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原标题:NBA搞的事,让耐克“躺枪”了

达雷尔·莫雷的一条“作死”推特,已连累了包含耐克在内的运动品牌。

这几年,一双NBA明星的联名款、限量版运动鞋价格动辄几千、上万,在我国有时甚至能被“炒”到数万元,让这些国外运动鞋和运动服装品牌在我国赚得盆满钵满。

不过,NBA事情发生后,包含耐克在内的运动品牌,处在了十分为难的地步。其间尤以作为NBA独家球衣赞助商的耐克遭到的影响最甚。

Few western companies have more at stake than Nike in the fallout from an American basketball executive’s tweet about Hong Kong。?

一个美国篮球队高管在推特上发布了有关香港的言辞后,几乎没有哪家西方公司比耐克面对的危险更大。

The US sportswear group, whose Swoosh logo adorns NBA player kits under an exclusive deal with the league, has been among the biggest beneficiaries from a basketball boom in China。

这家美国运动服装集团是我国篮球热潮的最大受益者之一。依据与NBA的一项独家协议,该集团的对勾标识会出现在NBA球员的球衣上。

“The brand has been so hot over there,” said Brian Yarbrough, analyst at Edward Jones in St Louis。 Such is the importance of China to the New York-listed company, which has a $115bn market capitalisation, that “one hiccup could spell problems” for the entire investment case。

“这个品牌在那里一向很受欢迎,”总部设在圣路易斯的Edward Jones公司的分析师布赖恩?亚伯拉夫说道。关于这家市值1150亿美元的纽约上市公司来说,我国市场的重要性如此之大,以至于“一个小问题或许会给整个出资方案带来费事”。

▲Nike risks being dragged into China NBA dispute(via Financial Times)

此外,耐克越来越依靠它在大中华区域的增加。

Its sales in Greater China surged 22% in the first quarter of this fiscal year to make up about 17% of its total revenue。 Basketball and Nike are so popular in China, that “they can go there and basically charge what they want,” one analyst told the?Financial Times。

本财年第一季度,该公司在大中华区的销售额激增22%,占其总收入的17%左右。一位分析师对英国《金融时报》表明,篮球和耐克在我国如此受欢迎,以至于“他们能够去那里,想收多少钱就收多少钱。”

Nike‘s chief executive, Mark Parker, has repeatedly underlined the importance of China to the company and reaffirmed its commitment to the region。?

此前,耐克首席执行官马克·帕克一再强调我国对公司的重要性,并重申了对该区域的许诺。

“Nike is a brand of China for China and the results continue to prove it out。 We‘ve driven double-digit growth in Greater China every quarter for more than five years,” he said on the company’s first-quarter earnings call this year。

“耐克是为我国打造的一个我国品牌,成果继续证明了这一点。在曩昔五年多时间里,咱们每个季度都在大中华区完成两位数的增加。

“We are also excited about the energy around basketball in this geography, and globally, as we enter the new NBA season,” Parker added。

帕克弥补说:“跟着咱们进入新的NBA赛季,咱们也对篮球在这个区域和全球的生机感到振奋。”

▲Why Nike is caught in the middle of the NBA‘s dispute with China(via Markets Insider)

不过,此次NBA的风云,让耐克堕入为难的地步。

For footwear companies, China boasts a growing middle class that is increasingly interested in their products 。。。 sales could take?a hit if the controversy worsens。?Footwear companies have already?expressed concernabout the?ongoing US-China trade war eating away at their profits。?

关于制鞋企业来说,我国的中产阶级日益壮大,对他们的产品越来越感兴趣……假如争议加重,销量或许会遭到冲击。鞋类企业现已对继续中的中美贸易战腐蚀它们的赢利表明忧虑。

“Should this situation escalate, should the government suggest that consumers no longer buy Western brands or brands that are associated with the NBA, that would be very bad,” said Matt Powell, a retail analyst with the NPD Group。 “They are all getting a significant portion of their growth from China。”

“假如状况晋级,假如(我国)政府主张顾客不再购买西方品牌或与NBA有关的品牌,那将是十分糟糕的,”NPD集团的零售分析师马特·鲍威尔说道。“它们(成绩)很大一部分的增加来自我国。”

▲Nike and other sneaker companies may feel the sting of the NBA‘s China controversy(via CNN)

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