耐克為何面臨多年來最糟糕的表現(xiàn)?“喬丹年紀(jì)大了名氣小了,NBA不再那么酷了,耐克失去了營銷手段”“耐克熱衷于為收集和轉(zhuǎn)售鞋子的怪人制作鞋子,希望他們的鞋子成為NFT”
Why Nike is Facing Its Worst Performance in Years譯文簡介
我們都知道耐克主宰著鞋類市場(chǎng),這家公司擁有38%的總市場(chǎng)份額,多年來一直超越競(jìng)爭對(duì)手。但是隨著今年第一季度銷售額的下降,耐克面臨著自90年代末以來最糟糕的表現(xiàn),而在過去的2月份,耐克宣布將裁員2%,作為其削減20億美元成本計(jì)劃的一部分。
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Reason is simple: Michael Jordan is becoming older and less known to people, while the NBA is simply not that cool anymore. Thus Nike has lost it's biggest marketing method. That's it.
原因很簡單:邁克爾·喬丹年紀(jì)大了,名氣越來越小,而NBA也不再那么酷了。因此,耐克失去了它最大的營銷手段。就是這樣。
Only kind of interested in the SB line now lebrons suck, kds suck, kobes i guess will be strong, ja1 suck, book1 suck, pegasus is ugly, jordan is still ok in a way quality sucks and color blocking and story sucks !! Last lebron shoe that was innovative was the 19. Kyrie was fire up until the last two shoes !! So its prob Kobe and Jordan holding up nike now
我現(xiàn)在只對(duì)SB系列有點(diǎn)興趣,勒布朗的鞋不好,KD的鞋也不好,科比的鞋我猜還會(huì)堅(jiān)挺,JA1的鞋不好,Book1的鞋也不好,飛馬系列的鞋外觀丑陋,喬丹系列的鞋在某種程度上還可以,但質(zhì)量不好,色彩搭配和故事性也不好!最后一款有創(chuàng)新的勒布朗鞋是第19代。歐文系列直到最近兩代之前都很棒!所以現(xiàn)在可能是科比和喬丹系列在支撐著耐克。
原創(chuàng)翻譯:龍騰網(wǎng) http://mintwatchbillionaireclub.com 轉(zhuǎn)載請(qǐng)注明出處
Nike is too busy making shoes for those weirdos who collect and resell shoes instead of wearing them. Their shoes are not at all durable instead they concentrate on making it look different and than sell it with the term I hate the most "linited drop". It feels like Nike wants their shoes to be NFTs.
耐克太忙于為那些收集和轉(zhuǎn)售鞋子的怪人制作鞋子,而不是為了穿它們。他們的鞋子一點(diǎn)也不耐用,反而他們專注于讓鞋子看起來與眾不同,然后以我最討厭的術(shù)語“限量發(fā)售”出售。感覺就像是耐克希望他們的鞋子成為NFT(非同質(zhì)化代幣)。
This is cap all shoe brands are like this. It's the over hyping of shit with resellers buying everything that's killed interest
這是所有鞋類品牌的通病。過度炒作和轉(zhuǎn)售商購買所有商品扼殺了人們的興趣
Used to be a Nike fan, but I haven’t seen a Nike shoe wow me in years. Then if there ever is some sort of interesting new release, it’s either some sort of limited run or special edition that get’s sold out and resold at outrageous prices. This kind of stuff has drove me to try other brands like Adidas and New Balance. Even if they have hype shoes, everything is still relatively accessible
我曾經(jīng)是耐克的粉絲,但多年來我從未見過一款令我驚嘆的耐克鞋。如果真的有有趣的新品發(fā)布,那要么是限量版,要么是特別版,賣光了又以離譜的價(jià)格轉(zhuǎn)售。這類東西促使我嘗試其他品牌,如阿迪達(dá)斯和新百倫。即使他們有炒作的鞋子,所有東西仍然相對(duì)容易買到
Nike shoes are way too expensive given their middling to poor quality. The way Nikes are made, they should cost 40% less. Add in the bad vibes from their sweat shop abuse, and Nikes should cost 60%. Never again, Nike.
考慮到耐克鞋的質(zhì)量中等偏差,它們的價(jià)格實(shí)在太貴了。按照耐克鞋的制作方式,它們的價(jià)格應(yīng)該低 40%。再加上血汗工廠的惡劣影響,耐克鞋的價(jià)格應(yīng)該低 60%。再也不買耐克鞋了。
It's why I always buy the "out of season" ones I like when they're marked down to $35-40/pair.
這就是為什么我總是在它們降價(jià)到每雙 35-40 美元時(shí)購買我喜歡的“過季”產(chǎn)品。
exactly, they're made of majority plastic and cheap materials and they don't last long. i'd rather just spend more money on quality shoes, leather shoes, then nikes.
確實(shí),它們主要由塑料和廉價(jià)材料制成,而且使用壽命不長。我寧愿花更多的錢買優(yōu)質(zhì)鞋、皮鞋,而不是耐克鞋。
That's capitalism. Shitty products, high prices.
這就是資本主義。產(chǎn)品質(zhì)量差,價(jià)格高。
People have been saying this crap for over 30 years, it's not a quality issue, customers don't care about quality. They care about design. Nike has been releasing shitty designs for years
人們已經(jīng)說了 30 多年這種廢話了,這不是質(zhì)量問題,客戶不在乎質(zhì)量。他們關(guān)心的是設(shè)計(jì)。耐克多年來一直在發(fā)布糟糕的設(shè)計(jì)
nike quality is so bad now, i don't know how they got to this place
耐克現(xiàn)在的質(zhì)量太差了,我不知道他們是怎么走到這一步的
and now Nike is making a lot of their shoes with recycled materials which is making the quality worse and they still got the nerve to keep charging regular price.
