lole haʻuki Hāʻawi ka brand FILAnā lole yoga no nā kānea me na wahine kekahilole haʻuki no nā keiki.

Wahi a ka hōʻike hou a ka Wall Street Journal, ua kūʻai aku ka FILA US pūnaewele mana ma mua o $ 1 miliona i ʻApelila. ʻO kēia ka manawa mua ma ka mōʻaukala i hōʻoia hou i ke koʻikoʻi o ka digitalization. Hōʻike pū ia i ka mana o FILA i loko o ka puʻuwai o nā mea kūʻai aku ʻAmelika makemake nui nā lole yoga kūpono like pale kākoʻo,nā pālule haʻuki,nā leggings hoʻomaʻamaʻa a me ka papa luna ect.

Eia nō naʻe, ua emi iho nā kūʻai kūʻai honua a FILA i ka hapaha mua o ka makahiki 2020 e 5.3%, ʻoi aku ka maikaʻi ma mua o ka emi ʻana o 19% o ka loaʻa kālā adidas a me ka emi ʻana o ka loaʻa kālā o ka lululemon o 17% ka emi ʻana. I loko o ka manawa, ua pālua ka kūʻai ʻana i ka e-commerce.

ʻO ka ʻoihana Kina o FILA, ka mea i loaʻa mai e ka hui nui lole haʻuki Kina ʻo Anta Sports no HK$600 miliona i ka makahiki 2009, ke hana maikaʻi nei.

 

Wahi a ka ʻikepili Fashion Business Express, i ka hapaha mua, ua hoʻopaʻa ʻia ke kūʻai aku ʻana o FILA Kina i ka emi ʻana o ka helu hoʻokahi i kēlā me kēia makahiki, a ua piʻi ke kūʻai aku no ka makahiki holoʻokoʻa o 2019 i 73.9% i 14.77 biliona yuan. , Ua hoʻonui ʻia ka loaʻa kālā ma ka 87.1% i ka 2.149 biliona yuan, ʻo ia ka ʻenekini ulu ikaika loa no Anta Sports.

 

ʻO ke kūʻai ʻana i kā FILA ʻoihana Kina i kēia lā ʻo ia kekahi o nā hoʻolālā kūleʻa o Anta Sports. ʻO kēia hōʻailona, ​​​​i hoʻomaka ma ke kūlanakauhale liʻiliʻi o Biella, Italia i ka makahiki 1911, ʻaʻole i kaulana loa ma Kina. ʻOi aku ka nui o kona kumukūʻai ma mua o ko Nike. I nā makahiki i hala iho nei, ua hoʻonui wikiwiki ʻia i ka mākeke lehulehu. ʻOiai i ka wā o ka maʻi ahulau, ʻaʻole i loaʻa i kahi hahau nui.

 

I kēia manawa, ua hoʻokumu ʻo FILA i kahi hoʻolālā holoʻokoʻa o ka pūnaewele kūhelu o ka brand, Tmall flagship store a me WeChat applet ma ka mākeke pūnaewele Kina, e hāʻawi ana i ka brand i nā ala kūpono e hoʻomau i ke kūʻai aku i ka maʻi maʻi. E like me nā mea hoʻokūkū e like me lululemon a me Nike, ua neʻe koke ʻo FILA i ka mākeke pūnaewele ma hope o ka puka ʻana mai, a ua hoʻolaha i nā hoʻolaha haʻuki ola ma WeChat applets, Tiktok a me Tmall e launa pū me nā mea kūʻai aku i ka manawa maoli a kūʻai aku i nā huahana hou.

 

ʻAʻole i nalowale ʻo FILA Kina i kona kūʻokoʻa ma hope o ka loaʻa ʻana e Anta Sports. I ka lilo ʻana o ka hoʻokūkū mākeke a ʻoi aku ka maʻalahi o ka makemake o nā mea kūʻai aku, ua māhele mālie ʻo FILA i FILA Kids, FILA FUSION a me FILA ma Kina. ʻO nā pūʻulu inoa inoa ʻekolu o Athletics e pili ana i nā lole o nā keiki, nā ʻōpio a me nā haʻuki ʻoihana.

  

Ma ka mākeke honua, ua hoʻomau ʻo FILA i kona kūlana ma ka mākeke kiʻekiʻe kiʻekiʻe ma o nā inoa hui like ʻole. Mai ka hui hui pū me FENDI i ka makahiki 2018, i nā mea hoʻolālā hoʻolālā ʻo Jason Wu, ʻo Supreme brand, Gosha Rubchinskiy, AAPE, a me nā mea ʻē aʻe, manaʻo ʻo Fila e hōʻike i ka nani o ke ʻano haʻuki kiʻekiʻe.

 

Me nā ʻano genes kahiko o ke kenekulia, ka hoʻolālā hale kūʻai kikohoʻe holomua, a me nā huahana haʻuki ʻoihana like ʻole, manaʻo ʻia ke kumukūʻai o FILA brand e ʻoi aku ma mua o ko Nike a me adidas ma ka ʻoihana like, i ʻōlelo ʻia e Credit Suisse i kahi hōʻike i ka hopena o ka makahiki i hala. .

Ua hoʻohana ʻo Lululemon i ʻelua pants yoga e pry i ka mākeke i lanakila ʻole ʻo Nike a me adidas. ʻAʻole i pau ka FILA i ka holomua. Ma kēia node kūikawā o ka hoʻololi wikiwiki, ʻo ka ʻoihana lole haʻuki honua ke hele nei i kahi holoi nui.