Ngokombiko wakamuva we-Wall Street Journal, nakuba izitolo eziningi ezingaxhunyiwe ku-inthanethi e-United States bezingekho ngesikhathi sodlame (abathengisi abaningi bezingubo zezemidlalo babe nokushoda kwama-oda), iwebhusayithi esemthethweni ye-FILA US yadayiswa ngaphezu kwesigidi esingu- $ 1 ngo-Ephreli. Bekungokokuqala emlandweni ukuthi kuphinde kwaqinisekisa ukubaluleka kwedijithali. Iphinde ikhombise ithonya le-FILA ezinhliziyweni zabathengi baseMelika.
Abakhiqizi bezingubo ze-Athletic banganamathisela inani elithe xaxa kumikhiqizo yokumaketha ku-inthanethi. Ngokusho kwedatha yakamuva ekhishwe yi-FILA Holdings, ukuthengiswa kwamanye amazwe kwe-FILA kwikota yokuqala yezimali ka-2020 kwehle ngo-5.3% , okungcono kakhulu kunokwehla ngo-19% kwemali engenayo yeqembu le-adidas kanye nokwehla kwemali engenayo ye-lululemon ngo-17%. Ngaleso sikhathi, ukuthengiswa kwe-e-commerce kuphindwe kabili. Inzuzo yonke iqophe cishe izigidi ezingama-33 zamadola aseMelika, ukwehla ngo-58.9% ukusuka esikhathini esifanayo ngonyaka odlule.
Ibhizinisi le-FILA laseShayina, elatholwa isikhondlakhondla sezingubo zemidlalo zaseShayina i-Anta Sports ngo-HK$600 wezigidi ngo-2009, lisasebenza kahle.
Ngokusho kwedatha yeFashion Business Express, kwikota yokuqala, ukuthengiswa kwe-FILA China kuqophe ukwehla kwedijithi eyodwa unyaka nonyaka, kanti ukuthengiswa konyaka wonke ka-2019 kukhuphuke ngo-73.9% kwaya ku-14.77 billion yuan. , Inzuzo yokusebenza inyuke ngo-87.1% yaya ku-2.149 billion yuan, okuyinjini yokukhula enamandla ye-Anta Sports.
Ukuthenga ibhizinisi le-FILA laseChina namuhla ngokungangabazeki kungenye yamasu aphumelele kakhulu e-Anta Sports. Kodwa lo mkhiqizo, owaqala edolobheni elincane lase-Biella, e-Italy ngo-1911, ekuqaleni wawungabonakali kahle e-China, futhi ukuma kwawo kwakusezingeni eliphezulu. Intengo iphakeme kakhulu kunaleyo yakwaNike. Eminyakeni yamuva nje, iye yanda ngokushesha emakethe mass. Ngisho naphakathi nalolu bhubhane, alizange libe negalelo elikhulu.
Njengamanje, i-FILA yenze uhlaka oluphelele lwewebhusayithi esemthethweni yomkhiqizo, isitolo se-Tmall flagship kanye ne-applet ye-WeChat emakethe ye-inthanethi yase-China, okunikeza umkhiqizo iziteshi ezanele ukuthi ziqhubeke nokudayisa kulolu bhubhane. Njengabaqhudelana nabo abafana ne-lululemon ne-Nike, i-FILA yathuthela ngokushesha emakethe ye-inthanethi ngemva kokugqashuka, futhi yethula ukusakazwa bukhoma kwezemidlalo kuma-applet we-WeChat, i-Tiktok ne-Tmall ukuze uxhumane nabathengi ngesikhathi sangempela futhi ithengise uchungechunge olusha lwemikhiqizo.
I-FILA China ayizange ilahlekelwe yinkululeko yayo ngemuva kokutholwa yi-Anta Sports. Njengoba ukuncintisana kwemakethe kushube kakhulu futhi okuthandwayo kwabathengi sekushintshe kakhulu, i-FILA kancane kancane ihlukaniseke yaba i-FILA Kids, FILA FUSION kanye ne-FILA e-China. Uchungechunge lwezinhlobo ezintathu ze-Athletics luhloselwe ukugqokwa kwezingane, abantu abasha kanye nemidlalo ekhokhelwayo.
I-FILA FUSION iqondise kubathengi abaphakathi kweminyaka engu-16 no-26. Idizayini yomkhiqizo izolandela ngokuqhathaniswa ithrendi. Ngaphandle kwezicathulo zikababa ze-FILA Disruptor 2, lolu chungechunge lwezigqoko zokudoba nezikhwama ze-messenger nazo zidumile phakathi kwabathengi. Ezinye izinto zashabalala ngokushesha lapho sezibekwe emashalofini. NgoJuni nyakenye, iFILA FUSION isayine ngokusemthethweni inkontileka nomkhangisi waseJapan uMitsuki Kimura njengomkhulumeli walolu chungechunge.
Emakethe yamazwe ngamazwe, i-FILA iqhubekile nokusungula isikhundla sayo emakethe yemfashini esezingeni eliphezulu ngokusebenzisa amagama ahlukahlukene ahlangene. Kusukela ochungechungeni lokubambisana ne-FENDI ngo-2018, kuya kumabhrendi abaklami u-Jason Wu, umkhiqizo wemfashini i-Supreme, i-Gosha Rubchinskiy, i-AAPE, njll., i-Fila ihlose ukugqamisa ukukhanga kwemfashini yezemidlalo esezingeni eliphezulu.
Njengoba kunezinhlobo zemfashini zekhulu leminyaka, ukwakheka okuthuthukisiwe kwezitolo zedijithali, kanye nemikhiqizo yezemidlalo ehlukahlukene, intengo yomkhiqizo we-FILA kulindeleke ukuthi idlule eye-Nike ne-adidas embonini efanayo, kwashiwo ngabakwaCredit Suisse embikweni wasekupheleni konyaka odlule. .
U-Lululemon usebenzise ibhulukwe le-yoga ukungena emakethe ewine i-Nike ne-adidas ngokukhululeka. I-FILA ayikayeki ukuthuthuka. Kule nodi ekhethekile yoshintsho olusheshayo, imboni yezingubo zemidlalo emhlabeni wonke igezwa kakhulu.
