耐克Vs.阿迪達斯 得世界盃者得天下
Germany might have beaten the U.S. in a World Cup game on Thursday, but American sportswear maker Nike NKE 0.51% says it is beating German rival Adidas and others off the field in stores thanks to the tournament.
雖然上週四德國隊在世界盃比賽中擊敗了美國隊，但美國運動服裝製造商耐克（Nike）稱，藉着世界盃的東風，耐克正將德國競爭對手阿迪達斯（Adidas）及其它品牌打得落花流水。Nike reported that global sales of its namesake products rose 13% last quarter, including an 18% jump in Europe, where the Beaverton, Oregon-based company has been eating away at its smaller competitor’s market share in its home market.
此前，總部位於美國俄勒岡州比弗頓的耐克發佈財報稱，公司的同名產品在全球的銷售額上季度同比攀升了13％，其中在歐洲的漲幅爲18％。阿迪達斯相對耐克規模較小，現如今耐克正在進一步蠶食阿迪達斯的主場——歐洲的市場份額。Nike is now seriously challenging Adidas’ status as the world’s largest seller of soccer gear. (Nike had 14.1% of the global sportswear/footwear market compared to 9% for Adidas, according to Euromonitor.)
耐克正在真刀真槍地挑戰阿迪達斯作爲全球最大足球裝備賣家的地位。【據英國信息諮詢公司歐睿（Euromonitor）稱，耐克在全球運動服飾/鞋類市場中佔據了14.1％的份額，而阿迪達斯的市場份額爲9％。】
According to a Reuters report, earlier this week, Adidas CEO Herbert Hainer said that his company would reach its target of $2.72 billion in soccer gear sales in 2014 with the help of World Cup performances by the star players it sponsors, maintaining its lead over Nike’s $2 billion soccer haul.
路透社（Reuters ）有報道稱，上週早些時候，阿迪達斯首席執行官赫伯特o海納表示，憑藉公司所贊助的明星球員在世界盃上的出色表現，它2014年將實現27.2億美元的足球用品銷售額目標，繼續領先於耐克20億美元的銷售額。But Nike executives told investors that its gear is dominating the World Cup, giving it a visibility that will spur future sales and shrink that gap with Adidas.
但耐克的高管向投資者表示，它的裝備正在稱霸世界盃。這將提升該公司知名度，刺激未來的銷售，縮小與阿迪達斯在這方面的差距。Nike brand president Trevor Edwards claimed on a conference call that there are more World Cup players wearing Nike than all other brands put together. What’s more, he said, one-third of World Cup players are running on the fields in the company’s Magista or Mercurial Superfly football (soccer) boots.
耐克品牌全球總裁特雷弗o愛德華茲在電話會議上表示，在世界盃上穿着耐克的球員人數，比穿着其他品牌的球員總人數還多。愛德華茲還表示，更重要的是，有世界盃賽場上，有三分之一的球員腳踏耐克的Magista或Mercurial Superfly系列足球鞋。“Nike football has helped to drive great results in our stores online and our football shops with our wholesale partners,” Edwards said. “The players’ response to these boots has been tremendous.”
愛德華茲說：“耐克足球用品提升了我們網上商城以及批發合作伙伴足球用品商店的銷售業績，球員們對上面這些足球鞋的反響十分熱烈。”Nike said that “futures orders,” a gauge closely watched by investors, of overall merchandise set for delivery between July and November was up 11%, indicating that World Cup momentum should continue long after the tournament concludes.
耐克公司表示，投資者密切關注的指標——預定於七月至十一月發貨的全部產品“未來訂單”量上升了11％，表明世界盃的勢頭會在賽季結束後很長一段時間裏繼續得到保持。Beyond the World Cup, there was plenty of good news for Nike—sales at its stores in the 12 months ending May 31 rose 22%, compared to an 8% rise in its wholesale business, proving that its strategy to build out more of its own stores is paying off. And after years of problems in China, where it opened stores in the wrong places and often encountered product shortages, sales look set to grow by double digit percentages on a regular basis.
除了世界盃之外，耐克還有許多好消息：截至5月31日，它此前十二個月的門店銷售額增長了22％，而批發業務增長了8%，證明這家公司增設更多自營店的戰略已經初見成效。此前多年，耐克在中國市場一直問題重重：門店選址錯誤，產品缺貨等。不過，如今，耐克在中國市場的銷售額兩位數的增長似乎將成爲一種常態。
