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2024-03-15

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2021-06-20

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@华商韬略:國貨驚豔618：安踏增速大幅領先，耐克阿迪遭滑鐵盧

2021-04-29

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2021-02-23

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持續大半個月的618大促，終於落下了帷幕，從天貓公佈的數據來看，不少行業的銷量，在往年基礎上有了大幅增長。 不過，在運動鞋服類目，兩大外資巨頭——耐克和阿迪卻出現了大幅下滑，下滑比例均接近30%。與之形成鮮明對比的，是中國運動品牌的不俗表現，其中安踏（2020.HK）在天貓618期間（6月1日-6月18日）銷量同比增長超過50%，銷售額超過5億元，成爲國貨崛起的品牌樣本。 安踏之所以取得如此亮眼成績的一個重要原因，是隨着國內新冠疫苗大規模接種，民衆對於疫情的恐慌情緒逐步減輕，戶外運動需求較之去年出現大幅增長，受益於此，運動產品消費需求日趨旺盛。 從今年天貓618大促公佈的數據中，我們不難發現，儘管排在運動鞋服類目前五位，但耐克和阿迪達斯的同比銷售額都出現了大幅下滑的情況。 相比之下，以安踏爲代表的國產陣營則增長迅猛，安踏在運動鞋服的增長率分別達到61%和26%，進一步引領國產品牌搶奪更多市場。從運動鞋服的整體銷售額來看，安踏銷量增長50%，逼近6億元人民幣大關，超出第二名李寧銷量6千餘萬元。 很顯然新疆棉事件依然在影響着國內消費者的購買選擇，國民消費漸向國牌的趨勢越發明顯。 打鐵還需自身硬，這一次“新疆棉花”只是觸發點而非決定性因素。此前十多年，以安踏、李寧爲代表的中國頭部品牌，蓄勢已久。 與2008年那一撥體育用品民族品牌的猝然爆發不同，今天中國體育用品吃得不只是民族感情的紅利。產品、品牌、國家自豪感，多波次疊加成就了中國品牌的強勢地位。 這一次，中國品牌突入而至的歷史機遇，不僅能拿得住更能拿得穩、拿得久。 新疆棉事件以來，尤其是簽約王一博後，安踏在產品科研實力及設計上的突破得以被越來越多的中國消費者看到，並逐漸受追捧，這也直接反映在天貓618大促的數據上。 安踏連續贊助了8屆奧運會，爲29支中國國家隊打造過奧運裝備，在2019年還成爲了首個","listText":"今年的618，安踏戰績驕人。 持續大半個月的618大促，終於落下了帷幕，從天貓公佈的數據來看，不少行業的銷量，在往年基礎上有了大幅增長。 不過，在運動鞋服類目，兩大外資巨頭——耐克和阿迪卻出現了大幅下滑，下滑比例均接近30%。與之形成鮮明對比的，是中國運動品牌的不俗表現，其中安踏（2020.HK）在天貓618期間（6月1日-6月18日）銷量同比增長超過50%，銷售額超過5億元，成爲國貨崛起的品牌樣本。 安踏之所以取得如此亮眼成績的一個重要原因，是隨着國內新冠疫苗大規模接種，民衆對於疫情的恐慌情緒逐步減輕，戶外運動需求較之去年出現大幅增長，受益於此，運動產品消費需求日趨旺盛。 從今年天貓618大促公佈的數據中，我們不難發現，儘管排在運動鞋服類目前五位，但耐克和阿迪達斯的同比銷售額都出現了大幅下滑的情況。 相比之下，以安踏爲代表的國產陣營則增長迅猛，安踏在運動鞋服的增長率分別達到61%和26%，進一步引領國產品牌搶奪更多市場。從運動鞋服的整體銷售額來看，安踏銷量增長50%，逼近6億元人民幣大關，超出第二名李寧銷量6千餘萬元。 很顯然新疆棉事件依然在影響着國內消費者的購買選擇，國民消費漸向國牌的趨勢越發明顯。 打鐵還需自身硬，這一次“新疆棉花”只是觸發點而非決定性因素。此前十多年，以安踏、李寧爲代表的中國頭部品牌，蓄勢已久。 與2008年那一撥體育用品民族品牌的猝然爆發不同，今天中國體育用品吃得不只是民族感情的紅利。產品、品牌、國家自豪感，多波次疊加成就了中國品牌的強勢地位。 這一次，中國品牌突入而至的歷史機遇，不僅能拿得住更能拿得穩、拿得久。 新疆棉事件以來，尤其是簽約王一博後，安踏在產品科研實力及設計上的突破得以被越來越多的中國消費者看到，並逐漸受追捧，這也直接反映在天貓618大促的數據上。 