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疫情成就耐克电商业务,提前三年实现业绩目标

疫情成就耐克电商业务,提前三年实现业绩目标

王波非(Phil Wahba) 2020年09月27日
线上销售激增了83%,为公司营收额外贡献了9亿美元。

美国跨国公司服装品牌耐克在香港的店面和商标。图片来源:PHOTO BY BUDRUL CHUKRUT/SOPA IMAGES/LIGHTROCKET VIA GETTY IMAGES

耐克股价在9月23日早间大涨,原因是这家运动装备公司最新的季度财报明确地向世人表明:尽管其电子商务的激增可能受益于新冠疫情,但这个增长并非只是昙花一现。

9月22日晚些时候,耐克给华尔街带来了一个惊喜,当时公司称,尽管公司在该财季早些时候关闭了众多店面,但其截至8月31日的第一财季营收达到了106亿美元,基本持平。该业绩高出投资者预期15亿美元,推动耐克股价在9月23日大涨10%。

线上销售功不可没,激增了83%,为公司营收额外贡献了9亿美元。这意味着电子商务目前已经占到耐克销售额的30%,公司此前曾经预计要到2023年才能够实现这一目标。

诚然,耐克数字业务的激增在很大程度上归功于新冠疫情,因为实体店面在疫情期间的大规模关闭催生了大量的线上消费。然而,耐克自己也采取了自救方式,包括维持稳定的新品发布,开发涵盖购物在内的多功能应用程序,例如运动培训,以及在公司将注意力从百货店这类批发商转移时组建其专卖店。

今年1月担任耐克首席执行官的硅谷资深人士约翰•多纳霍在电话会议上对投资者说:“得益于我们的数字优势以及公司全球资产组合的广度,我们不仅可以度过眼下这个环境,更能够借此发展壮大。”他还表示:“消费者向线上转移的加速趋势将得以延续。”

当然,电子商务能够发展壮大的前提就是人们对公司的产品有购买欲。在上个财季,耐克推出了新款训练鞋Air Zoom Tempo NEXT,它专注于耐用度和速度,以补充之前专业运动员艾利乌德•基普科奇所穿的ZoomX Vaporfly NEXT鞋款,基普科奇在去年打破了两个小时的马拉松障碍赛纪录。评论人士说,这款颇具争议的鞋型为跑步者提供了不公平的优势,为耐克带来了大量的关注度,并提升了其创新美誉度。

耐克还针对跑步者推出了孕妇装产品线,多纳霍称此举是公司努力从其女性运动装竞争对手手中争抢市场份额的举措之一。为了与露露柠檬运动装进行竞争,耐克推出一个瑜伽服装新产品线。最近重启的Air Max 90鞋款也让公司受益匪浅。

尽管大多数品牌只是简单地制作了其应用和电子商务网站购物工具,但耐克很久之前便意识到,数字工具不能只用来购物,必须巧妙地融入客户的生活方式,才可以获得真正的回报。否则,电子商务增长通常仅意味着业务从左兜向右兜的转移,而不是整体业绩的增长。

数年前,这家鞋履生产商推出了其在线NikePlus项目,这个会员制项目拥有数千万会员,有助于公司更好地理解每位客户的兴趣和购物模式,并最终向他们销售更多的耐克产品。

耐克还广泛受益于其耐克培训俱乐部应用程序以及提供自动导航服务的跑步应用程序等工具。多纳霍称,超过半数的培训俱乐部应用程序会员上个季度都使用该应用程序进行了锻炼。这一点培养了消费者的忠诚度,并让耐克成为人们心目中的首要品牌,同时将用户引导至其电商网站。

他说:“只有那些与广泛受众有着深度联系的可靠品牌才能够在市场中胜出。”

惊艳的季度业绩还证实了耐克长期策略:减少其对梅西和科尔士等批发商客户的依赖,然后加强其自有的电商和专卖店业务。这意味着组建众多的店面来帮助弥补在线订单,公司在疫情之前便已经开始了这项工作:第一季度此类店面20%的营收来自于交付电子商务订单,有助于公司缩短交付时间,并规避库存积压。

