原标题:NBA搞的事,让耐克“躺枪”了
达雷尔·莫雷的一条“作死”推特,已殃及了包括耐克在内的运动品牌。
这几年,一双NBA明星的联名款、限量版运动鞋价格动辄几千、上万,在中国有时甚至能被“炒”到数万元,让这些国外运动鞋和运动服装品牌在中国赚得盆满钵满。
link="">图 via 网络不过,NBA事件发生后,包括耐克在内的运动品牌,处在了非常尴尬的境地。其中尤以作为NBA独家球衣赞助商的耐克受到的影响最甚。
Few western companies have more at stake than Nike in the fallout from an American basketball executive’s tweet
一个美国篮球队高管在推特上发布了有关香港的言论后,几乎没有哪家西方公司比耐克面临的风险更大。
The US sportswear group, whose Swoosh logo adorns NBA player kits under an exclusive deal with the league, has been among the biggest beneficiaries from a basketball boom in China。
这家美国运动服装集团是中国篮球热潮的最大受益者之一。根据与NBA的一项独家协议,该集团的对勾标识会出现在NBA球员的球衣上。
“The brand has been so hot over there,” said Brian Yarbrough, analyst at Edward Jones in St Louis。 Such is the
“这个品牌在那里一直很受欢迎,”总部设在圣路易斯的Edward Jones公司的分析师布赖恩•亚伯拉夫说道。对于这家市值1150亿美元的纽约上市公司来说,中国市场的重要性如此之大,以至于“一个小问题可能会给整个投资计划带来麻烦”。
▲Nike risks being dragged into China NBA dispute(via Financial Times)
link="">图 via Getty Images此外,耐克越来越依赖它在大中华地区的增长。
Its sales in Greater China surged 22% in the first quarter of this fiscal year to make up
不过,此次NBA的风波,让耐克陷入尴尬的境地。
For footwear companies, China boasts a growing middle class that is increasingly interested in their products 。。。 sales could take a hit if the controversy worsens。 Footwear companies have already expressed concern
对于制鞋企业来说,中国的中产阶层日益壮大,对他们的产品越来越感兴趣……如果争议加剧,销量可能会受到打击。鞋类企业已经对持续中的中美贸易战侵蚀它们的利润表示担忧。
“Should this situation escalate, should the government suggest that consumers no longer buy Western brands or brands that are associated with the NBA, that would be very bad,” said Matt Powell, a retail analyst with the NPD Group。 “They are all getting a significant portion of their growth from China。”
“如果情况升级,如果(中国)政府建议消费者不再购买西方品牌或与NBA有关的品牌,那将是非常糟糕的,”NPD集团的零售分析师马特·鲍威尔说道。“它们(业绩)很大一部分的增长来自中国。”
▲Nike and other sneaker companies may feel the sting of the NBA‘s China controversy(via CNN)
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