dharka ciyaaraha brand FILA bixisaadharka yoga ee raggaiyo haweenka, sidoo kaledharka ciyaaraha ee carruurta.
Sida laga soo xigtay warbixintii ugu dambeysay ee Wall Street Journal, bogga rasmiga ah ee FILA US ayaa iibiyey in ka badan $1 milyan bishii Abriil. Tani waxay ahayd markii ugu horeysay taariikhda oo mar kale la xaqiijiyo muhiimada digitalization. Waxa kale oo ay ka tarjumaysaa saamaynta FILA ku leedahay quluubta macaamiisha Maraykanka ee leh hami weyn dharka yoga la awoodi karo sida rajabeeto taageero,funaanado ciyaaraha fudud,leggings jimicsiga iyo sare set ect.
Dhanka kale, iibka caalamiga ah ee FILA ee rubuci hore ee miisaaniyada 2020 ayaa hoos u dhacay 5.3% , taas oo aad uga wanaagsan hoos u dhaca 19% ee dakhliga kooxda adidas iyo hoos u dhaca dakhliga lululemon ee 17% hoos u dhaca. Inta lagu jiro muddada, iibinta e-ganacsiga ayaa labanlaabmay.
Ganacsigii FILA ee Shiinaha, oo ay shirkadda Shiinaha ee Anta Sports ku iibsatay HK$ 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 waa mid ka mid ah xeeladaha ugu guulaha badan Anta Sports. Astaantan, oo ka bilaabatay magaalada yar ee Biella, Italy 1911, si fiican loogama aqoon Shiinaha. qiimihiisa ayaa xitaa ka sareeya 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.
Suuqa caalamiga ah, FILA waxay sii waday booskeeda suuqa suuqa-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.
