耐克成功的关键突破口 女性才是上帝

Nike killed it last quarter. Business was up in every major market, in every category, both in its own stores and at wholesale.

耐克（Nike）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。

Overall quarterly revenue rose 15% to $8 billion, compared with the same period last year, the company said on Thursday. It was the company’s biggest gain in the past year.

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。

While the World Cup certainly helped, along with a long-awaited improvement to Nike’s China business, one key takeaway for the company was that women are increasingly important customers for the sportswear company.

究其原因，世界杯（World Cup）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。

Nike CEO Mike Parker told analysts on a conference call on Thursday that efforts to cater to women have been a big help like developing female-focus apps and regularly updating the selection of women’s products.

耐克首席执行官马克o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。

“Revenue for women’s grew at a strong double digit pace, as we focused on realizing the significant potential in this large and growing business,” Parker said.

“由于我们十分重视挖掘女性消费的巨大潜力，女性业务的营收实现了两位数的强劲增长，”帕克说道。

The Nike+ training club app, which features dozens of workouts tailored to women, has been downloaded 17 million times, he said. And clothing like the sculpt tights for women (which are priced about the same as LululemonAthletica’sLULU -1.01% equivalents) has sold well.

据他介绍，Nike+锻炼俱乐部专为女性量身定制了数十款训练方案，目前已经被用户下载了1,700万次。而像女性塑身衣【售价与露露柠檬（Lululemon Athletica）的同类产品相当】等服装销量也非常理想。

A big trend that is working in Nike’s favor is the growing popularity of “athleisure,” essentially casual clothing that has an athletic look. Lululemon has led this trend, but Nike NKE -1.35% , VF Corp’s VFC -1.85% Lucy and Gap’s GPS -2.02% Athleta have jumped in in a big way too.

正在越来越流行的“运动休闲装”风潮，也对耐克相当有利。露露柠檬是这股潮流的引领者，但耐克、威富集团（VF Corp）旗下同类品牌Lucy、以及Gap旗下品牌Athleta等发展势头也非常迅猛。

Another big bright spot for Nike was China, where revenue grew 20% when currency fluctuations are stripped out. For more than a year, the company had been saddled with excess merchandise in that market after misreading consumer demand and selling merchandise Chinese customers didn’t want. In Europe, where Nike has been eating Adidas’ lunch, sales rose 25%.

耐克的另外一个亮点就是中国区的业绩，在扣除汇率波动造成的差价影响后，中国区营收足足增长了20%。此前，由于没有抓准消费者需求，耐克销售的都是一些中国消费者并不喜欢的商品，因而栽了跟头，在一年多的时间里商品滞销。现在这一局面已经扭转。而在欧洲，耐克一直在蚕食阿迪达斯（Adidas）的市场份额，销售额也足足增长了25%。

The positive results for the three months ending August 31 sent Nike’s shares up 5% in after-hours trading, putting it on pace to hit an all-time high during regular trading hours on Friday.

截至8月31日，耐克第三季度的业绩十分理想，推动该公司股价在盘后交易大涨5%，并在周五的常规交易时段刷新了历史记录。

There are also signs Nike’s hot streak will continue. The company noted a 14% hike in advance orders, for merchandise to be delivered between now and January, well above the 10% Wall Street analysts expected, according to Consensus Matrix.

此外，有种种迹象显示耐克的快速增长将持续。该公司宣布，从目前到明年1月份，耐克商品的预定订单增长了14%，据Consensus Matrix公司提供的数据表明，该增长率超过了华尔街分析师给出的10%预期。