現(xiàn)在耐克很多鞋都是用回收材料做的,質(zhì)量越來越差,還敢繼續(xù)收正價(jià)。
原創(chuàng)翻譯:龍騰網(wǎng) http://mintwatchbillionaireclub.com 轉(zhuǎn)載請(qǐng)注明出處
Still outsell all the competitors in the world.
銷量仍然超過世界上所有競(jìng)爭對(duì)手。
compared to when? You can't even answer because Nike's quality has been largely the same since the 90s.
和什么時(shí)候比?你甚至無法回答,因?yàn)槟涂说馁|(zhì)量自 90 年代以來基本保持不變。
you are speaking entirely out of your ass. Recycling doesn't lessen the quality of a material.
你說的完全是屁話?;厥詹⒉粫?huì)降低材料的質(zhì)量。
"40%" "60%"
Lil bro clearly doesn't know economics ?
"40%" "60%"
小弟顯然不懂經(jīng)濟(jì)學(xué) ?
depends on which shoe you get. Nike obxtively leads market in race shoes. Also have an amazing max cushion daily trainer in invincible run 3,
取決于你買哪雙鞋。耐克在跑鞋市場(chǎng)中客觀領(lǐng)先。此外,在無敵跑 3 中還有一款出色的最大緩沖日常訓(xùn)練鞋,
Companies like Nike keep forgetting that cruelty free applies to people too!
When you have 10 to 60 year-olds
Working $.10 for every $30 your shoes, your clothes, your packaging are gonna look & last like they were made for 10¢
像耐克這樣的公司總是忘記,"零殘忍"也適用于人!
當(dāng)你讓10到60歲的人以每30美元商品只賺10美分的工資工作時(shí),你的鞋子、衣服、包裝看起來和持久性就會(huì)像是只值10美分的產(chǎn)品。
"nice leather" and Nike shan't be used in the same breath. Nike chrome tans low quality leather and coats them in a layer of plastic and pigment that crease worse and don't last as long as a more natural leather
“好皮革”和耐克不能相提并論。耐克用鉻鞣劑鞣制低質(zhì)量的皮革,并在其表面涂上一層塑料和顏料,這樣會(huì)更易起皺,而且不像天然皮革那樣耐用
Sweat shop abuse? This goes for any brand that sources from third world countries. I don't think ppl care. It's the quality and price point that's most important
血汗工廠虐待?這適用于任何從第三世界國家采購的品牌。我認(rèn)為人們不在乎。最重要的是質(zhì)量和價(jià)格
The quality and price point are not aligned with one another.
質(zhì)量與價(jià)格并不相符。
In my experience owning different brands of shoes.. yes. Nike is overpriced & doesn't last long, less than 2 years the glue fell off. My Puma & Adidas shoes last more than 3 years and still counting & most importantly didn't cost the same as Nike does. Talking about comfiness, I prefer Skechers. And New Balance & Reebok are pretty underrated.
根據(jù)我擁有不同品牌鞋子的經(jīng)驗(yàn)……是的,耐克定價(jià)過高且不耐用,不到兩年膠水就脫落了。我的彪馬和阿迪達(dá)斯鞋子穿了三年多,而且最重要的是,它們的價(jià)格并不像耐克那樣高。說到舒適度,我更喜歡斯凱奇。而且新百倫和銳步相當(dāng)被低估了。
Just buy them on resell markets, usually they’re way under retail
就在轉(zhuǎn)售市場(chǎng)上買它們,通常它們的價(jià)格遠(yuǎn)低于零售價(jià)。
Most Nike shoes should cost $30-40 USD at most. They're made to look at. That's it.
大多數(shù)耐克鞋最多售價(jià) 30-40 美元。它們就是為了好看而設(shè)計(jì)的。僅此而已。
Your iphone should also cost 50% less but you pay for the brand everywhere
你的 iPhone 價(jià)格也應(yīng)該降低 50%,但你到處都要為品牌買單
Explain how it actually costs Apple about 50% of what an iPhone costs to make it and they have worse profit margins than Samsung so if anyone should be paying less, it’s you
解釋一下事實(shí)上,蘋果的生產(chǎn)成本僅為 iPhone 的 50%,利潤率也低于三星所以如果有人應(yīng)該少付錢,那就是你
The world is getting smarter and poorer. No one really buys branded anymore, but the best value for money.
世界變得越來越聰明,卻越來越貧窮?,F(xiàn)在沒有人真正購買品牌產(chǎn)品,而是追求性價(jià)比。
Some people buy brands because of the style. I like Nike quite a lot and I don’t think I’m rich and snob from buying from a corporation that makes the stuff I like. Also, a lot of the great value stuff you were proposing (Walmart, Amazon essentials, etc) are much larger corporations
有些人因?yàn)轱L(fēng)格而購買品牌。我個(gè)人非常喜歡耐克,我不認(rèn)為購買我喜歡的東西就意味著我富有或自大。此外,你提議的那些具有很高價(jià)值的商品(比如沃爾瑪、亞馬遜必需品等)也來自規(guī)模更大的公司。
not really. It differs by degrees. It's always the same brands getting caught doing it. You do realise that there are differences in terms of how companies monitor and pay attention to this stuff. Nike clearly doesn't give a rat's @$$. Which explains why they get caught far more than anyone else using child labour in sweat shops.