首席执行官称,为了避免业界出现“耐克会在其数字业务呈爆炸式增长时从实体店撤出”的类似想法,公司称,自己正在全力开设已经规划开设的新店,包括即将开业的纽约店面。

耐克通过预测消费者的消费,已经掀起了众多颠覆零售和消费品牌的趋势,公司也希望继续延续这一趋势。

多纳霍说:“我们正在加速推动在正常零售环境下可能要在未来四至五年内才可以出现的趋势。”(财富中文网)

译者:梁宇

审校:夏林

耐克股价在9月23日早间大涨,原因是这家运动装备公司最新的季度财报明确地向世人表明:尽管其电子商务的激增可能受益于新冠疫情,但这个增长并非只是昙花一现。

9月22日晚些时候,耐克给华尔街带来了一个惊喜,当时公司称,尽管公司在该财季早些时候关闭了众多店面,但其截至8月31日的第一财季营收达到了106亿美元,基本持平。该业绩高出投资者预期15亿美元,推动耐克股价在9月23日大涨10%。

线上销售功不可没,激增了83%,为公司营收额外贡献了9亿美元。这意味着电子商务目前已经占到耐克销售额的30%,公司此前曾经预计要到2023年才能够实现这一目标。

诚然,耐克数字业务的激增在很大程度上归功于新冠疫情,因为实体店面在疫情期间的大规模关闭催生了大量的线上消费。然而,耐克自己也采取了自救方式,包括维持稳定的新品发布,开发涵盖购物在内的多功能应用程序,例如运动培训,以及在公司将注意力从百货店这类批发商转移时组建其专卖店。

今年1月担任耐克首席执行官的硅谷资深人士约翰•多纳霍在电话会议上对投资者说:“得益于我们的数字优势以及公司全球资产组合的广度,我们不仅可以度过眼下这个环境,更能够借此发展壮大。”他还表示:“消费者向线上转移的加速趋势将得以延续。”

当然,电子商务能够发展壮大的前提就是人们对公司的产品有购买欲。在上个财季,耐克推出了新款训练鞋Air Zoom Tempo NEXT,它专注于耐用度和速度,以补充之前专业运动员艾利乌德•基普科奇所穿的ZoomX Vaporfly NEXT鞋款,基普科奇在去年打破了两个小时的马拉松障碍赛纪录。评论人士说,这款颇具争议的鞋型为跑步者提供了不公平的优势,为耐克带来了大量的关注度,并提升了其创新美誉度。

耐克还针对跑步者推出了孕妇装产品线,多纳霍称此举是公司努力从其女性运动装竞争对手手中争抢市场份额的举措之一。为了与露露柠檬运动装进行竞争,耐克推出一个瑜伽服装新产品线。最近重启的Air Max 90鞋款也让公司受益匪浅。

尽管大多数品牌只是简单地制作了其应用和电子商务网站购物工具,但耐克很久之前便意识到,数字工具不能只用来购物,必须巧妙地融入客户的生活方式,才可以获得真正的回报。否则,电子商务增长通常仅意味着业务从左兜向右兜的转移,而不是整体业绩的增长。

数年前,这家鞋履生产商推出了其在线NikePlus项目,这个会员制项目拥有数千万会员,有助于公司更好地理解每位客户的兴趣和购物模式,并最终向他们销售更多的耐克产品。

耐克还广泛受益于其耐克培训俱乐部应用程序以及提供自动导航服务的跑步应用程序等工具。多纳霍称,超过半数的培训俱乐部应用程序会员上个季度都使用该应用程序进行了锻炼。这一点培养了消费者的忠诚度,并让耐克成为人们心目中的首要品牌,同时将用户引导至其电商网站。

他说:“只有那些与广泛受众有着深度联系的可靠品牌才能够在市场中胜出。”

惊艳的季度业绩还证实了耐克长期策略:减少其对梅西和科尔士等批发商客户的依赖,然后加强其自有的电商和专卖店业务。这意味着组建众多的店面来帮助弥补在线订单,公司在疫情之前便已经开始了这项工作:第一季度此类店面20%的营收来自于交付电子商务订单,有助于公司缩短交付时间,并规避库存积压。

