Ngokwengxelo yamva nje yeWall Street Journal, nangona uninzi lweevenkile ezikwi-intanethi e-United States bezingekho ngexesha lobhubhani (abathengisi bezemidlalo abaninzi baye banengxaki yokunqongophala), Iwebhusayithi esemthethweni ye-FILA yase-US yayinentengiso engaphezulu kwesigidi seedola ngo-Epreli. Eli yayilixesha lokuqala embalini eliphinde laqinisekisa ukubaluleka kwedijithali. Ikwabonisa impembelelo yeFILA kwiintliziyo zabathengi baseMelika.
Abavelisi beempahla zeembaleki banokuncamathelisa ixabiso elithe kratya kwiimpawu zentengiso ye-intanethi. Ngokweedatha zamva nje ezikhutshwe yi-FILA Holdings, ukuthengiswa kwe-FILA kumazwe ngamazwe kwikota yokuqala ye-fiscal 2020 yehle ngo-5.3%, eyona nto ingcono kakhulu kunokuba i-19% iyancipha kwingeniso yeqela le-adidas kunye nokuhla kwengeniso ye-lululemon ye-17%. Ngeli xesha, ukuthengiswa kwe-e-commerce kuphindwe kabini. Ingeniso ye-Net irekhode malunga ne-33 yezigidi zeedola zaseMelika, ukuhla kwe-58.9% ukusuka kwixesha elifanayo kunyaka ophelileyo.
Ishishini laseTshayina leFILA, elafunyanwa yingxilimbela yaseTshayina i-Anta Sports nge-HK $600 yezigidi ngo-2009, lisaqhuba kakuhle.
Ngokwedatha yeFashion Business Express, kwikota yokuqala, intengiso yeFILA yaseTshayina irekhode ukuhla kwedijithi enye unyaka nonyaka, kwaye intengiso yonyaka wonke ka-2019 inyuke nge-73.9% ukuya kwi-14.77 yeebhiliyoni zeeyuan. , Inzuzo yokusebenza inyuke nge-87.1% ukuya kwi-2.149 yeebhiliyoni zeeyuan, eyona injini yokukhula eyomeleleyo ye-Anta Sports.
Ukuthenga ishishini laseTshayina leFILA namhlanje ngokungathandabuzekiyo sesinye sezona zicwangciso ziphumeleleyo zeAnta Sports. Kodwa olu phawu, olwaqala kwidolophu encinci yase-Biella, e-Italy ngo-1911, ekuqaleni lwalungabonakali kakuhle e-China, kwaye indawo yayo yayiphezulu. Ixabiso liphezulu nangaphezu kweNike. Kwiminyaka yakutshanje, iye yanda ngokukhawuleza kwimarike yobuninzi. Kwanasebudeni balo bhubhani, ayizange ichaphazeleke kakhulu.
Okwangoku, i-FILA yenze umjikelo ojikelezileyo wewebhusayithi esemthethweni yophawu, ivenkile ye-Tmall iflegi kunye ne-applet ye-WeChat kwimarike yaseTshayina ekwi-intanethi, enika uphawu lwamajelo olwaneleyo ukuba luqhubeke luthengisa kulo bhubhani. Njengabakhuphisana nabo njenge-lululemon kunye ne-Nike, i-FILA yafudukela ngokukhawuleza kwimarike ye-intanethi emva kokuqhambuka, kwaye yaqalisa usasazo lwezemidlalo kwi-applets ye-WeChat, i-Tiktok kunye ne-Tmall ukusebenzisana nabathengi ngexesha langempela kunye nokuthengisa uluhlu olutsha lweemveliso.
I-FILA yaseTshayina ayizange iphulukane nokuzimela kwayo emva kokuba ifunyenwe yi-Anta Sports. Njengoko ukhuphiswano lwemakethi luye lwaba lukhuni ngakumbi kwaye ukhetho lwabathengi luye lwatshintsha ngakumbi, i-FILA iye yahlulwa ngokuthe ngcembe yaba yiFILA yaBantwana, iFILA FUSION kunye neFILA eTshayina. Olu luhlu luthathu loluhlu lweeMbaleki lujolise ekunxityweni kwabantwana, kubantu abancinci nakwimidlalo yobungcali.
I-FILA FUSION ijolise kubathengi abaphakathi kweminyaka eyi-16 kunye ne-26. Uyilo lwemveliso luya kulandela ngokuthe ngqo indlela. Ngaphandle kweFILA Disruptor 2 izihlangu zikatata, olu luhlu lweminqwazi yabalobi kunye neebhegi zezithunywa zikwadumile phakathi kwabathengi. Ezinye izinto zithengiswe ngokukhawuleza emva kokuba zibekwe ezishelufini. NgoJuni kulo nyaka uphelileyo, uFILA FUSION watyikitya ngokusemthethweni isivumelwano nemodeli yaseJapan uMitsuki Kimura njengesithethi solu thotho.
Kwimarike yezizwe ngezizwe, iFILA ikwaqhubekile nokuseka indawo yayo kwintengiso yefashoni ephezulu ngamagama ahlukeneyo adibeneyo. Ukususela kuchungechunge lwentsebenziswano kunye ne-FENDI ngo-2018, ukuya kwiimpawu zomyili uJason Wu, i-fashion brand Supreme, iGosha Rubchinskiy, i-AAPE, njl.
Ngofuzo lwefashoni yenkulungwane endala, uyilo oluphucukileyo lwentengiso yedijithali, kunye neemveliso zemidlalo ezahlukeneyo, ixabiso lophawu lweFILA kulindeleke ukuba ligqithe kwelo leNike kunye ne-adidas kwishishini elifanayo, elixelwe nguCredit Suisse kwingxelo ekupheleni konyaka ophelileyo. .
ULululemon wasebenzisa ibhulukhwe ye-yoga ukungena kwimarike eyaphumelela i-Nike kunye ne-adidas. I-FILA ayikayeki ukuqhubela phambili. Kule ndawo ikhethekileyo yotshintsho olukhawulezileyo, ishishini lempahla yezemidlalo yehlabathi lihlanjwa kakhulu.
