就在5月21日，耐克一纸公告揭晓了其电商战略的重大转向：将通过亚马逊Vendor Central系统直接供 货，这意味着耐克将放弃部分对分销渠道的完全控制权，成为亚马逊的"超级供应商"，而亚马逊则在平 台内掌握耐克商品的价格和流量。 据内部邮件显示，7月19日起，大批第三方卖家的耐克商品将遭遇强制下架，亚马逊会以铁腕为官方合 作清场。 与普通卖家自行铺货不同，VC模式下，亚马逊直接买断耐克库存，既能通过算法动态调价（如即将实 施的2-10美元梯度涨价），又能独占"Sold by Amazon"黄金标签——这正是阻击阿迪达斯等竞品的关键 武器。 在耐克跑鞋从亚马逊搜索栏消失的第六年，这个运动巨头突然杀了个回马枪——这次，它带着更锋利的 武器：成为亚马逊VC卖家。 在关税利剑高悬的当下，这场回归远不止是"重新上架"，而是一场关乎万亿级电商话语权的暗战。 耐克重返亚马逊，"委身"做VC 2017年，耐克首次入驻亚马逊，目的是打击未经授权的经销商并降低广告支出。 然而，由于亚马逊未能有效解决假货与未经授权卖家问题，耐克于2019年主动退出，转向自有电商平台 和线下门店。 时隔六年，耐克回归了亚马逊。 当地时间5月21 ...

智通财经APP获悉，在2019年退出亚马逊(AMZN.US)后，耐克(NKE.US)如今重新回归该平台的线上商 城。这是这家全球最大运动服装公司为恢复增长、修复与关键批发合作伙伴关系所做努力的一部分。 此次回归亚马逊，是耐克首席执行官Elliott Hill推动恢复与零售合作伙伴关系努力的一部分。他承诺对 耐克的批发商保持"坚定不移的承诺"，其中包括迪克体育用品(DKS.US)和Foot Locker等。前任耐克首席 执行官曾为了推动耐克自身销售渠道的发展放弃了一些零售合作伙伴，但这一策略适得其反，导致销量 下滑。 但与此同时，从亚马逊下架商品是一项高风险操作，因为许多消费者使用该平台的搜索引擎来快速寻找 和购买所需商品。未在亚马逊上架的品牌可能会失去生意，转而被在搜索结果中出现的竞争产品取代。 根据市场研究公司EMarketer Inc.的数据，亚马逊占据了美国所有线上消费约40%的市场份额。 多年来，在亚马逊上销售的耐克产品多为灰色市场商品——甚至是他人售卖的假货。耐克几乎无法控制 这些商品的上架方式、产品信息的展示，甚至无法确认商品真伪。 2017年，情况发生变化，耐克加入了亚马逊的品牌注册计划。耐克高 ...

Group 1 - Nike plans to implement a price increase on a wide range of products, with shoes priced between $100 and $150 increasing by $5, and those over $150 increasing by $10, expected to take effect as early as this week [1] - The People's Bank of China and other departments issued guidelines to enhance financial support for the sports industry, focusing on the financial needs of sports goods manufacturing and service sectors [1] - Morgan Stanley reported a mild improvement in demand for sports apparel in China since the beginning of the year, with expectations of inventory clearance by Q2 2025 leading to a price recovery in the industry [1] Group 2 - Emerging markets have become a new growth engine for the global footwear and apparel market, with domestic brands rapidly gaining market share, particularly in the sports footwear sector [2] - In 2022, China's sports footwear market CR10 increased by 18.6% from 2015 to 36.8%, indicating a concentration of market share among leading brands [2] - Domestic brands are experiencing growth due to changing consumer preferences, while international brands are losing market share [2] Group 3 - Relevant concept stocks in the sports industry include Anta Sports (02020), Li Ning (02331), Xtep International (01368), and Tabo (06110) [3] - The manufacturing partner mentioned is Shenzhou International (02313) [3]

尽管调价涵盖了耐克相当大比例的产品线，仍有不少商品价格维持不变。特别是售价低于100美元的商 品，以及儿童产品价格将不会上涨。知情人士指出，耐克希望体恤当下家庭在经济上的困难，尤其是 在"返校季"期间，不希望家长在为孩子购物时承担更高负担。 另外，经典款式Air Force 1鞋款售价将维持在115美元不变。知情人士表示："这是一款许多职场人士穿 着的鞋，舒适又容易获取。" 在耐克旗下的Jordan品牌方面，其服装和配件将不涨价，但Jordan系列球鞋则会调高价格。 耐克在声明中表示："我们会定期评估业务状况，并在季节性计划中进行价格调整。"不过，公司并未直 接承认此次调价与关税有关。 智通财经APP获悉，据报道，运动服饰巨头耐克(NKE.US)计划最快于本周开始提高在美国销售的部分 鞋类、服饰及运动装备的价格，此举正值零售业面临来自新一轮关税的盈利压力。 据知情人士透露，耐克成人系列服装与配件的价格将上涨2至10美元不等，价格在100至150美元之间的 运动鞋将上调5美元，而售价高于150美元的鞋款则会上涨10美元。虽然官方调价生效日为6月1日，新价 格可能本周内就会出现在零售渠道。 虽然零售商定期调整价格 ...

