Nike Is Finally Unable To Resist The Temptation To Make Quick Fashion Counterattack Adidas.

Thanks to the increase in global consumer demand, in the three months ended February 28th,

Group sales grew 5% to $8 billion 400 million compared to the same period last year, slightly less than expected, and net profit rose 20% to 1 billion 100 million dollars over the same period last year, benefiting from lower tax rates.

Among them, Nike brand sales increased by 7% to 7 billion 920 million US dollars, while Converse brand sales increased 3% to 498 million US dollars over the same period last year.

By Region:

Sales in the Americas increased 3% to 3 billion 782 million US dollars over the same period last year.

Sales in Western Europe rose 10% to $1 billion 499 million a year earlier.

Sales in other parts of Europe increased by 3% to $362 million.

Sales in the Greater China region increased by 15% to 1 billion 75 million dollars.

In Japan, sales rose by 8% to 236 million dollars due to exchange rate fluctuations.

Sales in emerging markets, including other regions, recorded a growth of 13% to $950 million.

In the first 9 months of fiscal year 2017, Nike group's sales increased 8% to 25 billion 673 million dollars compared with the previous year, while net profit rose 11% to 3 billion 232 million US dollars, with sales in Greater China rising 18% to 3 billion 150 million dollars.

During the period, Nike group bought nearly 9 million shares with us $475 million.

MarkParker, chairman and CEO of the group, said that the global diversified portfolio of Nike is developing in a positive direction.

For Nike's performance, MarkParker admits that consumers' shopping habits are gradually changing to digitalization, and the speed of change is faster and faster.

Data show that 18 to 34 years old consumers' preference for Nike clothing has dropped from 55% to 44%, while the ratio of Adidas (OTCBB:ADDYY) to UnderArmour (NYSE:UA) is gradually increasing, and the market is constantly eroding Nike.

It is noteworthy that Adidas CEO KasperRorsted last week in an interview with CNBC also stressed that the number of retail sales will be increased as the center of its reform strategy, with the goal of increasing the number of digital retail sales from 1 billion euros in 2016 to 4 billion euros in 2020.

In order to achieve this goal, KasperRorsted bets on young consumers and e-commerce channels.

Earlier this month, Adidas released its four quarter and full year financial report for the year ended December 31, 2016, the fourth quarter of 2016.

Net sales amounted to 4 billion 687 million euros, an increase of 12.5% over the same period, and gross profit of 2 billion 288 million euros, an increase of 16.4% over the same period last year.

The result is that Adidas has thrown away the dark horse UnderArmour, which has recorded "26 consecutive quarters of sales growth of over 20%", becoming the second largest in the US.

And press Nike step by step.

According to NPD, a market research firm, sales of Adidas and Nike outside the US have been neck and neck. Thanks to the continuous heat of UltraBOOST and NMD, as well as the promotion of adidasConsortium and KanyeWest, Adidas sales in North America increased by 24% to 3 billion 600 million dollars last year.

If in the past year, adidas has done something right, it is probably from the product design and the hunger marketing that we have grasped the young people.

From Instagram, micro-blog star red man photos, to the adidas official website's pre-sale code, and then to the shop shelves around the night queuing young people, Adidas used the young idol and hunger marketing mix to create another consumer favorite product.

In order to enhance the competitiveness of the brand in the market, Nike decided to increase investment in technological innovation and put forward the "TripleDouble" plan.

The plan includes doubling the speed of Nike's current product update. In order to speed up the launch of new products, it will refer to the fast fashion mode, shorten the update cycle from a few months to a few weeks, and reduce the supply volume of each product.

MarkParker points out that at present, about 75% of Nike's sales come from NikeStyle. Reducing the shipment volume of this category 25% is conducive to stimulating consumers' desire to buy products.

Some analysts say that this means that Nike will follow Adidas's very successful hunger and sales strategy last year.

In a telephone conference with analysts, Group executives tried to reduce the company's business plan by raising fitness, running activities and increasing frequency of interaction with consumers in order to improve their consumption experience in Nike.

MarkParker expects that after the implementation of the plan, consumers' purchases will increase to three times that of today.

As of press release, Nike fell more than 6% after the opening of the US stock market, and its market value fell below 90 billion to record $89 billion 900 million.

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