Now you are dead right that the consumer doesn't care. That's 100% true. Otherwise they would punish Nike for it. Hell....Nike had the scandal of punishing their women athletes for getting pregnant by docking their pay considerably while advertising what a women centric brand they are.....and that didn't make women not buy Nike. So clearly marketing and brand image Trump's all other considerations. Except when it comes to virtue signalling over superficial nonsense apparently.
不完全是。這在程度上有所不同??偸窍嗤钠放票蛔サ阶鲞@些事情。你意識(shí)到公司在監(jiān)控和關(guān)注這些問題方面存在差異。耐克顯然不在乎。這解釋了為什么他們比其他任何使用童工和血汗工廠的品牌被抓的次數(shù)都多。
現(xiàn)在你說的消費(fèi)者不在乎是完全正確的。否則他們會(huì)因?yàn)檫@些行為而懲罰耐克。見鬼……耐克曾經(jīng)因?yàn)橄鳒p懷孕女運(yùn)動(dòng)員的薪水而丑聞纏身,同時(shí)宣傳他們是多么以女性為中心的品牌……而這并沒有讓女性停止購買耐克。所以很明顯,市場(chǎng)營銷和品牌形象勝過所有其他考慮因素。除非是涉及到表面的小事時(shí)的偽善信號(hào)。
? @CodigosJJ these does have a bougier market though that priorities light shoes for running and being on your feet all day. Hokas and Ons are popular where i live (i work somewhere that sells them) because we have a lot of techies who do yoga and go running so they don't get out of shape working their computer jobs, and hokas are popular with the medical field ppl too , like nurses who are on their feet all day.
不過,這些鞋確實(shí)有一個(gè)更高端的市場(chǎng),優(yōu)先考慮輕便的跑步鞋和全天站立的鞋子。 Hokas 和 Ons 在我居住的地方很受歡迎(我工作的地方有賣),因?yàn)槲覀冇泻芏嗉夹g(shù)人員做瑜伽和跑步,這樣他們就不會(huì)因?yàn)閺氖掠?jì)算機(jī)工作而走形,而且 hokas 也很受醫(yī)療領(lǐng)域人士的歡迎,比如整天站立的護(hù)士。
? @HammerStudioGames yeah i after if anything recycling the scraps into the foam and rubber soles required rhem to innovate a bit to make sure the recycled material soles would have similar quality to the Virgin rubber/plastic soles. I like the trend of this as it makes the design unique too.
是的,如果將廢料回收制成泡沫和橡膠鞋底,則需要他們進(jìn)行一些創(chuàng)新,以確保回收材料鞋底的質(zhì)量與原始橡膠/塑料鞋底相似。我喜歡這種趨勢(shì),因?yàn)樗彩乖O(shè)計(jì)獨(dú)一無二.
原創(chuàng)翻譯:龍騰網(wǎng) http://mintwatchbillionaireclub.com 轉(zhuǎn)載請(qǐng)注明出處
And why can they make like 600 different ones across all their markets at once? Because they cost nothing to make.
They’re basically fast fashion pretending to be premium
為什么他們可以同時(shí)在所有市場(chǎng)上生產(chǎn) 600 種不同的產(chǎn)品?因?yàn)樗鼈兊纳a(chǎn)成本為零。它們基本上是假裝高端的快時(shí)尚
Yes and I can buy extremely good quality copies fake Nike air max (So good to u can't even tell the difference and I have owned original ones as well). From Thailand , Vietnam etc for about $30 (Which is still a profit of at least $25 to ever selling them, has any cost $5 or less to make). The major issue is the extortion of cost that nike charges. They should really be selling these kind of trainers for about $50, and they would still be making a massive profit margin
是的,我可以購買質(zhì)量極好的假耐克Air Max(好到你甚至分辨不出差別,而且我也擁有過正品)。來自泰國、越南等地,大約30美元(這仍然至少有25美元的利潤空間,因?yàn)槊侩p的成本可能在5美元或更低)。主要問題是耐克收取的過高價(jià)格。他們真的應(yīng)該以大約50美元的價(jià)格出售這類運(yùn)動(dòng)鞋,這樣仍然能獲得巨大的利潤空間。
apple has Ferrari level profit levels. Unheard of for electronics.
蘋果的利潤水平堪比法拉利。這在電子產(chǎn)品領(lǐng)域前所未聞。
For a sports shoe you need consistency and Nike doesn't have that. You buy a shoe and you like, then you go back for replacements and either the shoe isn't made anymore or you buy the same shoe and the quality is completely trashed.
對(duì)于運(yùn)動(dòng)鞋來說,你需要一致性,但耐克沒有。你買了一雙鞋,你很喜歡,然后你回去換一雙,結(jié)果要么這雙鞋不再生產(chǎn),要么你買了同樣的鞋,質(zhì)量完全變了。
also have the most inconsistent shoe sizing
same model, same size, different fit... like what???
my main sport is running and aside from alphafly and vaporfly, the other lineup are poor in quality... most notable is the zoomx foam getting busted from what users criticize
bought one and never purchasing from this brand again... overhyped, overpriced, trash tier quality
there are better options out there... don't get fooled by their aggressive marketing
它們還有最不一致的鞋子尺碼
同一型號(hào),同一尺碼,不同的合腳度... 這是怎么回事???
