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现金危机、濒临破产,耐克如何从“一个想法”变成“全球第一”

2020/7/13 13:43:00 来源: 307

耐克

MEIYOUNAJIAQIYENENGZAIXINGUANYIQINGDEYINGXIANGXIAXINGMIAN,JISHISHIQUANQIUZUIDADEYUNDONGPINPAINAIKEYEBULIWAI。

DANGDISHIJIAN6YUE26RI,NAIKEFABULEQI2020NIANDISICAIJICAIBAO(NAIKEDEDISICAIJIZHIDESHI3YUE1RIZHI5YUE31RI)。CAIBAOXIANSHI,GAIJIJINGKUISUNWEI7.9YIMEIYUAN(JICHAOGUO50YIYUANRENMINBI),ERQUNIANTONGQIDEJINGLIRUNWEI9.89YIMEIYUAN。

ZHEIYERANGNAIKEANXIALECAIYUANJIAN。

大赢家配资股票NAIKECEOYUEHAN·DUONAHUOZAIJIYUANGONGDEYOUJIANZHONGBIAOSHI,“HAIBUQUEDINGCAIYUANJIANGBOJIDUOSHAOGEGONGZUOGANGWEI,YEBUQUEDINGSHEIJIANGSHOUDAOJUTIYINGXIANG。”

大赢家配资股票GENJUCNBCXIAOXI,ZHEIFENCAIBAODUIYUNAIKELAISHUOSHIFEICHANGHANJIANDE——YINWEIZAIGUOQU8NIANZHONG,NAIKEJIN2CIWEIDADAOYINGLIYUQI。

ERZAIGUOQUDE58NIANZHONG,NAIKEGENGSHIWANCHENGLECONG0DAO1,CONG1DAOQUANQIUZUIDADELISHIDANIXI。

JINTIANHEDAJIAFENXIANGDEZHEIBENSHU《XIEGOU》,ZHENGSHINAIKECHUANGSHIRENFEIER·NAITE(Phil·Knight)DEQINBIZICHUAN。TAYISHIJIANWEIZHUZHOU、YIXIEZUOWEIQIERUKOU,JIANGQUANSHUNEIRONGFENWEILELIANGBUFEN,JIANGSHULE“LANDAITIYUGONGSI”RUHELIJINGMONAN、BAOSHOUZHENGYIYUBEIPAN,YOURUHEYICICIDIHUAJIEKUNNAN,RANG“NAIKE”DANSHENGBINGZOUXIANGSHANGSHIDECHENGGONGGUSHI。

DIYIBUFEN:1962-1975。ZHANGPAOYUNDONGYUANNAITEDAIZHETAFENGKUANGDEXIANGFA——MAIXIE——GUIZHONGHUDEXIE,KAISHILEHUANYOUSHIJIEDELVXING。ZHIHOUBIANSHICONG0DAO1DETANSUO,CONGTUIXIAODIYISHUANGXIE、BAYEWUCONGMEIGUOXIBUZUODAODONGBU、YONGYOUDIYIWEIHEHUORENHEYUANGONG、BUDUANKUODABANGONGDIDIANZAIDAOXIANJINLIUGAOJI、YU“GUIZHONGHU”JIAZOUXIANGFENLIE,ZUIHOUNAIKE“BEIPO”DANSHENG。

DIERBUFEN:1975-1980。NAIKEZUOWEIYIGEPINPAIBEITUICHU,ZHIHOUNAIKEGUFENYOUXIANGONGSIZHENGSHICHENGLI。TUICHU“QIDIANXIE”ZHEIGELICHENGBEISHIDECHANPIN,ZHIHOUCHENGWEIZHONGGUODALUSHOUJIAMEIGUOXIESHANG,1980NIAN,YIMEIGU22MEIYUANCHENGGONGSHANGSHI。

1962-1975

从无到有

一个疯狂的想法

1962NIAN,24SUIDEFEIER·NAITEDAXUEBIYEHOUBINGMEIYOUZHAOYIFENWENDINGDEGONGZUO,ERSHIKAISHILEYICHANGBIEYOU“YONGYI”DEHUANQIULVXING——ZAILVXINGDEGUOCHENGZHONG,TAJIANDINGLEYIGEXIANGFA,JIQURIBEN,HETAMENZUOSHENGYI,ZUOXIEDESHENGYI。

ZAISUODINGLEHEZUOFANGWEIGUIZHONGHUZHIHOU,NAITEPINGKONGCHUANGLILELANDAITIYUGONGSI,BINGYONG2GEXIAOSHINAXIALEGUIZHONGHUZAIMEIGUOXIBUDEDAILIQUAN,ZHIHOUBIANKAISHILETAFENGKUANGDETUIXIAOGONGZUO。ZAIZHEIQIJIAN,NAITEJINGLILEJIEJINYINIANMANZHANGDEDENGDAI,ZHEIQIZHONG,TABUDEBUZUOQIHUIJIDEGONGZUO,YIWEICHISHENGJI。

