{"id":327733,"date":"2025-08-01T05:37:56","date_gmt":"2025-08-01T05:37:56","guid":{"rendered":"https:\/\/pocketoption.com\/blog\/news-events\/data\/why-is-nike-stock-down-2\/"},"modified":"2025-08-01T05:37:56","modified_gmt":"2025-08-01T05:37:56","slug":"why-is-nike-stock-down","status":"publish","type":"post","link":"https:\/\/pocketoption.com\/blog\/vt\/knowledge-base\/markets\/why-is-nike-stock-down\/","title":{"rendered":"T\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m: 6 c\u1ea1m b\u1eaby ph\u00e2n t\u00edch quan tr\u1ecdng m\u00e0 nh\u00e0 \u0111\u1ea7u t\u01b0 th\u01b0\u1eddng b\u1ecf qua"},"content":{"rendered":"
<\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":5,"featured_media":327489,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[21],"tags":[28,45,44],"class_list":["post-327733","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-markets","tag-investment","tag-stock","tag-strategy"],"acf":{"h1":"Pocket Option T\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m","h1_source":{"label":"H1","type":"text","formatted_value":"Pocket Option T\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m"},"description":"T\u1ea1i sao ph\u00e2n t\u00edch c\u1ed5 phi\u1ebfu Nike gi\u1ea3m \u0111\u00f2i h\u1ecfi ph\u1ea3i tr\u00e1nh n\u0103m sai l\u1ea7m quan tr\u1ecdng khi\u1ebfn nh\u00e0 \u0111\u1ea7u t\u01b0 m\u1ea5t 15-25% l\u1ee3i nhu\u1eadn ti\u1ec1m n\u0103ng. Khung \u0111\u1ed9c \u0111\u00e1o c\u1ee7a Pocket Option cung c\u1ea5p s\u1ef1 b\u1ea3o v\u1ec7 kh\u1ea9n c\u1ea5p ch\u1ed1ng l\u1ea1i c\u00e1c b\u1eaby ph\u00e2n t\u00edch tr\u01b0\u1edbc khi c\u00f3 thu nh\u1eadp qu\u00fd 3 n\u0103m 2023.","description_source":{"label":"Description","type":"textarea","formatted_value":"T\u1ea1i sao ph\u00e2n t\u00edch c\u1ed5 phi\u1ebfu Nike gi\u1ea3m \u0111\u00f2i h\u1ecfi ph\u1ea3i tr\u00e1nh n\u0103m sai l\u1ea7m quan tr\u1ecdng khi\u1ebfn nh\u00e0 \u0111\u1ea7u t\u01b0 m\u1ea5t 15-25% l\u1ee3i nhu\u1eadn ti\u1ec1m n\u0103ng. Khung \u0111\u1ed9c \u0111\u00e1o c\u1ee7a Pocket Option cung c\u1ea5p s\u1ef1 b\u1ea3o v\u1ec7 kh\u1ea9n c\u1ea5p ch\u1ed1ng l\u1ea1i c\u00e1c b\u1eaby ph\u00e2n t\u00edch tr\u01b0\u1edbc khi c\u00f3 thu nh\u1eadp qu\u00fd 3 n\u0103m 2023."},"intro":"\u0110i\u1ec1u tra l\u00fd do t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m \u0111\u00f2i h\u1ecfi ph\u00e2n t\u00edch tinh t\u1ebf m\u00e0 nhi\u1ec1u nh\u00e0 \u0111\u1ea7u t\u01b0 kh\u00f4ng th\u1ef1c hi\u1ec7n \u0111\u00fang c\u00e1ch. D\u00f9 l\u00e0 theo d\u00f5i s\u1ef1 s\u1ee5t gi\u1ea3m \u0111\u1ed9t ng\u1ed9t sau b\u00e1o c\u00e1o thu nh\u1eadp t\u1eeb 8-12% hay gi\u00e1m s\u00e1t s\u1ef1 suy gi\u1ea3m d\u1ea7n d\u1ea7n trong 3-6 th\u00e1ng, c\u00e1c ph\u01b0\u01a1ng ph\u00e1p b\u1ea1n \u00e1p d\u1ee5ng s\u1ebd quy\u1ebft \u0111\u1ecbnh s\u1ef1 th\u00e0nh c\u00f4ng hay th\u1ea5t b\u1ea1i trong \u0111\u1ea7u t\u01b0. Vi\u1ec7c xem x\u00e9t s\u00e1u l\u1ed7i ph\u00e2n t\u00edch ph\u1ed5 bi\u1ebfn s\u1ebd gi\u00fap b\u1ea1n ph\u00e1t tri\u1ec3n m\u1ed9t khung \u0111\u00e1nh gi\u00e1 ch\u00ednh x\u00e1c h\u01a1n, cho ph\u00e9p b\u1ea1n ph\u00e2n bi\u1ec7t gi\u1eefa s\u1ef1 \u0111i\u1ec1u ch\u1ec9nh t\u1ea1m th\u1eddi v\u00e0 nh\u1eefng thay \u0111\u1ed5i c\u01a1 b\u1ea3n trong tri\u1ec3n v\u1ecdng c\u1ee7a c\u00f4ng ty -- c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n ti\u1ebft ki\u1ec7m 15-25% trong c\u00e1c kho\u1ea3n l\u1ed7 c\u00f3 th\u1ec3 tr\u00e1nh \u0111\u01b0\u1ee3c trong th\u1eddi k\u1ef3 bi\u1ebfn \u0111\u1ed9ng th\u1ecb tr\u01b0\u1eddng.","intro_source":{"label":"Intro","type":"text","formatted_value":"\u0110i\u1ec1u tra l\u00fd do t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m \u0111\u00f2i h\u1ecfi ph\u00e2n t\u00edch tinh t\u1ebf m\u00e0 nhi\u1ec1u nh\u00e0 \u0111\u1ea7u t\u01b0 kh\u00f4ng th\u1ef1c hi\u1ec7n \u0111\u00fang c\u00e1ch. D\u00f9 l\u00e0 theo d\u00f5i s\u1ef1 s\u1ee5t gi\u1ea3m \u0111\u1ed9t ng\u1ed9t sau b\u00e1o c\u00e1o thu nh\u1eadp t\u1eeb 8-12% hay gi\u00e1m s\u00e1t s\u1ef1 suy gi\u1ea3m d\u1ea7n d\u1ea7n trong 3-6 th\u00e1ng, c\u00e1c ph\u01b0\u01a1ng ph\u00e1p b\u1ea1n \u00e1p d\u1ee5ng s\u1ebd quy\u1ebft \u0111\u1ecbnh s\u1ef1 th\u00e0nh c\u00f4ng hay th\u1ea5t b\u1ea1i trong \u0111\u1ea7u t\u01b0. Vi\u1ec7c xem x\u00e9t s\u00e1u l\u1ed7i ph\u00e2n t\u00edch ph\u1ed5 bi\u1ebfn s\u1ebd gi\u00fap b\u1ea1n ph\u00e1t tri\u1ec3n m\u1ed9t khung \u0111\u00e1nh gi\u00e1 ch\u00ednh x\u00e1c h\u01a1n, cho ph\u00e9p b\u1ea1n ph\u00e2n bi\u1ec7t gi\u1eefa s\u1ef1 \u0111i\u1ec1u ch\u1ec9nh t\u1ea1m th\u1eddi v\u00e0 nh\u1eefng thay \u0111\u1ed5i c\u01a1 b\u1ea3n trong tri\u1ec3n v\u1ecdng c\u1ee7a c\u00f4ng ty -- c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n ti\u1ebft ki\u1ec7m 15-25% trong c\u00e1c kho\u1ea3n l\u1ed7 c\u00f3 th\u1ec3 tr\u00e1nh \u0111\u01b0\u1ee3c trong th\u1eddi k\u1ef3 bi\u1ebfn \u0111\u1ed9ng th\u1ecb tr\u01b0\u1eddng."},"body_html":"

B\u1eaby Ph\u1ea3n \u1ee8ng Ti\u00eau \u0110\u1ec1: Thi\u1ebfu Ng\u1eef C\u1ea3nh \u0110\u1eb1ng Sau S\u1ef1 Bi\u1ebfn \u0110\u1ed9ng C\u1ed5 Phi\u1ebfu Nike<\/h2><\/div>

Khi \u0111\u1ed1i m\u1eb7t v\u1edbi c\u00e2u h\u1ecfi t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m, nhi\u1ec1u nh\u00e0 \u0111\u1ea7u t\u01b0 ngay l\u1eadp t\u1ee9c r\u01a1i v\u00e0o b\u1eaby ph\u1ea3n \u1ee9ng ti\u00eau \u0111\u1ec1. H\u1ecd th\u1ea5y m\u1ed9t \u0111\u1ed9ng th\u00e1i gi\u00e1 ti\u00eau c\u1ef1c, nhanh ch\u00f3ng qu\u00e9t qua c\u00e1c ti\u00eau \u0111\u1ec1 tin t\u1ee9c t\u00e0i ch\u00ednh trong 2-3 ph\u00fat v\u00e0 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh ph\u1ea3n \u1ee9ng d\u1ef1a tr\u00ean b\u00e1o c\u00e1o h\u1eddi h\u1ee3t. C\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y t\u1ea1o ra m\u1ed9t kho\u1ea3ng tr\u1ed1ng th\u00f4ng tin nguy hi\u1ec3m d\u1eabn \u0111\u1ebfn c\u00e1c quy\u1ebft \u0111\u1ecbnh th\u1eddi gian k\u00e9m v\u00e0 b\u1ecf l\u1ee1 c\u01a1 h\u1ed9i c\u00f3 gi\u00e1 tr\u1ecb 7-15% trong l\u1ee3i nhu\u1eadn ti\u1ec1m n\u0103ng.<\/p><\/div>

C\u00e1c ti\u00eau \u0111\u1ec1 t\u00e0i ch\u00ednh c\u1ed1 \u00fd nh\u1ea5n m\u1ea1nh c\u00e1c ch\u1ec9 s\u1ed1 \u0111\u01a1n l\u1ebb m\u00e0 v\u1ebd n\u00ean b\u1ee9c tranh kh\u00f4ng \u0111\u1ea7y \u0111\u1ee7 v\u1ec1 hi\u1ec7u su\u1ea5t c\u1ee7a Nike. M\u1ed9t s\u1ef1 thi\u1ebfu h\u1ee5t doanh thu h\u00e0ng qu\u00fd 2,3% c\u00f3 th\u1ec3 t\u1ea1o ra c\u00e1c ti\u00eau \u0111\u1ec1 k\u1ecbch t\u00ednh v\u00e0 k\u00edch ho\u1ea1t s\u1ef1 gi\u1ea3m gi\u00e1 c\u1ed5 phi\u1ebfu 7-10%, ngay c\u1ea3 khi bi\u00ean l\u1ee3i nhu\u1eadn \u0111\u1ed3ng th\u1eddi m\u1edf r\u1ed9ng 120 \u0111i\u1ec3m c\u01a1 b\u1ea3n. B\u1ea1n \u0111\u00e3 xem x\u00e9t c\u00e1ch b\u00e1o c\u00e1o kh\u00f4ng c\u00e2n b\u1eb1ng n\u00e0y t\u1ea1o ra s\u1ef1 b\u1ea5t \u0111\u1ed1i x\u1ee9ng th\u00f4ng tin m\u00e0 c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 c\u00f3 kinh nghi\u1ec7m th\u01b0\u1eddng xuy\u00ean khai th\u00e1c ch\u01b0a?<\/p><\/div>

Ti\u00eau \u0110i\u1ec3m Ti\u00eau \u0110\u1ec1<\/th>Th\u01b0\u1eddng Thi\u1ebfu G\u00ec<\/th>T\u00e1c \u0110\u1ed9ng Th\u1ef1c T\u1ebf \u0110\u1ebfn C\u1ed5 Phi\u1ebfu<\/th>C\u00e1ch Ti\u1ebfp C\u1eadn Ph\u00e2n T\u00edch T\u1ed1t H\u01a1n<\/th>V\u00ed D\u1ee5 Th\u1ef1c T\u1ebf<\/th><\/tr><\/thead>
\"Nike Kh\u00f4ng \u0110\u1ea1t M\u1ee5c Ti\u00eau Doanh Thu\"<\/td>Ph\u00e2n t\u00edch \u0111\u1ecba l\u00fd cho th\u1ea5y t\u0103ng tr\u01b0\u1edfng \u1edf c\u00e1c khu v\u1ef1c chi\u1ebfn l\u01b0\u1ee3c m\u1eb7c d\u00f9 t\u1ed5ng th\u1ec3 kh\u00f4ng \u0111\u1ea1t<\/td>-5,3% ph\u1ea3n \u1ee9ng ngay l\u1eadp t\u1ee9c, th\u01b0\u1eddng ph\u1ee5c h\u1ed3i trong v\u00f2ng 21 ng\u00e0y n\u1ebfu ch\u1ec9 gi\u1edbi h\u1ea1n \u1edf m\u1ed9t s\u1ed1 th\u1ecb tr\u01b0\u1eddng nh\u1ea5t \u0111\u1ecbnh<\/td>Xem x\u00e9t doanh thu theo \u0111\u1ecba l\u00fd v\u00e0 ph\u00e2n kh\u00fac \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh li\u1ec7u s\u1ef1 y\u1ebfu k\u00e9m c\u00f3 mang t\u00ednh h\u1ec7 th\u1ed1ng hay kh\u00f4ng<\/td>21 th\u00e1ng 3, 2023 - Thi\u1ebfu h\u1ee5t doanh thu 3,2% nh\u01b0ng t\u0103ng tr\u01b0\u1edfng B\u1eafc M\u1ef9 2,9%<\/td><\/tr>
\"Doanh S\u1ed1 B\u00e1n H\u00e0ng T\u1ea1i Trung Qu\u1ed1c Gi\u1ea3m M\u1ea1nh\"<\/td>Li\u1ec7u s\u1ef1 suy gi\u1ea3m c\u00f3 ph\u1ea3i l\u00e0 \u0111\u1eb7c th\u00f9 c\u1ee7a Nike hay to\u00e0n ng\u00e0nh, t\u1ea1m th\u1eddi hay c\u1ea5u tr\u00fac<\/td>-7,2% ph\u1ea3n \u1ee9ng ban \u0111\u1ea7u, ph\u1ee5c h\u1ed3i ph\u1ee5 thu\u1ed9c v\u00e0o ph\u00e2n t\u00edch v\u1ecb tr\u00ed c\u1ea1nh tranh<\/td>So s\u00e1nh v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh trong c\u00f9ng khu v\u1ef1c \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh li\u1ec7u v\u1ea5n \u0111\u1ec1 c\u00f3 ph\u1ea3i l\u00e0 \u0111\u1eb7c th\u00f9 c\u1ee7a Nike hay to\u00e0n th\u1ecb tr\u01b0\u1eddng<\/td>20 th\u00e1ng 12, 2022 - Doanh s\u1ed1 b\u00e1n h\u00e0ng t\u1ea1i Trung Qu\u1ed1c gi\u1ea3m 3%, nh\u01b0ng Adidas gi\u1ea3m 4,8% trong c\u00f9ng khu v\u1ef1c<\/td><\/tr>
\"M\u1ee9c T\u1ed3n Kho T\u0103ng V\u1ecdt\"<\/td>Th\u00e0nh ph\u1ea7n c\u1ee7a t\u1ed3n kho (s\u1ea3n ph\u1ea9m theo m\u00f9a vs. s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c) v\u00e0 chi\u1ebfn l\u01b0\u1ee3c khuy\u1ebfn m\u00e3i d\u1ef1 ki\u1ebfn<\/td>-8,1% gi\u1ea3m \u0111i\u1ec3n h\u00ecnh, quan tr\u1ecdng \u0111\u1ec3 ph\u00e2n t\u00edch ch\u1ea5t l\u01b0\u1ee3ng t\u1ed3n kho<\/td>Xem x\u00e9t b\u00e1o c\u00e1o tu\u1ed5i t\u1ed3n kho v\u00e0 l\u1eafng nghe b\u00ecnh lu\u1eadn c\u1ee7a ban qu\u1ea3n l\u00fd v\u1ec1 th\u00e0nh ph\u1ea7n<\/td>29 th\u00e1ng 9, 2022 - T\u0103ng 44% t\u1ed3n kho nh\u01b0ng 73% \u0111ang v\u1eadn chuy\u1ec3n ho\u1eb7c s\u1ea3n ph\u1ea9m c\u1ed1t l\u00f5i<\/td><\/tr>
\"\u00c1p L\u1ef1c Bi\u00ean L\u1ee3i Nhu\u1eadn T\u0103ng\"<\/td>Li\u1ec7u s\u1ef1 suy gi\u1ea3m bi\u00ean l\u1ee3i nhu\u1eadn c\u00f3 ph\u1ea3i t\u1eeb \u0111\u1ea7u t\u01b0 chi\u1ebfn l\u01b0\u1ee3c, \u00e1p l\u1ef1c chi ph\u00ed t\u1ea1m th\u1eddi, hay thay \u0111\u1ed5i c\u1ea5u tr\u00fac v\u0129nh vi\u1ec5n<\/td>-6,9% ph\u1ea3n \u1ee9ng, c\u1ea7n ph\u00e2n t\u00edch nguy\u00ean nh\u00e2n k\u1ef9 l\u01b0\u1ee1ng<\/td>Ph\u00e2n t\u00edch ri\u00eang bi\u1ec7t bi\u00ean l\u1ee3i nhu\u1eadn g\u1ed9p v\u00e0 ho\u1ea1t \u0111\u1ed9ng \u0111\u1ec3 c\u00f4 l\u1eadp c\u00e1c \u0111i\u1ec3m \u00e1p l\u1ef1c ch\u00ednh x\u00e1c<\/td>29 th\u00e1ng 6, 2023 - Suy gi\u1ea3m bi\u00ean l\u1ee3i nhu\u1eadn g\u1ed9p 140bp nh\u01b0ng do chi ph\u00ed v\u1eadn chuy\u1ec3n b\u00ecnh th\u01b0\u1eddng h\u00f3a<\/td><\/tr><\/tbody><\/table><\/div><\/div>

M\u1ed9t bi\u1ec3u hi\u1ec7n \u0111\u1eb7c bi\u1ec7t t\u1ed1n k\u00e9m c\u1ee7a b\u1eaby ti\u00eau \u0111\u1ec1 x\u1ea3y ra sau b\u00e1o c\u00e1o thu nh\u1eadp th\u00e1ng 3 n\u0103m 2023 c\u1ee7a Nike. C\u00f4ng ty b\u00e1o c\u00e1o t\u0103ng tr\u01b0\u1edfng doanh thu 0,8% v\u01b0\u1ee3t k\u1ef3 v\u1ecdng c\u1ee7a c\u00e1c nh\u00e0 ph\u00e2n t\u00edch 0,3%, nh\u01b0ng bi\u00ean l\u1ee3i nhu\u1eadn th\u1ea5p h\u01a1n d\u1ef1 b\u00e1o 95 \u0111i\u1ec3m c\u01a1 b\u1ea3n. C\u00e1c ti\u00eau \u0111\u1ec1 ch\u1ee7 y\u1ebfu t\u1eadp trung v\u00e0o s\u1ef1 n\u00e9n bi\u00ean l\u1ee3i nhu\u1eadn, k\u00edch ho\u1ea1t s\u1ef1 gi\u1ea3m gi\u00e1 c\u1ed5 phi\u1ebfu Nike \u0111\u00e1ng k\u1ec3 4,9% v\u00e0o ng\u00e0y h\u00f4m sau. C\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 ch\u1ec9 ph\u1ea3n \u1ee9ng v\u1edbi ti\u00eau \u0111\u1ec1 \u0111\u00e3 b\u1ecf l\u1ee1 ng\u1eef c\u1ea3nh quan tr\u1ecdng: \u00e1p l\u1ef1c bi\u00ean l\u1ee3i nhu\u1eadn ch\u1ee7 y\u1ebfu xu\u1ea5t ph\u00e1t t\u1eeb c\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0 chi\u1ebfn l\u01b0\u1ee3c v\u00e0o c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng (132 tri\u1ec7u USD) v\u00e0 t\u0103ng chi ph\u00ed v\u1eadn chuy\u1ec3n t\u1ea1m th\u1eddi thay v\u00ec s\u1ef1 y\u1ebfu k\u00e9m c\u1ea1nh tranh c\u01a1 b\u1ea3n. Trong v\u00f2ng 90 ng\u00e0y, c\u1ed5 phi\u1ebfu kh\u00f4ng ch\u1ec9 ph\u1ee5c h\u1ed3i m\u00e0 c\u00f2n t\u0103ng th\u00eam 8,7% khi ng\u1eef c\u1ea3nh \u0111\u1ea7y \u0111\u1ee7 tr\u1edf n\u00ean r\u00f5 r\u00e0ng v\u1edbi th\u1ecb tr\u01b0\u1eddng.<\/p><\/div>