新华社哈尔滨5月21日电 题：外资企业借国际展会深耕中国市场 新华社记者杨轩 在第三十四届哈尔滨国际经济贸易洽谈会（以下简称哈洽会）中的日本北海道展位前，游客纷纷在这驻足，被这里现场制作的饭团和各种特 色食品吸引。 "今年北海道共有14家企业带来36种商品参展，其中的12家和34种商品是第一次亮相哈洽会。"专程来到现场的北海道副知事加纳孝之说，希 望能借这次展会找到更多采购商，将北海道的特色产品推向中国各地。 17日至21日，以"共建向北开放新高地，共享振兴发展新机遇"为主题的第三十四届哈洽会在黑龙江省哈尔滨市举行，吸引来自美国、日本、 瑞士等38个国家和地区及中国23个省区市的1500余家企业报名参展。 5月17日，参会者在第三十四届哈洽会数字经济展区参观。新华社记者 王建威 摄 展会期间，不少外国官员及外资企业代表看好黑龙江省及中国的投资机遇，决心持续加码中国市场，共享发展红利。 "我们早在1999年就于哈尔滨设立第一家工厂，并在2013年成立了农业机械产品开发和研究中心。在过去的十年里，我们持续在黑龙江投资约 10亿元人民币加强智能制造，如今大量农机新产品已经推向了整个中国市场。"凯斯纽荷兰亚太区研发与 ...

报告共计：30页 2025户外趋势新地图：六大趋势引领生活方式变革与消费热潮 2025年户外领域呈现出多元发展态势，六大核心趋势深刻影响着消费者的生活方式与消费选择，展现出户外从单纯运动向生活态度宣言的转变。 轻户外成"反内卷"生活符号：作为低门槛、高自由度的生活方式，轻户外成为都市人对抗焦虑的出口，带动冲锋衣、防晒衣、速干裤等品类爆发。数据显 示，近一年"轻户外"相关内容互动量达1210万，防晒衣消费者更关注穿搭属性，长款防晒衣声量增长显著，CAMEL、蕉下、PELLIOT等品牌占据主要市场 份额。速干裤则以功能性为核心，美国品牌Alo凭借时尚版型迅速走红。 今天分享的是：2025户外趋势新地图——6大趋势盘点抢占营销先机-艺恩 骑行取代露营成顶流：骑行精准契合时间碎片化、亲近自然等需求，成为轻户外热度榜首。公路骑行、夜骑等场景热度突出，带动自行车及装备销量激增， 公路自行车销量增速达270%。消费者既追求专业设备，也注重穿搭风格，休闲运动风与户外机能风并存。北京文旅推出21条骑行路线，凸显骑行与旅游的 融合，年轻群体更关注骑行带来的自由感与情绪价值。 越野跑从小众走向大众：在健康消费升级与社交媒体推动下， ...

Core Viewpoint - Asics has reported strong financial performance for Q1 of FY2025, with net sales and net profit both showing significant year-on-year growth, indicating a successful turnaround and increasing popularity among younger consumers in China [1][2][3]. Financial Performance - Asics' Q1 net sales reached 208.3 billion yen (approximately 10.3 billion RMB), a year-on-year increase of 19.7%, marking the first time the company surpassed the 200 billion yen mark in a single quarter [1]. - The net profit attributable to the parent company rose by 18.4% to 31.6 billion yen (approximately 1.57 billion RMB), achieving a historical high for the January-March period for three consecutive years [1]. - For FY2024, Asics reported total revenue of 349 billion RMB, an 18.9% increase, and operating profit of 48 billion RMB, a substantial growth of 84.7% [1]. Market Trends - The resurgence of retro styles has made Asics popular among younger consumers, with the brand being associated with comfort and nostalgia, previously perceived as "old people's shoes" [2][3]. - The "Y2K" and "millennial" trends have driven the popularity of retro running shoes, with the GEL-CONTEND 4 model selling over 400,000 units [3]. - Asics' performance running shoe segment has seen double-digit growth, contributing 48% of the company's revenue with 326.9 billion yen in sales, a 14.3% increase [3]. Brand Strategy - Asics has effectively targeted Gen Z consumers through innovative marketing strategies, including collaborations with popular culture icons and social media influencers [4]. - The brand's high-end sub-brand, Onitsuka Tiger, has also shown strong growth, contributing 95.4 billion yen in revenue, a 58.3% increase, with a profit margin of 34% [3][4]. Regional Performance - The Chinese market has become a significant growth driver for Asics, with net sales increasing from 62.4 billion yen in FY2022 to 100.5 billion yen in FY2024, making it the third-largest market for the brand [5]. - Asics has expanded its online and offline channels in China, sponsoring major running events and collaborating with fitness influencers, similar to strategies employed by other outdoor brands targeting the middle-class demographic [7]. Consumer Engagement - Asics has focused on creating emotional value for Chinese consumers, enhancing brand loyalty and engagement through community-building efforts [6][7]. - The pricing strategy of Asics remains competitive, with top-selling running shoes priced under 500 RMB, making them more accessible compared to other premium brands [7].