ZHONGYU,1964NIAN,TADEDIYIPIGUIZHONGHUDAOHUOLE。TABAXIEZISONGJILEZIJIDAXUESHIDETIANJINGJIAOLIANBIER·BAOERMAN,BAOERMANYEZAIJIANDAOXIEZIZHIHOU,CHENGWEILENAITEDEHEHUOREN。ZAICIHOUDEFAZHANZHONG,BAOERMANYEYIZHIZUOWEICHANPINGUWENJILENAITEHENDUO配资公司 XIEZIGAIJINDEJIANYI,BINGCHENGWEILETAZHENGGESHIYEDANGZHONGJIQIZHONGYAODEYIGEREN。

蓝带公司挺进美国东海岸

大赢家配资股票“BUYAOGAOSURENMENRUHEZUOMOUSHI,GAOSUTAMENXUYAOZUOSHENME,RANGTAMENCHUANGZAOJINGXI”。ZHEISHINAITEZAIDUIZIJIDIYIWEIZHENZHENGDEQUANZHIYUANGONGSHIDEGUANLITAIDU,ERZHEIWEIYUANGONGTONGYANGZAIRIHOUCHENGWEILENAIKEBUKEHUOQUEDERENWU——JIEFU·YUEHANXUN。

1966NIAN,NAITEDELANDAIGONGSIMAICHULE3250SHUANGXIEZI,KAILEDIYIJIALINGSHOUDIAN,YUCITONGSHI,YEYINGLAILEDIYICIYANJUNDEKAOYAN——LAIZIMEIGUODONGHAIANDEJINGZHENGYUWEIXIE。

1967NIAN,NAITEZHONGYUZAISHUOFULEGUIZHONGHUXIANGXINQIYOUNENGLIZAIMEIGUOQUANGUOJINGXIAOYEWUHOU,BALANDAIGONGSIKAIJINLEMEIGUODONGAN——BOSHIDUN。FUZELANDAIDONGANYEWUDEJIUSHIYUEHANXUN。

大赢家配资股票ZONGGUANYUEHANXUNYUNAITEHEZUODELISHI,LIJINGLEHEXINRENWUWEILEGONGSIBUGUYIQIEDEJUEXINYUQUANLIYIFU。DANGRAN,YESHAOBULE“PANBIAN”YU“HEJIE”,DANZHEIYIQIEDOUMEIYOUYINGXIANGYUEHANXUNBALANDAIDANGZUOSHIZIJIBIXUYAOZUODESHI。

没有破产,只是没钱

LANDAIGONGSIDEFAZHANSHIFEIYUEXINGDE,XIAOSHOUEYESHIZAICHENGBEIDEZENGZHANG。1969NIAN,LANDAIDEYINGYEECONG150000MEIYUANZUODAOLEBIJIN300000MEIYUAN,TAMENXUYAOGENGDADEBANGONGZONGBU。TONGSHI,NAITEYEZAIZHEIYINIANJIJIANGYINGLAIZIJIDEDIYIGEHAIZI,TAXUYAOGENGDADEFANGZI。YUSHI,ZHEIYIQIEFANGZAIYIQI,NAITEBIXUYAOMIANDUIDEJIUSHI“XIANJIN”WENTI。

TADUIZIJISHUO:SHENGHUOJIUSHICHENGZHANG,BUCHENGZHANGJIUSHISIWANG。

大赢家配资股票KEJIUZAIZHEIGESHIHOU,LANDAIBUJINBEITADEDANBAOYINXING“PAOQILE”,WEICHOUJIZIJINDESHOUCIGONGKAIMUGUYEYI1GEYUEWUXIANGYINGERSHIBAI。GENGWEIYANZHONGDEDAJIZESHI,GUIZHONGHUZHENGZAIMIMOUSIPOXIEYI:XUNZHAOXINDEDAILISHANGHUOZHIJIEMAIXIALANDAI。

YUSHI,CONGYIWENBUMINGDAO1971NIANCHUANGXIA130WANMEIYUANXIAOSHOUEDELANDAITIYUGONGSIZHENGZAIBINLINJUEJING。

代替鬼冢虎,耐克诞生

大赢家配资股票BUZHIDEXINRENDEGUIZHONGHU,RANGNAITEXINZHIDUMING,LANDAIZONGYOUYITIANHUIYUTAFENDAOYANGBIAO。YUQIZHEIYANG,BURUXIANYIBUXINGDONG,ZAIBUWEIFANXIEYIDEQINGKUANGXIA,XUNZHAOKEYIDAITIGUIZHONGHUDEHUOYUAN。

