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2016 귢ָ߱йڳΪһӰڷ̸й 44 е 1 18-65 ֮Ƿй߶ڰǮĶdzޣͼۻÿгͷԽԽ߶Щʹ һ㡱 ĸԻƷȤƷľѻһƷƵĵ


ʱΪƷͶʻҪƷƷһڵķ𱨸桶ĨҵһǰͿ𣿡УĨΪ˶ƷĿ˶װǸƷ࣬£ƷŶλ̻ͬʻսƷҲĻᡣ


г 200 ķչǨ֤󣬳װҵһֱϴƵĿܡ 1970 ֮ƷƷ NikeUnder AmourSkechersLululemonͻ AdidasPumaTiger ͳΣԼгλ


1970꿪ʼ˾ GDP 5000 Ԫʼ֧ʮĿڡ ͬһʱڣܷѸٴЬ˶Ʒ֮Ӧģ2011 й˾ GDP 5000 ԪܲΪƷԸڲζ˶װҵӭ»ᡣʱΪгλȷƷ컯ֱϸ֡˶װƷлֽʤ


ȥʮ꣬й߷Щ仯


Ʒࣺ𽥴ӴڲƷ߶˲Ʒ


ѷʽ͸ԽԽߣºûȲС


ƣ


Ʒҳ϶ߣԽԽ߿ʼֻעԼϵƷƣ


Ƴ罡ʽעʳ˶Ʒ


ԼͥΪλ


θΪռ2015 йͻ 7000 ƽÿ 1.5 Ρ


Ʒdzǧڼг


1ҵδ 5-10 ٷչ׶


ݹַܾͳʾ2015 ҵֵԼ 4000 ڣչ滮긴ٽ 28.7%ԤƵ 2016-2020 ꣬ҵռΪ 2.6 ڣ긴ٴﵽ 49.62%2020 ꣬ҵܹģ 3 Ԫռ GDP ؽ 1.0% 2025 ꣬ȫ 31 ʡУҵģĿֵϼƽ 7 Ԫּ긴ٽﵽ 33.14%


2Ʒdzǧڼг


EuromonitorŷϢѯ˾ͳʾ2014 й˶Ʒҵģӽ 1500  ڣԤƵ 2019 1800 ڣ2014-2019 GAGRGross Annual Growth Rate ʣΪ 5% ң 2019 ꣬˶˶ЬƷгģԤƷֱΪ 1032 196 ڡ


3˶ȺԸ


2015 ꣬ҹ˾ GDP Ѿӽ 8000 ԪƷԸڲɭ 2015 йȺо桷ʾйȺȺȣиѧְλص㣬ͥﵽ 10699 ԪȷȺ߳ 36 ٷֵ㡣


4רҵ˶װ


New Balance ܾźʾľ˾ GDP 1.5 Ԫʱܾͻ New Balance йܲ糱 2012 2014 ꣬Ʒйڵص۶ﵽ 3 λڻŵҲ 2011 301 ң 2014 1600 ҡ꣬˶࣬Ƕ˶װҲԽԽϸרҵ


