Nike-sales-statistics.doc

(word完整版)Nike sales statistics
Nike sales statistics

Test1。 problems to be solved
Null hypothesis
First of all， Nike’s sales volume has decreased significantly in recent years, so I want to discuss this issue。First, we discuss the external factors that affect the Nike clothing， because Nike is a world famous brand clothes, so in the spring， summer, autumn and winter four seasons have corresponding costumes, so in general， the external factors such as the climate is of little influence on Nike's sales， let's make a hypothesis, what of the Nike brand sales have significant sales impact。After our scientific hypothesis, we made a hypothesis that other clothing brands in the same industry have brought sales pressure to Nike
The alternative hypothesis
After my investigation， I think adidas has the greatest influence on Nike。Nike has failed to follow the sports—and-fashion "middle ground” of its arch—rival adidas.Terry Rhoads, the former general manager of rui business consulting co., said adidas meets the current consumer demand for a combination of sports and fashion。’adidas is better value for money，’ said a student at the Shanghai institute of business and foreign languages, adding that adidas discount stores near the school are always full while Nike discount stores are empty。 .Finally， Chinese consumers prefer more affordable， fast fashion。Social changes with each passing day， Nike's marketing concept is facing obstacles。Nike still tends to deliver the idea of "aiming high，" and consumers today don't seem to buy it。Adidas， by contrast， has shifted its marketing philosophy from sports to fashion and lifestyle communication， which has become popular.To save the Chinese market， Nike is aggressively reducing inventory， improving and upgrading its products， the article said.Nike also made a "change of style" in greater China in May。Nike chief financial officer Tony Blair said the company still had "a long way to go。"
Other assumptions and responses
There is also the assumption that there is something wrong with Nike's own business model.In addition， the national conditions of China are also an important factor influencing Nike, a clothing brand。Nike faces several challenges in China。First, China’s economy is slowing and consumer tastes are changing.As early as 1982, Nike entered the Chinese market and gradually became the best—selling sportswear brand in China。Nike aims to capitalize on the 2008 Beijing Olympics, doubling sales to ＄2 billion in 2011。In its last fiscal year, Nike made 9.6％ of its revenue in China， which accounted for a quarter of its pretax profit。Despite the drop in sales， a Nike spokesman said it was' the right strategy ’for the company to take advantage of China’s broad growth prospects。Second, inventory accumulation.Nike's ”big sales” in China weakened， resulting in a large stock of goods, and Nike did not timely discount inventory clearance.Nike's inventory growth briefly outpaced sales growth in the summer of 2012.In the fiscal year ended May 31, China’s retail sales as a whole rose more than 10%, while Nike’s revenue fell 5％ to ＄2.45 billion.Nike also says customers are increasingly looking for more intimate clothing and that its tailoring doesn't meet its needs.These are the reasons why Nike’s development in China has been impeded。The data I collected will be explained below。

Test2. Discussion on data
The data source
From the perspective of data, weather factors, seasonal factors and skin color factors are all independent variables.The dependent variables are China’s national conditions, Nike's development strategy， and the changes in sales development strategy of the same industry。The dependent variable is Nike’s sales quota in 2018。Among them, continuous decline is the general trend。The size of the cut and style of fashion business is a decisive factor。The analysis and description of the data have been introduced and now I will tell you how I prepared these data。
Prepare data set
About Nike's sales is the development trend of I look from the side friends purchases， from the major search engines such as baidu and found some posts in preliminary certification, in order to ensure the accuracy of the data， after I looked up some of the Nike sales development of magazines and newspapers in the second part, the last through the Nike’s official website to find the relevant specific data to confirm the sales trends can be at ease.In addition, I analyzed the sales mode of the world’s major clothing companies through a book called sales mode of the world’s major clothing companies, and found out the shortcomings of Nike's sales mode.And found their sales target and sales method on adidas' official website.And I also browsed a large part of the posts for analysis and argumentation。Therefore, my data are highly authentic and representative.

