机制之争：双十一，FILA把耐克“赶下”王座

Core Insights - The sports market is undergoing significant reshuffling, with FILA ranking first in Tmall's Double Eleven sales, followed by Adidas and Nike, marking Nike's first drop from the top position in years [1][4][10] Brand Performance - In the 2023 Double Eleven sales, the top three brands were Nike, FILA, and Anta, while in 2024, the rankings shifted to Nike, FILA, and Adidas, indicating a competitive landscape [1][10] - FILA's sales strategy includes a "customer service integration" project, enhancing the customer experience from pre-purchase to post-sale [4][5] - Nike's revenue in Greater China has been declining, with a 10% drop to $1.512 billion (approximately 10.775 billion RMB) for the latest fiscal quarter [10][11] Market Dynamics - The competition is intensifying, with domestic brands like Anta and Li Ning gaining market share, while overseas brands face declining premium pricing [10][11] - Nike's market share in China decreased from 18.1% to 16.2%, while Anta's increased from 9.8% to 10.5% [10][11] - The overall market is under pressure, with reports of losses in domestic sales for brands like Peak and Li Ning [11][12] Strategic Adjustments - FILA is focusing on strategic investments in tennis and golf, with significant sales growth in these categories during the Double Eleven period [6][13] - Nike is recognizing the importance of localized operations, appointing local executives and establishing creative centers in China to enhance market engagement [7][10] - The need for Nike to adapt its strategies in China is critical, especially after its drop to third place in sales rankings [14]