report

1. 导言：介绍疫情对时装/运动品牌/wholesale（整个行业）的影响，带来什么挑战或机遇

a. COVID-19对大环境的影响(athletic apparel)

b. 介绍品牌（Nike 作出什么举措）

i. Nike, Inc. is an American multinational corporation which is the world's largest supplier and manufacturer of athletic shoes, apparel and other sports equipment. Nike is one of the most popular brands amongst men and women when it comes to athletic apparel worldwide. The other major players in this sector are Adidas, Puma, and Under Armour. Nike, Inc. includes the Nike, Converse, Hurley, and Jordan brands and the company is headquartered in Beaverton, Oregon, in the United States. (Nike - Statistics & Facts, 2020)

ii. As of 2019, Nike was the most valuable global apparel brand, with a brand value of over 32 billion U.S. dollars. Nike also held the largest market share of the global apparel market. The company also has a very strong financial record, generating over 30 billion U.S. dollars in revenue each of the last four fiscal years. Nike has three main business segments: footwear, apparel, and equipment. In 2019, footwear led the way in terms of sales revenues, bringing in over 24 billion U.S. dollars that year. Converse is owned by Nike and is one of the company's success stories, generating steady revenues year after year. (Nike - Statistics & Facts, 2020)

iii. The United States is a core market for Nike, with the company generating approximately 41 percent of their overall revenue there in 2019. (Nike - Statistics & Facts, 2020)

c. 带来什么挑战/机遇

2. 客户分析：Target market行为发生或可能发生的变化

a. 心理上行为

b. 行为上

3. 价值主张：行业内其他竞争者（e.g.: Reebok, Adidas）的value proposition价值主张，评估消费者行为的变化如何影响这一主张；并评估更广泛的外部环境和消费者行为的变化可能如何影响这一价值主张。

4. 市场营销建议：提供一套数字营销建议，以应对已确定的挑战（或利用新出现的机会）；考虑为客户和行业/公司创造价值的新想法。公司应该考虑如何在数字化市场中成功的生存下来。

Rreference

https://www.nike.com/covid-19-response

“We've assembled our expert scientists, engineers, and designers to create full-face shields and powered, air-purifying respirator (PAPR) lenses to support healthcare workers. We’ve donated more than 140,000 pieces of footwear, apparel and equipment globally to communities in need. We’ve committed more than $25 million, including more than $2 million in employee donations, to support COVID-19 response efforts worldwide. And as we encourage athletes to play it safe, we’ve made NTC Premium free in the US and we’re streaming live workouts on our YouTube channel around the world.”--NIKE Team

第一部分：

https://www.statista.com/topics/1243/nike/

Statista. 2020. Nike - Statistics & Facts. [online] Available at: <https://www.statista.com/topics/1243/nike/> [Accessed 17 December 2020].