Test3. Statistical methods and introduction
Statistical methods refer to methods related to the collection， collation, analysis and interpretation of statistical data and the drawing of certain conclusions on the problems reflected therein。Statistical method is a unique method to study the macroscopic properties and laws of matter from microstructure。
It is not easy to choose the proper statistical analysis method because of the rich and intricate statistical data.For the same
Statistical methods
If different statistical analysis methods are selected to process the data， sometimes the conclusions are quite different。
The basis for the correct selection of statistical methods is:
(1） according to the purpose of the study, the research experiment design type, research factors and level number；
（2) determine the data characteristics (whether normal distribution， etc。) and sample size;
（3） correctly judge the type of statistical data （measurement， count and grade data）， and calculate the correct statistical value according to the appropriate conditions of statistical methods;
Finally, according to the actual situation of professional knowledge and data, combined with the principle of statistics， choose statistical analysis method flexibly。
Statistical method of measurement data
Statistical analysis methods for analyzing measurement data can be divided into parametric test and non—parametric test.
Parametric test methods mainly include t test and ANOVN test (i。e。, F test), etc。, t test and u test are often used for mean comparison between two groups, and anova test is often used for mean comparison between two groups or more.Nonparametric test mainly includes rank sum test and so on.T test can be divided into t test of single group design data, t test of paired design data and t test of group design data。When comparing two small samples, it is required that the two population distributions should be normal distribution with homogeneity of variance。 If the above requirements cannot be met, t test or non-parametric test （rank sum test) should be used.
Statistical methods
Anova can be used to compare the mean of two or more samples。 When applying this method， it is required that each sample is an independent random sample, and each sample comes from a normal population with homogeneity of the population variance of each treatment group.According to the design type， there are many different methods in anova.For quantitative data, appropriate statistical analysis methods should be selected according to the design type adopted, the conditions of data and the analysis purpose， and t test and one—way anova should not be blindly applied。
Statistical method of counting data
The statistical method of counting data is mainly used for four-cell table and R ＊ C table
Test and analyze.Data in four cells: for comparison between groups
If the test or u test fails to meet the test： when the counting data is presented with paired design, the obtained four-cell table is a paired four—cell table， and the test formula and correction formula used can be referred to books。R ＊ C table can be divided into four categories: bidirectional disorder， unidirectional order， bidirectional order with the same attributes and bidirectional order with different attributes. Row and column tables of different categories have different methods of selection according to their research purposes. See table 1 for details.
Statistical methods of grade 3 data
Grade data (ordered variable) is the data obtained by grouping the grades of properties and categories and counting the number of observation units in each group.In clinical medical data， some qualitative indicators are often encountered， such as the evaluation of clinical efficacy， the clinical stage of the disease, the clinical classification of the severity of the disease, etc。, which are often divided into several levels and then classified and counted to solve its quantitative problems。 Such data are statistically called grade data。
In this survey, I used these statistical methods to make statistics on Nike's sales development.The main research method is the system research method, which can play a very good role in organizing the data and classifying and summarizing the data.Analyze the overall development trend of data and enumerate some important data。 Next, I will use this analysis method to analyze the sales data of this quarter
Nike's sales in the quarter rose 5％ from a year earlier to $8.6 billion.Sales in greater China rose 16 per cent year-on-year to more than $1.2bn.Direct business growth, including Tmall’s official flagship store， was more than 30%。The high growth in e-commerce presents opportunities for Nike, which is using Tmall's new retail as an important growth engine in its digital and global strategy。Parker said he plans to integrate the Nike brand into the alibaba platform to achieve a win—win situation。"China is a very good example，” he said.