5˶װԴڳɳ


2015 ꣬ҹװгѴ 2 ڹģڻ⡢ҷġеȴڳɳڵҵԼװŮЬȴڳڵҵҹ˶װԴڳɳڡϸгȷܡࡢϸ򡣴⣬ŮԽ˶ʶѣֳһгDZ


ȥ 200 ꣬˶Ʒгʲô


Ϊȫг˳ 200 ҵǨ߹ 2012 ˶ƷҵʼϴƵйгҪIJοֵ


ҵԴŷޡŷҵĻϣͨƷз£ԼȫҵְģʽԴڸ߸ֵƷзϣȫȵλ1811 ꣬һ˶Ʒҵ̩չ˾ 19 кڣΪͶܼЬĿǰҵIJֵѾ 900 Ԫ


ҵʱ 20 70 1970 꿪ʼ˾ GDP 5000 Ԫʼ֧泤ʮĿڣÿ 10-15% 澭õĿٷչв׼ǿƷʡΪʽ𽥷ӶѸٴЬ˶Ʒ


70 ĩܵﵽ 2500-3000 ռʱ˿ڱ 15%ͬʱ࣬ɵȺڹģѸ˶͸˵ճʹҵٷչĹӦǣ 2011꣬й˾ GDP 5000 Ԫܲ


20 70 ֮ǰгϵ˶ЬҪרҵᄊ˶Ʒռ 60% ϵķݶ AdidasPumaTiger ռǵͳελAdidas ʱȫ˶Ь۶ 10 Ԫ 1970 ԺֵĴڻ˶ȴ Adidas ȸ߶Ʒ̺ӡ


Adidas ෴dz 1972 NikeڶԵʱ˶гƵ׼ȷжϣNike ƳʺϴȺܲЬ1980 Nike ܲЬ۶ﵽ 1 ԪгݶѴ 50%ڵɹС


߶˶װԽԽԻרҵ


AdidasNike ȴ˶ƷѾ춨ľͷλȻҪԽ 20 ˶Ʒгľұ仯


1996 Under Armour ԽΪͻƿڽ˶Ʒг2015 Under Armour Ѿ Adidas Ϊڶ˶Ʒơ


Skechers 1992 ꣬ΪʿװѥСƷƣ1999 УĿǰڶЬƷơ


1998 Lululemon ٤Ůϲ𲽳Ϊ٤̡ 2014 Lululemon 20 Ԫ


1Under Armour


Under Armour г𲽽 1996 ꣬ʺרҵ˶Աĸܽ˶¡ 2014 Under Armour 30.8 Ԫ 2.1 Ԫ 2005 ; GAGR ʣ 30% ¡2015 Under Armour Adidas Ϊڶ˶Ʒơ


Under Armour Ĵ Kevin Plank ѧӵĶӳܲ·ѵе֣ҲҲٸѵ¡⼤ʼѰһܹźķװϣմһǿ˶ԱֵƷƷơ


Under Armour ƵĽ²ƷΪϵʶ͸ԣ˹ˣNational Football League NFLţUnder Armour зרΪ˶ԱƵ򳡶Ь


źܸߵĽ£ Under Armour γɾݡ


Under Armour Ʒǽ˶2014 ꣬˶ Under Armour ռȸߴ 74%ռ˶г 80% ķݶܲ˶۱ΪͻUnder Armour ƷΪϣ˲컯IJƷΪƷЧµĶ󡣴⣬Under Armour ˶Ʒ˶Ь̫۾˶װչ


ڲֻƼӦ÷棬Under Armour ͬ˶Ʒǰ档2013 Under Armour չӦ MapMyFitness2015 Under Armour չӪ׷Ӧ My Fitness Pal 罻˶׷ EndomondoԴ߽ͿɴĿǰUnder Armour Ƴ Nike+ Աûƽ̨ Under Armour Recordֻ˶ƽ̨


