Nike has exceeded its expectations for 14 consecutive quarters

Underpinned by the good results, Nike shares rose 3.15% after the earnings announcement. This is already the expected performance of Nike for 14 consecutive quarters. Footwear business income rose 13%. During the period, revenues in all regions recorded double-digit growth, with sales in one important region in the Chinese market rising by 34%.

As of November 30, Nike’s second-quarter revenue increased by 4.1% to US$7.69 billion. With a constant exchange rate, total revenue increased by 12%. Nike brand revenue rose by 13% to US$7.3 billion, partially offsetting Converse's 5% decline.

It is noteworthy that Nike's e-commerce business has a rapid development momentum. The total revenue on the Nike.com e-commerce platform has soared by 50%. The company expects the e-commerce platform to generate revenue of US$7 billion by 2020. The management pointed out that the company has focused on designing and launching some new products for next year's Olympic Games and other highly profitable activities.

Nike CEO Mark Parker said: "Our complete offensive market plan allows us to be flexible in the market and closer to consumers. We are also confident that we will seize opportunities in the market. The Chinese market and Western European markets have been transformed by us. The business is also accelerating, such as the women's sports market and Jordan brand series. Our business scope is second to none and our company has the ability to grow and expand the entire market."

The company recently repurchased 5.6 million shares worth US$652 million. According to the company, once the repurchase program begins, the company plans to repurchase US$12 billion in stocks for the second four-year plan. Buyback is a sign of the company's ability and confidence. Nike can also return shareholders by buying back shares. Buying back shares is the most productive way for Nike.

Nike continues to be a leader in sports business. Its sales in the previous year reached US$30.6 billion, but as more brands join the sports market to compete for market share, for example, Under Armour, an emerging sports brand, received US$3.08 billion last year. The sales of Nike is also facing increasing pressure. In order to allow the long-term performance of the company's performance CEO Mark Parker to continue to stay in the next five years, Nike gives Mark Parker shares that are worth 10 times the previous year. Incentives.

The company revealed that in the future, the Nike brand's orders for footwear and apparel will continue to increase, and the delivery of goods from this month until April next year will increase by 15% over the same period of last year.

Nike plans to make better use of its digital activities to accelerate the development of the company from design, product creation to manufacturing and processing. The company launched a new facility called "Advanced Product Creation Center" that will bring together its most advanced manufacturing and design capabilities. As the huge revenue target was made public, Nike’s stock price continued to rise this year, and the market value had exceeded 100 billion US dollars. Since the beginning of this year, the company’s stock price has accumulated 35%.