Under Armour上市以來銷售首次下滑 不夠酷就會落後
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Under Armour锛屾寚鐨勬槸缇庡湅楂旇偛閬嬪嫊瑁濆倷鍝佺墝銆?a href="http://www.ua-taiwan.com/">UA 瀹樼恫</a>鐨勭附閮ㄥ湪宸寸埦鐨勬懇锛岄Μ閲岃槶宸烇紝瑭插叕鍙镐富瑕佺敓鐢㈤珨鑲茶鍌欍€俇A涓昏鐢熺敘绌垮湪閬嬪嫊闅婃湇瑁￠潰鐨勭穵韬収琛ｏ紙姣斿绌垮湪绫冪悆鏈嶅拰妫掔悆鏈嶄笅锛夋垨鑰呭鑲╋紙姣斿缇庡紡瓒崇悆鎴栬€呮洸妫嶇悆鐨勮偐鑶€澧婏級锛屼絾闄や簡<a href="http://www.ua-taiwan.com/">UA 闉嬪瓙</a>涔嬪UA閭勭敓鐢㈣琛ｏ紝鏅€歍ee锛岄暦閬嬪嫊瑜茬瓑绛夈€俇nder Armour甯堕牁浜嗙敓鐢㈢穵韬紝浠ュ惛姹楁粚缍哥礂绶氾紙moisture-wicking锛夌偤鏉愭枡鐨勯珨鑲茶鍌欑殑娼祦銆傞毃寰岋紝Nike锛坉ri-fit pro绯诲垪锛変互鍙奟eebok锛圢FL瑁濆倷绯诲垪锛変究绱涚礇鏁堜豢銆?div class="intro">2017骞?1鏈?2鏃?9:51渚嗚嚜锛氭檪灏氶牠姊濈恫 鍛ㄦ儬瀵?鏍稿績鎻愮ず锛氣€滃皥妤€ф湁椁橈紝鏅傚皻搴︿笉瓒斥€濈殑 UA 鎺掓睏琛?宸茬棝澶辩編鍦嬬浜屽ぇ閬嬪嫊鍝佺墝鐨勪氦妞呫€傜涓夊搴﹁病鍫遍’绀猴紝閵峰敭椤嶅悓姣旀笡灏?.08%鑷?4.1鍎勭編鍏?/div>
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Under Armour棣栧腑鍩疯瀹楰evin Plank鍦ㄨ病鍫辩櫦浣堝緦鐨勯浕瑭辨渻璀颁腑琛ㄧず锛岄洊鐒堕泦鍦橀瀷灞ユキ鍕欏幓骞村叏骞村凡绐佺牬10鍎勭編鍏冿紝浣嗗湪闆嗗湗绺界嚐鏀朵腑鐨勫崰姣斿儏鐐?0%锛岀浉杓僡didas銆丯ike绛夐瀷椤炴キ鍕欏崰姣旇秴50%鐨勭鐖皪鎵嬶紝Under Armour鐨勯瀷灞ユキ鍕欎粛鏈夊緢澶х櫦灞曠┖闁撱€備粬鍚屾檪寮疯锛岄泦鍦樼殑楂樼埦澶悆妤嫏閵峰敭琛ㄧ従涔熷憟鐝剧灜绌嶆サ鐨勫闀锋厠鍕€?</p>
Kevin Plank閫忛湶锛屽搧鐗岃垏NBA鐞冩槦Steph Curry鍜岄珮鐖惧か鐞冩槦Jordan Spieh鐨勫悎浣滅郴鍒楁槸鍫卞憡鏈熷収闆嗗湗妤嫏澧為暦鐨勫紩鎿庝箣涓€銆傛摎鏁告摎椤ず锛孶nder Armor Curry绯诲垪鐢㈠搧鍦?015骞撮姺鍞绱?鍎勭編鍏冦€備笉閬庯紝鍘熷畾鏂间笂鍛ㄤ簲鐧间綀鐨凜urry 4绯诲垪灏囨帹閬茶嚦11鏈?鏃ョ櫦鍞€?</p>
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鑷?017骞翠互渚嗭紝adidas鐨勮繀鐚涘礇璧蜂护Under Armour鐥涘け缇庡湅閬嬪嫊琛屾キ鐨勭浜屾妸浜ゆ锛岃€孠evin Plank浠婂勾2鏈堝湪鎺ュ彈閲囪í鏅傚皪鐗规湕鏅█璜栫殑鏀寔鏇存槸閬埌澶х溇娑堣不鑰呯殑鎶楄锛岄儴鍒嗘秷璨昏€呯敋鑷宠常鎺塙nder Armour鑲＄エ涓﹀懠绫插ぇ鐪句竴璧锋姷鍒跺搧鐗岋紝浠ら泦鍦樺競鍊肩煭鐭竴鍊嬫湀鍏ц捀鐧?7鍎勭編鍏冦€傛湁鍒嗘瀽甯獚鐐猴紝Under Armour涓昏妤嫏鏄珨鑲茬敘鍝侊紝Kevin Plank涓嶆噳瑭茬櫦琛ㄥお澶氭剰瑕嬨€?</p>
鐢辨柤杓胯珫涓嶆柗鐧奸叺锛屼甫灏峌nder Armour妤妇閫犳垚涓€瀹氬奖闊匡紝Kevin Plank鏂?鏈?6鏃ラ€氶亷鍏禩witter璩櫉瀹ｄ綀灏囪经鍘荤編鍦嬬附绲辩壒鏈楁櫘绲勭箶鐨勭編鍦嬪埗閫犳キ鐞嗕簨鏈冪悊浜嬭伔鍕欙紝浣嗚〃绀轰粬灏囩辜绾岀偤鏀瑰杽鍜屾彁鍗囩編鍦嬪埗閫犳キ鍋氬嚭璨㈢嵒銆?</p>