Under Armour ܹڱͷϷϵгѸ𣬲óijɹҪ¼ԭ


1ҵСͻƿڣϸгı


Under Armour ˶º򻤾ңռ˷ݶСϸгϸгкܸߵļݣƷ̫Ҹǹ˶ Adidas Nike Ժ


2רҵгλ


Under Armour ҪIJƷΪģȷҪͻȺ壺רҵ˶ԱڷϰרҵûûȺȷ Under Armour ûȺչûҲгΪרҵûĿױԼרҵ˶ߵƼӰ졣


3ЧӦͿڱʵû


ΪһǿרҵѵҲ˶Ʒļܶ˶ԱӵӰ졣 Under Armour ΪܹⲢҼʱ˶Աݣרҽݷƾĸ߿ƼܣUnder Armour ܵڶǵ׷Ӿƶ˹NBA ǿƷƴˡ


ƾǿӰUnder Armour һƷ͸ĿȺ壬ǴѧȺӰ⣬ҲΪ Under Armour ƷʼߵijƾڱЧӦûģ


ƷƵĻҵСͻƵ㣬ϸгıݡ


ƷרҵȺҵԴֲƷзЧӦƹƷۿڱ


2Lululemon


Lululemon 1998 2000 ¸绪һŵꡣ˶е˳£Lululemon ٤Ůϲ𲽳Ϊ٤̡ 2014 Lululemon 20 Ԫȥ 10 Լ 40%


2014 Lululemon ӵֱӪŵ 302 ңڹȥ꣬ÿ 40-50 ŵٶȱš˾ṹУֱӪռΪ 75%ͨ绰ʼֱӪռ 18%/ռ 7%


Lululemon Ŀ 21 ͳ٤˶йء2008 ꣬ϰ٤Ⱥ 1400 ˣ 2000 136%ڼô٤ݵһȳLululemon Ϊ ˶С ҵߡܲȻ˶»ع٤ȳȴ2013 ꣬٤˶ͬȽ 4.5%ȣ٤ȴ 45%˶е£ԽԽճд٤һ٤˶


˶£٤𽥳Ϊǵճ


Lululemon ķչ̿ijɹ֮ɹΪ棺


1רע٤һֱϸг


ٰͨ졢Լ SALSA 赸ϰ࣬ռ˶뷽ڶʱڻڶŮӵ


2ǹȥ 10 װгʱд֮һ


ʡ͡ƷΪڵص㡣ƷӦóḻ٤ճоʹãгλء׼


˶ƷҪץס˶ƣӦóΪḻIJƷ˶дţҲܳΪճijƷ


ͬʻΪϸ֡ץסֱȺܹ֮гհס


Lululemon ķչҲоѵûȺΪһûгչЧ롣


й˶Ʒ״֮ڽһϴ


1990 񣬹Ⱥִ˶Ʒơͳƣ˶ҵʱƷ 4000 ңƷӰ͹ģβ롣 2008 ǰʱгȳ̤361㡢زƥ˵ȼ˶ƷƵȵλȱƷƾնƿСƷ𲽵г˫ǡƼˡصƷơ


2008 ˻ǰ󣬱ƷƵ½ʱгƷӰﵽ塣˶Ʒ͸ʿ½ҵ״ʧ⣬ҹ˶Ʒг 2012 꿪ʼ뺮ΧرŵꡢȥΪҵ̬̤زȱƷƶŵήҵ»ľӪ


2011-2012 Ϊ˶ƷһϴƵķˮ롣ڴ֮ǰ˶ƷгҪΪ߶˺еͶ֣߶г NikeAdidas ռݣԸƷʡ߼λΪ˶ƷռеͶгСijУߴڻͼλ·ߡ


2012 ǰ󣬹˶ҵƷƽڣΪֹƷƵķչṩͻƿڡNew BalanceSkechersAsics ȹƷƾ蹦Ժ͸ʱиԻIJƷѸһߵȺ塣


ҹ˶װгж                   


и߶гУNew BalanceAsicsSkechers ƷƽͻNikeAdidas гݶȲҪ棬NikeAdidas ͨ蹤ķʽ߳С


гУ̤ԽΪ˶һƷơ꣬ƥˡز361㡢йƷƵгݶ̤ͨǩԼԡͶӹʵƷƵĴģع⣬ǧ򽨳ɹ׸߿Ƽ˶ѧʵҼٲƷз CBANBAίȻٽƷɴƷƷ۵ת͡


ߵ˶ʽ仯гǣԹΪרҵ˶ƷӣעزƷƷʣԼͬĸԻ⼤˱ƷƽвƷ¡ȥ˶Ʒл·ߣ첢ԣƷͬʻdz˶ƷٵҪս


˶ƷͶС᣺


ɽϰߣ˶װ


Ʒ˾Ҫѿغؼ㣺Ӧ


˶г׶Σ߸ѡƷƶλȷƷܹ̬ȡѳƥ˶Σ


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