The Key Breakthrough For Nike's Success: Female Consumers

　　 Nike The company announced on Thursday that revenue grew by 15% over the same period last year, to $8 billion. "Since we value the great potential of female consumption, the revenue of women's business has achieved two digit growth," Parke said.

　　 Nike The company announced on Thursday that revenue grew by 15% over the same period last year, to $8 billion. This is also the highest increase that Nike has achieved in the past year.

The reason is that the world cup (World Cup) is a success. At the same time, Nike's business in China has finally shown a long-awaited improvement. However, a key element of Nike's sales growth is: the importance of female consumers to the sports apparel company is increasing.

Nike CEO Mark Parke told analysts on Thursday's earnings call conference that some efforts to cater to female consumers benefited the company, such as developing apps for women and regularly updating selected products for women.

"Since we value the great potential of female consumption, the revenue of women's business has achieved two digit growth," Parke said.

According to him, the Nike+ exercise club has customized dozens of training programs for women, which has been downloaded 17 million times by users. And clothing for women, such as the Lululemon Athletica products, sells well.

The trend of "sportswear", which is becoming more and more popular, is also very beneficial to Nike. Lulu lemon is the leader of this trend, but Nike, VF Corp's brand Lucy, and Gap's brand Athleta are also developing rapidly.

　　 Nike Another bright spot is the performance of the Chinese region. After deducting the effect of the price difference caused by exchange rate fluctuations, China's revenue grew by 20%. Previously, Nike did not grasp the needs of consumers, and it sold some products which Chinese consumers did not like. So they fell off and sold for less than a year. Now this situation has been reversed. In Europe, Nike has been eating the market share of Adidas (Adidas), and its sales have increased by 25%.

By the end of August 31st, Nike's performance in the third quarter was ideal, pushing the company's share price up 5% in after hours trading and refreshing its record in the regular trading session on Friday.

In addition, there are signs that Nike's rapid growth will continue. The company announced that the order for Nike products increased by 14% from now until January next year, according to data provided by Consensus Matrix, which has exceeded the 10% expected by Wall Street analysts.