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Movement trademark market quotation in sluggish and the whole consumption of this year being reducing are the immediate causes of sales slacken for Nike. The extension of movement trademark is fast 2008 year later, and homogenization contending is cruel. Movement trademark integration in the business was not finished, and there will be more pains than other son industry. Before the time there is error estimates of the Chinese market. Nike hoped that the Chinese market growth is expected to maintain a high annual growth before. According to the plan, stocks certainly existed problems. Nike recently published the fourth season report also displayed this tendency. The personage inside has thought that this shows the large stocks has extended to top name brand.When an option is losing the whole market, Nike is under the domestic and foreign hit. Its 2012 second quarter results of Adidas are very gratifying as a direct rival of Nike. The general report released by Adidas displayed that the turnover in greater China is 732 million Euros and has a 19% growth year-on-year. Adidas forecasting full year net profit growth is adjusted from the previous 12~ 17 percent to 15~ 17 percent. The difference between Nike and Adidas' management and marketing strategy is still getting bigger. Social business analyst Chen Chang Song indicated that compared to the prices of domestic brand, Nike products price is higher, and first-tier cities are the main battlefield.Some people analyzed that the slacken sales led the Nike stock to be big, and one of the courses is possibly the market forecast wrongly convicted by the enterprise. Ma Gang pointed out to the Daily Economic News reporter and said before the time they estimates in the Chinese market have some errors.In May, 2010, Nike enterprise declared that their sales revenue will get to the goal of $27 billion and realize the cumulative operating cash flow of larger than 12 billion dollars. Nike also expressed it would positively investing in the development of regional markets of Greater China, Eastern Europe and emerging markets. In 2015 at the end of the financial year, there is a growth of $3 billion to $3.5 billion annual income. This program seeing from the present status, it is clearly too positive. To Nike and other transnational movement brand of the coming market in China, the above mentioned critics are all see good point.Zhang Bin said: " foreign brand features are good and future consumption in China will be more rational. Future focus is to success by the product characteristics, and Nike goods are very good, there are also strengths in China in the future which will continue to expand. Ma Gang considered in 2009, an alike status appeared, that is Nike and other international brand came across big stock, and then they adjusted quickly. And in this round of sales slowed, the impact will not be so big. Accumulated total stock will be fewer, and they will have precautionary methods.
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