , Nike acquired RTFKT, Announced plans to continue the sneaker business in the virtual world .5 After a month ,RTFKT Officially launched with Nike Cryptokicks The first cooperation NFT Sports shoes , In official tweets ,RTFKT Describe this sneaker as “ The future of sneakers ”.

Predictable , Meta universe 、NFT And other concepts will continue to prevail , Nike will also use new products in the future 、 Marketing and presentation methods work with young people to explore more possibilities in the future .

Nike's biggest competitor is itself

Nike, which has been around for half a century, is not the oldest sports brand , But during this period of time, I caught the jogging fever 、 Basketball fever 、 Fitness fever and other dividends , Finally stand at the head of sports brands . According to brand valuation and strategy consulting company Brand Finance 4 Released in April 2022 Annual clothing brand value 50 Strong list , Nike has been the number one sports brand for many years . The market value of Nike is 2021 year 11 The market value reached the highest point in August , exceed 2800 Billion dollars , Will Anta 、 Lining 、Lululemon、 Adidas adds up , About equal to 2/3 Nike .

As an industrial product , Sports brands rely on the continuous progress of materials 、 Ergonomics and other disciplines have developed so far , So to step on these dividends requires not only vision and luck , More dependent on technological progress .

Throughout the history of several sports shoes head brand competition and ranking changes , All related to sports technology , Take sole technology as an example , From Bowerman's waffle sole 、 front NASA Employee Frank · Rudy （Frank Rudy） It brings Air The air cushion starts , Today Zoom、React、Lunar And other technical iterations , Both provide Nike with confidence and a grasp to stand at the front of the industry .

If the sole technology is mainly the innovation of using materials , There is also a part of innovation born in the production process 、 Design and other links .

Recently, Nike introduced removable sneakers Nike ISPA Link Is a breakthrough design , No glue required 、 The detachable design not only shows Nike's efforts in sustainable development , In the environment where glue is generally needed in shoe making , It is also the presentation of advanced technical capabilities . And by using machines 、3D Scanning and innovative technology to complete the sports underwear , You can also have a glimpse of Nike's exploration to meet the needs of different groups .

With the blessing of technical ability , Nike 50 Over the years, it has provided tools for many athletes to break through the limits . Jordan 、 James 、 Nadal and many other star athletes reached the peak of their lives while wearing Nike , Also let Nike be seen by people all over the world , Affect the choice of mass consumers .

In China, ,2021 Nike's first year in China 40 year , Nike “Just do it” Liu Xiang is not the only representative of sports spirit 、 Su Bingtian 、 Yi jianlian 、 Li Na and other familiar names , The new generation of Yang Shuyu 、 Wang Shuang is continuing Nike's influence in China .

In terms of market size , The market of sports shoes and clothing in China is large , And has been in a state of growth .

Tang ruoxiu, President and CEO of Nike group, said at the earnings call ,“ We are optimistic about the Chinese market and its great potential in the future for a long time , This point has never wavered . We will continue to increase investment in China , And strengthen our digital business capability through China Technology Center , To implement ‘ In China, , For China ’ The strategy of , Better serve Chinese consumers .”

No matter what , Nike's confidence in China's sports consumer market remains unchanged , It is also necessary to plough deeply . Just like the new generation Zimmie At Nike 50 In the annual promotional video ：“ The past is great , The future is at hand （The past was great and all, but the future’s on deck）.”