NBA搞的事 让耐克“躺枪”了

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。

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 about Hong Kong.

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 importance of China to the New York-listed company, which has a $115bn market capitalisation, that “one hiccup could spell problems” for the entire investment case.

“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)

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 about 17% of its total revenue. Basketball and Nike are so popular in China, that "they can go there and basically charge what they want," one analyst told the Financial Times.

本财年第一季度,该公司在大中华区的销售额激增22%,占其总收入的17%左右。一位分析师对英国《金融时报》表示,篮球和耐克在中国如此受欢迎,以至于“他们可以去那里,想收多少钱就收多少钱。”

Nike's chief executive, Mark Parker, has repeatedly underlined the importance of China to the company and reaffirmed its commitment to the region.

此前,耐克首席执行官马克·帕克一再强调中国对公司的重要性,并重申了对该地区的承诺。

"Nike is a brand of China for China and the results continue to prove it out. We've driven double-digit growth in Greater China every quarter for more than five years," he said on the company's first-quarter earnings call this year.

“耐克是为中国打造的一个中国品牌,结果继续证明了这一点。在过去五年多时间里,我们每个季度都在大中华区实现两位数的增长。

"We are also excited about the energy around basketball in this geography, and globally, as we enter the new NBA season," Parker added.

帕克补充说:“随着我们进入新的NBA赛季,我们也对篮球在这个地区和全球的活力感到兴奋。”

▲Why Nike is caught in the middle of the NBA's dispute with China (via Markets Insider)

图 via Getty Images

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 concernabout the ongoing US-China trade war eating away at their profits.

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)

你还会买耐克或任何与NBA有关的运动品牌吗?欢迎留言并分享观点!

文:Du Qiongfang Du

资料:Markets Insider, Financial Times, CNN

图:Getty Images, 网络 Ge返回搜狐,查看更多

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