zovala zamasewera mtundu FILA amaperekazovala za yoga za amunandi akazi, nawonsozovala zamasewera za ana.
Malinga ndi lipoti laposachedwa la Wall Street Journal, tsamba lovomerezeka la FILA US linali ndi malonda opitilira $ 1 miliyoni mu Epulo. Iyi inali nthawi yoyamba m'mbiri yomwe idatsimikiziranso kufunika kwa digito. Ikuwonetsanso mphamvu ya FILA m'mitima ya ogula aku America omwe ali ndi chidwi kwambiri zovala zotsika mtengo za yoga monga bra wothandizira,masiketi othamanga,ma leggings olimbitsa thupi ndi top set ect.
Panthawiyi, malonda a FILA padziko lonse m'gawo loyamba la ndalama za 2020 anatsika ndi 5.3% , zomwe ziri bwino kwambiri kuposa 19% kuchepa kwa ndalama zamagulu adidas ndi kuchepa kwa lululemon ndalama za 17% kuchepa. Panthawiyi, malonda a e-commerce adawonjezeka kawiri.
Bizinesi yaku China ya FILA, yomwe idagulidwa ndi kampani yayikulu yaku China ya Anta Sports pamtengo wa HK $600 miliyoni mu 2009, ikuchitabe bwino.
Malinga ndi data ya Fashion Business Express, kotala yoyamba, malonda a FILA China adalemba kutsika kwa nambala imodzi pachaka, ndipo kugulitsa kwa chaka chonse cha 2019 kudakwera 73.9% mpaka 14.77 biliyoni. , Phindu la ntchito linakwera ndi 87.1% kufika pa 2.149 biliyoni ya yuan, yomwe ndi injini yamphamvu kwambiri ya Anta Sports.
Kugula bizinesi ya FILA ya China lero ndi imodzi mwa njira zopambana kwambiri za Anta Sports. Chizindikiro ichi, chomwe chinayambira m'tauni yaing'ono ya Biella, Italy mu 1911, sichinali chodziwika bwino ku China. Mtengo wake ndi wapamwamba kuposa wa Nike. M'zaka zaposachedwa, yakula mofulumira pamsika wamagulu. Ngakhale m’kati mwa mliriwu, sunavutikepo kwambiri.
Pakadali pano, FILA yakhazikitsa tsamba lovomerezeka la mtunduwo, Tmall flagship store ndi WeChat applet pamsika wapaintaneti waku China, zomwe zimapatsa mtunduwo njira zokwanira kuti zipitilize kugulitsa mliriwu. Monga opikisana nawo monga lululemon ndi Nike, FILA mwamsanga anasamukira kumsika wapaintaneti pambuyo pa kuphulika, ndipo anayambitsa masewera amoyo pa WeChat applets, Tiktok ndi Tmall kuti azicheza ndi ogula mu nthawi yeniyeni ndikugulitsa mndandanda wazinthu zatsopano.
FILA China sichinataye ufulu wodziyimira pawokha atapezedwa ndi Anta Sports. Pamene mpikisano wamsika wakula kwambiri komanso zokonda za ogula zasintha kwambiri, FILA yagawika pang'onopang'ono kukhala FILA Kids, FILA FUSION ndi FILA ku China. Mipikisano itatu yamtundu wa Athletics imayang'ana mavalidwe a ana, achinyamata komanso masewera akatswiri.
Pamsika wapadziko lonse lapansi, FILA idapitilizabe kukhala pamsika wamafashoni apamwamba kudzera m'mayina osiyanasiyana. Kuchokera pamndandanda wogwirizana ndi FENDI mu 2018, mpaka opanga opanga Jason Wu, mtundu wamafashoni Supreme, Gosha Rubchinskiy, AAPE, ndi zina zambiri, Fila akufuna kuwunikira kukongola kwamasewera apamwamba kwambiri.
Pokhala ndi jini zamafashoni zazaka zana, masanjidwe apamwamba a digito, komanso masewera osiyanasiyana akadaulo, mtengo wamtundu wa FILA ukuyembekezeka kupitilira wa Nike ndi adidas omwe ali mumakampani omwewo, atero Credit Suisse mu lipoti kumapeto kwa chaka chatha. .
Lululemon adagwiritsa ntchito mathalauza a yoga kuti alowe mumsika womwe Nike ndi adidas adapambana movutikira. FILA sinasiye kupita patsogolo. Pakusintha kwapadera kumeneku, makampani opanga zovala zamasewera padziko lonse lapansi akutsuka kwambiri.
