nike分析报告专业知识讲座

NikePresentedbyQinkai,CaoNingning,Lixue第1页Definition:TheU.S-basedmanufacturerofathleticshoes,apparelandsportsequipment.

Stocksymbol:NIKEAnnualrevenue(2023):morethan$18billionFounders:BillBowerman,PhilipKnightYearestablished:1964(predecessorasBlueRibbonSports)Industry:Sportswear/equipmentCEO:MarkParkerStaff:30,200Products:shoes,apparelandsportsequipment,accessoriesSlogan:JustDoIt!FirmOverview第2页MeaningoftheNameandtheLogoNikeistheAncientGreekgoddessofvictory.

“Itisoneofthemostrecognizedsymbolsintheworld–TheSwoosh.Simple.Fluid.Fast.”

(QuotefromNike’swebsite)第3页EvolutionoftheSwooshLogo第4页PESTELAnalysisPolitical

Politicalunrestintheproductioncountries

Vietnam,IndonesiaandThailandmanufactured36%,22%,6%ofNIKEbrandfootwear,buttheirpoliticsarenotstable.

Terrorisminthehomecountry

第5页EconomicEconomicrecession

ThebiggestthreatforNikeisglobaleconomicrecession,duringrecession,Nike’sgrowthisadverselyaffected.

Reductioninconsumerconfidence

scandalofemployingchildrenlabors第6页Social

ChangeinbuyinghabitsinyoungerpeopleTheirhabitschangeveryfast,youdon’tkwonwhatstyletheypreferinthefutureandwhatproducttheywanttobuy.

IncreaseinthefemaleshareofthemarketThefemalemarketisstillsmall.

CorporatesocialresponsibilitySocietyandconsumersdemandmoresociallyresponsiblecompanies.

第7页TechnologicalNewmarketinginformation

NikeusesITinitsmarketinginformationsystemsveryeffectively.Nikeappliesmarketinginformationsystemstotheeconomicsofinnovation,segmentationanddifferentiationformostofitsbusinesses.DesignandResearchAbilitiesNikeismaintainingtheleadingpositioninR&D.第8页EnvironmentalReducingpollutionisaconsensus

Ifonecompanycannotreachtheenvironmentalstandards,itisdifficulttoenterthiscountry.SustainabilityphilosophyForexample,Nikeisresearchingsomerecyclablematerialsandre-useproductstoreducetheoilconsumptionandmanufatureringcostinthefuture.第9页LegalCorporatesocialresponsibility.Tradeagreements.LackofLegislationforprotectingintellectualproperty.InChina,Nikebrandshoesarethemostpopularobjectsforimitatingbecauseoflackoflegalrelated.第10页BCGmatrixofproductsStarQuestionmarkCashcowDoglowhighhighlowMarketgrowthMarketingshareAthleticfootwearApparelEquipmentOther第11页Fiscal2023ComparedtoFiscal2023(1)

RevenuebyGlobalMarket(source:)20232023Footwear0.26%5.58%Apparel-4.13%0.20%Equipment-7.43%-1.8%Growthrate第12页GlobalMarketShares第13页BCGmatrixofareasStarQuestionmarkCashcowDoglowhighhighlowMarketgrowthMarketingshareNorthAmericaWesternEuropeChinaEmergingMarketsCentralanEasternEuropeJapan第14页Fiscal2023ComparedtoFiscal2023(2)Earningsbeforeinterestandtaxesineachmarket(source:)第15页SWOTanalysisofNIKE第16页Strengths

Contractswithabout700shopsworldwide,runsofficesin45countries;managesfactoriesinlowcostcountries(China,Indonesia,Taiwan,Thailand,India,Vietnam,Philippines,Pakistan,andMalaysia);BelongstoFortune500companieswhich2023totalrevenueexceeded19billionUSD;Employsmorethan30.000peopleworldwide;Strongmarketingstrategy(cooperatewithNBA,sponsorsportstar);