我的主要運(yùn)動(dòng)是跑步,除了Alphafly和Vaporfly之外,其他系列的質(zhì)量都很差... 最明顯的是ZoomX泡沫容易破損,正如用戶所批評(píng)的
我買了一雙,再也不會(huì)購買這個(gè)品牌的鞋子了... 過度炒作,價(jià)格過高,質(zhì)量低劣
還有更好的選擇... 不要被他們激進(jìn)的營銷所迷惑
原創(chuàng)翻譯:龍騰網(wǎng) http://mintwatchbillionaireclub.com 轉(zhuǎn)載請(qǐng)注明出處
Nike is the fashion brand. There is no need to produce for many years one model. Each year Nike gives a new generation which has much higher perfomance. I am ultramarathon runner and I have been wore Pegasus for last 7 years and I fully satysfy with evolution. Yes, Pegasus 35, 36 were awful, the 37 had bad durability but 33, 34, 38, 40 were amaizing. Hope new Pegasus 41 will be have such cool perfomance as it looks. In my opinion, the biggest drawback of the current Nike Running is the lack of T-shirts in the right colours to match the shoes. Because wearing a black T-shirt all the time is so boring
耐克是一個(gè)時(shí)尚品牌。沒有必要多年來一直生產(chǎn)一個(gè)型號(hào)。每年耐克都會(huì)推出新一代產(chǎn)品,性能都有顯著提升。我是一名超級(jí)馬拉松運(yùn)動(dòng)員,過去7年我一直穿著飛馬系列,我對(duì)它的演變非常滿意。是的,飛馬35、36款很糟糕,37款的耐用性差,但33、34、38、40款都非常驚人。希望新的飛馬41款能像它看起來那樣擁有出色的性能。在我看來,當(dāng)前耐克跑鞋最大的缺點(diǎn)是缺乏合適顏色的T恤來搭配鞋子。因?yàn)橐恢贝┖谏玊恤實(shí)在太無聊了。
@ryanjoseph.51 actually, Adidas has the worse inconsistent size fitting
事實(shí)上,阿迪達(dá)斯的尺碼不一致是最嚴(yán)重的
much worse quality in these last 5 or 7 years plus their shitty DEI politics .
過去 5 到 7 年里質(zhì)量更差,再加上他們?cè)愀獾?DEI 政治。
problem with nike is the good shoe they make in limited quantities to drive profit off to trash garbage shoes that nobody wants.
耐克的問題在于,他們只生產(chǎn)有限數(shù)量的好鞋,以賺取利潤,然后扔掉沒人想要的垃圾鞋。
My Nike Pegasus 38 were the most comfortable but firm shoes I ever wore and used them daily as well as for jogs. When they were stolen, I replaced them with the 39s and it was like a completely different shoe!
我的 Nike Pegasus 38 是我穿過的最舒適但最堅(jiān)固的鞋子,我每天都穿,也用于慢跑。當(dāng)它們被盜時(shí),我換上了 39 號(hào),感覺就像是一雙完全不同的鞋子!
@Sean_neaS lol no what brand has the same shoe five years later this is literally a problem across the whole industry not Nike but they always get the hate for no reason.
哈哈,不知道哪個(gè)品牌五年后還生產(chǎn)同樣的鞋子,這實(shí)際上是整個(gè)行業(yè)的問題,而不是耐克的問題,但他們總是無緣無故地被人討厭。
This! Nike made the Lunar Glides 8 for one year - legit the most comfortable shoe I've ever worn. I used to walk around London in those for 8+ hours and didn't have any pain. I could never find a suitable replacement.
就是這個(gè)!耐克為一年生產(chǎn)了Lunar Glides 8——真的是我穿過的最舒適的鞋。我過去常常穿著它們?cè)趥惗刈?個(gè)多小時(shí),沒有任何疼痛。我再也找不到合適的替代品。
Nike buyers are getting old and switching to New Balance.
Nike 的購買者正在變老并且轉(zhuǎn)而購買 New Balance。
Because Nike is a fast fashion company churning out thousands of SKUs a year but pretending to be premium.
They know what they sell is trash and won’t last but there’s more money in convincing people they always need a new style.
因?yàn)槟涂耸且患铱鞎r(shí)尚公司,每年生產(chǎn)數(shù)千個(gè)庫存單位,卻假裝自己是高端品牌。他們知道自己賣的是垃圾,不會(huì)持久,但說服人們他們總是需要新款式更能賺錢。
Shoe companies change/upxe their model about once every six months so that's a wash with me. One consistent thing I've found with Nike is the shoes are very narrow. I can fit into a D width, sometimes E width on most competitors shoes, but Nike varies from a D to an EE or EEE when I try them on. And this is the same model that hasn't undergone any changes. I never by shoes though a direct-to-consumer channel as fit is too important.
鞋類公司大約每六個(gè)月就會(huì)更新他們的款式,所以對(duì)我來說這沒什么區(qū)別。我發(fā)現(xiàn)耐克的一個(gè)一貫問題是鞋子非常窄。在大多數(shù)競(jìng)爭對(duì)手的鞋子中,我能穿D寬度,有時(shí)甚至是E寬度,但當(dāng)我試穿耐克時(shí),它們從D變到EE或EEE。而且這還是同一款式,沒有經(jīng)過任何改變。我從不在直接面向消費(fèi)者的渠道購買鞋子,因?yàn)楹夏_太重要了。
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Then what should one buy? This is a trouble with every sports shoe especially..
那應(yīng)該買什么呢?這是每個(gè)運(yùn)動(dòng)鞋都面臨的問題。
Exactly what they do with most of their running shoes line up. Constantly new models nobody even asked for that replaced the old ones that where often better
他們對(duì)大多數(shù)跑鞋系列的做法正是如此。不斷有新的款式出現(xiàn),甚至沒人要求,取代了通常更好的舊款
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And the brand is in serious trouble. Totally not addressed here. They aren't a Victoria's Secret yet but they are getting there.
