iimpahla zemidlalo uphawu FILA inikezaiimpahla ze-yoga zamadodakunye nabafazi, ngokunjaloiimpahla zezemidlalo zabantwana.
Ngokwengxelo yamva nje yeWall Street Journal, i-FILA US iwebhusayithi esemthethweni inentengiso engaphezulu kwe-1 yezigidi zeedola ngo-Epreli. Eli yayilixesha lokuqala embalini eliphinde laqinisekisa ukubaluleka kwedijithali. Ikwabonisa impembelelo yeFILA kwiintliziyo zabathengi baseMelika abanomdla omkhulu iimpahla ze-yoga ezifikelelekayo njengaye bra exhasayo,ii tshirt zezemidlalo,i-leggings yokuzivocavoca kunye nesethi ephezulu ect.
Okwangoku, iintengiso zamazwe ngamazwe ze-FILA kwikota yokuqala yemali ye-2020 yehla ngo-5.3% , eyona nto ingcono kakhulu kunokuba i-19% iyancipha kwingeniso yeqela le-adidas kunye nokwehla kwengeniso ye-lululemon ye-17% yokwehla. Ngeli xesha, ukuthengiswa kwe-e-commerce kuphindwe kabini.
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 sesinye sezona zicwangciso ziphumeleleyo zeAnta Sports. Olu hlobo, olwaqala kwidolophu encinci yase-Biella, e-Italiya ngo-1911, lwalungaziwa kakhulu e-China. Ixabiso layo liphezulu nangaphezu kweNike. Kwiminyaka yakutshanje, iye yanda ngokukhawuleza kwimarike yobuninzi. Kwanasebudeni balo bhubhani, alikhange libe nempembelelo enkulu.
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.
Kwimalike yezizwe ngezizwe, iFILA yaqhubeka nesikhundla sayo kwintengiso yefashoni ephezulu ngokusebenzisa amagama adibeneyo 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.