Strongbrandrecognition(No.25intherankingofInterbrand);第17页Weaknesses

Theincomeofthebusinessisstillheavilydependentuponitsshareofthefootwearmarket;

Lackofstorescateringtotheactivefemales;

Providespoorworkingconditions,andtendstoexploitcheapworkforceoverseas,especiallyinfreetradezones(Philippines);第18页Opportunities

Marketingtowomen;Emergingmarket(ChinaandIndia);

Nikeisafashionbrand;(e.x:ConsumersthatwearNikeproductdonotalwaysbuyittoparticipateinsport)R&D;

第19页Threats

Bigcompetitors(AdidasandReebok);Financialcrisis;

Theretailsectorisbecomingpricecompetitive;Copyingofproduct(counterfeitingindeveloppingcountries);

第20页ChineseMarketAnalysisChina’seconomicgrowthGDPQuantityGrowthperyearGDPperheadgrowthtrends第21页MarketValuein2023:morethan6billionUSDMarketSize(2023):thirdlargestmarketintheworld(behindUSandWesternEurope)MarketGrowthRate:morethan10%since2023(except2023and2023)Marketsizeandgrowth第22页

MarketSegment第23页KeyPlayersWholesalesvaluein2023(RMB):Nike4BAdidas3.6BLining2.5BAnta4BMizuno700MPuma700MReebok700MMarketSharesofSportswearBrandsinChinabyRevenue,2023第24页Porter’sfiveforcesanalysis:ChineseMarket

Rivalry(veryhigh)1.FierceCompetitionfromglobalbrands2.Localplayerswithculturaladvantageandpricecompetition

Buyerpower(high)1.Highpricesensitivity2.Brandimagetobere-establishedinsecondorthirdtiescities

Supplierspower(low)1.Cheaplabor2.Cheapresources,commodityitems

Substitutes(verylow)1.Leatherbootsandslippers

2.OthertypeofapparelThreatofnewentrants(high)Localplayersadvantage–Conservativegovernmentpoliciestohelplocalplayers2.Hugemarketvalue,soeveryonewillbeinterested3.NonSophisticatedmarketneeds

第25页ThreatofNewentrants(High)

Chinaisverybig,someregionsarethemarketswhoarequitenewandunexplored,everybigplayerintheworldislookingtoenterintothesemarkets.

Themarketislesssophisticatedandcustomerswillgetsatisfiedwithbasiclevelproducts.Hence,lesscapitalisneededtoproducebasiclevelgoods.Theproduce,R&Dandmarketingcostsarelow.

第26页Theintensityofcompetitiverivalry(veryhigh)

Theoverallthreatofrivalryishighhere,arisingfromtwodimensions:GlobalcompetitorslikeNike,Adidas,Reebok,Pumawhohavehightechnologyandmorecapital.Localcompetitorswhohavecostadvantageandculturaladvantageinunderstandingthecustomer.

第27页Thebargainingpowerofbuyers(high)Chinesemarketingeneralisverypricesensitive.Thepremiumsectorwillgrowwithtimeasthemarketbecomesmoresophisticated.

Butinmaincities,thecustomersarenotawareoftheproductorbrand.Theypaymoreattentiontothefeaturesandthecomfortthesportwearprovides.Andinsmallcitiesandareasofruraledge,peopledon’tunderstandenoughthebrandimage.第28页Thebargainingpowerofsuppliers(low)Forexample,typicallyathleticshoesaremanufacturedusingthreemajorrawmaterials-cotton,rubber,andfoam.Allofthesematerialsarecommoditygoods,thesupplierscangetthematerialseasilyandcheaplyfromfarmers.Thelaborcostisverylow.Sincethese2points,therearenumeroussuppliersinChina,buttheordersisalwayslimited,

soonesupplierhasnotthepowertobargainthepriceofitsproduct.