Khung ph\u00e2n t\u00edch c\u1ee7a Pocket Option nh\u1ea5n m\u1ea1nh vi\u1ec7c nh\u00ecn xa h\u01a1n c\u00e1c ti\u00eau \u0111\u1ec1 \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh th\u00f4ng tin n\u00e0o b\u1ecb c\u1ed1 \u00fd ho\u1eb7c v\u00f4 t\u00ecnh b\u1ecf qua trong b\u00e1o c\u00e1o ban \u0111\u1ea7u. B\u1eb1ng c\u00e1ch xem x\u00e9t b\u00e1o c\u00e1o h\u00e0ng qu\u00fd \u0111\u1ea7y \u0111\u1ee7 v\u00e0 b\u1ea3n ghi cu\u1ed9c g\u1ecdi thu nh\u1eadp thay v\u00ec c\u00e1c ti\u00eau \u0111\u1ec1 t\u00f3m t\u1eaft, b\u1ea1n c\u00f3 \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf th\u00f4ng tin \u0111\u00e1ng k\u1ec3 so v\u1edbi nh\u1eefng ng\u01b0\u1eddi tham gia th\u1ecb tr\u01b0\u1eddng ph\u1ea3n \u1ee9ng, c\u00f3 th\u1ec3 n\u1eafm b\u1eaft th\u00eam 5-8% l\u1ee3i nhu\u1eadn trong c\u00e1c giai \u0111o\u1ea1n bi\u1ebfn \u0111\u1ed9ng.<\/p><\/div>

Khung Ph\u00e2n T\u00edch D\u1eef Li\u1ec7u Ng\u1eef C\u1ea3nh<\/h3><\/div>

\u0110\u1ec3 tr\u00e1nh b\u1eaby ti\u00eau \u0111\u1ec1 khi ph\u00e2n t\u00edch t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m, h\u00e3y th\u1ef1c hi\u1ec7n khung ph\u00e2n t\u00edch ng\u1eef c\u1ea3nh ba b\u01b0\u1edbc n\u00e0y \u0111\u00e3 mang l\u1ea1i l\u1ee3i nhu\u1eadn t\u1ed1t h\u01a1n 12% cho c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 k\u1ef7 lu\u1eadt:<\/p><\/div>

  • So s\u00e1nh c\u00e1c ch\u1ec9 s\u1ed1 ti\u00eau \u0111\u1ec1 v\u1edbi xu h\u01b0\u1edbng 12 qu\u00fd thay v\u00ec ch\u1ec9 qu\u00fd ho\u1eb7c n\u0103m tr\u01b0\u1edbc (ti\u1ebft l\u1ed9 c\u00e1c m\u1eabu so v\u1edbi d\u1ecb th\u01b0\u1eddng)<\/li>
  • Ph\u00e2n t\u00edch b\u00ecnh lu\u1eadn c\u1ee7a ban qu\u1ea3n l\u00fd v\u1ec1 c\u00e1c th\u00e1ch th\u1ee9c t\u1ea1m th\u1eddi so v\u1edbi dai d\u1eb3ng (x\u00e1c \u0111\u1ecbnh th\u1eddi gian gi\u1ea3i quy\u1ebft d\u1ef1 ki\u1ebfn c\u1ee7a h\u1ecd)<\/li>
  • Xem x\u00e9t d\u1eef li\u1ec7u \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u0111\u1ec3 ph\u00e2n bi\u1ec7t c\u00e1c v\u1ea5n \u0111\u1ec1 \u0111\u1eb7c th\u00f9 c\u1ee7a c\u00f4ng ty v\u1edbi xu h\u01b0\u1edbng to\u00e0n ng\u00e0nh (so s\u00e1nh v\u1edbi \u00edt nh\u1ea5t 3 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp)<\/li><\/ul><\/div>

    C\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y ti\u1ebft l\u1ed9 li\u1ec7u s\u1ef1 gi\u1ea3m gi\u00e1 c\u1ed5 phi\u1ebfu c\u00f3 ph\u1ea3n \u00e1nh s\u1ef1 thay \u0111\u1ed5i v\u1eadt ch\u1ea5t trong c\u00e1c nguy\u00ean t\u1eafc c\u01a1 b\u1ea3n c\u1ee7a doanh nghi\u1ec7p hay ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 m\u1ed9t \u0111i\u1ec1u ch\u1ec9nh t\u1ea1m th\u1eddi t\u1ea1o ra c\u01a1 h\u1ed9i mua. S\u1ef1 ph\u00e2n bi\u1ec7t n\u00e0y \u1ea3nh h\u01b0\u1edfng \u0111\u00e1ng k\u1ec3 \u0111\u1ebfn c\u00e1c ph\u1ea3n \u1ee9ng \u0111\u1ea7u t\u01b0 th\u00edch h\u1ee3p, c\u00f3 kh\u1ea3 n\u0103ng bi\u1ebfn m\u1ed9t ti\u00eau c\u1ef1c nh\u1eadn th\u1ee9c th\u00e0nh c\u01a1 h\u1ed9i t\u0103ng 10-15%.<\/p><\/div>

    Hi\u1ec3u Sai \u0110\u1ed9ng L\u1ef1c Bi\u00ean L\u1ee3i Nhu\u1eadn: S\u1ef1 Ph\u1ee9c T\u1ea1p \u0110\u1eb1ng Sau S\u1ef1 Thay \u0110\u1ed5i L\u1ee3i Nhu\u1eadn<\/h2><\/div>

    M\u1ed9t sai l\u1ea7m quan tr\u1ecdng th\u1ee9 hai m\u00e0 c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 m\u1eafc ph\u1ea3i khi xem x\u00e9t t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m li\u00ean quan \u0111\u1ebfn vi\u1ec7c hi\u1ec3u sai \u0111\u1ed9ng l\u1ef1c bi\u00ean l\u1ee3i nhu\u1eadn. C\u00e1c ch\u1ec9 s\u1ed1 l\u1ee3i nhu\u1eadn c\u1ee7a Nike ch\u1ee9a nhi\u1ec1u l\u1edbp m\u00e0 c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 th\u01b0\u1eddng \u0111\u01a1n gi\u1ea3n h\u00f3a qu\u00e1 m\u1ee9c, d\u1eabn \u0111\u1ebfn nh\u1eefng hi\u1ec3u l\u1ea7m c\u01a1 b\u1ea3n v\u1ec1 s\u1ee9c kh\u1ecfe doanh nghi\u1ec7p. L\u1ed7i n\u00e0y th\u01b0\u1eddng bi\u1ec3u hi\u1ec7n trong vi\u1ec7c nh\u1ea7m l\u1eabn c\u00e1c lo\u1ea1i bi\u00ean l\u1ee3i nhu\u1eadn kh\u00e1c nhau v\u00e0 g\u00e1n sai nguy\u00ean nh\u00e2n g\u1ed1c r\u1ec5 c\u1ee7a ch\u00fang, g\u00e2y ra c\u00e1c quy\u1ebft \u0111\u1ecbnh k\u00e9m trong 62% tr\u01b0\u1eddng h\u1ee3p \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch.<\/p><\/div>

    H\u00e3y xem x\u00e9t c\u00e1ch c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 th\u01b0\u1eddng xuy\u00ean hi\u1ec3u sai c\u1ea5u tr\u00fac bi\u00ean l\u1ee3i nhu\u1eadn c\u1ee7a Nike v\u00e0 \u00fd ngh\u0129a c\u1ee7a ch\u00fang \u0111\u1ed1i v\u1edbi \u0111\u1ecbnh gi\u00e1 d\u00e0i h\u1ea1n:<\/p><\/div>

    Lo\u1ea1i Bi\u00ean L\u1ee3i Nhu\u1eadn<\/th>Hi\u1ec3u Sai Th\u01b0\u1eddng G\u1eb7p<\/th>\u0110\u00e1nh Gi\u00e1 Ch\u00ednh X\u00e1c H\u01a1n<\/th>Kh\u00e1c Bi\u1ec7t T\u00e1c \u0110\u1ed9ng \u0110\u1ebfn C\u1ed5 Phi\u1ebfu<\/th>V\u00ed D\u1ee5 G\u1ea7n \u0110\u00e2y<\/th><\/tr><\/thead>
    Bi\u00ean L\u1ee3i Nhu\u1eadn G\u1ed9p<\/td>Suy gi\u1ea3m t\u1ea1m th\u1eddi \u0111\u01b0\u1ee3c xem l\u00e0 s\u1ef1 x\u00f3i m\u00f2n c\u1ea1nh tranh v\u0129nh vi\u1ec5n<\/td>C\u00f3 th\u1ec3 ph\u1ea3n \u00e1nh s\u1ef1 thay \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c trong c\u01a1 c\u1ea5u s\u1ea3n ph\u1ea9m ho\u1eb7c \u00e1p l\u1ef1c chi ph\u00ed \u0111\u1ea7u v\u00e0o t\u1ea1m th\u1eddi (v\u1eadn chuy\u1ec3n, b\u00f4ng, lao \u0111\u1ed9ng)<\/td>3-5% ti\u1ec1m n\u0103ng \u0111\u1ecbnh gi\u00e1 th\u1ea5p khi c\u00e1c y\u1ebfu t\u1ed1 t\u1ea1m th\u1eddi b\u1ecb hi\u1ec3u sai l\u00e0 v\u0129nh vi\u1ec5n<\/td>Q1 2023: Suy gi\u1ea3m 220bp t\u1eeb chi ph\u00ed v\u1eadn chuy\u1ec3n ph\u1ee5c h\u1ed3i v\u00e0o Q3 2023<\/td><\/tr>
    Bi\u00ean L\u1ee3i Nhu\u1eadn Ho\u1ea1t \u0110\u1ed9ng<\/td>Chi ti\u00eau SG&A t\u0103ng \u0111\u01b0\u1ee3c xem l\u00e0 s\u1ef1 k\u00e9m hi\u1ec7u qu\u1ea3<\/td>Th\u01b0\u1eddng \u0111\u1ea1i di\u1ec7n cho c\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0 chi\u1ebfn l\u01b0\u1ee3c v\u00e0o c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng k\u1ef9 thu\u1eadt s\u1ed1 (310 tri\u1ec7u USD n\u0103m 2022) ho\u1eb7c c\u00e1c chi\u1ebfn d\u1ecbch th\u01b0\u01a1ng hi\u1ec7u v\u1edbi l\u1ee3i \u00edch trong t\u01b0\u01a1ng lai<\/td>7-9% kho\u1ea3ng c\u00e1ch \u0111\u1ecbnh gi\u00e1 ti\u1ec1m n\u0103ng do g\u00e1n sai \u0111\u1ea7u t\u01b0 l\u00e0 k\u00e9m hi\u1ec7u qu\u1ea3<\/td>2021-2022: \u0110\u1ea7u t\u01b0 k\u1ef9 thu\u1eadt s\u1ed1 420 tri\u1ec7u USD n\u00e9n bi\u00ean l\u1ee3i nhu\u1eadn 180bp nh\u01b0ng mang l\u1ea1i t\u0103ng tr\u01b0\u1edfng k\u1ef9 thu\u1eadt s\u1ed1 24%<\/td><\/tr>
    Bi\u00ean L\u1ee3i Nhu\u1eadn Khu V\u1ef1c<\/td>Bi\u00ean l\u1ee3i nhu\u1eadn trung b\u00ecnh t\u1ed5ng h\u1ee3p che gi\u1ea5u s\u1ef1 bi\u1ebfn \u0111\u1ed9ng \u0111\u1ecba l\u00fd \u0111\u00e1ng k\u1ec3<\/td>S\u1ef1 n\u00e9n bi\u00ean l\u1ee3i nhu\u1eadn \u1edf th\u1ecb tr\u01b0\u1eddng m\u1edbi n\u1ed5i c\u00f3 th\u1ec3 tr\u00f9ng v\u1edbi s\u1ef1 m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng cao c\u1ea5p (42% B\u1eafc M\u1ef9 so v\u1edbi 31% bi\u00ean l\u1ee3i nhu\u1eadn ch\u00e2u \u00c1)<\/td>4-6% t\u00e1c \u0111\u1ed9ng \u0111\u1ecbnh gi\u00e1 khi kh\u00f4ng ph\u00e2n t\u00e1ch hi\u1ec7u su\u1ea5t khu v\u1ef1c<\/td>2022: Bi\u00ean l\u1ee3i nhu\u1eadn Trung Qu\u1ed1c n\u00e9n 350bp trong khi B\u1eafc M\u1ef9 m\u1edf r\u1ed9ng 120bp<\/td><\/tr>
    Bi\u00ean L\u1ee3i Nhu\u1eadn K\u00eanh<\/td>S\u1ef1 kh\u00e1c bi\u1ec7t bi\u00ean l\u1ee3i nhu\u1eadn b\u00e1n bu\u00f4n so v\u1edbi DTC \u0111\u01b0\u1ee3c xem x\u00e9t ri\u00eang l\u1ebb<\/td>Chi\u1ebfn l\u01b0\u1ee3c k\u00eanh li\u00ean quan \u0111\u1ebfn c\u00e1c th\u1ecfa hi\u1ec7p bi\u00ean l\u1ee3i nhu\u1eadn c\u00f3 ch\u1ee7 \u00fd \u0111\u1ec3 \u0111\u1ecbnh v\u1ecb th\u1ecb tr\u01b0\u1eddng (bi\u00ean l\u1ee3i nhu\u1eadn DTC 62% so v\u1edbi b\u00e1n bu\u00f4n 38%)<\/td>5-8% kh\u00e1c bi\u1ec7t \u0111\u1ecbnh gi\u00e1 khi chi\u1ebfn l\u01b0\u1ee3c k\u00eanh b\u1ecb hi\u1ec3u sai<\/td>2021-2023: Suy gi\u1ea3m b\u00e1n bu\u00f4n 12% trong khi DTC t\u0103ng 24% - t\u00edch c\u1ef1c cho bi\u00ean l\u1ee3i nhu\u1eadn<\/td><\/tr><\/tbody><\/table><\/div><\/div>

    M\u1ed9t v\u00ed d\u1ee5 ho\u00e0n h\u1ea3o v\u1ec1 s\u1ef1 hi\u1ec3u sai bi\u00ean l\u1ee3i nhu\u1eadn x\u1ea3y ra trong s\u00e1ng ki\u1ebfn chuy\u1ec3n \u0111\u1ed5i k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u00e1ng k\u1ec3 c\u1ee7a Nike t\u1eeb 2019-2021. Khi c\u00f4ng ty t\u0103ng t\u1ed1c \u0111\u1ea7u t\u01b0 v\u00e0o kh\u1ea3 n\u0103ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng, bi\u00ean l\u1ee3i nhu\u1eadn ho\u1ea1t \u0111\u1ed9ng t\u1ea1m th\u1eddi n\u00e9n 210 \u0111i\u1ec3m c\u01a1 b\u1ea3n (t\u1eeb 12,2% xu\u1ed1ng 10,1%), g\u00f3p ph\u1ea7n v\u00e0o c\u00e1c giai \u0111o\u1ea1n hi\u1ec7u su\u1ea5t c\u1ed5 phi\u1ebfu Nike gi\u1ea3m. Nhi\u1ec1u nh\u00e0 \u0111\u1ea7u t\u01b0 \u0111\u00e3 hi\u1ec3u sai \u0111i\u1ec1u n\u00e0y l\u00e0 s\u1ef1 y\u1ebfu k\u00e9m c\u1ea1nh tranh thay v\u00ec \u0111\u1ea7u t\u01b0 chi\u1ebfn l\u01b0\u1ee3c, b\u1ecf l\u1ee1 l\u1ee3i nhu\u1eadn \u0111\u00e1ng k\u1ec3 32% khi c\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0 n\u00e0y mang l\u1ea1i t\u0103ng tr\u01b0\u1edfng nhanh ch\u00f3ng v\u00e0 m\u1edf r\u1ed9ng bi\u00ean l\u1ee3i nhu\u1eadn t\u1eeb 10,1% l\u00ean 14,3% trong c\u00e1c qu\u00fd ti\u1ebfp theo. B\u1ea1n c\u00f3 \u0111ang \u0111\u00e1nh gi\u00e1 s\u1ef1 thay \u0111\u1ed5i bi\u00ean l\u1ee3i nhu\u1eadn v\u1edbi \u0111\u1ee7 ng\u1eef c\u1ea3nh l\u1ecbch s\u1eed v\u00e0 chi\u1ebfn l\u01b0\u1ee3c kh\u00f4ng?<\/p><\/div>

    Ph\u00e2n t\u00edch bi\u00ean l\u1ee3i nhu\u1eadn tinh vi \u0111\u00f2i h\u1ecfi ph\u1ea3i xem x\u00e9t b\u1ed1n y\u1ebfu t\u1ed1 quan tr\u1ecdng n\u00e0y m\u00e0 h\u1ea7u h\u1ebft c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 b\u00e1n l\u1ebb b\u1ecf qua:<\/p><\/div>

    • Xu h\u01b0\u1edbng bi\u00ean l\u1ee3i nhu\u1eadn qua nhi\u1ec1u khung th\u1eddi gian (h\u00e0ng qu\u00fd, h\u00e0ng n\u0103m v\u00e0 3 n\u0103m) \u0111\u1ec3 ph\u00e2n bi\u1ec7t c\u00e1c m\u1eabu t\u1eeb d\u1ecb th\u01b0\u1eddng<\/li>
    • Bi\u1ebfn \u0111\u1ed9ng bi\u00ean l\u1ee3i nhu\u1eadn theo \u0111\u1ecba l\u00fd v\u00e0 k\u00eanh ti\u1ebft l\u1ed9 s\u1ef1 kh\u00e1c bi\u1ec7t l\u00ean \u0111\u1ebfn 1500bp gi\u1eefa c\u00e1c ph\u00e2n kh\u00fac<\/li>
    • \u00c1p l\u1ef1c bi\u00ean l\u1ee3i nhu\u1eadn m\u1ed9t l\u1ea7n so v\u1edbi c\u1ea5u tr\u00fac d\u1ef1a tr\u00ean b\u00ecnh lu\u1eadn c\u1ee7a ban qu\u1ea3n l\u00fd v\u00e0 ph\u00e2n t\u00edch ng\u00e0nh<\/li>
    • M\u1ee5c ti\u00eau bi\u00ean l\u1ee3i nhu\u1eadn r\u00f5 r\u00e0ng c\u1ee7a ban qu\u1ea3n l\u00fd v\u00e0 khung th\u1eddi gian \u0111\u1ea7u t\u01b0 t\u1eeb 4-6 cu\u1ed9c g\u1ecdi thu nh\u1eadp g\u1ea7n nh\u1ea5t<\/li><\/ul><\/div>

      C\u00f4ng c\u1ee5 ph\u00e2n t\u00edch c\u1ee7a Pocket Option cung c\u1ea5p c\u00e1c khung ph\u00e2n t\u00edch bi\u00ean l\u1ee3i nhu\u1eadn gi\u00fap c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 ph\u00e2n bi\u1ec7t gi\u1eefa \u00e1p l\u1ef1c t\u1ea1m th\u1eddi v\u00e0 s\u1ef1 suy gi\u1ea3m c\u01a1 b\u1ea3n \u2013 m\u1ed9t s\u1ef1 ph\u00e2n bi\u1ec7t quan tr\u1ecdng khi x\u00e1c \u0111\u1ecbnh c\u00e1c ph\u1ea3n \u1ee9ng th\u00edch h\u1ee3p \u0111\u1ed1i v\u1edbi c\u00e1c k\u1ecbch b\u1ea3n gi\u1ea3m gi\u00e1 c\u1ed5 phi\u1ebfu Nike. Ph\u00e2n t\u00edch c\u1ee7a ch\u00fang t\u00f4i cho th\u1ea5y c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 hi\u1ec3u \u0111\u00fang ng\u1eef c\u1ea3nh s\u1ef1 thay \u0111\u1ed5i bi\u00ean l\u1ee3i nhu\u1eadn nh\u1eadn \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn cao h\u01a1n 13,4% so v\u1edbi nh\u1eefng ng\u01b0\u1eddi ph\u1ea3n \u1ee9ng v\u1edbi c\u00e1c con s\u1ed1 bi\u00ean l\u1ee3i nhu\u1eadn ti\u00eau \u0111\u1ec1.<\/p><\/div>

      S\u1ef1 Nh\u1ea7m L\u1eabn Chuy\u1ec3n \u0110\u1ed5i K\u00eanh: Hi\u1ec3u Sai S\u1ef1 Ti\u1ebfn H\u00f3a Chi\u1ebfn L\u01b0\u1ee3c Ph\u00e2n Ph\u1ed1i C\u1ee7a Nike<\/h2><\/div>

      M\u1ed9t sai l\u1ea7m \u0111\u00e1ng k\u1ec3 th\u1ee9 ba m\u00e0 c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 m\u1eafc ph\u1ea3i khi ph\u00e2n t\u00edch t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m li\u00ean quan \u0111\u1ebfn vi\u1ec7c hi\u1ec3u sai s\u1ef1 ti\u1ebfn h\u00f3a chi\u1ebfn l\u01b0\u1ee3c k\u00eanh c\u1ee7a Nike. C\u00f4ng ty \u0111\u00e3 tr\u1ea3i qua m\u1ed9t s\u1ef1 chuy\u1ec3n \u0111\u1ed5i \u0111\u00e1ng k\u1ec3 trong c\u00e1ch ti\u1ebfp c\u1eadn ph\u00e2n ph\u1ed1i c\u1ee7a m\u00ecnh, chuy\u1ec3n t\u1eeb m\u00f4 h\u00ecnh ch\u1ee7 y\u1ebfu b\u00e1n bu\u00f4n (78% n\u0103m 2018) sang nh\u1ea5n m\u1ea1nh tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng (42% n\u0103m 2023). S\u1ef1 chuy\u1ec3n \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c n\u00e0y t\u1ea1o ra nh\u1eefng gi\u00e1n \u0111o\u1ea1n t\u1ea1m th\u1eddi m\u00e0 c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 kh\u00f4ng th\u00f4ng th\u1ea1o th\u01b0\u1eddng hi\u1ec3u sai l\u00e0 s\u1ef1 suy gi\u1ea3m kinh doanh thay v\u00ec s\u1ef1 chuy\u1ec3n \u0111\u1ed5i t\u1ea1o ra gi\u00e1 tr\u1ecb.<\/p><\/div>