首席执行官称,为了避免业界出现“耐克会在其数字业务呈爆炸式增长时从实体店撤出”的类似想法,公司称,自己正在全力开设已经规划开设的新店,包括即将开业的纽约店面。

耐克通过预测消费者的消费,已经掀起了众多颠覆零售和消费品牌的趋势,公司也希望继续延续这一趋势。

多纳霍说:“我们正在加速推动在正常零售环境下可能要在未来四至五年内才可以出现的趋势。”(财富中文网)

译者:梁宇

审校:夏林

Nike shares surged on September 23 morning after the athletic gear company's latest quarterly results made clear one thing: its e-commerce surge might have been helped by the COVID-19 outbreak, but it will be durable.

The company gave Wall Street a pleasant surprised late September 22 when it said revenue in the first fiscal quarter, which ended August 31, was essentially flat despite many stores being closed early in the period, coming in at $10.6 billion. That was $1.5 billion more than investors expected, sending Nike shares up 10% on September 23.

That increase was fueled by an 83% jump in online sales, adding $900 million to the company's top line. That means that e-commerce is now 30% of Nike's sales, a mark it had previously expected to hit only in 2023.

To be sure, Nike's digital surge got a big assist from the COVID-19 outbreak, which has pushed a big chunk of shopping online amid large-scale store closures. But Nike has helped itself by maintaining a steady stream of new products despite COVID-19-related supply chain upheaval, developing apps that go well beyond shopping to include things like athletic training, and building up its own stores as it shifts away from wholesalers like department stores.

"We can navigate, in fact we can thrive, in this environment thanks to our digital advantage and the full breadth of our global portfolio," John Donohoe, a Silicon Valley veteran who became Nike CEO in January, told investors on a conference call. "The accelerated consumer shift toward digital is here to stay," he added.

Of course, e-commerce can only thrive if people want a company's products. In its last quarter, Nike introduced a new training shoe, the Air Zoom Tempo NEXT, focused on endurance and pace, to complement the earlier ZoomX Vaporfly NEXT model that was used by the professional athlete, Eliud Kipchoge, who broke the two-hour marathon barrier last year. That controversial shoe, which critics said gave runners an unfair advantage, generated a lot of headlines for Nike and bolstered its reputation for innovation.

Nike also launched a line of maternity clothing for runners, something Donahoe says is part of the company's work to keep taking market share away from rivals in women's athletic wear. And in a shot across Lululemon Athletica's bow, Nike launched a new line of yoga wear. The company also benefited from its recently revamped Air Max 90 shoe.

While most brands have simply made their apps and e-commerce sites shopping tools, Nike has long understood that digital tools must do more than just support sales and have to insinuate themselves into customers' lifestyles to really pay off. Otherwise, e-commerce growth often just means business going from one avenue to another, rather than growing the overall pie.

A few years ago, the sneaker maker launched its online NikePlus program, a membership program with tens of millions of members that has helped the company better understand each customer's interests and shopping patterns, and ultimately sell them more of its products.

Nike is also benefiting wildly from tools like its Nike Training Club App and a running app that offers self-guided runs. Donahoe said more than half of the training club app members had done a workout using the app last quarter. That fosters loyalty with customers and keeps Nike top of mind—as well as filtering users to its commerce site.

"It’s the deeply connected authentic brands with scale that will win," he said.

The staggering quarterly results also validated Nike's long term strategy to reduce its reliance on wholesale customers like Macy's and Kohl's, and beef up its own e-commerce and stores business. That has meant equipping many stores to help fill online orders, something it stared before the pandemic: some 20% of revenue at such stores in the first quarter came from filling e-commerce orders, helping the company speed up delivery times and mitigate inventory build-up.

And lest anything think Nike is pulling back from physical retail even as its digital business explodes, the company said it's full steam ahead with the new stores it was already planning to open, including two New York stores in the next two weeks, the CEO said.

Nike has bucked many of the trends that have rocked retail and consumer brands by anticipating where shoppers were heading—a trend it hopes to continue.

"We are accelerating what probably would have happened in the retail environment on a naturally in the next four years to five years," said Donahoe.

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