The Key Breakthrough For Nike'S Success: Female Consumers

Nike reported on Thursday that its revenue grew 15% in the quarter, compared with the same period last year, reaching $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 must, but at the same time,

China's business has finally shown a long-awaited improvement. However, a key element of Nike's sales growth is that the importance of female consumers to the sports apparel company is increasing.

Mark Parker, chief executive of Nike, told analysts on Thursday's earnings call conference that some efforts to cater to female consumers benefited the company, such as developing applications for women and regularly updating the series of 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, Nike+ exercise club is specially designed for

Dozens of training programs have been customized, which have 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.

Another highlight of Nike is China.

After deducting 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.