安踏連續贊助了8屆奧運會，爲29支中國國家隊打造過奧運裝備，在2019年還成爲了首個","text":"今年的618，安踏戰績驕人。 持續大半個月的618大促，終於落下了帷幕，從天貓公佈的數據來看，不少行業的銷量，在往年基礎上有了大幅增長。 不過，在運動鞋服類目，兩大外資巨頭——耐克和阿迪卻出現了大幅下滑，下滑比例均接近30%。與之形成鮮明對比的，是中國運動品牌的不俗表現，其中安踏（2020.HK）在天貓618期間（6月1日-6月18日）銷量同比增長超過50%，銷售額超過5億元，成爲國貨崛起的品牌樣本。 安踏之所以取得如此亮眼成績的一個重要原因，是隨着國內新冠疫苗大規模接種，民衆對於疫情的恐慌情緒逐步減輕，戶外運動需求較之去年出現大幅增長，受益於此，運動產品消費需求日趨旺盛。 從今年天貓618大促公佈的數據中，我們不難發現，儘管排在運動鞋服類目前五位，但耐克和阿迪達斯的同比銷售額都出現了大幅下滑的情況。 相比之下，以安踏爲代表的國產陣營則增長迅猛，安踏在運動鞋服的增長率分別達到61%和26%，進一步引領國產品牌搶奪更多市場。從運動鞋服的整體銷售額來看，安踏銷量增長50%，逼近6億元人民幣大關，超出第二名李寧銷量6千餘萬元。 很顯然新疆棉事件依然在影響着國內消費者的購買選擇，國民消費漸向國牌的趨勢越發明顯。 打鐵還需自身硬，這一次“新疆棉花”只是觸發點而非決定性因素。此前十多年，以安踏、李寧爲代表的中國頭部品牌，蓄勢已久。 與2008年那一撥體育用品民族品牌的猝然爆發不同，今天中國體育用品吃得不只是民族感情的紅利。產品、品牌、國家自豪感，多波次疊加成就了中國品牌的強勢地位。 這一次，中國品牌突入而至的歷史機遇，不僅能拿得住更能拿得穩、拿得久。 新疆棉事件以來，尤其是簽約王一博後，安踏在產品科研實力及設計上的突破得以被越來越多的中國消費者看到，並逐漸受追捧，這也直接反映在天貓618大促的數據上。 安踏連續贊助了8屆奧運會，爲29支中國國家隊打造過奧運裝備，在2019年還成爲了首個","images":[{"img":"https://static.tigerbbs.com/85564b62f87f4858884908d247e13eb4","width":"640","height":"174"},{"img":"https://static.tigerbbs.com/47b18741afe04fd9a856df4d7d257d13","width":"1080","height":"723"},{"img":"https://static.tigerbbs.com/3fee16ce0ab84269abca3544290215ea","width":"1080","height":"1600"}],"top":1,"highlighted":1,"essential":1,"paper":2,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/164635550","isVote":1,"tweetType":1,"viewCount":0,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":3,"langContent":"CN","totalScore":0},"isVote":1,"tweetType":1,"viewCount":784,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":109804596,"gmtCreate":1619679802215,"gmtModify":1704727883838,"author":{"id":"3563315459541876","authorId":"3563315459541876","name":"RUMBLE","avatar":"https://static.tigerbbs.com/367c0c53c20b19e478748cd87fcfc0f4","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3563315459541876","authorIdStr":"3563315459541876"},"themes":[],"htmlText":"Nothing new ?","listText":"Nothing new ?","text":"Nothing new 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