Adi Nike's domestic market share has further declined. Why is foreign giants unpopular?

For many people, when it comes to sports fitness brands, Adi Nike has become the focus of everyone's attention. Once upon a time, these two brands firmly occupied the leading position of Chinese sports brands. However, the market share of these giants recently In a large decline, why are these foreign giants suddenly unpopular?

1. Adi, Nike's domestic market share of decline

据海报新闻的报道，曾经人们买运动鞋时，首先想到的是耐克、阿迪达斯，如今正值“6.18”购物节期间，在电商平台运动鞋销售榜上，却频频可见安踏、李宁、特步、 Hongxing Erk's figure.

Nike and Adidas' slumps in sales are also reflected in the first quarter financial report data. The first quarterly report released by Adidas recently showed that net sales increased by 0.6%to 5.302 billion euros, and net profit attributable to shareholders of listed companies decreased by 13.6%to 482 million euros. Although the growth trend in the Western market, the sales of Adidas Greater China decreased by 35%year -on -year.

The situation of another sports shoes giant Nike is not very optimistic. The sales performance of Nike China was significantly voltage, and the revenue of the Greater China in the third quarter decreased by 5.2%year -on -year to US $ 2.16 billion. In the last fiscal season, the sales revenue of Nike China also fell 20%to 1.844 billion US dollars.

In terms of market share, the Euromonatte information consultation data shows that in 2021, Nike and Adidas' market share in China slipped to 40%(Nike 25.2%, Adidas 14.8%), breaking the 43%maintained from 2018 to 2020. pattern. The Anta Group increased to 16.2%, surpassing Adidas for the first time to the second place. The fourth place Li Ning's market share also rose to 8.2%.

Second, why is foreign giants unpopular?

To be honest, I see that these international sports brands are not so popular in China. Many people will be surprised. Why is there such a phenomenon? Where are the reasons, and what should we think of this?

First of all, for most consumers, the core reason why the products of international sports brands have been purchased before are in the early days of reform and opening up. A larger problem belongs to a relatively primitive stage of development. Because the international sports brand has already spent such a stage of development, in fact, she has relatively mature development experience, often with better quality, and the design concept is more advanced. For a period of time, international giants occupy an important market position above the Chinese consumer market, and even became the core leading enterprise in Chinese sports brands. However, with the development of China's economy and the continuous progress of Chinese enterprises, sports brands in China have gradually begun to rise. In the development of the market, competitiveness is increasing, thus having the ability to challenge international giants.

Secondly, we have seen that domestic sports brands have begun to show the development pattern of all flowers in recent years. Because the development advantages of its own domestic sports brands are relatively obvious. On the one hand, after years of development, it has sufficient accumulation and technology reserves. In this case, domestic sports brands can often design products that are not worse than international giants. On the other hand, because domestic sports brands are relatively obvious in the market, they also have their own differentiated competitive advantages in the industrial chain. Often the price of domestic brand products can also be more cost -effective than international giants and market competitiveness. On this basis, because domestic sports brands are more familiar, the Chinese market can often firmly grasp consumer consumer needs and user pain points in the development process of the market, thereby designing products that meet the needs of the market. Chinese style elements are relatively abundant, and they can often design products that are more in line with Chinese consumers' aesthetics. The end result is that both quality and design sports brands have begun to surpass these international giants in an all -round way.

Third, from the perspective of long -term market development, international giants gradually lose their market advantages in China, which is an inevitable result of the development of the Chinese market to a certain stage. As far as the current market is concerned, the development of international giants has undoubtedly given Chinese companies a clear inspiration. This is that international giants are not invincible. As long as we are in the process of market development, we sink to the market, and the quality must be in the market. Get better development in the market.

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