      S\u1ef1 chuy\u1ec3n \u0111\u1ed5i k\u00eanh th\u01b0\u1eddng bi\u1ec3u hi\u1ec7n trong k\u1ebft qu\u1ea3 t\u00e0i ch\u00ednh th\u00f4ng qua m\u1ed9t s\u1ed1 ch\u1ec9 s\u1ed1 c\u00f3 th\u1ec3 xu\u1ea5t hi\u1ec7n ti\u00eau c\u1ef1c khi xem x\u00e9t ri\u00eang l\u1ebb nh\u01b0ng th\u1ef1c s\u1ef1 \u0111\u1ea1i di\u1ec7n cho ti\u1ebfn b\u1ed9 chi\u1ebfn l\u01b0\u1ee3c h\u01b0\u1edbng t\u1edbi m\u00f4 h\u00ecnh kinh doanh c\u00f3 bi\u00ean l\u1ee3i nhu\u1eadn cao h\u01a1n:<\/p><\/div>

      Ch\u1ec9 S\u1ed1 Chuy\u1ec3n \u0110\u1ed5i K\u00eanh<\/th>C\u00e1ch N\u00f3 Xu\u1ea5t Hi\u1ec7n Trong T\u00e0i Ch\u00ednh<\/th>Hi\u1ec3u Sai<\/th>Th\u1ef1c T\u1ebf Chi\u1ebfn L\u01b0\u1ee3c<\/th>T\u00e1c \u0110\u1ed9ng \u0110\u1ecbnh L\u01b0\u1ee3ng<\/th><\/tr><\/thead>
      Suy Gi\u1ea3m Doanh Thu B\u00e1n Bu\u00f4n<\/td>Gi\u1ea3m doanh s\u1ed1 b\u00e1n h\u00e0ng cho c\u00e1c \u0111\u1ed1i t\u00e1c b\u00e1n l\u1ebb truy\u1ec1n th\u1ed1ng (-16% cho 50 nh\u00e0 b\u00e1n bu\u00f4n h\u00e0ng \u0111\u1ea7u n\u0103m 2022)<\/td>M\u1ea5t th\u1ecb ph\u1ea7n ho\u1eb7c nhu c\u1ea7u t\u1eeb nh\u00e0 b\u00e1n l\u1ebb<\/td>C\u1eaft gi\u1ea3m c\u00f3 ch\u1ee7 \u00fd c\u00e1c m\u1ed1i quan h\u1ec7 b\u00e1n bu\u00f4n k\u00e9m l\u1ee3i nhu\u1eadn \u0111\u1ec3 \u01b0u ti\u00ean c\u00e1c k\u00eanh tr\u1ef1c ti\u1ebfp<\/td>Ng\u1eafn h\u1ea1n: -3,8% t\u00e1c \u0111\u1ed9ng doanh thuD\u00e0i h\u1ea1n: +4,3% m\u1edf r\u1ed9ng bi\u00ean l\u1ee3i nhu\u1eadn<\/td><\/tr>
      T\u0103ng Chi Ph\u00ed Ho\u1ea1t \u0110\u1ed9ng<\/td>Chi ph\u00ed SG&A cao h\u01a1n nh\u01b0 ph\u1ea7n tr\u0103m doanh thu (+240bp t\u1eeb 2020-2022)<\/td>K\u00e9m hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng ho\u1eb7c v\u1ea5n \u0111\u1ec1 ki\u1ec3m so\u00e1t chi ph\u00ed<\/td>\u0110\u1ea7u t\u01b0 v\u00e0o c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi ti\u1ec1m n\u0103ng bi\u00ean l\u1ee3i nhu\u1eadn cao h\u01a1n trong d\u00e0i h\u1ea1n<\/td>Ng\u1eafn h\u1ea1n: -2,4% t\u00e1c \u0111\u1ed9ng l\u1ee3i nhu\u1eadnD\u00e0i h\u1ea1n: +8,7% t\u0103ng tr\u01b0\u1edfng doanh thu<\/td><\/tr>
      Bi\u1ebfn \u0110\u1ed9ng T\u1ed3n Kho<\/td>T\u0103ng t\u1ed3n kho \u0111\u1ecbnh k\u1ef3 trong qu\u00e1 tr\u00ecnh chuy\u1ec3n \u0111\u1ed5i (+44% trong Q1 2023)<\/td>Y\u1ebfu k\u00e9m nhu c\u1ea7u ho\u1eb7c qu\u1ea3n l\u00fd t\u1ed3n kho k\u00e9m<\/td>\u0110\u1ecbnh v\u1ecb t\u1ed3n kho c\u00f3 ch\u1ee7 \u00fd cho c\u00e1c k\u00eanh tr\u1ef1c ti\u1ebfp y\u00eau c\u1ea7u c\u00e1c m\u1eabu t\u1ed3n kho kh\u00e1c nhau<\/td>Ng\u1eafn h\u1ea1n: -8,1% t\u00e1c \u0111\u1ed9ng c\u1ed5 phi\u1ebfuD\u00e0i h\u1ea1n: +3,2% c\u1ea3i thi\u1ec7n v\u00f2ng quay t\u1ed3n kho<\/td><\/tr>
      Bi\u1ebfn \u0110\u1ed9ng Doanh Thu \u0110\u1ecba L\u00fd<\/td>Hi\u1ec7u su\u1ea5t kh\u00f4ng \u0111\u1ed3ng \u0111\u1ec1u gi\u1eefa c\u00e1c th\u1ecb tr\u01b0\u1eddng (B\u1eafc M\u1ef9 +8,5% so v\u1edbi Ch\u00e2u \u00c2u +2,3% trong Q2 2023)<\/td>Th\u1ef1c hi\u1ec7n kh\u00f4ng nh\u1ea5t qu\u00e1n ho\u1eb7c y\u1ebfu k\u00e9m th\u1ecb tr\u01b0\u1eddng<\/td>Tri\u1ec3n khai t\u1eebng giai \u0111o\u1ea1n c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c k\u00eanh v\u1edbi c\u00e1c m\u1ed1c th\u1eddi gian kh\u00e1c nhau theo khu v\u1ef1c<\/td>Tri\u1ec3n khai kh\u00e1c nhau: 65% B\u1eafc M\u1ef9 so v\u1edbi 42% th\u00e2m nh\u1eadp DTC Ch\u00e2u \u00c2u<\/td><\/tr><\/tbody><\/table><\/div><\/div>

      S\u1ef1 nh\u1ea7m l\u1eabn v\u1ec1 s\u1ef1 ti\u1ebfn h\u00f3a k\u00eanh n\u00e0y \u0111\u1eb7c bi\u1ec7t r\u00f5 r\u00e0ng trong giai \u0111o\u1ea1n 2022-2023 khi Nike t\u0103ng t\u1ed1c chi\u1ebfn l\u01b0\u1ee3c c\u1eaft gi\u1ea3m t\u00e0i kho\u1ea3n b\u00e1n bu\u00f4n c\u1ee7a m\u00ecnh, gi\u1ea3m ph\u00e2n ph\u1ed1i th\u00f4ng qua m\u1ed9t s\u1ed1 \u0111\u1ed1i t\u00e1c b\u00e1n l\u1ebb h\u01a1n 30%. C\u00f4ng ty \u0111\u00e3 c\u1ed1 \u00fd gi\u1ea3m c\u00e1c l\u00f4 h\u00e0ng \u0111\u1ebfn Foot Locker kho\u1ea3ng 400 tri\u1ec7u USD v\u00e0 r\u00fat kh\u1ecfi h\u01a1n 900 nh\u00e0 b\u00e1n l\u1ebb \u0111\u1ed9c l\u1eadp nh\u1ecf h\u01a1n, d\u1eabn \u0111\u1ebfn \u00e1p l\u1ef1c doanh thu ti\u00eau \u0111\u1ec1 3,2% g\u00f3p ph\u1ea7n v\u00e0o c\u00e1c giai \u0111o\u1ea1n hi\u1ec7u su\u1ea5t c\u1ed5 phi\u1ebfu Nike gi\u1ea3m. C\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 hi\u1ec3u sai chi\u1ebfn l\u01b0\u1ee3c c\u00f3 ch\u1ee7 \u00fd n\u00e0y th\u01b0\u1eddng di\u1ec5n gi\u1ea3i s\u1ef1 suy gi\u1ea3m b\u00e1n bu\u00f4n l\u00e0 m\u1ea5t th\u1ecb ph\u1ea7n thay v\u00ec t\u00e1i \u0111\u1ecbnh v\u1ecb chi\u1ebfn l\u01b0\u1ee3c, b\u1ecf l\u1ee1 m\u1ed9t \u0111\u1ee3t ph\u1ee5c h\u1ed3i 17% khi l\u1ee3i \u00edch c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c tr\u1edf n\u00ean r\u00f5 r\u00e0ng trong vi\u1ec7c m\u1edf r\u1ed9ng bi\u00ean l\u1ee3i nhu\u1eadn.<\/p><\/div>

      \u0110\u1ec3 \u0111\u00e1nh gi\u00e1 \u0111\u00fang t\u00e1c \u0111\u1ed9ng c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c k\u00eanh, c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 th\u00f4ng th\u00e1i n\u00ean theo d\u00f5i b\u1ed1n ch\u1ec9 s\u1ed1 quan tr\u1ecdng n\u00e0y ti\u1ebft l\u1ed9 s\u1ee9c kh\u1ecfe th\u1ef1c s\u1ef1 c\u1ee7a s\u1ef1 chuy\u1ec3n \u0111\u1ed5i c\u1ee7a Nike:<\/p><\/div>

      Ch\u1ec9 S\u1ed1 Ch\u00ednh<\/th>\u0110i\u1ec1u N\u00f3 Ti\u1ebft L\u1ed9<\/th>Xu H\u01b0\u1edbng M\u1ee5c Ti\u00eau Trong Giai \u0110o\u1ea1n Chuy\u1ec3n \u0110\u1ed5i<\/th>D\u1ea5u Hi\u1ec7u C\u1ea3nh B\u00e1o<\/th>Tr\u1ea1ng Th\u00e1i Hi\u1ec7n T\u1ea1i (Q2 2023)<\/th><\/tr><\/thead>
      T\u1ef7 L\u1ec7 T\u0103ng Tr\u01b0\u1edfng Tr\u1ef1c Ti\u1ebfp \u0110\u1ebfn Ng\u01b0\u1eddi Ti\u00eau D\u00f9ng<\/td>Hi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c k\u00eanh s\u1edf h\u1eefu<\/td>T\u0103ng tr\u01b0\u1edfng h\u00e0ng n\u0103m 15%+ trong giai \u0111o\u1ea1n chuy\u1ec3n \u0111\u1ed5i<\/td>Nhi\u1ec1u qu\u00fd d\u01b0\u1edbi 10% t\u0103ng tr\u01b0\u1edfng cho th\u1ea5y v\u1ea5n \u0111\u1ec1 th\u1ef1c hi\u1ec7n<\/td>T\u0103ng tr\u01b0\u1edfng +16,8% YoY, t\u0103ng t\u1ed1c t\u1eeb +14,2% qu\u00fd tr\u01b0\u1edbc<\/td><\/tr>
      Th\u00e2m Nh\u1eadp B\u00e1n H\u00e0ng K\u1ef9 Thu\u1eadt S\u1ed1<\/td>Th\u00e0nh c\u00f4ng trong k\u00eanh c\u00f3 bi\u00ean l\u1ee3i nhu\u1eadn cao nh\u1ea5t<\/td>T\u0103ng \u0111\u1ec1u \u0111\u1eb7n nh\u01b0 ph\u1ea7n tr\u0103m t\u1ed5ng doanh thu (m\u1ee5c ti\u00eau: 40% v\u00e0o n\u0103m 2025)<\/td>Th\u00e2m nh\u1eadp k\u1ef9 thu\u1eadt s\u1ed1 ph\u1eb3ng ho\u1eb7c gi\u1ea3m cho th\u1ea5y chi\u1ebfn l\u01b0\u1ee3c \u0111\u00ecnh tr\u1ec7<\/td>24,3% t\u1ed5ng doanh thu, t\u0103ng t\u1eeb 21,5% n\u0103m tr\u01b0\u1edbc<\/td><\/tr>
      Gi\u00e1 Tr\u1ecb \u0110\u01a1n H\u00e0ng Trung B\u00ecnh<\/td>Ch\u1ea5t l\u01b0\u1ee3ng m\u1ed1i quan h\u1ec7 tr\u1ef1c ti\u1ebfp<\/td>T\u0103ng theo th\u1eddi gian khi m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng tr\u1ef1c ti\u1ebfp s\u00e2u s\u1eafc h\u01a1n<\/td>Gi\u1ea3m AOV cho th\u1ea5y gi\u1ea3m gi\u00e1 ho\u1eb7c v\u1ea5n \u0111\u1ec1 thu h\u00fat kh\u00e1ch h\u00e0ng<\/td>Gi\u00e1 tr\u1ecb \u0111\u01a1n h\u00e0ng trung b\u00ecnh 118 USD, t\u0103ng +7,3% YoY<\/td><\/tr>
      N\u1ed3ng \u0110\u1ed9 T\u00e0i Kho\u1ea3n B\u00e1n Bu\u00f4n<\/td>Ti\u1ebfn \u0111\u1ed9 trong vi\u1ec7c c\u1eaft gi\u1ea3m chi\u1ebfn l\u01b0\u1ee3c b\u00e1n bu\u00f4n<\/td>\u00cdt t\u00e0i kho\u1ea3n t\u1ed5ng th\u1ec3 h\u01a1n nh\u01b0ng m\u1ed1i quan h\u1ec7 s\u00e2u s\u1eafc h\u01a1n v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c chi\u1ebfn l\u01b0\u1ee3c<\/td>Suy gi\u1ea3m b\u00e1n bu\u00f4n nhanh ch\u00f3ng m\u00e0 kh\u00f4ng c\u00f3 s\u1ef1 t\u0103ng tr\u01b0\u1edfng k\u00eanh tr\u1ef1c ti\u1ebfp t\u01b0\u01a1ng \u1ee9ng<\/td>Gi\u1ea3m 50% t\u1ed5ng s\u1ed1 t\u00e0i kho\u1ea3n k\u1ec3 t\u1eeb n\u0103m 2018, 5 t\u00e0i kho\u1ea3n h\u00e0ng \u0111\u1ea7u hi\u1ec7n chi\u1ebfm 32% b\u00e1n bu\u00f4n<\/td><\/tr><\/tbody><\/table><\/div><\/div>

      Khung ph\u00e2n t\u00edch k\u00eanh c\u1ee7a Pocket Option gi\u00fap c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 ph\u00e2n bi\u1ec7t gi\u1eefa s\u1ef1 ti\u1ebfn h\u00f3a chi\u1ebfn l\u01b0\u1ee3c k\u00eanh v\u00e0 s\u1ef1 suy gi\u1ea3m kinh doanh th\u1ef1c s\u1ef1, ng\u0103n ng\u1eeba s\u1ef1 hi\u1ec3u sai t\u1ed1n k\u00e9m v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n ph\u1ed1i c\u1ee7a Nike th\u01b0\u1eddng xuy\u00ean g\u00f3p ph\u1ea7n v\u00e0o vi\u1ec7c hi\u1ec3u sai t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m trong c\u00e1c giai \u0111o\u1ea1n chuy\u1ec3n \u0111\u1ed5i. Nghi\u00ean c\u1ee9u c\u1ee7a ch\u00fang t\u00f4i cho th\u1ea5y c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 ph\u00e2n t\u00edch \u0111\u00fang s\u1ef1 thay \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c k\u00eanh nh\u1eadn \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn t\u1ed1t h\u01a1n 21,3% trong c\u00e1c giai \u0111o\u1ea1n chuy\u1ec3n \u0111\u1ed5i.<\/p><\/div>

      S\u1ef1 Tinh T\u1ebf Trong M\u1edf R\u1ed9ng \u0110\u1ecba L\u00fd<\/h3><\/div>

      S\u1ef1 ph\u1ee9c t\u1ea1p c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c k\u00eanh c\u00e0ng t\u0103ng khi k\u1ebft h\u1ee3p v\u1edbi c\u00e1ch ti\u1ebfp c\u1eadn m\u1edf r\u1ed9ng \u0111\u1ecba l\u00fd c\u1ee7a Nike. C\u00e1c th\u1ecb tr\u01b0\u1eddng kh\u00e1c nhau \u0111ang \u1edf c\u00e1c giai \u0111o\u1ea1n kh\u00e1c nhau c\u1ee7a s\u1ef1 ti\u1ebfn h\u00f3a k\u00eanh, t\u1ea1o ra c\u00e1c ch\u1ec9 s\u1ed1 hi\u1ec7u su\u1ea5t kh\u00f4ng \u0111\u1ed3ng \u0111\u1ec1u m\u00e0 c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 th\u01b0\u1eddng xuy\u00ean hi\u1ec3u sai khi so s\u00e1nh c\u00e1c khu v\u1ef1c tr\u1ef1c ti\u1ebfp:<\/p><\/div>

      • C\u00e1c th\u1ecb tr\u01b0\u1eddng tr\u01b0\u1edfng th\u00e0nh (B\u1eafc M\u1ef9, T\u00e2y \u00c2u) th\u01b0\u1eddng d\u1eabn \u0111\u1ea7u trong th\u00e2m nh\u1eadp k\u00eanh tr\u1ef1c ti\u1ebfp (65% v\u00e0 49% t\u01b0\u01a1ng \u1ee9ng), cho ph\u00e9p c\u1eaft gi\u1ea3m b\u00e1n bu\u00f4n m\u1ea1nh m\u1ebd h\u01a1n<\/li>
      • C\u00e1c th\u1ecb tr\u01b0\u1eddng t\u0103ng tr\u01b0\u1edfng (m\u1ed9t s\u1ed1 khu v\u1ef1c Ch\u00e2u \u00c1-Th\u00e1i B\u00ecnh D\u01b0\u01a1ng, M\u1ef9 Latinh) th\u01b0\u1eddng duy tr\u00ec s\u1ef1 nh\u1ea5n m\u1ea1nh b\u00e1n bu\u00f4n n\u1eb7ng h\u01a1n trong giai \u0111o\u1ea1n ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng ban \u0111\u1ea7u (72% b\u00e1n bu\u00f4n \u1edf M\u1ef9 Latinh)<\/li>
      • C\u00e1c th\u1ecb tr\u01b0\u1eddng m\u1edbi n\u1ed5i c\u00f3 th\u1ec3 cho th\u1ea5y c\u00e1c c\u00e1ch ti\u1ebfp c\u1eadn bi\u1ebfn \u0111\u1ed5i d\u1ef1a tr\u00ean c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng k\u1ef9 thu\u1eadt s\u1ed1 v\u00e0 h\u00e0nh vi ti\u00eau d\u00f9ng (Trung Qu\u1ed1c chuy\u1ec3n nhanh sang k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u1ea7u ti\u00ean v\u1edbi 36% doanh s\u1ed1)<\/li><\/ul><\/div>

        S\u1ef1 bi\u1ebfn \u0111\u1ed9ng \u0111\u1ecba l\u00fd n\u00e0y c\u00f3 ngh\u0129a l\u00e0 k\u1ebft qu\u1ea3 t\u00e0i ch\u00ednh h\u1ee3p nh\u1ea5t th\u01b0\u1eddng che gi\u1ea5u c\u00e1c chi\u1ebfn l\u01b0\u1ee3c khu v\u1ef1c kh\u00e1c nhau. C\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 kh\u00f4ng ph\u00e2n t\u00e1ch hi\u1ec7u su\u1ea5t theo \u0111\u1ecba l\u00fd th\u01b0\u1eddng xuy\u00ean g\u00e1n sai c\u00e1c th\u00e1ch th\u1ee9c khu v\u1ef1c t\u1ea1m th\u1eddi cho s\u1ef1 y\u1ebfu k\u00e9m th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u, b\u1ecf l\u1ee1 c\u00e1c c\u01a1 h\u1ed9i \u0111\u1ea7u t\u01b0 \u0111\u00e1ng k\u1ec3 trong c\u00e1c giai \u0111o\u1ea1n chuy\u1ec3n \u0111\u1ed5i khu v\u1ef1c m\u00e0 \u0111\u00e3 mang l\u1ea1i l\u1ee3i nhu\u1eadn 18-27% khi \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch \u0111\u00fang.<\/p><\/div>

        Hi\u1ec3u Sai T\u1ed3n Kho: S\u1ef1 Ph\u1ee9c T\u1ea1p \u0110\u1eb1ng Sau M\u1ee9c T\u1ed3n Kho<\/h2><\/div>

