Marka loo eego warbixintii ugu dambeysay ee joornaalka Wall Street, in kasta oo inta badan dukaamada khadka tooska ah ee Mareykanka aan la heli karin inta lagu guda jiro cudurka faafa ( alaab-qeybiyeyaal badan oo xirashada isboortiga ayaa la soo deristay amar yaraan), websaydhka rasmiga ah ee FILA ee Mareykanka wuxuu iibiyay in ka badan $ 1 milyan bishii Abriil. Tani waxay ahayd markii ugu horeysay taariikhda oo mar kale la xaqiijiyo muhiimada digitalization. Waxa kale oo ay ka tarjumaysaa saamaynta FILA ku leedahay quluubta macaamiisha Maraykanka.
Soosaarayaasha dharka ciyaaraha fudud waxay ku dhejin doonaan qiimo badan summadaha suuq-geynta ee internetka. Marka loo eego xogtii ugu dambeysay ee ay soo saartay FILA Holdings, Iibka caalamiga ah ee FILA rubuci hore ee miisaaniyada 2020 wuxuu hoos u dhacay 5.3% , taas oo aad uga wanaagsan hoos u dhaca 19% ee dakhliga kooxda adidas iyo hoos u dhaca dakhliga lululemon ee 17% hoos u dhaca. Inta lagu jiro muddada, iibinta e-ganacsiga ayaa labanlaabmay. Faa'iidada saafiga ah ayaa diiwaangelisay qiyaastii 33 milyan oo doolarka Maraykanka ah, hoos u dhac 58.9% ah isla muddadaas sannadkii hore.
Ganacsigii FILA ee Shiinaha, oo ay shirkadda Shiinaha ee Anta Sports ku iibsatay HK$ 600 milyan sannadkii 2009, ayaa weli si fiican u socota.
Sida laga soo xigtay xogta Fashion Business Express, rubuci hore, iibinta FILA Shiinaha waxay diiwaangelisay hoos u dhac hal-god ah sanadba sanadka ka dambeeya, iibka sanadka oo dhan ee 2019 wuxuu kacay 73.9% ilaa 14.77 bilyan yuan. , Faa'iidada hawlgalka ayaa kor u kacday 87.1% ilaa 2.149 bilyan yuan, taas oo ah matoorka koritaanka ugu xoogan ee Anta Sports.
Iibsashada ganacsiga FILA ee Shiinaha maanta shaki la'aan waa mid ka mid ah xeeladaha ugu guulaha badan Anta Sports. Laakiin astaantan, oo ka bilaabatay magaalada yar ee Biella, Talyaaniga 1911, markii hore si fiican loogama aqoonsan Shiinaha, booskeeduna wuxuu ahaa mid heersare ah. Qiimaha ayaa xitaa ka sarreeya kan Nike. Sanadihii la soo dhaafay, waxay si xawli ah ugu fiday suuqa guud. Xataa inta lagu jiro cudurka faafa, ma dhicin jug weyn.
Waqtigan xaadirka ah, FILA waxay samaysay qaab wareegsan oo dhan oo ah bogga rasmiga ah ee astaanta, dukaanka calanka ee Tmall iyo WeChat applet ee suuqa internetka ee Shiinaha, kaas oo siinaya sumadda wadooyin ku filan si ay u sii iibiso cudurka faafa. Sida tartamayaasha sida lululemon iyo Nike, FILA waxay si dhakhso ah ugu dhaqaaqday suuqa internetka ka dib markii uu dillaacay, waxayna bilawday baahinta ciyaaraha tooska ah ee WeChat applets, Tiktok iyo Tmall si ay ula falgalaan macaamiisha waqtiga dhabta ah oo ay iibiyaan taxane cusub oo alaab ah.
FILA Shiinaha ma lumin madax-bannaanideeda ka dib markii ay heshay Anta Sports. Maaddaama tartanka suuqa uu noqday mid aad u adag oo doorbidista macaamiisha ay noqdeen kuwo isbeddelaya, FILA waxay si tartiib tartiib ah u qaybisay FILA Kids, FILA FUSION iyo FILA ee Shiinaha. Saddexda magac-hoosaadka ee Ciyaaraha Fudud waxa loogu talagalay xidhashada carruurta, dhallinyarada iyo ciyaaraha xirfadda leh.
FILA FUSION waxay beegsataa macaamiisha da'doodu u dhaxayso 16 iyo 26. Naqshadeynta alaabtu waxay raaci doontaa isbeddelka. Ka sokow FILA Disruptor 2 kabaha aabbaha, taxanahan koofiyadaha kalluumaysatada iyo bacaha farriinta ayaa sidoo kale caan ku ah macaamiisha dhexdooda. Alaabooyinka qaarkood si degdeg ah ayaa loo iibiyay isla markii la saaray khaanadaha. Bishii Juun ee sannadkii hore, FILA FUSION waxay si rasmi ah heshiis ula saxiixatay moodelka Japan Mitsuki Kimura oo ah afhayeenka taxanaha.
In suuqa caalamiga ah, FILA ayaa sidoo kale sii waday in la dhiso booskeeda suuqa fashion-dhamaadka sare iyada oo loo marayo magacyo kala duwan oo wadajir ah. Laga soo bilaabo taxanaha iskaashiga FENDI ee 2018, ilaa nashqadeeyaha naqshadeeyayaasha Jason Wu, astaanta moodada Sare, Gosha Rubchinskiy, AAPE, iwm., Fila waxay rabta inay muujiso soo jiidashada moodada isboortiga sare.
Iyada oo hiddo-wadaha moodada qarniga jira, qaabeynta tafaariiqda dijitaalka ah ee horumarsan, iyo alaabada isboorti ee kala duwan, qiimaha FILA ayaa la filayaa in uu dhaafo kan Nike iyo adidas ee isla warshadda, ayuu Credit Suisse ku sheegay warbixin dhamaadkii sanadkii hore. .
Lululemon waxay isticmaashay labo surwaal oo yoga ah si ay suuqa u gasho taas oo Nike iyo Adidas ay si fudud ugu guulaysteen. FILA ma joojin horumarka. Goobtan gaarka ah ee isbeddelka degdega ah, warshadaha dharka isboortiga ee caalamiga ah ayaa maraya dhaqid weyn.