該品牌正深陷困境。這里完全沒有提到。他們還不是維多利亞的秘密,但他們正在向那個(gè)方向發(fā)展。
Same thing we are seeing in many companies like Boeing. Replacing CEOS that had backgrounds in the developing the product they sell, with just business/managment/sales focused people that only want to make money and don't give a shit about the product.
我們?cè)诓ㄒ舻仍S多公司也看到了同樣的情況。首席執(zhí)行官不再具有開發(fā)其銷售產(chǎn)品的背景,而是專注于業(yè)務(wù)/管理/銷售的人,這些人只想賺錢,根本不關(guān)心產(chǎn)品。
Whatever happened post pandemic is what Nike needs to go back on. Prior to 2020 the quality was superb and now all my new Nike stuff always has QA issues. Because of that I've looked elsewhere and found like 6 other brands that make me have no need to look back at Nike. Ship's sailed.
疫情之后發(fā)生的一切都是耐克需要重新審視的。在2020年之前,耐克的品質(zhì)是極好的,但現(xiàn)在我所有的新耐克產(chǎn)品總是有質(zhì)量保證問題。正因?yàn)槿绱?,我開始尋找其他品牌,并發(fā)現(xiàn)了大約6個(gè)其他品牌,它們讓我沒有必要再回頭考慮耐克。船已經(jīng)開走了。
They shifted to maximizing shareholder value instead of making shoes
他們從生產(chǎn)鞋子轉(zhuǎn)向最大化股東價(jià)值
Yeah, in 2020 they went digital in order to be vallued as a tech company and right now they push volume (discounts be damned). 10 years ago I rarely saw big discounts on nike shoed. Right now half the nike shoes are discounted at major retailers and these retailers seem to be carrying new brands that occupy nike's price point as well.
And that should scare nike because it tells you that the stores are aware of how fickle nike is and that their customers either want a better quallity shoe in the 100-150 range or a similar quallity shoe but non brand in the 35-60 range.
是的,在2020年,他們進(jìn)行了數(shù)字化轉(zhuǎn)型,以便被視為一家科技公司,而現(xiàn)在他們正在推動(dòng)銷量(不惜打折)。10年前,我很少看到耐克鞋子有大幅折扣。現(xiàn)在,在大型零售商那里,有一半的耐克鞋子都在打折,而這些零售商似乎也在引進(jìn)新的品牌,這些品牌占據(jù)了耐克的價(jià)格點(diǎn)。
這應(yīng)該讓耐克感到害怕,因?yàn)檫@說明商店知道耐克是多么的變幻莫測(cè),他們的客戶要么想要100到150美元范圍內(nèi)的更高質(zhì)量鞋子,要么想要35到60美元范圍內(nèi)的類似質(zhì)量的非品牌鞋子。
That simple yet sad statement explains the basic plot of most companies that have gone backwards these days.
這句簡單卻又令人悲傷的話解釋了如今大多數(shù)公司倒退的基本情節(jié)。
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Prices are too high for what you get. The quality is just not there. On top of that Nike alienate anyone like me who has slightly wide feet. I can wear literally any other brand comfortably except Nike and Puma. Their toeboxes are way too narrow.
價(jià)格太高,質(zhì)量也參差不齊。最重要的是,耐克讓像我這樣腳稍寬的人望而卻步。除了耐克和彪馬,我?guī)缀蹩梢源┤魏纹渌放频男际娣?。他們的鞋頭太窄了。
Nike is greedy for raising the retail price, but people now just don’t buy it, shoes are sitting and later they just sell them by discount
耐克貪婪地抬高零售價(jià),但現(xiàn)在人們就是不買,鞋子被放著,后來他們就打折賣了
Reasons why Nike is failing
1. Over reliance on brand name
2. Much cheaper replica sneaker becoming more accessible
3. Ugly/Mediocre quality footwear
4. Boomer CEO Tech/NFT sales strategy (that always fails)
In general they are becoming ridiculously arrogant with the large marketshare they have, they expect that people will pay top dollar for anything that has a swoosh and they have pushed their luck so far that they are now having people walk away from the brand. Doesn’t help that sneakerheads are finally pivoting from the expensive shoes to good looking shoes. Scarcity won’t make up for an ugly product anymore and Nike needs to catch on to that.
耐克失敗的原因
過度依賴品牌名稱
更易獲得的便宜仿制運(yùn)動(dòng)鞋
外觀丑陋/質(zhì)量平庸的鞋類
嬰兒潮一代CEO的科技/NFT銷售策略(總是失?。?br /> 總的來說,他們對(duì)自己的市場(chǎng)份額過于傲慢,他們期望人們會(huì)為任何帶有勾勾標(biāo)志的產(chǎn)品支付高價(jià),并且他們已經(jīng)太過分,以至于現(xiàn)在有人開始放棄這個(gè)品牌。無濟(jì)于事的是,運(yùn)動(dòng)鞋迷們終于從昂貴的鞋子轉(zhuǎn)向了外觀好看的鞋子。稀缺性再也不能彌補(bǔ)一個(gè)丑陋產(chǎn)品的不足,耐克需要意識(shí)到這一點(diǎn)。
The problem is that they have not been really making any high quality or innovative stuff at appropriate prices. All their new tech gears are way over-priced. Still beating those Jordan and ancient shoes to the ground
AND whenever there is a hot drop, it is essentially impossible to cop as limited stock is available online. I got all my heats by lining up at footlocker in the past couple of years and that is literally playing the waiting game, hoping people dont pick up. Consumers are constantly asking for what they want, but they have no interest in fulfilling them
問題在于,他們并沒有真正制造出任何高品質(zhì)或創(chuàng)新的產(chǎn)品,并且以合適的價(jià)格出售。他們所有的新技術(shù)裝備都定價(jià)過高。我還在穿那些喬丹鞋和其他舊鞋。
而且每當(dāng)有熱門新品發(fā)布時(shí),由于在線庫存有限,基本上不可能買到。過去幾年,我所有的熱門鞋都是通過在Footlocker排隊(duì)買到的,這簡直就是在玩等待游戲,希望別人不要選走。消費(fèi)者不斷地表達(dá)他們的需求,但他們對(duì)滿足這些需求沒有興趣。
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Asics has a running shoe line up that wipes the floor with Nike's line up imho. And Asics are more comfortable and durable too. Whats more Asics has been just as innovative in the last 2-3 years as Nike and with the MetaSpeed Sky Paris has absolutely matched Nike in the supershoe race. All while being a significantly smaller company.