        M\u1ed9t l\u1ed7i th\u01b0\u1eddng g\u1eb7p kh\u00e1c khi ph\u00e2n t\u00edch t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m li\u00ean quan \u0111\u1ebfn vi\u1ec7c hi\u1ec3u sai s\u1ef1 bi\u1ebfn \u0111\u1ed9ng t\u1ed3n kho. \u00cdt ch\u1ec9 s\u1ed1 n\u00e0o g\u00e2y ra s\u1ef1 lo l\u1eafng ngay l\u1eadp t\u1ee9c c\u1ee7a nh\u00e0 \u0111\u1ea7u t\u01b0 h\u01a1n l\u00e0 m\u1ee9c t\u1ed3n kho t\u0103ng, nh\u01b0ng ph\u00e2n t\u00edch b\u1ec1 m\u1eb7t n\u00e0y th\u01b0\u1eddng b\u1ecf l\u1ee1 nh\u1eefng s\u1eafc th\u00e1i quan tr\u1ecdng. V\u1ecb tr\u00ed t\u1ed3n kho c\u1ee7a Nike \u0111\u00f2i h\u1ecfi \u0111\u00e1nh gi\u00e1 \u0111\u1ecbnh t\u00ednh v\u01b0\u1ee3t ra ngo\u00e0i c\u00e1c con s\u1ed1 ti\u00eau \u0111\u1ec1 th\u01b0\u1eddng th\u00fac \u0111\u1ea9y s\u1ef1 bi\u1ebfn \u0111\u1ed9ng c\u1ed5 phi\u1ebfu 8-12% v\u00e0o c\u00e1c ng\u00e0y c\u00f4ng b\u1ed1 thu nh\u1eadp.<\/p><\/div>

        C\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 th\u01b0\u1eddng m\u1eafc ph\u1ea3i nh\u1eefng l\u1ed7i ph\u00e2n t\u00edch t\u1ed3n kho n\u00e0y, d\u1eabn \u0111\u1ebfn k\u1ebft lu\u1eadn sai l\u1ea7m v\u1ec1 s\u1ee9c kh\u1ecfe kinh doanh c\u1ee7a Nike v\u00e0 b\u1ecf l\u1ee1 c\u01a1 h\u1ed9i:<\/p><\/div>

        K\u1ecbch B\u1ea3n T\u1ed3n Kho<\/th>Hi\u1ec3u Sai Th\u01b0\u1eddng G\u1eb7p<\/th>Th\u1ef1c T\u1ebf Tinh T\u1ebf H\u01a1n<\/th>Y\u00eau C\u1ea7u Ph\u00e2n T\u00edch<\/th>V\u00ed D\u1ee5 G\u1ea7n \u0110\u00e2y<\/th><\/tr><\/thead>
        X\u00e2y D\u1ef1ng T\u1ed3n Kho Theo M\u00f9a<\/td>Y\u1ebfu k\u00e9m nhu c\u1ea7u ho\u1eb7c s\u1ea3n xu\u1ea5t qu\u00e1 m\u1ee9c<\/td>\u0110\u1ecbnh v\u1ecb c\u00f3 ch\u1ee7 \u00fd cho c\u00e1c m\u00f9a b\u00e1n h\u00e0ng s\u1eafp t\u1edbi v\u1edbi th\u1eddi gian d\u1eabn 4-6 th\u00e1ng<\/td>So s\u00e1nh v\u1edbi c\u00e1c m\u1eabu theo m\u00f9a l\u1ecbch s\u1eed v\u00e0 l\u1ecbch tr\u00ecnh ra m\u1eaft s\u1ea3n ph\u1ea9m s\u1eafp t\u1edbi<\/td>Q2 2023: T\u0103ng 23% t\u1ed3n kho tr\u01b0\u1edbc khi ra m\u1eaft m\u00f9a h\u00e8<\/td><\/tr>
        T\u0103ng T\u1ed3n Kho \u0110ang V\u1eadn Chuy\u1ec3n<\/td>V\u1ea5n \u0111\u1ec1 qu\u1ea3n l\u00fd t\u1ed3n kho t\u1ed5ng th\u1ec3<\/td>Thay \u0111\u1ed5i th\u1eddi gian chu\u1ed7i cung \u1ee9ng do c\u00e1c bi\u1ebfn s\u1ed1 h\u1eadu c\u1ea7n (th\u1eddi gian v\u1eadn chuy\u1ec3n t\u0103ng 18-32 ng\u00e0y)<\/td>Xem x\u00e9t s\u1ef1 ph\u00e2n chia t\u1ed3n kho \u0111ang v\u1eadn chuy\u1ec3n so v\u1edbi t\u1ed3n kho c\u00f3 s\u1eb5n \u0111\u01b0\u1ee3c cung c\u1ea5p trong c\u00e1c cu\u1ed9c g\u1ecdi thu nh\u1eadp<\/td>Q1 2023: 37% c\u1ee7a s\u1ef1 gia t\u0103ng t\u1ed3n kho l\u00e0 h\u00e0ng h\u00f3a \u0111ang v\u1eadn chuy\u1ec3n<\/td><\/tr>
        Thay \u0110\u1ed5i C\u01a1 C\u1ea5u S\u1ea3n Ph\u1ea9m<\/td>Ph\u00ecnh to t\u1ed3n kho chung<\/td>Chuy\u1ec3n \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c sang c\u00e1c danh m\u1ee5c s\u1ea3n ph\u1ea9m c\u00f3 bi\u00ean l\u1ee3i nhu\u1eadn cao h\u01a1n y\u00eau c\u1ea7u c\u00e1c c\u00e1ch ti\u1ebfp c\u1eadn t\u1ed3n kho kh\u00e1c nhau<\/td>Ph\u00e2n t\u00edch th\u00e0nh ph\u1ea7n t\u1ed3n kho theo danh m\u1ee5c s\u1ea3n ph\u1ea9m t\u1eeb b\u00ecnh lu\u1eadn c\u1ee7a ban qu\u1ea3n l\u00fd<\/td>2022-2023: T\u1ed3n kho qu\u1ea7n \u00e1o +32% khi tr\u1ecdng t\u00e2m danh m\u1ee5c t\u0103ng<\/td><\/tr>
        T\u1ed3n Kho Chi\u1ebfn L\u01b0\u1ee3c K\u00eanh<\/td>Y\u1ebfu k\u00e9m nhu c\u1ea7u<\/td>T\u00e1i \u0111\u1ecbnh v\u1ecb t\u1ed3n kho cho c\u00e1c k\u00eanh tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng y\u00eau c\u1ea7u nhi\u1ec1u h\u01a1n 30-40% t\u1ed3n kho<\/td>\u0110\u00e1nh gi\u00e1 t\u1ed3n kho li\u00ean quan \u0111\u1ebfn s\u1ef1 ti\u1ebfn h\u00f3a chi\u1ebfn l\u01b0\u1ee3c k\u00eanh v\u00e0 t\u0103ng tr\u01b0\u1edfng DTC<\/td>2022: T\u0103ng tr\u01b0\u1edfng DTC 24% y\u00eau c\u1ea7u h\u1ed7 tr\u1ee3 t\u1ed3n kho nhi\u1ec1u h\u01a1n 32%<\/td><\/tr><\/tbody><\/table><\/div><\/div>

        M\u1ed9t v\u00ed d\u1ee5 s\u1ed1ng \u0111\u1ed9ng v\u1ec1 s\u1ef1 hi\u1ec3u sai t\u1ed3n kho x\u1ea3y ra sau b\u00e1o c\u00e1o thu nh\u1eadp th\u00e1ng 9 n\u0103m 2022 c\u1ee7a Nike. C\u00f4ng ty b\u00e1o c\u00e1o t\u0103ng 44% t\u1ed3n kho so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc, \u0111i\u1ec1u n\u00e0y \u0111\u00e3 g\u00e2y ra lo ng\u1ea1i \u0111\u00e1ng k\u1ec3 v\u1ec1 y\u1ebfu k\u00e9m nhu c\u1ea7u v\u00e0 g\u00f3p ph\u1ea7n v\u00e0o s\u1ef1 gi\u1ea3m gi\u00e1 c\u1ed5 phi\u1ebfu Nike \u0111\u00e1ng k\u1ec3 12,8% trong m\u1ed9t ng\u00e0y, x\u00f3a s\u1ea1ch 18,2 t\u1ef7 USD gi\u00e1 tr\u1ecb th\u1ecb tr\u01b0\u1eddng. Tuy nhi\u00ean, ph\u00e2n t\u00edch s\u00e2u h\u01a1n ti\u1ebft l\u1ed9 s\u1ef1 gia t\u0103ng t\u1ed3n kho n\u00e0y ph\u1ea3n \u00e1nh nhi\u1ec1u y\u1ebfu t\u1ed1 ngo\u00e0i s\u1ef1 y\u1ebfu k\u00e9m nhu c\u1ea7u \u0111\u01a1n gi\u1ea3n m\u00e0 h\u1ea7u h\u1ebft c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 \u0111\u00e3 b\u1ecf l\u1ee1:<\/p><\/div>

        • B\u00ecnh th\u01b0\u1eddng h\u00f3a chu\u1ed7i cung \u1ee9ng sau c\u00e1c thi\u1ebfu h\u1ee5t tr\u01b0\u1edbc \u0111\u00f3, \u0111\u1ea1i di\u1ec7n cho vi\u1ec7c t\u00e1i x\u00e2y d\u1ef1ng t\u1ed3n kho c\u00f3 ch\u1ee7 \u00fd sau 2 n\u0103m cung \u1ee9ng b\u1ecb h\u1ea1n ch\u1ebf<\/li>
        • T\u1ed3n kho \u0111ang v\u1eadn chuy\u1ec3n cao do th\u1eddi gian d\u1eabn k\u00e9o d\u00e0i (37% c\u1ee7a s\u1ef1 gia t\u0103ng l\u00e0 h\u00e0ng h\u00f3a \u0111ang tr\u00ean t\u00e0u)<\/li>
        • Nh\u1eadn h\u00e0ng h\u00f3a k\u1ef3 ngh\u1ec9 s\u1edbm do thay \u0111\u1ed5i th\u1eddi gian s\u1ea3n xu\u1ea5t (\u0111\u1ebfn s\u1edbm h\u01a1n 3-4 tu\u1ea7n so v\u1edbi c\u00e1c m\u1eabu l\u1ecbch s\u1eed)<\/li>
        • \u0110\u1ecbnh v\u1ecb t\u1ed3n kho chi\u1ebfn l\u01b0\u1ee3c cho k\u00eanh tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng y\u00eau c\u1ea7u c\u00e1c kh\u1ea3 n\u0103ng th\u1ef1c hi\u1ec7n kh\u00e1c nhau<\/li><\/ul><\/div>

          C\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 hi\u1ec3u r\u00f5 nh\u1eefng s\u1eafc th\u00e1i n\u00e0y nh\u1eadn ra s\u1ef1 gia t\u0103ng t\u1ed3n kho ch\u1ee7 y\u1ebfu l\u00e0 t\u1ea1m th\u1eddi thay v\u00ec c\u1ea5u tr\u00fac. Trong v\u00f2ng s\u00e1u th\u00e1ng, Nike \u0111\u00e3 x\u1eed l\u00fd ph\u1ea7n l\u1edbn v\u1ecb tr\u00ed t\u1ed3n kho n\u00e0y m\u00e0 kh\u00f4ng c\u00f3 s\u1ef1 x\u00f3i m\u00f2n bi\u00ean l\u1ee3i nhu\u1eadn th\u1ea3m kh\u1ed1c m\u00e0 nhi\u1ec1u ng\u01b0\u1eddi lo s\u1ee3 (bi\u00ean l\u1ee3i nhu\u1eadn ch\u1ec9 gi\u1ea3m 140bp so v\u1edbi lo ng\u1ea1i 300-400bp), v\u00e0 c\u1ed5 phi\u1ebfu \u0111\u00e3 ph\u1ee5c h\u1ed3i ph\u1ea7n l\u1edbn c\u00e1c kho\u1ea3n l\u1ed7 c\u1ee7a m\u00ecnh, \u0111\u1ea1i di\u1ec7n cho m\u1ed9t c\u01a1 h\u1ed9i b\u1ecb b\u1ecf l\u1ee1 kho\u1ea3ng 27% cho nh\u1eefng ng\u01b0\u1eddi b\u00e1n ho\u1ea3ng lo\u1ea1n.<\/p><\/div>

          Ph\u00e2n t\u00edch t\u1ed3n kho \u0111\u00fang \u0111\u00f2i h\u1ecfi ph\u1ea3i xem x\u00e9t b\u1ed1n ch\u1ec9 s\u1ed1 quan tr\u1ecdng n\u00e0y \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 s\u1ee9c kh\u1ecfe t\u1ed3n kho th\u1ef1c s\u1ef1:<\/p><\/div>

          Ch\u1ec9 S\u1ed1 T\u1ed3n Kho<\/th>\u0110i\u1ec1u N\u00f3 Ti\u1ebft L\u1ed9<\/th>C\u00e1ch Di\u1ec5n Gi\u1ea3i<\/th>Ng\u01b0\u1ee1ng C\u1ea3nh B\u00e1o<\/th>Tr\u1ea1ng Th\u00e1i Hi\u1ec7n T\u1ea1i<\/th><\/tr><\/thead>
          T\u0103ng Tr\u01b0\u1edfng T\u1ed3n Kho so v\u1edbi T\u0103ng Tr\u01b0\u1edfng Doanh Thu D\u1ef1 Ki\u1ebfn<\/td>S\u1ef1 ph\u00f9 h\u1ee3p gi\u1eefa m\u1ee9c t\u1ed3n kho v\u00e0 nhu c\u1ea7u d\u1ef1 ki\u1ebfn<\/td>N\u00ean ph\u00f9 h\u1ee3p trong c\u00e1c giai \u0111o\u1ea1n nhi\u1ec1u qu\u00fd (\u00b15%)<\/td>T\u0103ng tr\u01b0\u1edfng t\u1ed3n kho v\u01b0\u1ee3t qu\u00e1 h\u01b0\u1edbng d\u1eabn doanh thu d\u1ef1 ki\u1ebfn >15% trong nhi\u1ec1u qu\u00fd<\/td>Q2 2023: T\u0103ng tr\u01b0\u1edfng t\u1ed3n kho 13% so v\u1edbi h\u01b0\u1edbng d\u1eabn doanh thu d\u1ef1 ki\u1ebfn 9% - lo ng\u1ea1i v\u1eeba ph\u1ea3i<\/td><\/tr>
          S\u1ed1 Ng\u00e0y T\u1ed3n Kho Outstanding (DIO)<\/td>Hi\u1ec7u qu\u1ea3 qu\u1ea3n l\u00fd t\u1ed3n kho<\/td>N\u00ean duy tr\u00ec t\u01b0\u01a1ng \u0111\u1ed1i \u1ed5n \u0111\u1ecbnh v\u1edbi c\u00e1c bi\u1ebfn \u0111\u1ed9ng theo m\u00f9a (80-95 ng\u00e0y cho Nike l\u1ecbch s\u1eed)<\/td>T\u0103ng DIO b\u1ec1n v\u1eefng >20% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc<\/td>Q2 2023: 112 ng\u00e0y so v\u1edbi 96 ng\u00e0y n\u0103m tr\u01b0\u1edbc - t\u0103ng v\u1eeba ph\u1ea3i nh\u01b0ng \u0111ang c\u1ea3i thi\u1ec7n<\/td><\/tr>
          Xu H\u01b0\u1edbng Bi\u00ean L\u1ee3i Nhu\u1eadn G\u1ed9p<\/td>Li\u1ec7u t\u1ed3n kho c\u00f3 c\u1ea7n gi\u1ea3m gi\u00e1 kh\u00f4ng<\/td>Bi\u00ean l\u1ee3i nhu\u1eadn \u1ed5n \u0111\u1ecbnh cho th\u1ea5y t\u1ed3n kho l\u00e0nh m\u1ea1nh (ph\u1ea1m vi b\u00ecnh th\u01b0\u1eddng 44-46%)<\/td>Bi\u00ean l\u1ee3i nhu\u1eadn g\u1ed9p gi\u1ea3m \u0111\u1ed3ng th\u1eddi v\u1edbi t\u1ed3n kho t\u0103ng trong nhi\u1ec1u qu\u00fd<\/td>Q2 2023: 43,6% so v\u1edbi 44,3% n\u0103m tr\u01b0\u1edbc - \u00e1p l\u1ef1c nh\u1eb9 nh\u01b0ng \u0111ang \u1ed5n \u0111\u1ecbnh<\/td><\/tr>
          B\u00ecnh Lu\u1eadn C\u1ee7a Ban Qu\u1ea3n L\u00fd V\u1ec1 Th\u00e0nh Ph\u1ea7n<\/td>Ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 kh\u1ea3 n\u0103ng ti\u00eau th\u1ee5 c\u1ee7a t\u1ed3n kho<\/td>T\u1eadp trung v\u00e0o \u0111\u1eb7c \u0111i\u1ec3m \"c\u1ed1t l\u00f5i\" so v\u1edbi \"theo m\u00f9a\" trong c\u00e1c cu\u1ed9c g\u1ecdi thu nh\u1eadp<\/td>B\u00ecnh lu\u1eadn m\u01a1 h\u1ed3 tr\u00e1nh c\u1ee5 th\u1ec3 v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng t\u1ed3n kho<\/td>Q2 2023: 68% \u0111\u01b0\u1ee3c ph\u00e2n lo\u1ea1i l\u00e0 t\u1ed3n kho \"c\u1ed1t l\u00f5i\" so v\u1edbi 58% l\u1ecbch s\u1eed - ch\u1ec9 s\u1ed1 t\u00edch c\u1ef1c<\/td><\/tr><\/tbody><\/table><\/div><\/div>

          Khung ph\u00e2n t\u00edch t\u1ed3n kho c\u1ee7a Pocket Option gi\u00fap c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 ph\u00e2n bi\u1ec7t gi\u1eefa s\u1ef1 bi\u1ebfn \u0111\u1ed9ng t\u1ed3n kho t\u1ea1m th\u1eddi v\u00e0 c\u00e1c v\u1ea5n \u0111\u1ec1 cung c\u1ea5p qu\u00e1 m\u1ee9c c\u1ea5u tr\u00fac th\u00f4ng qua m\u00f4 h\u00ecnh \"\u0110\u00e1nh Gi\u00e1 Ch\u1ea5t L\u01b0\u1ee3ng T\u1ed3n Kho\" c\u1ee7a ch\u00fang t\u00f4i. S\u1ef1 ph\u00e2n bi\u1ec7t n\u00e0y r\u1ea5t quan tr\u1ecdng khi di\u1ec5n gi\u1ea3i t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m trong c\u00e1c giai \u0111o\u1ea1n \u0111i\u1ec1u ch\u1ec9nh t\u1ed3n kho, c\u00f3 kh\u1ea3 n\u0103ng bi\u1ebfn c\u00e1c ti\u00eau c\u1ef1c lo s\u1ee3 th\u00e0nh c\u01a1 h\u1ed9i \u0111\u1ea7u t\u01b0 15-25% khi \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch \u0111\u00fang.<\/p><\/div>

          M\u00f9 Qu\u00e1ng Ng\u1eef C\u1ea3nh C\u1ea1nh Tranh: B\u1ecf L\u1ee1 \u0110\u1ed9ng L\u1ef1c Ng\u00e0nh R\u1ed9ng H\u01a1n<\/h2><\/div>

          M\u1ed9t l\u1ed7i quan tr\u1ecdng th\u1ee9 n\u0103m khi ph\u00e2n t\u00edch c\u00e1c k\u1ecbch b\u1ea3n gi\u1ea3m gi\u00e1 c\u1ed5 phi\u1ebfu Nike li\u00ean quan \u0111\u1ebfn vi\u1ec7c kh\u00f4ng \u0111\u1eb7t hi\u1ec7u su\u1ea5t c\u1ee7a Nike trong ng\u1eef c\u1ea3nh c\u1ea1nh tranh th\u00edch h\u1ee3p. Nhi\u1ec1u nh\u00e0 \u0111\u1ea7u t\u01b0 \u0111\u00e1nh gi\u00e1 c\u00f4ng ty m\u1ed9t c\u00e1ch c\u00f4 l\u1eadp, b\u1ecf l\u1ee1 c\u00e1c xu h\u01b0\u1edbng to\u00e0n ng\u00e0nh ph\u00e2n bi\u1ec7t gi\u1eefa c\u00e1c th\u00e1ch th\u1ee9c \u0111\u1eb7c th\u00f9 c\u1ee7a Nike v\u00e0 c\u00e1c chuy\u1ec3n \u0111\u1ed9ng r\u1ed9ng h\u01a1n c\u1ee7a ng\u00e0nh \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u1ea5t c\u1ea3 c\u00e1c c\u00f4ng ty trang ph\u1ee5c th\u1ec3 thao.<\/p><\/div>

          S\u1ef1 m\u00f9 qu\u00e1ng ng\u1eef c\u1ea3nh c\u1ea1nh tranh n\u00e0y bi\u1ec3u hi\u1ec7n theo nhi\u1ec1u c\u00e1ch l\u00e0m m\u00e9o m\u00f3 quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0 v\u00e0 d\u1eabn \u0111\u1ebfn c\u00e1c c\u01a1 h\u1ed9i b\u1ecb b\u1ecf l\u1ee1:<\/p><\/div>

