Timberland overcome the "three difficulties beyond Nike is likely

Timberland overcome the "three difficulties beyond Nike likely Recently, the United States Nike sports goods company announced the second quarter of the 2013 fiscal year (September to November) earnings.The data show that, following a first-quarter net profit fell 12%, Nike fiscal 2013 second quarter net income fell 18% to $ 384 million again. This performance, insiders said that "as expected".In addition to its performance impact caused by the economic slowdown, Nike also had to face Timberland's strong catch-up, the leisure class and the impact of fast fashion brands as well as local brands successive promotions to the pressure brought about by the war. The local brands collectively siege Nike, reported in the second quarter, its net income fell to $ 384 million from $ 469 million last year, a decrease of 18%.Affected by the increase in labor costs and exchange rates and other factors, the gross margin declined 30 basis points to 42.5%. Nike said the decline in performance by the European recession and economic slowdown, the negative factors, the more its previous sold its Umbro and ColeHann, two brand-related.The termination of the two brands business, resulting in about a decrease of $ 137 million in income. Compared to domestic brands, the higher price of Nike products, many local brands inevitably become the "ultimate" competing objectives. A Nike discount stores in Changning District, Shanghai, the audience two 8.5 fold, three eye-catching 20% ​​off "signs.A salesperson said, this discount again to give the original discount, and new product also participate in activities. 'Discount shoes low as four fold some. 'The salespeople told reporters. View, undermined collective of local brands under siege, Nike insurance sales position, had to increase promotional efforts to withstand external shocks. Or Timberland overtake "This (performance) as expected."The key know sports consulting firm founder Zhang told reporters that the North American market by the impact of the macroeconomic environment, residents of non-essential consumer spending is on the decline among.In the Chinese market, sports, casual clothing is still showing a low ebb. For the Nike performance continued to deteriorate in the second quarter, Zhang is influenced by the delayed effects. 'Nike's performance is mainly achieved through the channel business, when the market environment is not good, we will take a partial insurance policy will be very cautious in order. ' In addition, China, Nike also faced the pressure outside the industry. Zhang believes that the movement has yet to become a way of life of the Chinese consumer, consumers require products to have a certain reputation and functional at the same time, but also fashion.

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