Fun fact: Nike started out as an importer of Asics (then known as Onitsuka Tiger) shoes to the US. Phil Knight got a lot of the ideas for starting Nike upon visiting Asics in Japan and getting a tour of their company and meeting the founder of Asics Mr. Onitsuka. Its very possible that without Asics there would have been no Nike.
在我看來,亞瑟士的跑鞋系列完全可以打敗耐克。而且亞瑟士的舒適度和耐用性也更好。更重要的是,亞瑟士在過去 2-3 年中的創(chuàng)新性不亞于耐克,而 MetaSpeed Sky Paris 在超級(jí)鞋的競(jìng)爭中完全可以與耐克匹敵。盡管亞瑟士是一家規(guī)模小得多的公司。有趣的事實(shí):耐克最初是美國亞瑟士 (當(dāng)時(shí)稱為 Onitsuka Tiger) 鞋的進(jìn)口商。菲爾·奈特 (Phil Knight) 在日本參觀亞瑟士、參觀他們的公司并會(huì)見亞瑟士的創(chuàng)始人 Onitsuka 先生后,得到了許多創(chuàng)辦耐克的想法。如果沒有亞瑟士,很可能就沒有耐克。
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Everyone's been flocking to other brands because of not only trend but for good reason of innovation and more affordable price. Nikes have maintained their cheap quality while increasing their retail price which is just ridiculous and even sneaker heads like myself have simply caught on, especially with so many undesirable sneakers coming out every week it seems out just sitting in stores or in the Nike/SNKRS app.
每個(gè)人都在涌向其他品牌,不僅是因?yàn)橼厔?shì),更因?yàn)閯?chuàng)新和更實(shí)惠的價(jià)格這兩個(gè)充分的理由。耐克保持了它們的低質(zhì)量,同時(shí)提高了零售價(jià)格,這簡直是荒謬的,即使是像我這樣的運(yùn)動(dòng)鞋迷也已經(jīng)開始意識(shí)到這一點(diǎn),特別是考慮到每周似乎都有太多不受歡迎的運(yùn)動(dòng)鞋推出,它們只是堆在商店里或者在耐克/SNKRS應(yīng)用程序中。
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Just speaking for my situation. I have wide feet and as far as I know, Nike has little or no options for wide. Thus, I don’t even consider Nike when I need new shoes. I stick to Hoka or New Balance for the wide options and comfort
只是說說我的情況。我的腳很寬,據(jù)我所知,耐克幾乎沒有寬腳的選擇。因此,當(dāng)我需要新鞋時(shí),我甚至不會(huì)考慮耐克。我堅(jiān)持選擇 Hoka 或 New Balance,因?yàn)樗鼈兊倪x擇很寬,而且很舒適
Their shoes went up like 50% in two years - it's absolutely stupid. And they stopped making enough shoes for their general popular shoes like the air force because they wanted people to want them more and everyone just stopped buying them. I now only ever buy Nike stuff if it's at least 30% off.
他們的鞋子在兩年內(nèi)漲價(jià)了 50% —— 這絕對(duì)是愚蠢的。他們停止生產(chǎn)空軍等大眾流行鞋款,因?yàn)樗麄兿胱屓藗兏胍鼈?,結(jié)果每個(gè)人都不再購買它們了。我現(xiàn)在只買打折至少 30% 的耐克產(chǎn)品。
I used to be a long-time Nike enthusiast. I dont buy them anymore because of the small toe box, they're over-priced and they really dont make cool shoes anymore. I now wear New Balances, and I really like the 574. IMO, New Balance is a better shoe.
我曾經(jīng)是耐克的忠實(shí)粉絲?,F(xiàn)在我不再購買它們了,因?yàn)樗鼈兊男^太小,價(jià)格過高,而且它們真的不再生產(chǎn)很酷的鞋子了。我現(xiàn)在穿的是 New Balances,我真的很喜歡 574。在我看來,New Balance 的鞋子更好。
Hoka and On Cloud are eating their lunch in the running shoes market. I was at a race a few weeks ago and 30-40% of the shoes were from these 2 brands. Nike was more like 10%.
Hoka和On Cloud正在跑步鞋市場(chǎng)上搶占他們的市場(chǎng)份額。幾周前我參加了一場(chǎng)比賽,大約30-40%的鞋子來自這兩個(gè)品牌。耐克的比例更像是10%。
New Balance became the trendsetter not because endorsements nor advertisement. That started coming in latter.
They built their legacy on shoe fitting and decent workmanship in shoes. They would start a cathegory poorly ( golf shoes as an example ) but then build it up to standards ( baseball cleats ). Their fitting , if you bought the right size and fit , would be perfect , even if at the expense of looks.
And their apparel held up to standards , not professional athlete standards , but sportswear for the casual practitioner durability and comfort.