On the day of Tmall double 11 in 2017， Nike overtook uniqlo， the top brand in Tmall double 11 clothing category， and adidas， its old rival， to break the sales mark of 1 billion yuan.Trevor Edwards, Nike's President， said: "our participation in Tmall double 11 has helped a lot in our growth strategy， with us topping both the footwear and apparel categories in our fastest—growing market and largest shopping street。”
In the eyes of analysts， Nike’s growth in e-commerce platforms has a lot to do with its advocacy of brand digitalization。In the future, through alibaba platform, sales performance of some traditional brands in China will continue to grow.
Big data + personalization: Nike’s new attempt
In the new business wave， getting close to consumers and understanding consumer demand have become the core requirements for brands.In a sense， Nike is responding to this demand and making bold innovations, the core of which is the interaction and communication with consumers.
Since opening on May 25, 2012, Nike’s Tmall flagship store has attracted 11。437 million fans and has become a place to connect consumers with the Nike brand， fan osheng， vice President of Nike’s greater China retail division， told 21st century business herald.”We share alibaba's vision of a consumer—centric retail future。In this new business ecosystem, the difference between e-commerce and physical business has almost disappeared， and the way consumers think and behave in different channels determines the way we operate our business.
In the official flagship store, Nike has opened a series of activities for members， such as training courses and competition activities。Also for the Chinese market launched a number of customized goods, added Chinese elements of the classic shoe.Tmall's official flagship store is seen as a more important channel than Nike's official website， providing customers with 365 days * 24 hours uninterrupted service.
The more critical attempt that Nike makes with Tmall big data is the smart store。Ahead of Tmall double 11 2017, Nike opened two smart stores of the brand in China。These two new stores have integrated warehouse and store functions, so as to achieve Tmall drainage, store self-lift, store delivery, online and offline sales of the same type and at the same price and other functions.
In smart stores， consumers can make one—click purchase of goods in offline stores through a member code integrated by mobile taobao， and relevant information will be deposited into the brand data bank, so as to realize the recognition， second touch and operation of store users.Through the digitalization of store customer flow and the integration of online and offline membership system， Nike can provide personalized services for consumers on a large scale.In order to make better use of real—time data from Tmall and other platforms, Nike has established a digital studio in Shanghai focused on exploring creative sales opportunities to achieve faster growth。
Alibaba group CMO dong benhong said in an interview with 21st century business reporter that Tmall new retail is constantly restructuring people， goods and markets, Tmall will continue to focus on creating consumer-centered retail, to help more brands achieve online and offline superposition growth.Tmall's cooperation with Nike enables consumers to understand brands and products in a new and digital way and create a unique Nike consumer experience, that is, fast, simple, personalized and superior.
With the development of alibaba's globalization strategy， more and more international brands are expected to make digital changes through Tmall, so as to better compete in the Chinese market。
Online and offline interaction： a shortcut to understand consumers
For sports goods， the Chinese market has huge space, visible dividends have always existed， and competition is particularly fierce.
But in the annual Tmall double 11, Nike ranks fifth in total sales -— behind apple， xiaomi, glory and haier。In fact， Nike also became the first clothing brand since 2009 to break the 1 billion yuan sales mark on November 11。
Alibaba CEO zhang yong said in an interview with 21st century business herald that singles’ day is just a window into the huge consumption potential of Chinese consumers and their desire to upgrade their consumption."Changes in consumer trends have brought about many new opportunities， which are the driving force and basis for the sales growth of singles' day.But how do we blow it up?How do you go with the flow？"
In his view， platforms need to not only meet existing needs， but also create and stimulate new ones, which is crucial for future businesses。
In the future， those retail stores that focus on sales may be gradually abandoned， and stores that pay more attention to the intrusive experience will gradually spread out.Last fall， Nike opened a five-story， 5，500-square—meter store in downtown Manhattan that offers customized sportswear， sneakers and sports advice， as well as same-day delivery.

Year-on—year growth in net profit
Revenue grew year on year
Net profit
revenue
Nike in recent quarters revenue, net profit，