“像是嗖的一声在空气中留下的痕迹。”

1971NIAN,NAITEMINGQUELEZHEIGEDUTEXINYINGDEBIAOZHIJIUSHIZIJIGONGSIDElogo。ZHIHOU,YOUZAITAOLUN、ZHENGZHI、ZAITAOLUN、ZAIZHENGZHIZHIHOU,N-I-K-EDANSHENGLE,XIXUEDESHI,ZHEIGEMINGZISHIZAIYUEHANXUNDEMENGZHONGCHANSHENGDE。

大赢家配资股票NAITESHUO,WOXIHUANNikeTONGSHISHISHENGLINVSHENDEMINGZI,HAIYOUSHENMEBISHENGLIGENGZHONGYAODENI?ZHENGRUQIUJIERSUOSHUO“NIMENWEN,WOMENDEMUDESHISHENME?WOKEYIYONGYIGECILAIDAFU‘SHENGLI’。”

1972NIAN,NAIKEDIYICILIANGXIANGLEDANGSHIMEIGUOTIYUYONGPINJIEXIANGDANGYOUMINGDEZHANLAN“MEIGUOTIYUYONGPINLIANHEZHANLANHUI”,BINGYIJUNAXIALEDADAXIAOXIAODEYIXILIEDINGDAN,ZHEIYESHILANDAITIYUDIYICIYI“NAIKE”XIADANERBUSHI“GUIZHONGHU”;DIYICILIANGXIANGLEAOYUNHUI;DIYICIYOULEMINGXINGDAIYAN。

YEZHONGYU,YUGUIZHONGHUCHEDISIPOLIAN,JIJIANGZOUSHANGFATING。

要么飞奔,要么死去

大赢家配资股票1972NIANMODAO1973NIANCHU,NAITEDUIGONGSIJINXINGLERENYUANDEZHONGXINANPAI,JI“YUNYINGFANZHUAN”,YEYOULEDIERGEMINGXINGDAIYANREN,XIAOSHOUEZAICISHIXIANLEYINIANZENGZHANG50%,DADAO480WANMEIYUAN。

ZAIYILUKUANGBENZHONG,NAITEKAICHUANGLESUOWEIDE“WEILAIJIHUA”HEZUOFANGSHI,TUICHULEYIKUANYOUYIKUANCHANGXIAOXIE,YEZHONGYUYINGLAILEYUGUIZHONGHUDEGUANSI。

ZAIFANFUDEKAITING、XIUTING、QUZHENGZHIHOU,ZUIZHONG,LANDAISHENGSULE。NEISHI1974NIANDE7YUE4RI,GUIZHONGHUQIANXIALEBAISUSHU,LANDAITIYUGONGSIYUGUIZHONGHUDEGUSHIYEZICIGAOYIDUANLUO。

大赢家配资股票DANNAITEMEIYOUZAIZHEICHANGSHENGLIZHONGCHENJINTAIJIU,JINGJIXINGSHIDEBIANDONGYIJISHICHANGDEBUDUANFAZHAN,RANGTABUDEBUJINZHANGQILAI。

大赢家配资股票YUSHI,DAYUE2ZHOUHOU,NAITEKAISHICHOUHUAMIMIGONGCHANG……

1975-1980

永远不要停止

再一次被银行拒绝

1975NIAN,NAITEYIJIUMIANLINZHEJUDADEXIANJINWENTI,YUCITONGSHI,TAMENDEYINXINGZHANGHUBUJINJINKONGWUYIWEN,SHENZHIHAIYOUTOUZHIDEWEIXIAN。ERJIUZHEIGESHIHOU,TAMENZAICIBEIYINXING“TI”LECHULAI,YINXINGJUEDINGDONGJIETAMENDEZHANGHU,BUZAIYULANDAIHEZUO。

大赢家配资股票GENGWEIYANZHONGDESHI,HAIHUIYINWEIXIANJINWENTIZAODAOLIANBANGDIAOCHAJUDEDIAOCHA。ZAICIQIJIAN,NAITEBUDUANDIWENZIJI:WOHUIJINJIANYUMA?

JIEJUDANGRANSHIMEIYOU!