New Balanve used to be, at least around New England , the shoes your white middle class women and men past their thirties wore. Yet they were consistently durable and comfortable.
A New Balance shoe , with the help of a knowledgeable store clerk , could be bought to fit your feet width and counteract your sole and heel wear pattern. They were as close as you could get a Doctor Scholls on athletic footwear.
新百倫成為潮流引領(lǐng)者,并不是因?yàn)榇曰驈V告。這些是后來才出現(xiàn)的。
他們建立自己聲譽(yù)的基礎(chǔ)是鞋子的合腳性和體面的工藝。他們可能一開始會(huì)在某個(gè)類別上做得不好(比如高爾夫球鞋),但隨后會(huì)將其提升到標(biāo)準(zhǔn)水平(比如棒球釘鞋)。如果你買對(duì)了尺碼和合適的款式,他們的鞋子會(huì)非常合腳,即使這可能會(huì)犧牲外觀。
他們的服裝也符合標(biāo)準(zhǔn),不是專業(yè)運(yùn)動(dòng)員的標(biāo)準(zhǔn),而是為普通運(yùn)動(dòng)愛好者的耐穿和舒適而設(shè)計(jì)的。
新百倫過去是,至少在新英格蘭地區(qū),那些三十多歲以上的中產(chǎn)階級(jí)白人男女所穿的鞋子。然而,它們始終耐穿舒適。
在知識(shí)淵博的店員的幫助下,你可以購買新百倫鞋來適應(yīng)你的腳寬,并抵消你的腳底和腳跟磨損模式。它們是你能獲得的最接近于運(yùn)動(dòng)鞋中的“博士舒爾茨”(Dr. Scholl's,一個(gè)以舒適著稱的鞋履品牌)。
If Nike wants to be a fashion brand then just be a fashion brand. Add some dress shoes, heels etc to their lineup lol. Doubt the quality will be good but that should add the growth these investors are looking for, for the short term.
如果耐克想成為時(shí)尚品牌,那就做時(shí)尚品牌吧。在他們的產(chǎn)品線中添加一些正裝鞋、高跟鞋等,哈哈。我懷疑質(zhì)量會(huì)不會(huì)很好,但短期內(nèi)這應(yīng)該會(huì)增加這些投資者所尋求的增長。
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Lack of innovation, overreliance on retro releases, and the old business model of artificial scarcity to drive up demand and hype are some of the reasons. As a sneakerhead, I aint buying nike anymore. So glad they are finally being exposed.
缺乏創(chuàng)新、過度依賴復(fù)古發(fā)布以及人為制造稀缺性以推高需求和炒作的舊商業(yè)模式是部分原因。作為運(yùn)動(dòng)鞋愛好者,我不再購買耐克了。很高興他們終于被曝光了。
Before pandemic, I always searched for nike running shoes. Now, their running shoes are the worst of all the higher profile brands - adidas, ASICS, new balance, saucony, even previously lesser brands like Puma, Mizuno, On, brooks, all make much more comfortable shoes that seem to last longer for better value. Last Nike shoes I bought were invincible 3’s - what a pair of shoes they were in almost every facet and expensive to boot. My guess is casual joggers are probably number one buyers of athletic footwear since it’s fastest way to wear down a pair shoes more than likely, and making bad running shoes just seem like the fastest way to the bottom.
在疫情之前,我總是尋找耐克跑鞋。現(xiàn)在,他們的跑鞋是所有高知名度品牌中最差的——阿迪達(dá)斯、亞瑟士、新百倫、索康尼,甚至是之前較小的品牌如彪馬、美津濃、On、布魯克斯,都制造出更舒適、耐用性更好、性價(jià)比更高的鞋子。我買的最后一雙耐克鞋是Invincible 3系列——它們幾乎在每個(gè)方面都是一雙好鞋,而且價(jià)格昂貴。我猜測(cè),休閑慢跑者可能是運(yùn)動(dòng)鞋的最大買家,因?yàn)檫@是最快消耗鞋子的方式,而制造質(zhì)量差的跑鞋似乎是走向低谷的最快途徑。
Seriously, besides their marathon super shoes like vapor or alpha fly series, and maybe Invincible run series, there isn't much other interesting 'normal' running shoes beside their Pegasus. Other brands like Asics (especially Asics), New Balance, On, Hoka and maybe even Adidas, has more wide ranges of shoes that I would like to buy. It's kinda expected when you don't see many normal joggers wearing Nike anymore.. And I do see a lot of Asics and Adidas users at where I am running at.
說真的,除了他們的馬拉松超級(jí)跑鞋,如Vapor或Alphafly系列,可能還有Invincible跑步系列,除了他們的Pegasus系列之外,沒有太多其他有趣的“普通”跑鞋。其他品牌,如亞瑟士(尤其是亞瑟士)、新百倫、On、Hoka,甚至可能是阿迪達(dá)斯,有更多的鞋款范圍是我愿意購買的。當(dāng)你不再看到很多普通慢跑者穿耐克時(shí),這是意料之中的...而我在我跑步的地方確實(shí)看到很多穿亞瑟士和阿迪達(dá)斯的人。
As a long time consumer of Nike products, their quality has gone way down in the past 5+ years I’ve noticed. I still have products from before 2017 and they were cheaper and much better quality compared to the clothes and shoes they sell at the moment. However, I do feel like many apparel brands have increased their prices while decreasing their quality.
