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6.18购物狂欢带来巨额利润 一直营运不佳的Nike常常松了一口气


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耐克最近可以松一口气。这家运动鞋制造商经营最近一直状况不佳,截至2月底,大中华区的收入下降了 11%。但今年“618”期间的在线销售额为5.7亿元人民币,与去年相比增长了 171%。这甚至超过本土竞争对手李宁和特步。

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由约翰·多纳霍 (John Donahoe) 经营的价值1710亿美元的运动服装巨头一直受到许多障碍的困扰,包括中国和越南的工厂和商店关闭、供应链放缓以及美国的港口拥堵。尤其是 Covid-19疫情带来的封锁、由于新疆棉花争议引起的政治和消费者反弹,以及当地竞争对手争夺市场份额。现在,它通过提供中国特定平台,以及与在香港上市的中国大陆最大国内体育零售商Topsports和宝盛合作,优先考虑本地消费者。

 

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