Core Insights - Adidas has opened its first global flagship store for the Trefoil brand in Shanghai, marking a significant milestone in its "In China, For China" strategy [1][4][8] Store Opening and Design - The flagship store is located at 322 Anfu Road and is the first international sports brand store in the area, which is known for its fashion and cultural appeal [1][4] - The store is housed in a historical cinema building, integrating classic brand elements with local culture, providing a unique shopping experience [5][6] - The store spans approximately 290 square meters over two floors, featuring a central stage area and four themed "cinema" zones, enhancing the cultural resonance with consumers [5][6] Product Launch and Marketing Strategy - On the opening day, Adidas launched a global first with its Trefoil pet series, emphasizing the emotional connection between pets and their owners through fashion [7] - The company aims to leverage the "first launch economy" by introducing exclusive products in the store, enhancing consumer engagement and experience [8] - Adidas is focusing on localized operations and innovation to improve product and service quality, aiming to capture the evolving consumer preferences for experiential shopping [8] Financial Performance - In Q1, Adidas reported global revenues of €6.153 billion, a 13% year-on-year increase, with operating profit rising 82% to €610 million [9] - The Greater China region achieved revenues of €1.029 billion, also reflecting a 13% year-on-year growth, marking eight consecutive quarters of quality growth [9]

Core Insights - Adidas has opened its first global flagship store for the "Three Stripes" brand in Shanghai, located at 322 Anfu Road, marking its entry into the area as the first international sports brand store [1][3] - The flagship store is designed to be the highest specification of Adidas' direct-operated stores, featuring the latest products, limited collaborations, and regional specialties [1][3] Group 1: Store Strategy - Adidas is focusing on establishing flagship stores in core business districts of first and second-tier cities while collaborating with distributors in lower-tier markets to reach a broader consumer base [3] - The Anfu Road store is part of Adidas' "pyramid" distribution network, with a higher product turnover rate, introducing new products weekly [3] Group 2: Store Design and Local Integration - The store's design incorporates elements from its previous identity as a cinema, blending cinema aesthetics with local culture, while maintaining the original architectural features [3][5] - The store aims to be a good neighbor, aligning with local street characteristics, and features a limited release of a new pet product line, along with regionally inspired limited items [5] Group 3: Financial Performance - In the first quarter of this year, Adidas reported global revenue of €6.153 billion, a 13% increase year-over-year in currency-neutral terms, with operating profit rising 82% to €610 million [5] - The Greater China region achieved revenue of €1.029 billion, also reflecting a 13% year-over-year growth, marking eight consecutive quarters of "quality growth" [5]

每经记者｜谢陶 每经编辑｜唐元 最近 成都的"首"字头有点多 首发首展首秀首店扎堆 这不由得让人感叹 纵览国内的消费市场 成都的吸引力 无论是对消费者还是对国际知名品牌 都是领先一档的存在 种种标签之外 在成都蓬勃、多元的消费市场之外 我们感受到这座城市多年以来 2025年第一季度 成都累计落户首店148家 展现出强大的商业吸引力 与众多一线城市齐肩 在 "最受00后喜爱的城市" "最具幸福感的城市" "万亿消费之城" 始终保有的一种 新奇的、在地的、引领潮流的吸引力 图片来源：每经记者 张建 摄 精致与精明并存 成都的消费市场 精致与精明巧妙共存 国际奢侈品牌、高定服饰相继落子的同时 不乏许多大众品牌的持续布局 两种不同的消费形态在此共融共生 并未透露割裂感与违和感 不久前 知名珠宝品牌格拉夫婚嫁珠宝（GRAFF） 限时体验展亮相成都太古里 捕捉这座城市年轻人的情愫 图片来源：GRAFF格拉夫微信公众号 运动品牌可隆（KOLON KRAFT） 全国首家旗舰店 扎根成都太古里 面积超过300平方米 其设计元素与成都的自然风貌相结合 体现了品牌与在地文化的深度融合 瑞士专业运动品牌On（昂跑） 则在此开设了中国 ...