耐克成功的关键突破口 女性才是上帝

 　　Nike killed it last quarter. Business was up in every major market, in every category, both in its own stores and at wholesale¹.

　　耐克（Nike）上一季度的业绩表现不俗。各大主要市场的每个产品类别，无论是自营商店还是批发业务，均全面开花，实现增长。

　　Overall quarterly revenue rose 15% to $8 billion, compared with the same period last year, the company said on Thursday. It was the company’s biggest gain in the past year.

　　耐克公司周四公布，与去年同期相比，整个季度的营业收入增长15%，达80亿美元。这也是耐克公司在过去一年里实现的最高涨幅。

　　While the World Cup certainly helped, along with a long-awaited improvement to Nike’s China business, one key takeaway for the company was that women are increasingly important customers for the sportswear company.

　　究其原因，世界杯（World Cup）固然功不可没，与此同时，耐克的中国业务也终于出现期待已久的起色，不过，耐克公司销售增长的一个关键要素却是：女性消费者对这家运动服饰公司的重要性正在与日俱增。

　　Nike CEO Mike Parker told analysts² on a conference call on Thursday that efforts to cater³ to women have been a big help like developing female-focus apps and regularly updating the selection of women’s products.

　　耐克首席执行官马克o帕克在周四的财报电话会议中对分析师表示，一些迎合女性消费者的努力让公司受益匪浅，比如开发针对女性的应用程序、定期更新女性产品精选系列等。

　　耐克成功的关键突破口 女性才是上帝

　　“Revenue for women’s grew at a strong double digit⁴ pace, as we focused on realizing the significant potential in this large and growing business,” Parker said.

　　“由于我们十分重视挖掘女性消费的巨大潜力，女性业务的营收实现了两位数的强劲增长，”帕克说道。

　　The Nike+ training club app, which features dozens of workouts tailored to women, has been downloaded 17 million times, he said. And clothing like the sculpt⁵ tights for women (which are priced about the same as LululemonAthletica’sLULU -1.01% equivalents) has sold well.

　　据他介绍，Nike+锻炼俱乐部专为女性量身定制了数十款训练方案，目前已经被用户下载了1,700万次。而像女性塑身衣【售价与露露柠檬（Lululemon Athletica）的同类产品相当】等服装销量也非常理想。

　　A big trend that is working in Nike’s favor is the growing popularity of “athleisure,” essentially⁷ casual clothing that has an athletic⁶ look. Lululemon has led this trend, but Nike NKE -1.35% , VF Corp’s VFC -1.85% Lucy and Gap’s GPS -2.02% Athleta have jumped in in a big way too.

　　正在越来越流行的“运动休闲装”风潮，也对耐克相当有利。露露柠檬是这股潮流的引领者，但耐克、威富集团（VF Corp）旗下同类品牌Lucy、以及Gap旗下品牌Athleta等发展势头也非常迅猛。

　　Another big bright spot for Nike was China, where revenue grew 20% when currency fluctuations⁸ are stripped out. For more than a year, the company had been saddled with excess merchandise in that market after misreading consumer demand and selling merchandise Chinese customers didn’t want. In Europe, where Nike has been eating Adidas’ lunch, sales rose 25%.

　　耐克的另外一个亮点就是中国区的业绩，在扣除汇率波动造成的差价影响后，中国区营收足足增长了20%。此前，由于没有抓准消费者需求，耐克销售的都是一些中国消费者并不喜欢的商品，因而栽了跟头，在一年多的时间里商品滞销。现在这一局面已经扭转。而在欧洲，耐克一直在蚕食阿迪达斯（Adidas）的市场份额，销售额也足足增长了25%。

　　The positive results for the three months ending August 31 sent Nike’s shares up 5% in after-hours trading, putting it on pace to hit an all-time high during regular trading hours on Friday.

　　截至8月31日，耐克第三季度的业绩十分理想，推动该公司股价在盘后交易大涨5%，并在周五的常规交易时段刷新了历史记录。

　　There are also signs Nike’s hot streak⁹ will continue. The company noted¹⁰ a 14% hike in advance orders, for merchandise to be delivered between now and January, well above the 10% Wall Street analysts expected, according to Consensus¹¹ Matrix.

　　此外，有种种迹象显示耐克的快速增长将持续。该公司宣布，从目前到明年1月份，耐克商品的预定订单增长了14%，据Consensus Matrix公司提供的数据表明，该增长率超过了华尔街分析师给出的10%预期。

1 wholesale   

n.批发；adv.以批发方式；vt.批发，成批出售

参考例句：

• The retail dealer buys at wholesale and sells at retail.零售商批发购进货物，以零售价卖出。
• Such shoes usually wholesale for much less.这种鞋批发出售通常要便宜得多。

2 analysts   

分析家，化验员( analyst的名词复数 )

参考例句：

• City analysts forecast huge profits this year. 伦敦金融分析家预测今年的利润非常丰厚。
• I was impressed by the high calibre of the researchers and analysts. 研究人员和分析人员的高素质给我留下了深刻印象。

3 cater   

vi.(for/to)满足，迎合；(for)提供饮食及服务

参考例句：

• I expect he will be able to cater for your particular needs.我预计他能满足你的特殊需要。
• Most schools cater for children of different abilities.大多数学校能够满足具有不同天资的儿童的需要。

4 digit   

n.零到九的阿拉伯数字，手指，脚趾

参考例句：

• Her telephone number differs from mine by one digit.她的电话号码和我的只差一个数字。
• Many animals have five digits.许多动物有5趾。

5 sculpt   

n.雕刻，雕塑，雕刻品，雕塑品

参考例句：

• When I sculpt,my style is expressionistic.我的雕刻风格是表现主义。
• Then,sculpt the remaining fringe parting.然后雕刻剩余的边缘部分。

6 athletic   

adj.擅长运动的，强健的；活跃的，体格健壮的

参考例句：

• This area has been marked off for athletic practice.这块地方被划出来供体育训练之用。
• He is an athletic star.他是一个运动明星。

7 essentially   

adv.本质上，实质上，基本上

参考例句：

• Really great men are essentially modest.真正的伟人大都很谦虚。
• She is an essentially selfish person.她本质上是个自私自利的人。

8 fluctuations   

波动，涨落，起伏( fluctuation的名词复数 )

参考例句：

• He showed the price fluctuations in a statistical table. 他用统计表显示价格的波动。
• There were so many unpredictable fluctuations on the Stock Exchange. 股票市场瞬息万变。

9 streak   

n.条理，斑纹，倾向，少许，痕迹；v.加条纹，变成条纹，奔驰，快速移动

参考例句：

• The Indians used to streak their faces with paint.印第安人过去常用颜料在脸上涂条纹。
• Why did you streak the tree?你为什么在树上刻条纹？

10 noted   

adj.著名的，知名的

参考例句：

• The local hotel is noted for its good table.当地的那家酒店以餐食精美而著称。
• Jim is noted for arriving late for work.吉姆上班迟到出了名。

11 consensus   

n.(意见等的)一致，一致同意，共识

参考例句：

• Can we reach a consensus on this issue?我们能在这个问题上取得一致意见吗？
• What is the consensus of opinion at the afternoon meeting?下午会议上一致的意见是什么？