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Fimorning丨“未来新星”蔡恩受伤,耐克市值蒸发13亿

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  • 2019-11-13 15:11
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以下是原创中英文原稿 耐克市值蒸发13亿

 

撰稿:旷宇

播音:旷宇

 

Hi! Welcome to Tsinghua Fimorning. Today is March 4th, 2019. We will talk about how Duke star player Zion Willamson’s injury affects Nike’s stock price.

 

您好,欢迎收听清华英语金融早茶。今天是2019年3月4日,我们将探讨杜克大学明星球员蔡恩·威廉森的受伤怎样影响耐克公司的股价。

 

 

On Feb 20th, when one of US college basketball’s fiercest rivalries, the one between Duke University and University of North Carolina (UNC), just began 33 seconds, star player from Duke, Zion Willamson, sprained his left knee in a bizarre way. He got his shoe, Nike PG 2.5, split up and “exploded”. According to USA Today, on Feb 21st, Nike’s stock price was down for more than 1%. Nike is a  company with $130 Billion market cap, which means that’s more than 1 billion dollars’ loss. 

 

2月20日,美国大学篮球中最激烈的竞争之一——杜克大学与北卡罗莱纳大学之间的比赛刚刚开始33秒,来自杜克大学的明星球员蔡恩·威廉森扭伤了左膝。他穿着的耐克球鞋PG 2.5被踩坏而“炸开”了。据《今日美国》报道,2月21日,耐克股价下跌超过1%。耐克公司目前的市值是1300亿美元,这一下跌意味着他们的损失将超过10亿美元。

 

Fimorning丨“未来新星”蔡恩受伤,耐克市值蒸发13亿

Nike, Duke’s shoe partner, called the explosion an “isolated incident”. “We are obviously concerned and want to wish Zion a speedy recovery,” a Nike statement said. “The quality and performance of our products are of utmost importance. While this is an isolated occurrence, we are working to identify the issue.”

 

杜克大学的鞋类合作伙伴耐克称,此次球鞋事故是一起“独立事件”。耐克在一份声明中表示:“我们显然很担心,希望蔡恩能够迅速恢复。”“我们产品的质量和性能是最重要的。尽管这是一起独立事件,但我们正在努力找出问题所在。”

 

Fimorning丨“未来新星”蔡恩受伤,耐克市值蒸发13亿

 

Why Nike suffers such backlash?

为何耐克惨遭股价下跌?

 

I. Unreliable Product Quality

I. 不可靠的产品质量

 

The mishap is "a major brand failure" for multiple reasons, according to brand expert Mario Natarelli, managing partner at the MBLM agency in New York. The incident was a “very visible shoe structure failure for a company committed to performance and technology of its products.” The incident isn't Nike's first with its basketball products. Multiple players including LeBron James had their jerseys rip after Nike took over as the official NBA uniform supplier in 2017.

 

MBLM机构驻纽约的管理合伙人、品牌专家马里奥•纳塔雷利表示,由于多种原因,这起事故是“一个重大的品牌失败”。“对于一家致力于产品性能和技术的公司来说,这是一个非常明显的运动鞋结构故障。”这起事故不是耐克第一次篮球产品上出问题了。在耐克于2017年成为NBA官方球衣供应商后,包括勒布朗·詹姆斯在内的多名球员的球衣都曾出现破裂的情况。

 

Since Nike always builds its reputation around creating premier shoes and clothes for athletes, this case definitely had negative impact on the brand. Even if athletes were offered specifically designed and manufactured products, they couldn’t avoid equipment damage in a game. Consumers could rarely trust Nike products to provide them with safe and comfortable experience when sporting and exercising.

 

由于耐克一直以来围绕着“为运动员设计一流的鞋类和服装”来建立自己的声誉,这起事件无疑对耐克品牌产生了负面影响。即使运动员得到了专门设计和制造的产品,在比赛中也无法避免装备的损坏。消费者在运动和锻炼时,很难相信耐克的产品能给他们提供安全舒适的体验。

 

Fimorning丨“未来新星”蔡恩受伤,耐克市值蒸发13亿

 

II. A Slim Chance to Sign Zion

II. 签下蔡恩的极小可能性

 

The brand value of a superstar is undeniable, and Zion is the most highly-anticipated basketball prospect in recent memory. Once he is picked as a high-ranked rookie in the NBA draft this summer, many believe his sneaker endorsement deal will be one of the largest one in history. Brands will look at a player’s influence, skills and geography. However, most importantly, brands will consider the intangibles like personal values. Statistics including 6-feet and 7-inch height, and astounding 285-pound weight, more than 2 million Instagram followers have proved something for his possibility either on court or in market. What Zion may bring to a brand is unknown yet, while Nike could have lost Zion’s trust as no professional player will risk his career to sign a large contract, even though Nike’s bid may not be the most attractive one.

 

巨星的品牌价值是不可否认的,而蔡恩是近年来人们最期待的篮球明星之一。一旦他在今年夏天的NBA选秀中被高顺位选中,许多人相信他的运动鞋代言合同将成为历史上最大的代言合同之一。运动品牌会着眼于签约运动员的影响力、能力和所在地理位置。然而,最重要的是,品牌会考虑个人价值等无形资产。6尺7寸的身高和惊人的285磅的体重的数据,Instagram上超过200万的粉丝,都证明了蔡恩在球场上和市场上的可能性。蔡恩未来会给一个品牌带来什么还不得而知,而耐克可能已经失去了他的信任。因为没有职业球员会冒着断送职业生涯的风险签下一份大合同,甚至耐克的报价可能都还不是最具吸引力的。

 

Nevertheless, some analysts still held optimistic views, believing that Nike is a massive brand and has tremendous power. “Zion’s injury is embarrassing for Nike, but will have no material impact on the business,” said Matt Powell, analyst at NPD Group. “If they’re smart, they’ll reach out to Zion and have him wear their shoes again.”

 

尽管如此,一些分析人士仍表示乐观,他们认为耐克是一个大品牌,拥有巨大的能量。NPD集团分析师马特•鲍威尔表示:“蔡恩的受伤的确让耐克很尴尬,但不会对耐克的业务产生实质性的影响。如果他们够聪明,他们会再与蔡恩接触,最终让他再穿上耐克的鞋。”

 

Fimorning丨“未来新星”蔡恩受伤,耐克市值蒸发13亿

Nike's Ad on its Official Website

 

In response to market trend, Nike has reduced its dependence on high-top basketball sneakers for growth in recent years. It has instead focused on lightweight running and wear-to-work shoes. Nike’s basketball sneaker sales fell last year as consumers move away from performance sneakers to more casual and comfortable shoes. "Basketball shoes are not in fashion,” Powell said. “Athleisure footwear is in style.”

 

为了顺应市场趋势,耐克近年来减少了对高帮篮球鞋的依赖。相反,该公司专注于轻量级跑步鞋和适合工作时穿着的鞋。耐克篮球鞋的销量在去年有所下降,因为消费者的喜好从竞技运动鞋转向了更休闲、更舒适的运动鞋。“篮球鞋已经不流行了,”鲍威尔说,“现在流行的是休闲运动鞋。”

 

Thank you for listening to Tsinghua Fimorning. Hope you have a nice day!

 

感谢您收听清华英语金融早茶,祝您拥有美好的一天!

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