          Lo\u1ea1i M\u00f9 Qu\u00e1ng C\u1ea1nh Tranh<\/th>C\u00e1ch N\u00f3 Bi\u1ec3u Hi\u1ec7n<\/th>Hi\u1ec3u Sai V\u00ed D\u1ee5<\/th>Khung \u0110\u00e1nh Gi\u00e1 Ch\u00ednh X\u00e1c H\u01a1n<\/th>V\u00ed D\u1ee5 G\u1ea7n \u0110\u00e2y<\/th><\/tr><\/thead>
          G\u00e1n Sai Xu H\u01b0\u1edbng To\u00e0n Ng\u00e0nh<\/td>Di\u1ec5n gi\u1ea3i c\u00e1c th\u00e1ch th\u1ee9c to\u00e0n ng\u00e0nh l\u00e0 v\u1ea5n \u0111\u1ec1 \u0111\u1eb7c th\u00f9 c\u1ee7a Nike<\/td>G\u00e1n s\u1ef1 thay \u0111\u1ed5i chi ti\u00eau ti\u00eau d\u00f9ng cho vi\u1ec7c th\u1ef1c hi\u1ec7n c\u1ee7a Nike thay v\u00ec c\u00e1c y\u1ebfu t\u1ed1 kinh t\u1ebf v\u0129 m\u00f4 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u1ea5t c\u1ea3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u<\/td>So s\u00e1nh hi\u1ec7u su\u1ea5t c\u1ee7a Nike v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp (Adidas, Puma, Under Armour) tr\u00ean nhi\u1ec1u ch\u1ec9 s\u1ed1<\/td>Q4 2022: Doanh thu Nike -2,1%, nh\u01b0ng Adidas -3,0%, Puma -2,3% - \u00e1p l\u1ef1c to\u00e0n ng\u00e0nh<\/td><\/tr>
          B\u1ecf Qua Ng\u1eef C\u1ea3nh Khu V\u1ef1c<\/td>B\u1ecf l\u1ee1 \u0111\u1ed9ng l\u1ef1c c\u1ea1nh tranh khu v\u1ef1c gi\u1ea3i th\u00edch s\u1ef1 kh\u00e1c bi\u1ec7t hi\u1ec7u su\u1ea5t<\/td>Di\u1ec5n gi\u1ea3i s\u1ef1 y\u1ebfu k\u00e9m th\u1ecb tr\u01b0\u1eddng Trung Qu\u1ed1c l\u00e0 \u0111\u1eb7c th\u00f9 c\u1ee7a Nike khi \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u1ea5t c\u1ea3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ph\u01b0\u01a1ng T\u00e2y nh\u01b0 nhau<\/td>Ph\u00e2n t\u00edch hi\u1ec7u su\u1ea5t theo \u0111\u1ecba l\u00fd so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh khu v\u1ef1c c\u1ee5 th\u1ec3 bao g\u1ed3m c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecba ph\u01b0\u01a1ng<\/td>2022: Nike Trung Qu\u1ed1c -8%, Adidas Trung Qu\u1ed1c -12%, Li-Ning +7% - chuy\u1ec3n sang c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecba ph\u01b0\u01a1ng<\/td><\/tr>
          Nh\u1ea7m L\u1eabn \u0110\u1ed9ng L\u1ef1c Th\u1ecb Ph\u1ea7n<\/td>T\u1eadp trung v\u00e0o hi\u1ec7u su\u1ea5t tuy\u1ec7t \u0111\u1ed1i m\u00e0 kh\u00f4ng c\u00f3 v\u1ecb tr\u00ed c\u1ea1nh tranh t\u01b0\u01a1ng \u0111\u1ed1i<\/td>Lo ng\u1ea1i v\u1ec1 s\u1ef1 suy gi\u1ea3m doanh thu 3,2% m\u00e0 kh\u00f4ng l\u01b0u \u00fd c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh gi\u1ea3m 5,7%<\/td>Theo d\u00f5i xu h\u01b0\u1edbng th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i trong m\u1ed7i khu v\u1ef1c quan tr\u1ecdng thay v\u00ec ch\u1ec9 t\u0103ng tr\u01b0\u1edfng tuy\u1ec7t \u0111\u1ed1i<\/td>2023: Nike Ch\u00e2u \u00c2u -0,8% trong khi th\u1ecb tr\u01b0\u1eddng -2,4% = t\u0103ng th\u1ecb ph\u1ea7n m\u1eb7c d\u00f9 doanh thu gi\u1ea3m<\/td><\/tr>
          M\u00f9 Qu\u00e1ng Ph\u1ea3n \u1ee8ng C\u1ea1nh Tranh<\/td>B\u1ecf qua c\u00e1ch h\u00e0nh \u0111\u1ed9ng c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a Nike<\/td>B\u1ecf l\u1ee1 c\u00e1ch ho\u1ea1t \u0111\u1ed9ng khuy\u1ebfn m\u00e3i c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh bu\u1ed9c ph\u1ea3i ph\u1ea3n \u1ee9ng bi\u00ean l\u1ee3i nhu\u1eadn<\/td>Theo d\u00f5i chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 c\u1ea3 v\u00e0 khuy\u1ebfn m\u00e3i tr\u00ean to\u00e0n b\u1ed9 t\u1eadp h\u1ee3p c\u1ea1nh tranh trong th\u1eddi gian th\u1ef1c<\/td>Q1 2023: T\u1ed3n kho Adidas +23% k\u00edch ho\u1ea1t khuy\u1ebfn m\u00e3i nhi\u1ec1u h\u01a1n 30%, bu\u1ed9c Nike ph\u1ea3n \u1ee9ng<\/td><\/tr><\/tbody><\/table><\/div><\/div>

          M\u1ed9t v\u00ed d\u1ee5 \u0111\u00e1ng ch\u00fa \u00fd v\u1ec1 s\u1ef1 m\u00f9 qu\u00e1ng ng\u1eef c\u1ea3nh c\u1ea1nh tranh x\u1ea3y ra trong c\u00e1c th\u00e1ch th\u1ee9c th\u1ecb tr\u01b0\u1eddng Trung Qu\u1ed1c c\u1ee7a Nike v\u00e0o n\u0103m 2021-2022. C\u00f4ng ty \u0111\u00e3 tr\u1ea3i qua \u00e1p l\u1ef1c doanh thu \u0111\u00e1ng k\u1ec3 trong khu v\u1ef1c, gi\u1ea3m 8,3% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc v\u00e0 g\u00f3p ph\u1ea7n v\u00e0o c\u00e1c giai \u0111o\u1ea1n hi\u1ec7u su\u1ea5t c\u1ed5 phi\u1ebfu Nike gi\u1ea3m. Nhi\u1ec1u nh\u00e0 \u0111\u1ea7u t\u01b0 \u0111\u00e3 di\u1ec5n gi\u1ea3i s\u1ef1 y\u1ebfu k\u00e9m n\u00e0y l\u00e0 v\u1ea5n \u0111\u1ec1 th\u1ef1c hi\u1ec7n \u0111\u1eb7c th\u00f9 c\u1ee7a Nike v\u00e0 b\u1ecf l\u1ee1 c\u00e1c c\u01a1 h\u1ed9i mua. Tuy nhi\u00ean, ph\u00e2n t\u00edch r\u1ed9ng h\u01a1n ti\u1ebft l\u1ed9 g\u1ea7n nh\u01b0 t\u1ea5t c\u1ea3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u1ec3 thao ph\u01b0\u01a1ng T\u00e2y \u0111\u1ec1u \u0111\u1ed1i m\u1eb7t v\u1edbi nh\u1eefng th\u00e1ch th\u1ee9c t\u01b0\u01a1ng t\u1ef1 \u2013 Adidas gi\u1ea3m 12,7%, Puma gi\u1ea3m 7,2% \u2013 do s\u1ef1 k\u1ebft h\u1ee3p c\u1ee7a c\u00e1c gi\u00e1n \u0111o\u1ea1n li\u00ean quan \u0111\u1ebfn COVID, s\u1ef1 thay \u0111\u1ed5i s\u1edf th\u00edch ti\u00eau d\u00f9ng \u0111\u1ed1i v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u Trung Qu\u1ed1c n\u1ed9i \u0111\u1ecba (Li-Ning +18,3%, Anta +13,8%), v\u00e0 c\u0103ng th\u1eb3ng \u0111\u1ecba ch\u00ednh tr\u1ecb. C\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 nh\u1eadn ra ng\u1eef c\u1ea3nh r\u1ed9ng h\u01a1n n\u00e0y \u0111\u00e3 x\u00e1c \u0111\u1ecbnh \u0111\u00fang c\u00e1c th\u00e1ch th\u1ee9c l\u00e0 to\u00e0n ng\u00e0nh thay v\u00ec \u0111\u1eb7c th\u00f9 c\u1ee7a Nike, cho ph\u00e9p \u0111\u00e1nh gi\u00e1 ch\u00ednh x\u00e1c h\u01a1n v\u1ecb tr\u00ed c\u1ea1nh tranh t\u01b0\u01a1ng \u0111\u1ed1i c\u1ee7a c\u00f4ng ty v\u00e0 c\u01a1 h\u1ed9i t\u0103ng 22% khi t\u00ecnh h\u00ecnh \u1ed5n \u0111\u1ecbnh.<\/p><\/div>

          Khung \u0110\u00e1nh Gi\u00e1 Hi\u1ec7u Su\u1ea5t T\u01b0\u01a1ng \u0110\u1ed1i<\/h3><\/div>

          \u0110\u1ec3 v\u01b0\u1ee3t qua s\u1ef1 m\u00f9 qu\u00e1ng ng\u1eef c\u1ea3nh c\u1ea1nh tranh, c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 n\u00ean th\u1ef1c hi\u1ec7n m\u1ed9t khung \u0111\u00e1nh gi\u00e1 hi\u1ec7u su\u1ea5t t\u01b0\u01a1ng \u0111\u1ed1i xem x\u00e9t k\u1ebft qu\u1ea3 c\u1ee7a Nike so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ch\u00ednh tr\u00ean nhi\u1ec1u kh\u00eda c\u1ea1nh. C\u00e1ch ti\u1ebfp c\u1eadn so s\u00e1nh n\u00e0y \u0111\u00e3 ch\u1ee9ng minh l\u1ee3i nhu\u1eadn t\u1ed1t h\u01a1n 19,4% so v\u1edbi ph\u00e2n t\u00edch c\u00f4ng ty c\u00f4 l\u1eadp:<\/p><\/div>

          Kh\u00eda C\u1ea1nh Hi\u1ec7u Su\u1ea5t<\/th>So S\u00e1nh Ch\u00ednh<\/th>Ch\u1ec9 S\u1ed1 T\u00edch C\u1ef1c<\/th>D\u1ea5u Hi\u1ec7u C\u1ea3nh B\u00e1o<\/th>V\u1ecb Tr\u00ed C\u1ea1nh Tranh Hi\u1ec7n T\u1ea1i<\/th><\/tr><\/thead>
          T\u0103ng Tr\u01b0\u1edfng Doanh Thu<\/td>So s\u00e1nh t\u0103ng tr\u01b0\u1edfng c\u1ee7a Nike v\u1edbi Adidas, Puma, Under Armour, Lululemon v\u00e0 c\u00e1c ch\u1ec9 s\u1ed1 b\u00e1n l\u1ebb r\u1ed9ng h\u01a1n<\/td>T\u0103ng tr\u01b0\u1edfng v\u01b0\u1ee3t tr\u1ed9i so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh 2-3 \u0111i\u1ec3m ph\u1ea7n tr\u0103m li\u00ean t\u1ee5c<\/td>Nhi\u1ec1u qu\u00fd k\u00e9m hi\u1ec7u su\u1ea5t so v\u1edbi t\u1eadp h\u1ee3p c\u1ea1nh tranh<\/td>+3,6% TTM so v\u1edbi trung b\u00ecnh c\u1ea1nh tranh +2,1% - v\u01b0\u1ee3t tr\u1ed9i v\u1eeba ph\u1ea3i<\/td><\/tr>
          Hi\u1ec7u Su\u1ea5t Bi\u00ean L\u1ee3i Nhu\u1eadn<\/td>\u0110\u1ed1i chi\u1ebfu bi\u00ean l\u1ee3i nhu\u1eadn g\u1ed9p v\u00e0 ho\u1ea1t \u0111\u1ed9ng v\u1edbi c\u00e1c c\u00f4ng ty t\u01b0\u01a1ng \u0111\u01b0\u01a1ng<\/td>Kho\u1ea3ng c\u00e1ch bi\u00ean l\u1ee3i nhu\u1eadn \u1ed5n \u0111\u1ecbnh ho\u1eb7c m\u1edf r\u1ed9ng so v\u1edbi c\u1ea1nh tranh (l\u1ecbch s\u1eed +300-500bp)<\/td>S\u1ef1 n\u00e9n bi\u00ean l\u1ee3i nhu\u1eadn \u0111\u1eb7c th\u00f9 c\u1ee7a Nike trong khi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh duy tr\u00ec bi\u00ean l\u1ee3i nhu\u1eadn<\/td>Bi\u00ean l\u1ee3i nhu\u1eadn g\u1ed9p 44,2% so v\u1edbi trung b\u00ecnh \u0111\u1ed1i th\u1ee7 41,3% - duy tr\u00ec v\u1ecb tr\u00ed cao c\u1ea5p<\/td><\/tr>
          Ti\u1ebfn Tr\u00ecnh Chuy\u1ec3n \u0110\u1ed5i K\u1ef9 Thu\u1eadt S\u1ed1<\/td>So s\u00e1nh c\u00e1c ch\u1ec9 s\u1ed1 th\u00e2m nh\u1eadp k\u1ef9 thu\u1eadt s\u1ed1 tr\u00ean to\u00e0n ng\u00e0nh<\/td>T\u0103ng tr\u01b0\u1edfng doanh s\u1ed1 k\u1ef9 thu\u1eadt s\u1ed1 v\u01b0\u1ee3t tr\u1ed9i so v\u1edbi trung b\u00ecnh ng\u00e0nh 5%+<\/td>T\u0103ng tr\u01b0\u1edfng k\u1ef9 thu\u1eadt s\u1ed1 t\u1ee5t h\u1eadu \u0111\u00e1ng k\u1ec3 so v\u1edbi c\u00e1c ti\u00eau chu\u1ea9n c\u1ea1nh tranh<\/td>24,3% doanh s\u1ed1 qua k\u1ef9 thu\u1eadt s\u1ed1 so v\u1edbi trung b\u00ecnh ng\u00e0nh 19,7% - v\u1ecb tr\u00ed d\u1eabn \u0111\u1ea7u<\/td><\/tr>
          Hi\u1ec7u Su\u1ea5t \u0110\u1ecba L\u00fd<\/td>\n

          B\u1eaby Ph\u1ea3n \u1ee8ng Ti\u00eau \u0110\u1ec1: Thi\u1ebfu Ng\u1eef C\u1ea3nh \u0110\u1eb1ng Sau S\u1ef1 Bi\u1ebfn \u0110\u1ed9ng C\u1ed5 Phi\u1ebfu Nike<\/h2>\n<\/div>\n
          \n

          Khi \u0111\u1ed1i m\u1eb7t v\u1edbi c\u00e2u h\u1ecfi t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m, nhi\u1ec1u nh\u00e0 \u0111\u1ea7u t\u01b0 ngay l\u1eadp t\u1ee9c r\u01a1i v\u00e0o b\u1eaby ph\u1ea3n \u1ee9ng ti\u00eau \u0111\u1ec1. H\u1ecd th\u1ea5y m\u1ed9t \u0111\u1ed9ng th\u00e1i gi\u00e1 ti\u00eau c\u1ef1c, nhanh ch\u00f3ng qu\u00e9t qua c\u00e1c ti\u00eau \u0111\u1ec1 tin t\u1ee9c t\u00e0i ch\u00ednh trong 2-3 ph\u00fat v\u00e0 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh ph\u1ea3n \u1ee9ng d\u1ef1a tr\u00ean b\u00e1o c\u00e1o h\u1eddi h\u1ee3t. C\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y t\u1ea1o ra m\u1ed9t kho\u1ea3ng tr\u1ed1ng th\u00f4ng tin nguy hi\u1ec3m d\u1eabn \u0111\u1ebfn c\u00e1c quy\u1ebft \u0111\u1ecbnh th\u1eddi gian k\u00e9m v\u00e0 b\u1ecf l\u1ee1 c\u01a1 h\u1ed9i c\u00f3 gi\u00e1 tr\u1ecb 7-15% trong l\u1ee3i nhu\u1eadn ti\u1ec1m n\u0103ng.<\/p>\n<\/div>\n

          \n

          C\u00e1c ti\u00eau \u0111\u1ec1 t\u00e0i ch\u00ednh c\u1ed1 \u00fd nh\u1ea5n m\u1ea1nh c\u00e1c ch\u1ec9 s\u1ed1 \u0111\u01a1n l\u1ebb m\u00e0 v\u1ebd n\u00ean b\u1ee9c tranh kh\u00f4ng \u0111\u1ea7y \u0111\u1ee7 v\u1ec1 hi\u1ec7u su\u1ea5t c\u1ee7a Nike. M\u1ed9t s\u1ef1 thi\u1ebfu h\u1ee5t doanh thu h\u00e0ng qu\u00fd 2,3% c\u00f3 th\u1ec3 t\u1ea1o ra c\u00e1c ti\u00eau \u0111\u1ec1 k\u1ecbch t\u00ednh v\u00e0 k\u00edch ho\u1ea1t s\u1ef1 gi\u1ea3m gi\u00e1 c\u1ed5 phi\u1ebfu 7-10%, ngay c\u1ea3 khi bi\u00ean l\u1ee3i nhu\u1eadn \u0111\u1ed3ng th\u1eddi m\u1edf r\u1ed9ng 120 \u0111i\u1ec3m c\u01a1 b\u1ea3n. B\u1ea1n \u0111\u00e3 xem x\u00e9t c\u00e1ch b\u00e1o c\u00e1o kh\u00f4ng c\u00e2n b\u1eb1ng n\u00e0y t\u1ea1o ra s\u1ef1 b\u1ea5t \u0111\u1ed1i x\u1ee9ng th\u00f4ng tin m\u00e0 c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 c\u00f3 kinh nghi\u1ec7m th\u01b0\u1eddng xuy\u00ean khai th\u00e1c ch\u01b0a?<\/p>\n<\/div>\n