RISHANGYANJINGJIULETAMEN——ZHEIGERIBENDEDACAITUANSHANGSHE,CONG“RENSHI”LANDAIKAISHI,JIUJIYULETAMENZUGOUDEZIJINZHICHI。RISHANGYANJINGYUNAITEDIYICIJIECHUSHIZAI1970NIAN,LANDAIDIYICIJIXUXIANJINDESHIHOU。ZAIZHIHOULANDAIYINWEIYUGUIZHONGHUCHUXIANPOLIE,TONGSHIYOUZAODAODIYIGUOMINYINXINGJUJUEZHISHI,ZAI1971NIAN,CHENGWEILEQIDIERDAIKUANTIGONGZHE。

蓝带“消失”,“耐克”成立

大赢家配资股票1976NIAN,SHIPOWEIFENGFUDEYINIAN。

大赢家配资股票ZHEIYINIAN,NAITEDIYICIHETADEHUOBANMENTIDAOLE“SHANGSHI”ZHEIGECI,DANZAISHENSISHULVZHIHOU,NAITERENWEI“SHANGSHIBUSHIHEWOMEN,SUOYIWOMENJUEBUHUISHANGSHI”。DANSHISHISHANG,WOMENYIJINGZHIDAOLE,1980NIAN,NAIKESHANGSHILE。

大赢家配资股票NEIYINIANSHANGSHIDE,HAIYOULINGYIJIADIANFUXINGDEGONGSI——PINGGUO。

ZHEIYINIAN,NAITEDELINGHUNKAOSHAN、YESHITADEJIAOLIANBAOERMANJUEDINGTUICHU,TAZHUDONGJIANGZIJISANFENZHIERDELANDAIGUFENDIJIACHUSHOUJINAITE,QIEQUYIYIJUE。

ZHEIYINIAN,NAIKEBUJINJINZUOWEIYIGEPINPAI,GENGRIJIANCHENGWEIJIAYUHUXIAODECIYU。SHUNQIZIRAN,LANDAIBEIHEBINGCHENGWEINAIKEGUFENYOUXIANGONGSI。

大赢家配资股票ZHEIYINIAN,NAIKEDEXIAOSHOUEYIJINGDADAO1400WANMEIYUAN。ZAIZHEINIANNIANMO,TAMENYIJIURENWEIZIJIBUHUISHANGSHI。

永无止境,上市

大赢家配资股票“YINGDEBISAIXIANGDUIBIJIAOJIANDAN,ERZHANSHENGZIJIQUEXUYAOBUDUANNULI。”

WEILEZHANSHENGZIJI,NAIKELICHENGBEISHIDECHANPIN“QIDIANXIE”ZAI1977NIANBEITISHANGRICHENG,TONGSHI,TAMENKAIQILEXINYILUNDEGUANGGAOZHANYI——“YONGWUZHIJING(There is no finish line)。”

大赢家配资股票RANER,WENTISUIZHETAMENDUI“QIDIANXIE”DEQIDAIYIQICHUXIANLE。1978NIANMO,YIJINGTUICHUBIANDAHUOHAOPINGDETailwindPAOXIE(QIDIANXIEDEMINGMING)BEIFAXIANCUNZAIZHIMINGDEQUEXIAN,DAOZHIGUOBANSHUDEXIEZIBEIRENGJINLELAJIXIANG。

HUOBUDANXING,TONGYINIAN,YOUYUJINGZHENGDUISHOUDEEYIJUBAO,NAIKESHOUDAOLEYIZHANG2500WANMEIYUANDESHUIDAN,LAIZIMEIGUOHAIGUAN。ZAIJINGLILEZHANGDAJIN2NIANDETANPANZHIHOU,ZHEICHANG“LENGZHAN”ZUIZHONGYI900WANMEIYUANJIESHU。

大赢家配资股票“LENGZHAN”QIJIAN,RANGNAIKEXIANGTONGLEYIJIANSHIER:SHANGSHI。

CHENGWEIZAIZHONGGUODALUZUOSHENGYIDESHOUJIAMEIGUOXIESHANGZHIHOU,NAITEZAIMEIGUOKAIQILETADESHENGDALUYAN。

大赢家配资股票1980NIAN12YUE2RI,NAIKEZHENGSHIYIMEIGU22MEIYUANFAXINGSHANGSHI,CHIGU46%DENAITE,SHENJIA17800WANMEIYUAN。

大赢家配资股票40NIANHOU,NAITECONGNAIKESHOUXIZHIXINGGUANDEWEIZHISHANGXIEREN。BISHI,NAIKEDEXIAOSHOUEWEI160YIMEIYUAN,ERADISHI100YIMEIYUAN;ZAIQUANQIUYONGYOU5000JIASHANGDIAN,10000MINGYUANGONG。

大赢家配资股票“DAPOCHENGUIZHE,RENHENGJINGZHI”ZHEISHINAITEYISHENGXINFENGDEGEYAN。


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