On the Nike sports shoes industry and market environment analysis

1 composition analysis of the industry
In recent years, can be said that the development of the domestic athletic footwear industry hegemony of the Warring States period, some enterprises have turned to the early years after the primitive accumulation of the domestic market, through years of development, reflected in the domestic athletic footwear industry: dominated by Adidas and Nike spire among foreign brands, Li Ning, Anta, are in high-grade, and special steps, Philharmonic, Yan Dong, "Jinjiang production" encompasses almost the entire mid-range brand.
Nike's product line into the Nike sports shoes, sports apparel and sports accessories three business units. According to the data, sports shoes business in the Scale of the company accounts for about 59%, accounting for about 34% of sports apparel, sports accessories accounted for about 7%.
Nike sports shoes will be positioned as its innovative design and technology, high-priced high-quality products. Nike's extensive product type and design excellence in 2000 accounted for more than 39% of the U.S. athletic shoe market, Adidas is almost twice the market share.

2. Industry growth
In 2008 the domestic sports brand is proud of the year, Li Ning: Ning brand's sales 6.354 billion yuan, accounting for 95.0%; other brands income 336 million yuan, accounting for 5.0%, including AIGLE, Z-DO, Red Double Happiness and Lotto. Li Ning shoes in which 2.918 billion yuan, 43.6% of total revenue, clothing 3.098 billion yuan, accounting for 46.3%. Accessories 339 million yuan, accounting for 5.1%. 2008 overall gross profit margin was 48.1%, improved 0.2 percentage points over the previous year. Anta: ANTA, 2008 gross margin increased 6.5 percentage points, to 40%. From product sales situation, footwear grew by 46.8% to 26.8 million pairs, the average selling price (wholesale price) from 88 yuan to 94 yuan, an increase of 6.8%. Clothing sales rose 43.7% to 33.9 million, the average price rose 58.6 yuan from 53.6 yuan, up 6.3%.

We can see from the above data, Nike's three product business, sports shoes Taurus businesses are strong businesses, market maturity, growth rate is not high, the market share is relatively high. From the sports brand of industries, sports shoes saturated market has just begun, and in the sports shoe market, Nike has achieved a dominant position in the future development, companies should actively develop new Nike sports shoes, to keep pace to maintain existing market share; also further market segmentation, in order to ensure growth in existing markets or slow its rate of decline.
We can also sell products by Nike's area will be divided into Europe, Middle East and Africa, Asia, the Americas and other regions of four business units. According to information, knowledge of Europe, the Middle East and Africa Company's sales account for about 29% of the relative size of the region of 14%, the Americas region was approximately 44%.
We clearly see, Nike's business in the Americas are star business, market share and market growth rates are high, in the future development, the Nike company can increase sales product development, further expansion of their market share. Business from Asia to some extent, it can provide some funding to develop their own business, the relatively small size of the Asian region, its future market prospects are bright, Nike is committed to the Asian region can be a potential target market demand.
NIKE gathered a very strong marketing capabilities, powerful product in R & D is often based on good ideas, through adequate budget and determined action to extend unlimited creativity to be a good promotion. NIKE It is based on the mainstream consumer groups that give NIKE products with great potential for recognition and continue to increase consumption. NIKE is a huge advertising by the effect of + high-quality products and services. NIKE some star, Kobe Bryant, Wayne Rooney, Federer was it a one star recruit's. But the most impressive is that the majority of consumer groups NIKE face when creativity and mobility. We should be thinking, what a way to use the shortest period of time in making their own resources into the brand value of the star and driving force for consumer purchase, which fit the interests of consumers, has become the key to promoting business NIKE.