Under the first topic of hot search #Nike's market value evaporated by more than 80 billion overnight #, a comment on "What to wear now is like a rustic label" received 1.8W+ likes. I don't know when it started, Nike and earth were tied to it, especially the eye-catching big logo

2025/06/1910:52:38 hotcomm 1015

"Poor Nike Rich Adi " meme was broken because even the poor don't buy Nike anymore.

Under the first topic of hot search #Nike's market value evaporated by more than 80 billion in one night#, a comment on "What do you wear now to wear with now is like a rustic " received 1.8W+ likes. I don't know when it started, Nike and earth were tied to it, especially the eye-catching big logo.

"I basically choose small labels based on quality when buying Nike. If it is a big label, I will give up decisively."

01. The trend king who was attacked

I once read an article titled: Wearing a "fake Nike" that costs 25 yuan, go to a Nike store to buy shoes. What will the shopping guide think about it? This article discusses the psychology of many people who are not famous brands and don’t wear . Even if they wear fake ones, they cannot be looked down upon by the shopping guide. Some people even go to to buy a pair of fake shoes for trendy stores.

, and in the market, there is a situation where is real and fake Nike fights with each other . Some people even say that "Nike shoes are considered genuine only when they open glue, and they will still be good after wearing it for a few years. That must be Putian ."

But Nike's low-end shoes are generally priced at ,600 yuan , and high-end ones are above 1,500 yuan. Some sub-brands and star brand joint effect have been hyped up to tens of thousands of yuan abound. LV x Nike AF1 joint price is as expensive as 2.8 million , which is sold through auction , with a limited number of 50 pairs worldwide.

Putian's high-quality imitation shoes are only 1,000 yuan, most of which are between 3-400 yuan. In 2, Nike even caused a scandal in selling fake shoes on the official website. As of now, Nike has not given a relevant reply, which has caused the industry to speculate that it is the existence of in acquiesced and condoned the existence of in the fake market.

So from which perspective, there are many people wearing real Nikes in , but more people wearing fake Nikes in . Under the double attack of e-commerce and Putian, Nike lost its original brand recognition, and its cultural heritage gradually became less attractive. The logo on the streets of soon gradually moved from the original high-end sports brand to the local counterfeit goods.

Before this, Nike was the memory of the post-90 generation. Who could wear a Nike at school back then would definitely attract the attention of the girls in the next class. After all, Nike is synonymous with and fashionable . The founder Phil Nate also ranked on the 2004 Forbes magazine world rich rankings, with net assets of 7.1 billion US dollars, ranking 53rd.

Nike's classic upward hook was also bought by the company for 35 from an Atlanta design student. It expresses the strong sense of excitement and speed of . To this day, the upward hook is still an insurmountable classic.

Until around 2015, the logo of NIKE became a well-known sign in small counties. Although Nike has been expanding with stores with 1.5 stores per day, it is difficult to tell whether it is true or false. Everyone only recognizes one sign. There is a clothing store in Meilan District, Haikou City. in the store was ordered to close for selling fake shoes marked "Nike" and "Adidas".

Because he did not obtain a business license, the shoes he sold were purchased by a salesperson without confirmation. Among them, 10 pairs of "Adidas" model "Q21029 sneakers", the purchase price of is 150 yuan/pair, and the sales price is 399 yuan/pair . In the end, not only was all goods confiscated, but he was fined 5,000 yuan.

Zhihu A professional analyzed that there are two reasons why everyone in small counties have a Nike logo. First, everyone in small counties knows the price range of Nike, just like eating Maotai, ; second, people in small towns have a higher psychological comparison , and their cultural level is relatively low, and their spiritual and material levels are more inclined toward the latter .

and Internet celebrities in small counties frequently appeared in the circle. Their clothes started to wear big logos from solid-colored tights, and Nike began to become earthy. was attacked by the subdivided by Lululemon, banana, FILA, and Nike's performance began to decline every day.

Since the high of $177.931 in early November 2021, Nike's stock price plummeted 42% in for more than half a year, losing 118.3 billion , or about 800 billion yuan, which caused heavy losses to the 84-year-old boss Phil Knight and his family, who stood behind it.

htmlOn June 29, Nike's stock price once hit a new low in the past two years, and its market value evaporated by US$12 billion overnight, and it was even lost for three consecutive quarters in East China. "earth" is just one of the reasons .

