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卖“运动鞋”不如卖“运动”。基于智能运动设备,耐克建立了一种“用户+终端+数据+社群+大数据”的商业形态,以服务核心运动群体萧条总是不期而至,对于中国体育用品行业而言,其衰退比任何行业都来得更早些。2008年以后,奥运红利尚未兑现,中国体育用品行业就在电商和经济周期的双重压力下急剧下挫。2010年,中国体育用品市场增长幅度旋即跌至15%。“多米诺骨牌效”在体育用品行业陆续上演,销售受阻、库存暴涨、股价大跌、关店潮接踵而至。在关店潮最为激烈的2012年,李宁、安踏、匹克、中国动向和特步五大国产运动品牌一度关店5000多家,至今余波不断。
Sell “sports shoes ” is better to sell “exercise ”. Based on the intelligent sports equipment, Nike established a “user + terminal + data + community + big data” business model to serve the core sports group depression is always unexpected, for China’s sportswear industry, Its decline came earlier than any industry. After 2008, the Olympic dividend has not yet been honored, and the sporting goods industry in China plunged sharply under the dual pressures of e-commerce and business cycles. In 2010, the growth rate of China’s sporting goods market immediately dropped to 15%. “Domino effect ” staged one after another in the sporting goods industry, sales were blocked, stocks soared, the stock price plunged, closing stores tide followed. In the tide of Guan shop the most intense 2012, Li Ning, Anta, Pick, China Mobile and special step five major domestic sports brand once closed more than 5000 stores, so far the aftermath.