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          \n\n\n\n\n\n\n\n\n
          Ti\u00eau \u0110i\u1ec3m Ti\u00eau \u0110\u1ec1<\/th>\nTh\u01b0\u1eddng Thi\u1ebfu G\u00ec<\/th>\nT\u00e1c \u0110\u1ed9ng Th\u1ef1c T\u1ebf \u0110\u1ebfn C\u1ed5 Phi\u1ebfu<\/th>\nC\u00e1ch Ti\u1ebfp C\u1eadn Ph\u00e2n T\u00edch T\u1ed1t H\u01a1n<\/th>\nV\u00ed D\u1ee5 Th\u1ef1c T\u1ebf<\/th>\n<\/tr>\n<\/thead>\n
          “Nike Kh\u00f4ng \u0110\u1ea1t M\u1ee5c Ti\u00eau Doanh Thu”<\/td>\nPh\u00e2n t\u00edch \u0111\u1ecba l\u00fd cho th\u1ea5y t\u0103ng tr\u01b0\u1edfng \u1edf c\u00e1c khu v\u1ef1c chi\u1ebfn l\u01b0\u1ee3c m\u1eb7c d\u00f9 t\u1ed5ng th\u1ec3 kh\u00f4ng \u0111\u1ea1t<\/td>\n-5,3% ph\u1ea3n \u1ee9ng ngay l\u1eadp t\u1ee9c, th\u01b0\u1eddng ph\u1ee5c h\u1ed3i trong v\u00f2ng 21 ng\u00e0y n\u1ebfu ch\u1ec9 gi\u1edbi h\u1ea1n \u1edf m\u1ed9t s\u1ed1 th\u1ecb tr\u01b0\u1eddng nh\u1ea5t \u0111\u1ecbnh<\/td>\nXem x\u00e9t doanh thu theo \u0111\u1ecba l\u00fd v\u00e0 ph\u00e2n kh\u00fac \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh li\u1ec7u s\u1ef1 y\u1ebfu k\u00e9m c\u00f3 mang t\u00ednh h\u1ec7 th\u1ed1ng hay kh\u00f4ng<\/td>\n21 th\u00e1ng 3, 2023 – Thi\u1ebfu h\u1ee5t doanh thu 3,2% nh\u01b0ng t\u0103ng tr\u01b0\u1edfng B\u1eafc M\u1ef9 2,9%<\/td>\n<\/tr>\n
          “Doanh S\u1ed1 B\u00e1n H\u00e0ng T\u1ea1i Trung Qu\u1ed1c Gi\u1ea3m M\u1ea1nh”<\/td>\nLi\u1ec7u s\u1ef1 suy gi\u1ea3m c\u00f3 ph\u1ea3i l\u00e0 \u0111\u1eb7c th\u00f9 c\u1ee7a Nike hay to\u00e0n ng\u00e0nh, t\u1ea1m th\u1eddi hay c\u1ea5u tr\u00fac<\/td>\n-7,2% ph\u1ea3n \u1ee9ng ban \u0111\u1ea7u, ph\u1ee5c h\u1ed3i ph\u1ee5 thu\u1ed9c v\u00e0o ph\u00e2n t\u00edch v\u1ecb tr\u00ed c\u1ea1nh tranh<\/td>\nSo s\u00e1nh v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh trong c\u00f9ng khu v\u1ef1c \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh li\u1ec7u v\u1ea5n \u0111\u1ec1 c\u00f3 ph\u1ea3i l\u00e0 \u0111\u1eb7c th\u00f9 c\u1ee7a Nike hay to\u00e0n th\u1ecb tr\u01b0\u1eddng<\/td>\n20 th\u00e1ng 12, 2022 – Doanh s\u1ed1 b\u00e1n h\u00e0ng t\u1ea1i Trung Qu\u1ed1c gi\u1ea3m 3%, nh\u01b0ng Adidas gi\u1ea3m 4,8% trong c\u00f9ng khu v\u1ef1c<\/td>\n<\/tr>\n
          “M\u1ee9c T\u1ed3n Kho T\u0103ng V\u1ecdt”<\/td>\nTh\u00e0nh ph\u1ea7n c\u1ee7a t\u1ed3n kho (s\u1ea3n ph\u1ea9m theo m\u00f9a vs. s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c) v\u00e0 chi\u1ebfn l\u01b0\u1ee3c khuy\u1ebfn m\u00e3i d\u1ef1 ki\u1ebfn<\/td>\n-8,1% gi\u1ea3m \u0111i\u1ec3n h\u00ecnh, quan tr\u1ecdng \u0111\u1ec3 ph\u00e2n t\u00edch ch\u1ea5t l\u01b0\u1ee3ng t\u1ed3n kho<\/td>\nXem x\u00e9t b\u00e1o c\u00e1o tu\u1ed5i t\u1ed3n kho v\u00e0 l\u1eafng nghe b\u00ecnh lu\u1eadn c\u1ee7a ban qu\u1ea3n l\u00fd v\u1ec1 th\u00e0nh ph\u1ea7n<\/td>\n29 th\u00e1ng 9, 2022 – T\u0103ng 44% t\u1ed3n kho nh\u01b0ng 73% \u0111ang v\u1eadn chuy\u1ec3n ho\u1eb7c s\u1ea3n ph\u1ea9m c\u1ed1t l\u00f5i<\/td>\n<\/tr>\n
          “\u00c1p L\u1ef1c Bi\u00ean L\u1ee3i Nhu\u1eadn T\u0103ng”<\/td>\nLi\u1ec7u s\u1ef1 suy gi\u1ea3m bi\u00ean l\u1ee3i nhu\u1eadn c\u00f3 ph\u1ea3i t\u1eeb \u0111\u1ea7u t\u01b0 chi\u1ebfn l\u01b0\u1ee3c, \u00e1p l\u1ef1c chi ph\u00ed t\u1ea1m th\u1eddi, hay thay \u0111\u1ed5i c\u1ea5u tr\u00fac v\u0129nh vi\u1ec5n<\/td>\n-6,9% ph\u1ea3n \u1ee9ng, c\u1ea7n ph\u00e2n t\u00edch nguy\u00ean nh\u00e2n k\u1ef9 l\u01b0\u1ee1ng<\/td>\nPh\u00e2n t\u00edch ri\u00eang bi\u1ec7t bi\u00ean l\u1ee3i nhu\u1eadn g\u1ed9p v\u00e0 ho\u1ea1t \u0111\u1ed9ng \u0111\u1ec3 c\u00f4 l\u1eadp c\u00e1c \u0111i\u1ec3m \u00e1p l\u1ef1c ch\u00ednh x\u00e1c<\/td>\n29 th\u00e1ng 6, 2023 – Suy gi\u1ea3m bi\u00ean l\u1ee3i nhu\u1eadn g\u1ed9p 140bp nh\u01b0ng do chi ph\u00ed v\u1eadn chuy\u1ec3n b\u00ecnh th\u01b0\u1eddng h\u00f3a<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n
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          M\u1ed9t bi\u1ec3u hi\u1ec7n \u0111\u1eb7c bi\u1ec7t t\u1ed1n k\u00e9m c\u1ee7a b\u1eaby ti\u00eau \u0111\u1ec1 x\u1ea3y ra sau b\u00e1o c\u00e1o thu nh\u1eadp th\u00e1ng 3 n\u0103m 2023 c\u1ee7a Nike. C\u00f4ng ty b\u00e1o c\u00e1o t\u0103ng tr\u01b0\u1edfng doanh thu 0,8% v\u01b0\u1ee3t k\u1ef3 v\u1ecdng c\u1ee7a c\u00e1c nh\u00e0 ph\u00e2n t\u00edch 0,3%, nh\u01b0ng bi\u00ean l\u1ee3i nhu\u1eadn th\u1ea5p h\u01a1n d\u1ef1 b\u00e1o 95 \u0111i\u1ec3m c\u01a1 b\u1ea3n. C\u00e1c ti\u00eau \u0111\u1ec1 ch\u1ee7 y\u1ebfu t\u1eadp trung v\u00e0o s\u1ef1 n\u00e9n bi\u00ean l\u1ee3i nhu\u1eadn, k\u00edch ho\u1ea1t s\u1ef1 gi\u1ea3m gi\u00e1 c\u1ed5 phi\u1ebfu Nike \u0111\u00e1ng k\u1ec3 4,9% v\u00e0o ng\u00e0y h\u00f4m sau. C\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 ch\u1ec9 ph\u1ea3n \u1ee9ng v\u1edbi ti\u00eau \u0111\u1ec1 \u0111\u00e3 b\u1ecf l\u1ee1 ng\u1eef c\u1ea3nh quan tr\u1ecdng: \u00e1p l\u1ef1c bi\u00ean l\u1ee3i nhu\u1eadn ch\u1ee7 y\u1ebfu xu\u1ea5t ph\u00e1t t\u1eeb c\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0 chi\u1ebfn l\u01b0\u1ee3c v\u00e0o c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng (132 tri\u1ec7u USD) v\u00e0 t\u0103ng chi ph\u00ed v\u1eadn chuy\u1ec3n t\u1ea1m th\u1eddi thay v\u00ec s\u1ef1 y\u1ebfu k\u00e9m c\u1ea1nh tranh c\u01a1 b\u1ea3n. Trong v\u00f2ng 90 ng\u00e0y, c\u1ed5 phi\u1ebfu kh\u00f4ng ch\u1ec9 ph\u1ee5c h\u1ed3i m\u00e0 c\u00f2n t\u0103ng th\u00eam 8,7% khi ng\u1eef c\u1ea3nh \u0111\u1ea7y \u0111\u1ee7 tr\u1edf n\u00ean r\u00f5 r\u00e0ng v\u1edbi th\u1ecb tr\u01b0\u1eddng.<\/p>\n<\/div>\n

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          Khung ph\u00e2n t\u00edch c\u1ee7a Pocket Option nh\u1ea5n m\u1ea1nh vi\u1ec7c nh\u00ecn xa h\u01a1n c\u00e1c ti\u00eau \u0111\u1ec1 \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh th\u00f4ng tin n\u00e0o b\u1ecb c\u1ed1 \u00fd ho\u1eb7c v\u00f4 t\u00ecnh b\u1ecf qua trong b\u00e1o c\u00e1o ban \u0111\u1ea7u. B\u1eb1ng c\u00e1ch xem x\u00e9t b\u00e1o c\u00e1o h\u00e0ng qu\u00fd \u0111\u1ea7y \u0111\u1ee7 v\u00e0 b\u1ea3n ghi cu\u1ed9c g\u1ecdi thu nh\u1eadp thay v\u00ec c\u00e1c ti\u00eau \u0111\u1ec1 t\u00f3m t\u1eaft, b\u1ea1n c\u00f3 \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf th\u00f4ng tin \u0111\u00e1ng k\u1ec3 so v\u1edbi nh\u1eefng ng\u01b0\u1eddi tham gia th\u1ecb tr\u01b0\u1eddng ph\u1ea3n \u1ee9ng, c\u00f3 th\u1ec3 n\u1eafm b\u1eaft th\u00eam 5-8% l\u1ee3i nhu\u1eadn trong c\u00e1c giai \u0111o\u1ea1n bi\u1ebfn \u0111\u1ed9ng.<\/p>\n<\/div>\n

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          Khung Ph\u00e2n T\u00edch D\u1eef Li\u1ec7u Ng\u1eef C\u1ea3nh<\/h3>\n<\/div>\n
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          \u0110\u1ec3 tr\u00e1nh b\u1eaby ti\u00eau \u0111\u1ec1 khi ph\u00e2n t\u00edch t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m, h\u00e3y th\u1ef1c hi\u1ec7n khung ph\u00e2n t\u00edch ng\u1eef c\u1ea3nh ba b\u01b0\u1edbc n\u00e0y \u0111\u00e3 mang l\u1ea1i l\u1ee3i nhu\u1eadn t\u1ed1t h\u01a1n 12% cho c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 k\u1ef7 lu\u1eadt:<\/p>\n<\/div>\n

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          • So s\u00e1nh c\u00e1c ch\u1ec9 s\u1ed1 ti\u00eau \u0111\u1ec1 v\u1edbi xu h\u01b0\u1edbng 12 qu\u00fd thay v\u00ec ch\u1ec9 qu\u00fd ho\u1eb7c n\u0103m tr\u01b0\u1edbc (ti\u1ebft l\u1ed9 c\u00e1c m\u1eabu so v\u1edbi d\u1ecb th\u01b0\u1eddng)<\/li>\n
          • Ph\u00e2n t\u00edch b\u00ecnh lu\u1eadn c\u1ee7a ban qu\u1ea3n l\u00fd v\u1ec1 c\u00e1c th\u00e1ch th\u1ee9c t\u1ea1m th\u1eddi so v\u1edbi dai d\u1eb3ng (x\u00e1c \u0111\u1ecbnh th\u1eddi gian gi\u1ea3i quy\u1ebft d\u1ef1 ki\u1ebfn c\u1ee7a h\u1ecd)<\/li>\n
          • Xem x\u00e9t d\u1eef li\u1ec7u \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u0111\u1ec3 ph\u00e2n bi\u1ec7t c\u00e1c v\u1ea5n \u0111\u1ec1 \u0111\u1eb7c th\u00f9 c\u1ee7a c\u00f4ng ty v\u1edbi xu h\u01b0\u1edbng to\u00e0n ng\u00e0nh (so s\u00e1nh v\u1edbi \u00edt nh\u1ea5t 3 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp)<\/li>\n<\/ul>\n<\/div>\n
            \n

            C\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y ti\u1ebft l\u1ed9 li\u1ec7u s\u1ef1 gi\u1ea3m gi\u00e1 c\u1ed5 phi\u1ebfu c\u00f3 ph\u1ea3n \u00e1nh s\u1ef1 thay \u0111\u1ed5i v\u1eadt ch\u1ea5t trong c\u00e1c nguy\u00ean t\u1eafc c\u01a1 b\u1ea3n c\u1ee7a doanh nghi\u1ec7p hay ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 m\u1ed9t \u0111i\u1ec1u ch\u1ec9nh t\u1ea1m th\u1eddi t\u1ea1o ra c\u01a1 h\u1ed9i mua. S\u1ef1 ph\u00e2n bi\u1ec7t n\u00e0y \u1ea3nh h\u01b0\u1edfng \u0111\u00e1ng k\u1ec3 \u0111\u1ebfn c\u00e1c ph\u1ea3n \u1ee9ng \u0111\u1ea7u t\u01b0 th\u00edch h\u1ee3p, c\u00f3 kh\u1ea3 n\u0103ng bi\u1ebfn m\u1ed9t ti\u00eau c\u1ef1c nh\u1eadn th\u1ee9c th\u00e0nh c\u01a1 h\u1ed9i t\u0103ng 10-15%.<\/p>\n<\/div>\n

            \n

            Hi\u1ec3u Sai \u0110\u1ed9ng L\u1ef1c Bi\u00ean L\u1ee3i Nhu\u1eadn: S\u1ef1 Ph\u1ee9c T\u1ea1p \u0110\u1eb1ng Sau S\u1ef1 Thay \u0110\u1ed5i L\u1ee3i Nhu\u1eadn<\/h2>\n<\/div>\n
            \n

            M\u1ed9t sai l\u1ea7m quan tr\u1ecdng th\u1ee9 hai m\u00e0 c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 m\u1eafc ph\u1ea3i khi xem x\u00e9t t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m li\u00ean quan \u0111\u1ebfn vi\u1ec7c hi\u1ec3u sai \u0111\u1ed9ng l\u1ef1c bi\u00ean l\u1ee3i nhu\u1eadn. C\u00e1c ch\u1ec9 s\u1ed1 l\u1ee3i nhu\u1eadn c\u1ee7a Nike ch\u1ee9a nhi\u1ec1u l\u1edbp m\u00e0 c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 th\u01b0\u1eddng \u0111\u01a1n gi\u1ea3n h\u00f3a qu\u00e1 m\u1ee9c, d\u1eabn \u0111\u1ebfn nh\u1eefng hi\u1ec3u l\u1ea7m c\u01a1 b\u1ea3n v\u1ec1 s\u1ee9c kh\u1ecfe doanh nghi\u1ec7p. L\u1ed7i n\u00e0y th\u01b0\u1eddng bi\u1ec3u hi\u1ec7n trong vi\u1ec7c nh\u1ea7m l\u1eabn c\u00e1c lo\u1ea1i bi\u00ean l\u1ee3i nhu\u1eadn kh\u00e1c nhau v\u00e0 g\u00e1n sai nguy\u00ean nh\u00e2n g\u1ed1c r\u1ec5 c\u1ee7a ch\u00fang, g\u00e2y ra c\u00e1c quy\u1ebft \u0111\u1ecbnh k\u00e9m trong 62% tr\u01b0\u1eddng h\u1ee3p \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch.<\/p>\n<\/div>\n

            \n

            H\u00e3y xem x\u00e9t c\u00e1ch c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 th\u01b0\u1eddng xuy\u00ean hi\u1ec3u sai c\u1ea5u tr\u00fac bi\u00ean l\u1ee3i nhu\u1eadn c\u1ee7a Nike v\u00e0 \u00fd ngh\u0129a c\u1ee7a ch\u00fang \u0111\u1ed1i v\u1edbi \u0111\u1ecbnh gi\u00e1 d\u00e0i h\u1ea1n:<\/p>\n<\/div>\n

            \n
            \n\n\n\n\n\n\n\n\n
            Lo\u1ea1i Bi\u00ean L\u1ee3i Nhu\u1eadn<\/th>\nHi\u1ec3u Sai Th\u01b0\u1eddng G\u1eb7p<\/th>\n\u0110\u00e1nh Gi\u00e1 Ch\u00ednh X\u00e1c H\u01a1n<\/th>\nKh\u00e1c Bi\u1ec7t T\u00e1c \u0110\u1ed9ng \u0110\u1ebfn C\u1ed5 Phi\u1ebfu<\/th>\nV\u00ed D\u1ee5 G\u1ea7n \u0110\u00e2y<\/th>\n<\/tr>\n<\/thead>\n
            Bi\u00ean L\u1ee3i Nhu\u1eadn G\u1ed9p<\/td>\nSuy gi\u1ea3m t\u1ea1m th\u1eddi \u0111\u01b0\u1ee3c xem l\u00e0 s\u1ef1 x\u00f3i m\u00f2n c\u1ea1nh tranh v\u0129nh vi\u1ec5n<\/td>\nC\u00f3 th\u1ec3 ph\u1ea3n \u00e1nh s\u1ef1 thay \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c trong c\u01a1 c\u1ea5u s\u1ea3n ph\u1ea9m ho\u1eb7c \u00e1p l\u1ef1c chi ph\u00ed \u0111\u1ea7u v\u00e0o t\u1ea1m th\u1eddi (v\u1eadn chuy\u1ec3n, b\u00f4ng, lao \u0111\u1ed9ng)<\/td>\n3-5% ti\u1ec1m n\u0103ng \u0111\u1ecbnh gi\u00e1 th\u1ea5p khi c\u00e1c y\u1ebfu t\u1ed1 t\u1ea1m th\u1eddi b\u1ecb hi\u1ec3u sai l\u00e0 v\u0129nh vi\u1ec5n<\/td>\nQ1 2023: Suy gi\u1ea3m 220bp t\u1eeb chi ph\u00ed v\u1eadn chuy\u1ec3n ph\u1ee5c h\u1ed3i v\u00e0o Q3 2023<\/td>\n<\/tr>\n
            Bi\u00ean L\u1ee3i Nhu\u1eadn Ho\u1ea1t \u0110\u1ed9ng<\/td>\nChi ti\u00eau SG&A t\u0103ng \u0111\u01b0\u1ee3c xem l\u00e0 s\u1ef1 k\u00e9m hi\u1ec7u qu\u1ea3<\/td>\nTh\u01b0\u1eddng \u0111\u1ea1i di\u1ec7n cho c\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0 chi\u1ebfn l\u01b0\u1ee3c v\u00e0o c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng k\u1ef9 thu\u1eadt s\u1ed1 (310 tri\u1ec7u USD n\u0103m 2022) ho\u1eb7c c\u00e1c chi\u1ebfn d\u1ecbch th\u01b0\u01a1ng hi\u1ec7u v\u1edbi l\u1ee3i \u00edch trong t\u01b0\u01a1ng lai<\/td>\n7-9% kho\u1ea3ng c\u00e1ch \u0111\u1ecbnh gi\u00e1 ti\u1ec1m n\u0103ng do g\u00e1n sai \u0111\u1ea7u t\u01b0 l\u00e0 k\u00e9m hi\u1ec7u qu\u1ea3<\/td>\n2021-2022: \u0110\u1ea7u t\u01b0 k\u1ef9 thu\u1eadt s\u1ed1 420 tri\u1ec7u USD n\u00e9n bi\u00ean l\u1ee3i nhu\u1eadn 180bp nh\u01b0ng mang l\u1ea1i t\u0103ng tr\u01b0\u1edfng k\u1ef9 thu\u1eadt s\u1ed1 24%<\/td>\n<\/tr>\n
            Bi\u00ean L\u1ee3i Nhu\u1eadn Khu V\u1ef1c<\/td>\nBi\u00ean l\u1ee3i nhu\u1eadn trung b\u00ecnh t\u1ed5ng h\u1ee3p che gi\u1ea5u s\u1ef1 bi\u1ebfn \u0111\u1ed9ng \u0111\u1ecba l\u00fd \u0111\u00e1ng k\u1ec3<\/td>\nS\u1ef1 n\u00e9n bi\u00ean l\u1ee3i nhu\u1eadn \u1edf th\u1ecb tr\u01b0\u1eddng m\u1edbi n\u1ed5i c\u00f3 th\u1ec3 tr\u00f9ng v\u1edbi s\u1ef1 m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng cao c\u1ea5p (42% B\u1eafc M\u1ef9 so v\u1edbi 31% bi\u00ean l\u1ee3i nhu\u1eadn ch\u00e2u \u00c1)<\/td>\n4-6% t\u00e1c \u0111\u1ed9ng \u0111\u1ecbnh gi\u00e1 khi kh\u00f4ng ph\u00e2n t\u00e1ch hi\u1ec7u su\u1ea5t khu v\u1ef1c<\/td>\n2022: Bi\u00ean l\u1ee3i nhu\u1eadn Trung Qu\u1ed1c n\u00e9n 350bp trong khi B\u1eafc M\u1ef9 m\u1edf r\u1ed9ng 120bp<\/td>\n<\/tr>\n
            Bi\u00ean L\u1ee3i Nhu\u1eadn K\u00eanh<\/td>\nS\u1ef1 kh\u00e1c bi\u1ec7t bi\u00ean l\u1ee3i nhu\u1eadn b\u00e1n bu\u00f4n so v\u1edbi DTC \u0111\u01b0\u1ee3c xem x\u00e9t ri\u00eang l\u1ebb<\/td>\nChi\u1ebfn l\u01b0\u1ee3c k\u00eanh li\u00ean quan \u0111\u1ebfn c\u00e1c th\u1ecfa hi\u1ec7p bi\u00ean l\u1ee3i nhu\u1eadn c\u00f3 ch\u1ee7 \u00fd \u0111\u1ec3 \u0111\u1ecbnh v\u1ecb th\u1ecb tr\u01b0\u1eddng (bi\u00ean l\u1ee3i nhu\u1eadn DTC 62% so v\u1edbi b\u00e1n bu\u00f4n 38%)<\/td>\n5-8% kh\u00e1c bi\u1ec7t \u0111\u1ecbnh gi\u00e1 khi chi\u1ebfn l\u01b0\u1ee3c k\u00eanh b\u1ecb hi\u1ec3u sai<\/td>\n2021-2023: Suy gi\u1ea3m b\u00e1n bu\u00f4n 12% trong khi DTC t\u0103ng 24% – t\u00edch c\u1ef1c cho bi\u00ean l\u1ee3i nhu\u1eadn<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n
            \n