鑸囨鍚屾檪锛岀敘鍝佸凡鎴愮偤Under Armour鐝鹃殠娈垫渶澶х殑杌熻倠銆?</p>
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Credit Suisse鐟炰俊鐨勫垎鏋愬斧鍦ㄨ窡韫ょ灜Under Armour鐢㈠搧缍蹭笂閵峰敭鎯呮硜寰岀櫦鐝撅紝Under Armour鏈夐€?000娆剧敘鍝佸湪鑷冲皯鍏╁偄缍茬珯涓婃湁鍞紝鍏朵腑鏈?68娆剧敘鍝佸湪DicksSportingGoods.com涓婇姺鍞紝165娆剧敘鍝佸湪FootLocker.com閵峰敭銆傛キ鐣屼汉澹寚鍑猴紝Under Armour缍插敭骞宠嚭閬庡锛岀敘鍝佺祼妲嬪嵒澶亷鍠竴锛岄洠鍏嶈嚜姣€闀峰煄銆?</p>
Kevin Plank鏃╁墠鍦ㄦ帴鍙楀獟楂旈噰瑷檪涔熷潶鎵胯繎骞翠締閬嬪嫊浼戦枒棰ㄧ啽娼郸Under Armour甯朵締鐬ū澶氱鐖皪鎵嬶紝鍖呮嫭Lululemon鍜孎abletics绛夊搧鐗岋紝鏁村€嬫瓙缇庡競鍫村凡鏈夎秴閬?00鍊嬮亱鍕曚紤闁戞湇鍝佺墝鍦ㄧ埈濂競鍫翠唤椤嶃€?</p>
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鍙︽湁鍒嗘瀽浜哄＋瑾嶇偤锛孶nder Armour鍦ㄥ京鍙ら亱鍕曢ⅷ娼暥閬撶殑鏅備唬闆ｅ厤鍚冭櫑锛屽壍绔嬫柤1996骞寸殑Under Armour瀵﹀湪 鐒″彜鍙京 锛岃€屼富鎵?Lifestyle 鐨?Sportswear 绯诲垪鑸囧搧鐗屽畾浣嶅拰鍘熸湁娑堣不鑰呯殑闇€姹備甫涓嶇浉绗︺€?</p>
姝ゅ锛岀稉姝烽亷鐖嗙偢鎬у闀风殑Under Armour鍦ㄤ粖骞寸涓€瀛ｅ害棣栨鍑虹従铏ф悕锛屽洜姝ゆ柤7鏈堜换鍛絍ans姣嶅叕鍙稿▉瀵岄泦鍦樿€佸皣Patrik Frisk鎿斾换闆嗗湗绺借鍏奸甯亱鐕熷畼锛屼甫鎻愬嚭鍖呮嫭鍔犲挤濂冲＋銆佸厭绔ョ郴鍒楀拰鐩寸嚐闆跺敭妤嫏鍗犳瘮绛変竴绯诲垪閲嶇祫鎺柦銆?鏈堝垵锛孶nder Armour瑁佸摗涓﹂棞闁夐儴鍒嗛杸搴楋紝涓﹀皣搴瓨闄嶄綆鑷虫鍙叉渶浣庛€?</p>
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宸村厠钀婇妧琛屽垎鏋愬斧Matthew McClintock鍦ㄦ渶鏂颁竴浠界爺绌跺牨鍛婁腑琛ㄧず锛孶nder Armour鑻ユ兂鏇村ソ鍦板煼琛岄噸绲勬埌鐣ヤ締鍒烘縺閵峰敭澧為暦锛岄洟涓嶉枊灏堟キ浜烘墠鐨勫姞鍏ワ紝浠栧挤瑾匡紝Under Armour鐝炬铏曟柤閲嶇祫鐨勬棭鏈熼殠娈碉紝鍥犳浠嶅瓨鍦ㄨ純楂樼殑娉㈠嫊鎬с€傛摎澶栧獟鎻村紩娑堟伅浜哄＋绋憋紝Under Armour鑱悎鍓靛浜轰箣涓€ Kip Fulk鎴栧皣闆㈤枊鍏徃锛岀洰鍓岾ip Fulk铏曟柤浼戝亣鐙€鎱嬶紝姝告湡鏈畾銆?</p>
鐐烘洿濂藉湴婊胯冻娑堣不鑰呴渶姹傚拰鎻愰珮鍝佺墝鐨勬湇鍕欒唱閲忥紝Under Armour鏂?0鏈堟帹鍑烘寜鏈堣▊璩兼湇鍕橝rmourBox銆傛湁闇€姹傜殑娑堣不鑰呭湪鍚慤nder Armour鎻愪緵棰ㄦ牸銆佸仴韬洰妯欍€佸枩鎰涚殑閬嬪嫊浠ュ強鎬у垾鍜屽昂纰肩瓑淇℃伅寰岋紝Under Armour鐨勯€犲瀷甯湗闅婂皣鏍规摎浠ヤ笂鏁告摎鐐鸿▊璩艰€呴伕鎿?鑷?浠剁敘鍝併€?/p>
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by tianweijin
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