02. Ordinary "Grand Student"

is not that Nike's design has turned into soil, but that external factors have turned into soil. Nike has to find problems in itself . The "2021 Sports Health Insight Report" released by

QuestMobile shows that sports experts have a high consumption preference for sports-related shoes, boots, clothing and other .

Yoga has lulu, leisure has FILA, sun protection has banana, cost-effectiveness has Decathlon , outdoors has north, and the trend of wearing yoga pants outfits suddenly rises . Nike's position is very awkward. It seems to sell everything, but it is useless and has no effect and no mistakes in . If you are not careful, you will even step on a mine.

On the list of Hupu "2021 TOP5", the number one is Li Ning Yushuai 14, the second place is Peak Pai Big Triangle. The other three pairs of sneakers on the list are Li Ning City 9v2, Li Ning Blitz 8 and adidash Rose 10, and Nike rarely misses .

You should know that shoes are Nike's pride. According to data from iMedia, Nike's Air Jordan brand sales and sales accounted for 44% and 46% respectively in 2018, which was the sales champion in the secondary sneaker market that year.

At the same time, the top brands have obvious impact. Nike, Adidas, Li Ning, , Jordan, , the gold list indexes all exceed 80, and it is difficult for other brands to have an impact on it.

This is already the past. For Nike now, the quality of and the high premium are the main reasons for its poor performance.

Nike positioned itself as a high-end brand in the early 21st century. Although it was priced at hundreds or thousands of , people would still pay for for its high quality . At that time, everyone agreed that although NIKE shoes are expensive, they are of good quality, can be worn for several years, and they are comfortable to wear.

Now Nike has become synonymous with trends, constantly being replicated by and being rebuilt by , and constantly being co-branded by to fast consumption . Shoes are no longer broken and repaired and continued to wear, but become paired with single product . In a subtle way, our replacement shoes are far faster than its lifespan . Nike naturally reduced the quality cost and turned to "development":

Louis Vuitton's Air Force 1, which cooperated with Nike, was hyped up on the domestic resale platform to 50,000 to 60,000 ; Dior x Air Jordan 1 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 16,000 16,000 16,000 16,000 16,000 16,000 16,000 16,000 16,000 16,000 16,000 16,000 16,000 The appearance price of RMB was also hyped up to 50,000 or more ; Travis Scott 4 x AIR JORDAN 1 "barb" was released on the sprint during the Travis Scott's Grammy performance, and 0,000 or more directly.

"Who will spend tens of thousands of yuan to buy a pair of Nike? If you have this money, you can buy a luxury item directly."

But perhaps it may be a premium for the joint brand concept, which is also a forced move by Nike. Now that prices are rising, Nike has to face the fact that labor costs and raw materials costs have increased . As early as 5.6 years ago, NIKE moved some of its OEM factories to Southeast Asia - Vietnam Cambodia .

The most direct reason is that Vietnam has low labor costs and material costs, and only this method can make more money . According to Kasper Rørsted, CEO of Adidas, Vietnam's production capacity has expanded dramatically in the past five years, and in the past few years, Adidas' adjustment to manufacturing capacity has been seen as a strategic layout adjustment of the group's after the rise in labor costs in China. One-third of the products are produced in China. It has stated that it is developing an contingency plan for . If the United States increases its revenue and tariffs, the company will also transfer some production lines from China to other Asian markets .

Various signs indicate that in order to adapt to market laws and capital flow direction, the production line is the only way out.

As for the decline in quality, even if it is all sold in outlet as a discount season, 2.300 per pair of sports shoes and sports vests worth a few dozen yuan, there will still be people buying them. The sweetness of price reduction has made Nike taste it, and consumers are willing to pay for it.

This threatened Nike's original intention to "set the foundation of shoes", and this threat was even given to himself. Nike, which once had high-quality trend in , began to develop large quantities of mid- and low-end products, uninterrupted discount seasons, and even different price tags on different platforms. In addition to quality issues, Nike has become a popular brand.

However, in the view of shoe circle , only by maintaining the "foundation of shoes" can we avoid repeating Nike's mistakes in the future and not forgetting our original intentions can we achieve the end.