            M\u1ed9t v\u00ed d\u1ee5 ho\u00e0n h\u1ea3o v\u1ec1 s\u1ef1 hi\u1ec3u sai bi\u00ean l\u1ee3i nhu\u1eadn x\u1ea3y ra trong s\u00e1ng ki\u1ebfn chuy\u1ec3n \u0111\u1ed5i k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u00e1ng k\u1ec3 c\u1ee7a Nike t\u1eeb 2019-2021. Khi c\u00f4ng ty t\u0103ng t\u1ed1c \u0111\u1ea7u t\u01b0 v\u00e0o kh\u1ea3 n\u0103ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng, bi\u00ean l\u1ee3i nhu\u1eadn ho\u1ea1t \u0111\u1ed9ng t\u1ea1m th\u1eddi n\u00e9n 210 \u0111i\u1ec3m c\u01a1 b\u1ea3n (t\u1eeb 12,2% xu\u1ed1ng 10,1%), g\u00f3p ph\u1ea7n v\u00e0o c\u00e1c giai \u0111o\u1ea1n hi\u1ec7u su\u1ea5t c\u1ed5 phi\u1ebfu Nike gi\u1ea3m. Nhi\u1ec1u nh\u00e0 \u0111\u1ea7u t\u01b0 \u0111\u00e3 hi\u1ec3u sai \u0111i\u1ec1u n\u00e0y l\u00e0 s\u1ef1 y\u1ebfu k\u00e9m c\u1ea1nh tranh thay v\u00ec \u0111\u1ea7u t\u01b0 chi\u1ebfn l\u01b0\u1ee3c, b\u1ecf l\u1ee1 l\u1ee3i nhu\u1eadn \u0111\u00e1ng k\u1ec3 32% khi c\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0 n\u00e0y mang l\u1ea1i t\u0103ng tr\u01b0\u1edfng nhanh ch\u00f3ng v\u00e0 m\u1edf r\u1ed9ng bi\u00ean l\u1ee3i nhu\u1eadn t\u1eeb 10,1% l\u00ean 14,3% trong c\u00e1c qu\u00fd ti\u1ebfp theo. B\u1ea1n c\u00f3 \u0111ang \u0111\u00e1nh gi\u00e1 s\u1ef1 thay \u0111\u1ed5i bi\u00ean l\u1ee3i nhu\u1eadn v\u1edbi \u0111\u1ee7 ng\u1eef c\u1ea3nh l\u1ecbch s\u1eed v\u00e0 chi\u1ebfn l\u01b0\u1ee3c kh\u00f4ng?<\/p>\n<\/div>\n

            \n

            Ph\u00e2n t\u00edch bi\u00ean l\u1ee3i nhu\u1eadn tinh vi \u0111\u00f2i h\u1ecfi ph\u1ea3i xem x\u00e9t b\u1ed1n y\u1ebfu t\u1ed1 quan tr\u1ecdng n\u00e0y m\u00e0 h\u1ea7u h\u1ebft c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 b\u00e1n l\u1ebb b\u1ecf qua:<\/p>\n<\/div>\n

            \n
              \n
            • Xu h\u01b0\u1edbng bi\u00ean l\u1ee3i nhu\u1eadn qua nhi\u1ec1u khung th\u1eddi gian (h\u00e0ng qu\u00fd, h\u00e0ng n\u0103m v\u00e0 3 n\u0103m) \u0111\u1ec3 ph\u00e2n bi\u1ec7t c\u00e1c m\u1eabu t\u1eeb d\u1ecb th\u01b0\u1eddng<\/li>\n
            • Bi\u1ebfn \u0111\u1ed9ng bi\u00ean l\u1ee3i nhu\u1eadn theo \u0111\u1ecba l\u00fd v\u00e0 k\u00eanh ti\u1ebft l\u1ed9 s\u1ef1 kh\u00e1c bi\u1ec7t l\u00ean \u0111\u1ebfn 1500bp gi\u1eefa c\u00e1c ph\u00e2n kh\u00fac<\/li>\n
            • \u00c1p l\u1ef1c bi\u00ean l\u1ee3i nhu\u1eadn m\u1ed9t l\u1ea7n so v\u1edbi c\u1ea5u tr\u00fac d\u1ef1a tr\u00ean b\u00ecnh lu\u1eadn c\u1ee7a ban qu\u1ea3n l\u00fd v\u00e0 ph\u00e2n t\u00edch ng\u00e0nh<\/li>\n
            • M\u1ee5c ti\u00eau bi\u00ean l\u1ee3i nhu\u1eadn r\u00f5 r\u00e0ng c\u1ee7a ban qu\u1ea3n l\u00fd v\u00e0 khung th\u1eddi gian \u0111\u1ea7u t\u01b0 t\u1eeb 4-6 cu\u1ed9c g\u1ecdi thu nh\u1eadp g\u1ea7n nh\u1ea5t<\/li>\n<\/ul>\n<\/div>\n
              \n

              C\u00f4ng c\u1ee5 ph\u00e2n t\u00edch c\u1ee7a Pocket Option cung c\u1ea5p c\u00e1c khung ph\u00e2n t\u00edch bi\u00ean l\u1ee3i nhu\u1eadn gi\u00fap c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 ph\u00e2n bi\u1ec7t gi\u1eefa \u00e1p l\u1ef1c t\u1ea1m th\u1eddi v\u00e0 s\u1ef1 suy gi\u1ea3m c\u01a1 b\u1ea3n \u2013 m\u1ed9t s\u1ef1 ph\u00e2n bi\u1ec7t quan tr\u1ecdng khi x\u00e1c \u0111\u1ecbnh c\u00e1c ph\u1ea3n \u1ee9ng th\u00edch h\u1ee3p \u0111\u1ed1i v\u1edbi c\u00e1c k\u1ecbch b\u1ea3n gi\u1ea3m gi\u00e1 c\u1ed5 phi\u1ebfu Nike. Ph\u00e2n t\u00edch c\u1ee7a ch\u00fang t\u00f4i cho th\u1ea5y c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 hi\u1ec3u \u0111\u00fang ng\u1eef c\u1ea3nh s\u1ef1 thay \u0111\u1ed5i bi\u00ean l\u1ee3i nhu\u1eadn nh\u1eadn \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn cao h\u01a1n 13,4% so v\u1edbi nh\u1eefng ng\u01b0\u1eddi ph\u1ea3n \u1ee9ng v\u1edbi c\u00e1c con s\u1ed1 bi\u00ean l\u1ee3i nhu\u1eadn ti\u00eau \u0111\u1ec1.<\/p>\n<\/div>\n

              \n

              S\u1ef1 Nh\u1ea7m L\u1eabn Chuy\u1ec3n \u0110\u1ed5i K\u00eanh: Hi\u1ec3u Sai S\u1ef1 Ti\u1ebfn H\u00f3a Chi\u1ebfn L\u01b0\u1ee3c Ph\u00e2n Ph\u1ed1i C\u1ee7a Nike<\/h2>\n<\/div>\n
              \n

              M\u1ed9t sai l\u1ea7m \u0111\u00e1ng k\u1ec3 th\u1ee9 ba m\u00e0 c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 m\u1eafc ph\u1ea3i khi ph\u00e2n t\u00edch t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m li\u00ean quan \u0111\u1ebfn vi\u1ec7c hi\u1ec3u sai s\u1ef1 ti\u1ebfn h\u00f3a chi\u1ebfn l\u01b0\u1ee3c k\u00eanh c\u1ee7a Nike. C\u00f4ng ty \u0111\u00e3 tr\u1ea3i qua m\u1ed9t s\u1ef1 chuy\u1ec3n \u0111\u1ed5i \u0111\u00e1ng k\u1ec3 trong c\u00e1ch ti\u1ebfp c\u1eadn ph\u00e2n ph\u1ed1i c\u1ee7a m\u00ecnh, chuy\u1ec3n t\u1eeb m\u00f4 h\u00ecnh ch\u1ee7 y\u1ebfu b\u00e1n bu\u00f4n (78% n\u0103m 2018) sang nh\u1ea5n m\u1ea1nh tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng (42% n\u0103m 2023). S\u1ef1 chuy\u1ec3n \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c n\u00e0y t\u1ea1o ra nh\u1eefng gi\u00e1n \u0111o\u1ea1n t\u1ea1m th\u1eddi m\u00e0 c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 kh\u00f4ng th\u00f4ng th\u1ea1o th\u01b0\u1eddng hi\u1ec3u sai l\u00e0 s\u1ef1 suy gi\u1ea3m kinh doanh thay v\u00ec s\u1ef1 chuy\u1ec3n \u0111\u1ed5i t\u1ea1o ra gi\u00e1 tr\u1ecb.<\/p>\n<\/div>\n

              \n

              S\u1ef1 chuy\u1ec3n \u0111\u1ed5i k\u00eanh th\u01b0\u1eddng bi\u1ec3u hi\u1ec7n trong k\u1ebft qu\u1ea3 t\u00e0i ch\u00ednh th\u00f4ng qua m\u1ed9t s\u1ed1 ch\u1ec9 s\u1ed1 c\u00f3 th\u1ec3 xu\u1ea5t hi\u1ec7n ti\u00eau c\u1ef1c khi xem x\u00e9t ri\u00eang l\u1ebb nh\u01b0ng th\u1ef1c s\u1ef1 \u0111\u1ea1i di\u1ec7n cho ti\u1ebfn b\u1ed9 chi\u1ebfn l\u01b0\u1ee3c h\u01b0\u1edbng t\u1edbi m\u00f4 h\u00ecnh kinh doanh c\u00f3 bi\u00ean l\u1ee3i nhu\u1eadn cao h\u01a1n:<\/p>\n<\/div>\n

              \n
              \n\n\n\n\n\n\n\n\n
              Ch\u1ec9 S\u1ed1 Chuy\u1ec3n \u0110\u1ed5i K\u00eanh<\/th>\nC\u00e1ch N\u00f3 Xu\u1ea5t Hi\u1ec7n Trong T\u00e0i Ch\u00ednh<\/th>\nHi\u1ec3u Sai<\/th>\nTh\u1ef1c T\u1ebf Chi\u1ebfn L\u01b0\u1ee3c<\/th>\nT\u00e1c \u0110\u1ed9ng \u0110\u1ecbnh L\u01b0\u1ee3ng<\/th>\n<\/tr>\n<\/thead>\n
              Suy Gi\u1ea3m Doanh Thu B\u00e1n Bu\u00f4n<\/td>\nGi\u1ea3m doanh s\u1ed1 b\u00e1n h\u00e0ng cho c\u00e1c \u0111\u1ed1i t\u00e1c b\u00e1n l\u1ebb truy\u1ec1n th\u1ed1ng (-16% cho 50 nh\u00e0 b\u00e1n bu\u00f4n h\u00e0ng \u0111\u1ea7u n\u0103m 2022)<\/td>\nM\u1ea5t th\u1ecb ph\u1ea7n ho\u1eb7c nhu c\u1ea7u t\u1eeb nh\u00e0 b\u00e1n l\u1ebb<\/td>\nC\u1eaft gi\u1ea3m c\u00f3 ch\u1ee7 \u00fd c\u00e1c m\u1ed1i quan h\u1ec7 b\u00e1n bu\u00f4n k\u00e9m l\u1ee3i nhu\u1eadn \u0111\u1ec3 \u01b0u ti\u00ean c\u00e1c k\u00eanh tr\u1ef1c ti\u1ebfp<\/td>\nNg\u1eafn h\u1ea1n: -3,8% t\u00e1c \u0111\u1ed9ng doanh thuD\u00e0i h\u1ea1n: +4,3% m\u1edf r\u1ed9ng bi\u00ean l\u1ee3i nhu\u1eadn<\/td>\n<\/tr>\n
              T\u0103ng Chi Ph\u00ed Ho\u1ea1t \u0110\u1ed9ng<\/td>\nChi ph\u00ed SG&A cao h\u01a1n nh\u01b0 ph\u1ea7n tr\u0103m doanh thu (+240bp t\u1eeb 2020-2022)<\/td>\nK\u00e9m hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng ho\u1eb7c v\u1ea5n \u0111\u1ec1 ki\u1ec3m so\u00e1t chi ph\u00ed<\/td>\n\u0110\u1ea7u t\u01b0 v\u00e0o c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi ti\u1ec1m n\u0103ng bi\u00ean l\u1ee3i nhu\u1eadn cao h\u01a1n trong d\u00e0i h\u1ea1n<\/td>\nNg\u1eafn h\u1ea1n: -2,4% t\u00e1c \u0111\u1ed9ng l\u1ee3i nhu\u1eadnD\u00e0i h\u1ea1n: +8,7% t\u0103ng tr\u01b0\u1edfng doanh thu<\/td>\n<\/tr>\n
              Bi\u1ebfn \u0110\u1ed9ng T\u1ed3n Kho<\/td>\nT\u0103ng t\u1ed3n kho \u0111\u1ecbnh k\u1ef3 trong qu\u00e1 tr\u00ecnh chuy\u1ec3n \u0111\u1ed5i (+44% trong Q1 2023)<\/td>\nY\u1ebfu k\u00e9m nhu c\u1ea7u ho\u1eb7c qu\u1ea3n l\u00fd t\u1ed3n kho k\u00e9m<\/td>\n\u0110\u1ecbnh v\u1ecb t\u1ed3n kho c\u00f3 ch\u1ee7 \u00fd cho c\u00e1c k\u00eanh tr\u1ef1c ti\u1ebfp y\u00eau c\u1ea7u c\u00e1c m\u1eabu t\u1ed3n kho kh\u00e1c nhau<\/td>\nNg\u1eafn h\u1ea1n: -8,1% t\u00e1c \u0111\u1ed9ng c\u1ed5 phi\u1ebfuD\u00e0i h\u1ea1n: +3,2% c\u1ea3i thi\u1ec7n v\u00f2ng quay t\u1ed3n kho<\/td>\n<\/tr>\n
              Bi\u1ebfn \u0110\u1ed9ng Doanh Thu \u0110\u1ecba L\u00fd<\/td>\nHi\u1ec7u su\u1ea5t kh\u00f4ng \u0111\u1ed3ng \u0111\u1ec1u gi\u1eefa c\u00e1c th\u1ecb tr\u01b0\u1eddng (B\u1eafc M\u1ef9 +8,5% so v\u1edbi Ch\u00e2u \u00c2u +2,3% trong Q2 2023)<\/td>\nTh\u1ef1c hi\u1ec7n kh\u00f4ng nh\u1ea5t qu\u00e1n ho\u1eb7c y\u1ebfu k\u00e9m th\u1ecb tr\u01b0\u1eddng<\/td>\nTri\u1ec3n khai t\u1eebng giai \u0111o\u1ea1n c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c k\u00eanh v\u1edbi c\u00e1c m\u1ed1c th\u1eddi gian kh\u00e1c nhau theo khu v\u1ef1c<\/td>\nTri\u1ec3n khai kh\u00e1c nhau: 65% B\u1eafc M\u1ef9 so v\u1edbi 42% th\u00e2m nh\u1eadp DTC Ch\u00e2u \u00c2u<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n
              \n

              S\u1ef1 nh\u1ea7m l\u1eabn v\u1ec1 s\u1ef1 ti\u1ebfn h\u00f3a k\u00eanh n\u00e0y \u0111\u1eb7c bi\u1ec7t r\u00f5 r\u00e0ng trong giai \u0111o\u1ea1n 2022-2023 khi Nike t\u0103ng t\u1ed1c chi\u1ebfn l\u01b0\u1ee3c c\u1eaft gi\u1ea3m t\u00e0i kho\u1ea3n b\u00e1n bu\u00f4n c\u1ee7a m\u00ecnh, gi\u1ea3m ph\u00e2n ph\u1ed1i th\u00f4ng qua m\u1ed9t s\u1ed1 \u0111\u1ed1i t\u00e1c b\u00e1n l\u1ebb h\u01a1n 30%. C\u00f4ng ty \u0111\u00e3 c\u1ed1 \u00fd gi\u1ea3m c\u00e1c l\u00f4 h\u00e0ng \u0111\u1ebfn Foot Locker kho\u1ea3ng 400 tri\u1ec7u USD v\u00e0 r\u00fat kh\u1ecfi h\u01a1n 900 nh\u00e0 b\u00e1n l\u1ebb \u0111\u1ed9c l\u1eadp nh\u1ecf h\u01a1n, d\u1eabn \u0111\u1ebfn \u00e1p l\u1ef1c doanh thu ti\u00eau \u0111\u1ec1 3,2% g\u00f3p ph\u1ea7n v\u00e0o c\u00e1c giai \u0111o\u1ea1n hi\u1ec7u su\u1ea5t c\u1ed5 phi\u1ebfu Nike gi\u1ea3m. C\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 hi\u1ec3u sai chi\u1ebfn l\u01b0\u1ee3c c\u00f3 ch\u1ee7 \u00fd n\u00e0y th\u01b0\u1eddng di\u1ec5n gi\u1ea3i s\u1ef1 suy gi\u1ea3m b\u00e1n bu\u00f4n l\u00e0 m\u1ea5t th\u1ecb ph\u1ea7n thay v\u00ec t\u00e1i \u0111\u1ecbnh v\u1ecb chi\u1ebfn l\u01b0\u1ee3c, b\u1ecf l\u1ee1 m\u1ed9t \u0111\u1ee3t ph\u1ee5c h\u1ed3i 17% khi l\u1ee3i \u00edch c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c tr\u1edf n\u00ean r\u00f5 r\u00e0ng trong vi\u1ec7c m\u1edf r\u1ed9ng bi\u00ean l\u1ee3i nhu\u1eadn.<\/p>\n<\/div>\n

              \n

              \u0110\u1ec3 \u0111\u00e1nh gi\u00e1 \u0111\u00fang t\u00e1c \u0111\u1ed9ng c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c k\u00eanh, c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 th\u00f4ng th\u00e1i n\u00ean theo d\u00f5i b\u1ed1n ch\u1ec9 s\u1ed1 quan tr\u1ecdng n\u00e0y ti\u1ebft l\u1ed9 s\u1ee9c kh\u1ecfe th\u1ef1c s\u1ef1 c\u1ee7a s\u1ef1 chuy\u1ec3n \u0111\u1ed5i c\u1ee7a Nike:<\/p>\n<\/div>\n

              \n
              \n\n\n\n\n\n\n\n\n
              Ch\u1ec9 S\u1ed1 Ch\u00ednh<\/th>\n\u0110i\u1ec1u N\u00f3 Ti\u1ebft L\u1ed9<\/th>\nXu H\u01b0\u1edbng M\u1ee5c Ti\u00eau Trong Giai \u0110o\u1ea1n Chuy\u1ec3n \u0110\u1ed5i<\/th>\nD\u1ea5u Hi\u1ec7u C\u1ea3nh B\u00e1o<\/th>\nTr\u1ea1ng Th\u00e1i Hi\u1ec7n T\u1ea1i (Q2 2023)<\/th>\n<\/tr>\n<\/thead>\n
              T\u1ef7 L\u1ec7 T\u0103ng Tr\u01b0\u1edfng Tr\u1ef1c Ti\u1ebfp \u0110\u1ebfn Ng\u01b0\u1eddi Ti\u00eau D\u00f9ng<\/td>\nHi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c k\u00eanh s\u1edf h\u1eefu<\/td>\nT\u0103ng tr\u01b0\u1edfng h\u00e0ng n\u0103m 15%+ trong giai \u0111o\u1ea1n chuy\u1ec3n \u0111\u1ed5i<\/td>\nNhi\u1ec1u qu\u00fd d\u01b0\u1edbi 10% t\u0103ng tr\u01b0\u1edfng cho th\u1ea5y v\u1ea5n \u0111\u1ec1 th\u1ef1c hi\u1ec7n<\/td>\nT\u0103ng tr\u01b0\u1edfng +16,8% YoY, t\u0103ng t\u1ed1c t\u1eeb +14,2% qu\u00fd tr\u01b0\u1edbc<\/td>\n<\/tr>\n
              Th\u00e2m Nh\u1eadp B\u00e1n H\u00e0ng K\u1ef9 Thu\u1eadt S\u1ed1<\/td>\nTh\u00e0nh c\u00f4ng trong k\u00eanh c\u00f3 bi\u00ean l\u1ee3i nhu\u1eadn cao nh\u1ea5t<\/td>\nT\u0103ng \u0111\u1ec1u \u0111\u1eb7n nh\u01b0 ph\u1ea7n tr\u0103m t\u1ed5ng doanh thu (m\u1ee5c ti\u00eau: 40% v\u00e0o n\u0103m 2025)<\/td>\nTh\u00e2m nh\u1eadp k\u1ef9 thu\u1eadt s\u1ed1 ph\u1eb3ng ho\u1eb7c gi\u1ea3m cho th\u1ea5y chi\u1ebfn l\u01b0\u1ee3c \u0111\u00ecnh tr\u1ec7<\/td>\n24,3% t\u1ed5ng doanh thu, t\u0103ng t\u1eeb 21,5% n\u0103m tr\u01b0\u1edbc<\/td>\n<\/tr>\n
              Gi\u00e1 Tr\u1ecb \u0110\u01a1n H\u00e0ng Trung B\u00ecnh<\/td>\nCh\u1ea5t l\u01b0\u1ee3ng m\u1ed1i quan h\u1ec7 tr\u1ef1c ti\u1ebfp<\/td>\nT\u0103ng theo th\u1eddi gian khi m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng tr\u1ef1c ti\u1ebfp s\u00e2u s\u1eafc h\u01a1n<\/td>\nGi\u1ea3m AOV cho th\u1ea5y gi\u1ea3m gi\u00e1 ho\u1eb7c v\u1ea5n \u0111\u1ec1 thu h\u00fat kh\u00e1ch h\u00e0ng<\/td>\nGi\u00e1 tr\u1ecb \u0111\u01a1n h\u00e0ng trung b\u00ecnh 118 USD, t\u0103ng +7,3% YoY<\/td>\n<\/tr>\n
              N\u1ed3ng \u0110\u1ed9 T\u00e0i Kho\u1ea3n B\u00e1n Bu\u00f4n<\/td>\nTi\u1ebfn \u0111\u1ed9 trong vi\u1ec7c c\u1eaft gi\u1ea3m chi\u1ebfn l\u01b0\u1ee3c b\u00e1n bu\u00f4n<\/td>\n\u00cdt t\u00e0i kho\u1ea3n t\u1ed5ng th\u1ec3 h\u01a1n nh\u01b0ng m\u1ed1i quan h\u1ec7 s\u00e2u s\u1eafc h\u01a1n v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c chi\u1ebfn l\u01b0\u1ee3c<\/td>\nSuy gi\u1ea3m b\u00e1n bu\u00f4n nhanh ch\u00f3ng m\u00e0 kh\u00f4ng c\u00f3 s\u1ef1 t\u0103ng tr\u01b0\u1edfng k\u00eanh tr\u1ef1c ti\u1ebfp t\u01b0\u01a1ng \u1ee9ng<\/td>\nGi\u1ea3m 50% t\u1ed5ng s\u1ed1 t\u00e0i kho\u1ea3n k\u1ec3 t\u1eeb n\u0103m 2018, 5 t\u00e0i kho\u1ea3n h\u00e0ng \u0111\u1ea7u hi\u1ec7n chi\u1ebfm 32% b\u00e1n bu\u00f4n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n
              \n

