耐克成功的关键突破口 女性才是上帝
<p><span word="Nike">Nike</span> <span word="killed">killed</span> <span word="it">it</span> <span word="last">last</span> <span word="quarter">quarter</span>. <span word="Business">Business</span> <span word="was">was</span> <span word="up">up</span> <span word="in">in</span> <span word="every">every</span> <span word="major">major</span> <span word="market">market</span>, <span word="in">in</span> <span word="every">every</span> <span word="category">category</span>, <span word="both">both</span> <span word="in">in</span> <span word="its">its</span> <span word="own">own</span> <span word="stores">stores</span> <span word="and">and</span> <span word="at">at</span> <span word="wholesale">wholesale</span>.</p><p>耐克（<span word="Nike">Nike</span>）上一季度的业绩表现不俗。各大主要市场的每个产品类别，无论是自营商店还是批发业务，均全面开花，实现增长。</p><p><span word="Overall">Overall</span> <span word="quarterly">quarterly</span> <span word="revenue">revenue</span> <span word="rose">rose</span> 15% <span word="to">to</span> $8 <span word="billion">billion</span>, <span word="compared">compared</span> <span word="with">with</span> <span word="the">the</span> <span word="same">same</span> <span word="period">period</span> <span word="last">last</span> <span word="year">year</span>, <span word="the">the</span> <span word="company">company</span> <span word="said">said</span> <span word="on">on</span> <span word="Thursday">Thursday</span>. <span word="It">It</span> <span word="was">was</span> <span word="the">the</span> <span word="company">company</span>’<span word="s">s</span> <span word="biggest">biggest</span> <span word="gain">gain</span> <span word="in">in</span> <span word="the">the</span> <span word="past">past</span> <span word="year">year</span>.</p><p>耐克公司周四公布，与去年同期相比，整个季度的营业收入增长15%，达80亿美元。这也是耐克公司在过去一年里实现的最高涨幅。</p><p><span word="While">While</span> <span word="the">the</span> <span word="World">World</span> <span word="Cup">Cup</span> <span word="certainly">certainly</span> <span word="helped">helped</span>, <span word="along">along</span> <span word="with">with</span> <span word="a">a</span> <span word="long">long</span>-<span word="awaited">awaited</span> <span word="improvement">improvement</span> <span word="to">to</span> <span word="Nike">Nike</span>’<span word="s">s</span> <span word="China">China</span> <span word="business">business</span>, <span word="one">one</span> <span word="key">key</span> <span word="takeaway">takeaway</span> <span word="for">for</span> <span word="the">the</span> <span word="company">company</span> <span word="was">was</span> <span word="that">that</span> <span word="women">women</span> <span word="are">are</span> <span word="increasingly">increasingly</span> <span word="important">important</span> <span word="customers">customers</span> <span word="for">for</span> <span word="the">the</span> <span word="sportswear">sportswear</span> <span word="company">company</span>.</p><p>究其原因，世界杯（<span word="World">World</span> <span word="Cup">Cup</span>）固然功不可没，与此同时，耐克的中国业务也终于出现期待已久的起色，不过，耐克公司销售增长的一个关键要素却是：女性消费者对这家运动服饰公司的重要性正在与日俱增。</p><p><span word="Nike">Nike</span> <span word="CEO">CEO</span> <span word="Mike">Mike</span> <span word="Parker">Parker</span> <span word="told">told</span> <span word="analysts">analysts</span> <span word="on">on</span> <span word="a">a</span> <span word="conference">conference</span> <span word="call">call</span> <span word="on">on</span> <span word="Thursday">Thursday</span> <span word="that">that</span> <span word="efforts">efforts</span> <span word="to">to</span> <span word="cater">cater</span> <span word="to">to</span> <span word="women">women</span> <span word="have">have</span> <span word="been">been</span> <span word="a">a</span> <span word="big">big</span> <span word="help">help</span> <span word="like">like</span> <span word="developing">developing</span> <span word="female">female</span>-<span word="focus">focus</span> <span word="apps">apps</span> <span word="and">and</span> <span word="regularly">regularly</span> <span word="updating">updating</span> <span word="the">the</span> <span word="selection">selection</span> <span word="of">of</span> <span word="women">women</span>’<span word="s">s</span> <span word="products">products</span>.</p><p>耐克首席执行官马克<span word="o">o</span>帕克在周四的财报电话会议中对分析师表示，一些迎合女性消费者的努力让公司受益匪浅，比如开发针对女性的应用程序、定期更新女性产品精选系列等。</p>
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