[花邊] Jordan Brand 重大危機!adidas 以兩年半
表面上是跟nba沒什麼關係的花邊,但實際上是73總亞軍跟16-0不能出現的真正原因
https://hypebeast.com/zh/2017/6/jordan-brand-market-share-loss-bad-for-nike
https://tinyurl.com/ya65wsc2
Jordan Brand 重大危機!adidas 以兩年半時間佔據近半球鞋轉售市場
StockX CEO 指出 Jordan Brand 市場佔有率下滑的致命原因!
By Yuki Tsang · Jun 11, 2017 in Footwear 球鞋
不得不承認,從轉售市場能了解球鞋的受歡迎程度。而球鞋買取名所 StockX 的 CEO
Josh Luber 早前與 Jefferies 分析師 Randy Konik 進行電話會議,並分享了 Jordan
Brand 與 Nike 正面臨的危機,以及不再受歡迎的致命原因。據 Josh Luber 所指,鞋迷
於 2015 年 1 月時是一面倒向 Jordan Brand,當時品牌佔球鞋轉售市場高達 96%,而
adidas 連 1% 也不足,但如今 adidas 已佔據球鞋轉售市場的 45%,已經佔據了差不多
一半的轉售市場。Josh Luber 認為 Jordan Brand 市場佔有率下滑,主要是由「時尚趨
勢變化」及「供過於求」兩大致命問題導致。
「時尚趨勢變化」是指現在大家都穿著緊身褲,並不喜歡搭配笨重的籃球鞋。因此如
adidas Stan Smith 等細長的鞋款,將 Jordan Brand 的市場佔有率瓜分。「供過於求
」方面,三年前大家對 Jordan Brand 推出的球鞋都是一鞋難求,如今球鞋發售量增加了
的同時,定價也提高了,導致球鞋未能一如以往般以短時間完售。Josh Luber 表示唯一
的解決方法是減少貨量,但這又會為 Nike 整體業務帶來不良影響。
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