第29页Thethreatofsubstituteproducts(verylow)

Thereareaseveralsubstitutesofsportswear:First,inthesportsindustry,othertypesofapparelcouldalsobeseenasasubstitute,intermsofbuildingimageandstyle.Second,inthesameproductcategory,othertypesofshoesarealsosubstitutes,suchasslippers,heels,leatherbootsHowever,thethreatisverylow

becauseoneproducthasuniquefunction.第30页FinancialanalysisCompetitorAnalysis第31页MarketShare

InternationalSportswearBrandsSportswearBrandsMarketinChina,2023MarketinChina,2023第32页ItcanbeseenthatNikehasproductsinalllines.Duringearly2023,Nikewaslackingproductsintheskatingcategory.However,theyquicklyrecognizedthisshortcomingandintroducedaskateboardingshoe.Withsuchaproductline,Nikewillbeabletocompetewithallplayersintheindustry.Therefore,Nikeisatastrategicadvantage.

ProductPortfolioAnalysis

Typeofshoe/companyNikeAdidasLiNingAntaKappaMizunoRunningWalkingBasketballChildren’sTennisLifestyleSkatingCross-trainingSoccerxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxShoeproductlineforthemajorplayer第33页AdvertisingstrategyMarketingstrategycompanystrategyNikeLiNingAdidasSponsoringSportseventsTVadvertisementsBanners&BillboardsEndorsingtopathletesfromtopleaguesMixinginfluenceofsports,lifestyle&fashionPromotingitssloganSponsoringSportseventsTVadvertisementsEndorsingtopathletesfromtopleaguesSponsoringSportseventsTVadvertisementsEndorsinglocalathletesfromlocalleaguesBanners&BillboardsLiNingshowNikespend5-7%ofitsrevenuesperyearinadvertisingandendorsement.Nikehasplannedtospend$4.2Billionuntil2023forendorsementsalone.advertisingstrategyforthemajorplayersintheindustry

第34页Brandstrategyideaofthecustomer’sperceptionofthebrands.

companyBrandingmessageandstrategyNikeLiNingAdidasBM:athletic,influential,outgoing,aggressive,hitech,futuristic,cool,Americanwayofliving

BS:AssociatedwithAthletesattopleagues

BM:athletic,orderly,practical,hitech,sincere,conservativeEuropeanstyle

BS:Associatedwithelitesoccerplayers/teams,NBAstarsBM:Athletic,fashion,practical,ChinastyleBS:

AssociatedwithAthletesatlocalleaguesNikehasinvestedalotsofarindevelopingapremiumbrandthatimplieshighqualityandcareforthecustomer.BrandisthebiggestadvantageforNike,soitisalwaysachallengetofightagainstbranddilutionwithinNike.

第35页SalesstrategyInsalessegment,localplayersarestrongertheninternationalplayers,Nikeneedstoopenmorestores第36页Nikefieldssomeofthebestinclasstechnologicalpracticesandhasafewpatentstoitscredit.Nikeemphasizesontheseandhasdevelopedalotofnewproductswithuseofhightechnologyandsophistication.

Anexampleofthatisthemicroprocessorshoetogivegreatexperienceandcomforttothecustomer.

AdidasandNikehavebeendoingentertainmentbasedmarketingcampaignbyformingallianceswithtechnology/entertainmentcompanies.

forexample,

NikehadanalliancewithAppletosellNikeshoeswithAppleiPodswhileAdidastiedupwithMicrosofttosellAdidasgoodswithMicrosoftXboxgamingsystems.

Sofarthesuccessofthesealliancesisyettobequantified.TechnologyandInnovationstrategy第37页Nikefollowsa100%outsourcingstrategy.

Nikedoesn’townfactories,buttheycooperatewithlocalsuppliersandmanagedthesefactories.Inthisway,Nikehasverylowmanufacturingcost,

Mostcompetitorsfollowtheoutsourcingstrategy.

Itprovethisstrategyissuccessful,Nikedoesn'tworryaboutthisandcangoonfollowthisstrategy.Manufacturingstrategy第38页KeyIssuesMarketingissueIncreasingcompetitioninChina