作為一個(gè)長期消費(fèi)耐克產(chǎn)品的顧客,我注意到過去5年多的時(shí)間里,他們的質(zhì)量明顯下降了。我仍然有2017年之前的產(chǎn)品,它們比現(xiàn)在他們出售的衣服和鞋子更便宜,質(zhì)量也更好。然而,我確實(shí)感覺到許多服裝品牌在提高價(jià)格的同時(shí)降低了他們的質(zhì)量。
Nike just seems confused about what their business is these days. In a local mall, they opened a NIKE store where about three other stores exist that already sell Nike shoes. They then opened a second store in a trendy shopping district about two miles away. Nike recently closed the store in the mall after less than a year or two. Additionally, they have limited the production of a very good shoe type called the Nike Free. A great and lightweight walking/running shoe. It just seems they can't figure out what to do, or where or how to do it. I think they've gotten too big for their own shoes.
耐克最近似乎對(duì)自己到底做什么生意感到困惑。在當(dāng)?shù)匾患屹徫镏行模麄冮_了一家耐克店,而那里已經(jīng)有大約三家店在賣耐克鞋了。然后他們?cè)诖蠹s兩英里外的一個(gè)時(shí)尚購物區(qū)又開了第二家店。耐克最近在開業(yè)不到一兩年后就關(guān)閉了購物中心里的那家店。此外,他們還限制了一種非常好的鞋型——被稱為耐克Free的生產(chǎn)。這是一種很棒的輕便步行/跑步鞋??磥硭麄兯坪醺悴磺宄约阂鍪裁?,或者在哪里、如何去做。我認(rèn)為他們已經(jīng)變得過于龐大,以至于無法駕馭自己的鞋子業(yè)務(wù)了。
原創(chuàng)翻譯:龍騰網(wǎng) http://mintwatchbillionaireclub.com 轉(zhuǎn)載請(qǐng)注明出處
The problem is that Nike sells $20 shoes for $200+ Cheap materials, cheap Chinese manufacturing, fake leather ... just trash.
They're living on their past and WE consumers have figured that out.
問題是,耐克以 200 多美元的價(jià)格出售 20 美元的鞋子,廉價(jià)材料、廉價(jià)中國制造、假皮革……只是垃圾。他們活在過去,而我們消費(fèi)者已經(jīng)意識(shí)到了這一點(diǎn)。
The fact that there are Chinese factories pumping out the same exact shoe for 1/3 of the price means that Nike shouldn't be charging us $200 for shoes... the Nike fakes industry is huge.
事實(shí)上,中國工廠以 1/3 的價(jià)格生產(chǎn)出完全相同的鞋子,這意味著耐克不應(yīng)該向我們收取 200 美元的鞋子價(jià)格……耐克假貨行業(yè)非常龐大。
原創(chuàng)翻譯:龍騰網(wǎng) http://mintwatchbillionaireclub.com 轉(zhuǎn)載請(qǐng)注明出處
I started buying fake nikes in the pandemic, the majority of batches in china are half the price for the same quality...
疫情期間我開始購買假耐克,中國大部分批次的同等質(zhì)量價(jià)格只有假耐克的一半……
Nike doesn’t make athletic apparel anymore. They make “athleisure” fashion. It’s too bad they basically have a monopoly on the highest levels of North American sports. Nike produces all uniforms for the NFL, NBA, MLB, US National Soccer teams, the US Olympic teams, and most major D1 college teams. So if you watch any professional/high level sport, the swoosh is in your face the entire time.
耐克不再生產(chǎn)運(yùn)動(dòng)服裝了。他們現(xiàn)在生產(chǎn)的是“運(yùn)動(dòng)休閑”時(shí)尚服飾。遺憾的是,他們基本上在北美最高水平的體育賽事中擁有壟斷地位。耐克為NFL(美國國家橄欖球聯(lián)盟)、NBA(美國籃球協(xié)會(huì))、MLB(美國職業(yè)棒球大聯(lián)盟)、美國國家足球隊(duì)、美國奧運(yùn)代表隊(duì)以及大多數(shù)主要的D1大學(xué)隊(duì)伍生產(chǎn)所有隊(duì)服。所以如果你觀看任何職業(yè)/高水平的體育賽事,整個(gè)時(shí)間里你都能看到那個(gè)“勾勾”標(biāo)志在你的眼前。
I remember having a conversation with a friend a few years back. At that time, he was sporting a Nike running shoes. He said it was comfortable and it cost $180. I told him mine cost around 40 dollars and it’s an ANTA. He asked me what it was. And I said it was a Chinese brand.
I just recently retired my ANTA. But my friend has jumped from Nike to adidas to new balance since the time I had my ANTA. It’s funny how people associate china brands as “l(fā)ow quality” when practically everything they buy is in fact made in China. And then they start to make excuses like; “it’s only made there but the company still applies quality control”…I would always roll my eyes over their bs. It’s amazing how Nike has really made their consumers fight back for them FOR FREE.
我還記得幾年前和一個(gè)朋友的對(duì)話。那時(shí),他穿著一雙耐克跑鞋。他說它很舒服,而且花了180美元。我告訴他我的鞋大約40美元,是安踏的。他問我是什么。我說那是一個(gè)中國品牌。
我最近才退役了我的安踏鞋。但我的朋友自從我有安踏鞋以來,已經(jīng)從耐克跳到了阿迪達(dá)斯再到新百倫。有趣的是,人們將中國品牌與“低質(zhì)量”聯(lián)系起來,而實(shí)際上他們購買的幾乎所有東西都是在中國制造的。然后他們開始找借口,比如說:“它只是在那里制造,但公司仍然進(jìn)行質(zhì)量控制”……我總是對(duì)他們的胡說八道翻白眼。耐克真的讓他們的消費(fèi)者免費(fèi)為他們辯護(hù),這真是令人驚訝。