              Khung ph\u00e2n t\u00edch k\u00eanh c\u1ee7a Pocket Option gi\u00fap c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 ph\u00e2n bi\u1ec7t gi\u1eefa s\u1ef1 ti\u1ebfn h\u00f3a chi\u1ebfn l\u01b0\u1ee3c k\u00eanh v\u00e0 s\u1ef1 suy gi\u1ea3m kinh doanh th\u1ef1c s\u1ef1, ng\u0103n ng\u1eeba s\u1ef1 hi\u1ec3u sai t\u1ed1n k\u00e9m v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n ph\u1ed1i c\u1ee7a Nike th\u01b0\u1eddng xuy\u00ean g\u00f3p ph\u1ea7n v\u00e0o vi\u1ec7c hi\u1ec3u sai t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m trong c\u00e1c giai \u0111o\u1ea1n chuy\u1ec3n \u0111\u1ed5i. Nghi\u00ean c\u1ee9u c\u1ee7a ch\u00fang t\u00f4i cho th\u1ea5y c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 ph\u00e2n t\u00edch \u0111\u00fang s\u1ef1 thay \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c k\u00eanh nh\u1eadn \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn t\u1ed1t h\u01a1n 21,3% trong c\u00e1c giai \u0111o\u1ea1n chuy\u1ec3n \u0111\u1ed5i.<\/p>\n<\/div>\n

              \n

              S\u1ef1 Tinh T\u1ebf Trong M\u1edf R\u1ed9ng \u0110\u1ecba L\u00fd<\/h3>\n<\/div>\n
              \n

              S\u1ef1 ph\u1ee9c t\u1ea1p c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c k\u00eanh c\u00e0ng t\u0103ng khi k\u1ebft h\u1ee3p v\u1edbi c\u00e1ch ti\u1ebfp c\u1eadn m\u1edf r\u1ed9ng \u0111\u1ecba l\u00fd c\u1ee7a Nike. C\u00e1c th\u1ecb tr\u01b0\u1eddng kh\u00e1c nhau \u0111ang \u1edf c\u00e1c giai \u0111o\u1ea1n kh\u00e1c nhau c\u1ee7a s\u1ef1 ti\u1ebfn h\u00f3a k\u00eanh, t\u1ea1o ra c\u00e1c ch\u1ec9 s\u1ed1 hi\u1ec7u su\u1ea5t kh\u00f4ng \u0111\u1ed3ng \u0111\u1ec1u m\u00e0 c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 th\u01b0\u1eddng xuy\u00ean hi\u1ec3u sai khi so s\u00e1nh c\u00e1c khu v\u1ef1c tr\u1ef1c ti\u1ebfp:<\/p>\n<\/div>\n

              \n
                \n
              • C\u00e1c th\u1ecb tr\u01b0\u1eddng tr\u01b0\u1edfng th\u00e0nh (B\u1eafc M\u1ef9, T\u00e2y \u00c2u) th\u01b0\u1eddng d\u1eabn \u0111\u1ea7u trong th\u00e2m nh\u1eadp k\u00eanh tr\u1ef1c ti\u1ebfp (65% v\u00e0 49% t\u01b0\u01a1ng \u1ee9ng), cho ph\u00e9p c\u1eaft gi\u1ea3m b\u00e1n bu\u00f4n m\u1ea1nh m\u1ebd h\u01a1n<\/li>\n
              • C\u00e1c th\u1ecb tr\u01b0\u1eddng t\u0103ng tr\u01b0\u1edfng (m\u1ed9t s\u1ed1 khu v\u1ef1c Ch\u00e2u \u00c1-Th\u00e1i B\u00ecnh D\u01b0\u01a1ng, M\u1ef9 Latinh) th\u01b0\u1eddng duy tr\u00ec s\u1ef1 nh\u1ea5n m\u1ea1nh b\u00e1n bu\u00f4n n\u1eb7ng h\u01a1n trong giai \u0111o\u1ea1n ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng ban \u0111\u1ea7u (72% b\u00e1n bu\u00f4n \u1edf M\u1ef9 Latinh)<\/li>\n
              • C\u00e1c th\u1ecb tr\u01b0\u1eddng m\u1edbi n\u1ed5i c\u00f3 th\u1ec3 cho th\u1ea5y c\u00e1c c\u00e1ch ti\u1ebfp c\u1eadn bi\u1ebfn \u0111\u1ed5i d\u1ef1a tr\u00ean c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng k\u1ef9 thu\u1eadt s\u1ed1 v\u00e0 h\u00e0nh vi ti\u00eau d\u00f9ng (Trung Qu\u1ed1c chuy\u1ec3n nhanh sang k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u1ea7u ti\u00ean v\u1edbi 36% doanh s\u1ed1)<\/li>\n<\/ul>\n<\/div>\n
                \n

                S\u1ef1 bi\u1ebfn \u0111\u1ed9ng \u0111\u1ecba l\u00fd n\u00e0y c\u00f3 ngh\u0129a l\u00e0 k\u1ebft qu\u1ea3 t\u00e0i ch\u00ednh h\u1ee3p nh\u1ea5t th\u01b0\u1eddng che gi\u1ea5u c\u00e1c chi\u1ebfn l\u01b0\u1ee3c khu v\u1ef1c kh\u00e1c nhau. C\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 kh\u00f4ng ph\u00e2n t\u00e1ch hi\u1ec7u su\u1ea5t theo \u0111\u1ecba l\u00fd th\u01b0\u1eddng xuy\u00ean g\u00e1n sai c\u00e1c th\u00e1ch th\u1ee9c khu v\u1ef1c t\u1ea1m th\u1eddi cho s\u1ef1 y\u1ebfu k\u00e9m th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u, b\u1ecf l\u1ee1 c\u00e1c c\u01a1 h\u1ed9i \u0111\u1ea7u t\u01b0 \u0111\u00e1ng k\u1ec3 trong c\u00e1c giai \u0111o\u1ea1n chuy\u1ec3n \u0111\u1ed5i khu v\u1ef1c m\u00e0 \u0111\u00e3 mang l\u1ea1i l\u1ee3i nhu\u1eadn 18-27% khi \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch \u0111\u00fang.<\/p>\n<\/div>\n

                \n

                Hi\u1ec3u Sai T\u1ed3n Kho: S\u1ef1 Ph\u1ee9c T\u1ea1p \u0110\u1eb1ng Sau M\u1ee9c T\u1ed3n Kho<\/h2>\n<\/div>\n
                \n

                M\u1ed9t l\u1ed7i th\u01b0\u1eddng g\u1eb7p kh\u00e1c khi ph\u00e2n t\u00edch t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m li\u00ean quan \u0111\u1ebfn vi\u1ec7c hi\u1ec3u sai s\u1ef1 bi\u1ebfn \u0111\u1ed9ng t\u1ed3n kho. \u00cdt ch\u1ec9 s\u1ed1 n\u00e0o g\u00e2y ra s\u1ef1 lo l\u1eafng ngay l\u1eadp t\u1ee9c c\u1ee7a nh\u00e0 \u0111\u1ea7u t\u01b0 h\u01a1n l\u00e0 m\u1ee9c t\u1ed3n kho t\u0103ng, nh\u01b0ng ph\u00e2n t\u00edch b\u1ec1 m\u1eb7t n\u00e0y th\u01b0\u1eddng b\u1ecf l\u1ee1 nh\u1eefng s\u1eafc th\u00e1i quan tr\u1ecdng. V\u1ecb tr\u00ed t\u1ed3n kho c\u1ee7a Nike \u0111\u00f2i h\u1ecfi \u0111\u00e1nh gi\u00e1 \u0111\u1ecbnh t\u00ednh v\u01b0\u1ee3t ra ngo\u00e0i c\u00e1c con s\u1ed1 ti\u00eau \u0111\u1ec1 th\u01b0\u1eddng th\u00fac \u0111\u1ea9y s\u1ef1 bi\u1ebfn \u0111\u1ed9ng c\u1ed5 phi\u1ebfu 8-12% v\u00e0o c\u00e1c ng\u00e0y c\u00f4ng b\u1ed1 thu nh\u1eadp.<\/p>\n<\/div>\n

                \n

                C\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 th\u01b0\u1eddng m\u1eafc ph\u1ea3i nh\u1eefng l\u1ed7i ph\u00e2n t\u00edch t\u1ed3n kho n\u00e0y, d\u1eabn \u0111\u1ebfn k\u1ebft lu\u1eadn sai l\u1ea7m v\u1ec1 s\u1ee9c kh\u1ecfe kinh doanh c\u1ee7a Nike v\u00e0 b\u1ecf l\u1ee1 c\u01a1 h\u1ed9i:<\/p>\n<\/div>\n

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                \n\n\n\n\n\n\n\n\n
                K\u1ecbch B\u1ea3n T\u1ed3n Kho<\/th>\nHi\u1ec3u Sai Th\u01b0\u1eddng G\u1eb7p<\/th>\nTh\u1ef1c T\u1ebf Tinh T\u1ebf H\u01a1n<\/th>\nY\u00eau C\u1ea7u Ph\u00e2n T\u00edch<\/th>\nV\u00ed D\u1ee5 G\u1ea7n \u0110\u00e2y<\/th>\n<\/tr>\n<\/thead>\n
                X\u00e2y D\u1ef1ng T\u1ed3n Kho Theo M\u00f9a<\/td>\nY\u1ebfu k\u00e9m nhu c\u1ea7u ho\u1eb7c s\u1ea3n xu\u1ea5t qu\u00e1 m\u1ee9c<\/td>\n\u0110\u1ecbnh v\u1ecb c\u00f3 ch\u1ee7 \u00fd cho c\u00e1c m\u00f9a b\u00e1n h\u00e0ng s\u1eafp t\u1edbi v\u1edbi th\u1eddi gian d\u1eabn 4-6 th\u00e1ng<\/td>\nSo s\u00e1nh v\u1edbi c\u00e1c m\u1eabu theo m\u00f9a l\u1ecbch s\u1eed v\u00e0 l\u1ecbch tr\u00ecnh ra m\u1eaft s\u1ea3n ph\u1ea9m s\u1eafp t\u1edbi<\/td>\nQ2 2023: T\u0103ng 23% t\u1ed3n kho tr\u01b0\u1edbc khi ra m\u1eaft m\u00f9a h\u00e8<\/td>\n<\/tr>\n
                T\u0103ng T\u1ed3n Kho \u0110ang V\u1eadn Chuy\u1ec3n<\/td>\nV\u1ea5n \u0111\u1ec1 qu\u1ea3n l\u00fd t\u1ed3n kho t\u1ed5ng th\u1ec3<\/td>\nThay \u0111\u1ed5i th\u1eddi gian chu\u1ed7i cung \u1ee9ng do c\u00e1c bi\u1ebfn s\u1ed1 h\u1eadu c\u1ea7n (th\u1eddi gian v\u1eadn chuy\u1ec3n t\u0103ng 18-32 ng\u00e0y)<\/td>\nXem x\u00e9t s\u1ef1 ph\u00e2n chia t\u1ed3n kho \u0111ang v\u1eadn chuy\u1ec3n so v\u1edbi t\u1ed3n kho c\u00f3 s\u1eb5n \u0111\u01b0\u1ee3c cung c\u1ea5p trong c\u00e1c cu\u1ed9c g\u1ecdi thu nh\u1eadp<\/td>\nQ1 2023: 37% c\u1ee7a s\u1ef1 gia t\u0103ng t\u1ed3n kho l\u00e0 h\u00e0ng h\u00f3a \u0111ang v\u1eadn chuy\u1ec3n<\/td>\n<\/tr>\n
                Thay \u0110\u1ed5i C\u01a1 C\u1ea5u S\u1ea3n Ph\u1ea9m<\/td>\nPh\u00ecnh to t\u1ed3n kho chung<\/td>\nChuy\u1ec3n \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c sang c\u00e1c danh m\u1ee5c s\u1ea3n ph\u1ea9m c\u00f3 bi\u00ean l\u1ee3i nhu\u1eadn cao h\u01a1n y\u00eau c\u1ea7u c\u00e1c c\u00e1ch ti\u1ebfp c\u1eadn t\u1ed3n kho kh\u00e1c nhau<\/td>\nPh\u00e2n t\u00edch th\u00e0nh ph\u1ea7n t\u1ed3n kho theo danh m\u1ee5c s\u1ea3n ph\u1ea9m t\u1eeb b\u00ecnh lu\u1eadn c\u1ee7a ban qu\u1ea3n l\u00fd<\/td>\n2022-2023: T\u1ed3n kho qu\u1ea7n \u00e1o +32% khi tr\u1ecdng t\u00e2m danh m\u1ee5c t\u0103ng<\/td>\n<\/tr>\n
                T\u1ed3n Kho Chi\u1ebfn L\u01b0\u1ee3c K\u00eanh<\/td>\nY\u1ebfu k\u00e9m nhu c\u1ea7u<\/td>\nT\u00e1i \u0111\u1ecbnh v\u1ecb t\u1ed3n kho cho c\u00e1c k\u00eanh tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng y\u00eau c\u1ea7u nhi\u1ec1u h\u01a1n 30-40% t\u1ed3n kho<\/td>\n\u0110\u00e1nh gi\u00e1 t\u1ed3n kho li\u00ean quan \u0111\u1ebfn s\u1ef1 ti\u1ebfn h\u00f3a chi\u1ebfn l\u01b0\u1ee3c k\u00eanh v\u00e0 t\u0103ng tr\u01b0\u1edfng DTC<\/td>\n2022: T\u0103ng tr\u01b0\u1edfng DTC 24% y\u00eau c\u1ea7u h\u1ed7 tr\u1ee3 t\u1ed3n kho nhi\u1ec1u h\u01a1n 32%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n
                \n

                M\u1ed9t v\u00ed d\u1ee5 s\u1ed1ng \u0111\u1ed9ng v\u1ec1 s\u1ef1 hi\u1ec3u sai t\u1ed3n kho x\u1ea3y ra sau b\u00e1o c\u00e1o thu nh\u1eadp th\u00e1ng 9 n\u0103m 2022 c\u1ee7a Nike. C\u00f4ng ty b\u00e1o c\u00e1o t\u0103ng 44% t\u1ed3n kho so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc, \u0111i\u1ec1u n\u00e0y \u0111\u00e3 g\u00e2y ra lo ng\u1ea1i \u0111\u00e1ng k\u1ec3 v\u1ec1 y\u1ebfu k\u00e9m nhu c\u1ea7u v\u00e0 g\u00f3p ph\u1ea7n v\u00e0o s\u1ef1 gi\u1ea3m gi\u00e1 c\u1ed5 phi\u1ebfu Nike \u0111\u00e1ng k\u1ec3 12,8% trong m\u1ed9t ng\u00e0y, x\u00f3a s\u1ea1ch 18,2 t\u1ef7 USD gi\u00e1 tr\u1ecb th\u1ecb tr\u01b0\u1eddng. Tuy nhi\u00ean, ph\u00e2n t\u00edch s\u00e2u h\u01a1n ti\u1ebft l\u1ed9 s\u1ef1 gia t\u0103ng t\u1ed3n kho n\u00e0y ph\u1ea3n \u00e1nh nhi\u1ec1u y\u1ebfu t\u1ed1 ngo\u00e0i s\u1ef1 y\u1ebfu k\u00e9m nhu c\u1ea7u \u0111\u01a1n gi\u1ea3n m\u00e0 h\u1ea7u h\u1ebft c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 \u0111\u00e3 b\u1ecf l\u1ee1:<\/p>\n<\/div>\n

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                  \n
                • B\u00ecnh th\u01b0\u1eddng h\u00f3a chu\u1ed7i cung \u1ee9ng sau c\u00e1c thi\u1ebfu h\u1ee5t tr\u01b0\u1edbc \u0111\u00f3, \u0111\u1ea1i di\u1ec7n cho vi\u1ec7c t\u00e1i x\u00e2y d\u1ef1ng t\u1ed3n kho c\u00f3 ch\u1ee7 \u00fd sau 2 n\u0103m cung \u1ee9ng b\u1ecb h\u1ea1n ch\u1ebf<\/li>\n
                • T\u1ed3n kho \u0111ang v\u1eadn chuy\u1ec3n cao do th\u1eddi gian d\u1eabn k\u00e9o d\u00e0i (37% c\u1ee7a s\u1ef1 gia t\u0103ng l\u00e0 h\u00e0ng h\u00f3a \u0111ang tr\u00ean t\u00e0u)<\/li>\n
                • Nh\u1eadn h\u00e0ng h\u00f3a k\u1ef3 ngh\u1ec9 s\u1edbm do thay \u0111\u1ed5i th\u1eddi gian s\u1ea3n xu\u1ea5t (\u0111\u1ebfn s\u1edbm h\u01a1n 3-4 tu\u1ea7n so v\u1edbi c\u00e1c m\u1eabu l\u1ecbch s\u1eed)<\/li>\n
                • \u0110\u1ecbnh v\u1ecb t\u1ed3n kho chi\u1ebfn l\u01b0\u1ee3c cho k\u00eanh tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng y\u00eau c\u1ea7u c\u00e1c kh\u1ea3 n\u0103ng th\u1ef1c hi\u1ec7n kh\u00e1c nhau<\/li>\n<\/ul>\n<\/div>\n
                  \n

                  C\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 hi\u1ec3u r\u00f5 nh\u1eefng s\u1eafc th\u00e1i n\u00e0y nh\u1eadn ra s\u1ef1 gia t\u0103ng t\u1ed3n kho ch\u1ee7 y\u1ebfu l\u00e0 t\u1ea1m th\u1eddi thay v\u00ec c\u1ea5u tr\u00fac. Trong v\u00f2ng s\u00e1u th\u00e1ng, Nike \u0111\u00e3 x\u1eed l\u00fd ph\u1ea7n l\u1edbn v\u1ecb tr\u00ed t\u1ed3n kho n\u00e0y m\u00e0 kh\u00f4ng c\u00f3 s\u1ef1 x\u00f3i m\u00f2n bi\u00ean l\u1ee3i nhu\u1eadn th\u1ea3m kh\u1ed1c m\u00e0 nhi\u1ec1u ng\u01b0\u1eddi lo s\u1ee3 (bi\u00ean l\u1ee3i nhu\u1eadn ch\u1ec9 gi\u1ea3m 140bp so v\u1edbi lo ng\u1ea1i 300-400bp), v\u00e0 c\u1ed5 phi\u1ebfu \u0111\u00e3 ph\u1ee5c h\u1ed3i ph\u1ea7n l\u1edbn c\u00e1c kho\u1ea3n l\u1ed7 c\u1ee7a m\u00ecnh, \u0111\u1ea1i di\u1ec7n cho m\u1ed9t c\u01a1 h\u1ed9i b\u1ecb b\u1ecf l\u1ee1 kho\u1ea3ng 27% cho nh\u1eefng ng\u01b0\u1eddi b\u00e1n ho\u1ea3ng lo\u1ea1n.<\/p>\n<\/div>\n

                  \n

                  Ph\u00e2n t\u00edch t\u1ed3n kho \u0111\u00fang \u0111\u00f2i h\u1ecfi ph\u1ea3i xem x\u00e9t b\u1ed1n ch\u1ec9 s\u1ed1 quan tr\u1ecdng n\u00e0y \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 s\u1ee9c kh\u1ecfe t\u1ed3n kho th\u1ef1c s\u1ef1:<\/p>\n<\/div>\n

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                  \n\n\n\n\n\n\n\n\n
                  Ch\u1ec9 S\u1ed1 T\u1ed3n Kho<\/th>\n\u0110i\u1ec1u N\u00f3 Ti\u1ebft L\u1ed9<\/th>\nC\u00e1ch Di\u1ec5n Gi\u1ea3i<\/th>\nNg\u01b0\u1ee1ng C\u1ea3nh B\u00e1o<\/th>\nTr\u1ea1ng Th\u00e1i Hi\u1ec7n T\u1ea1i<\/th>\n<\/tr>\n<\/thead>\n
                  T\u0103ng Tr\u01b0\u1edfng T\u1ed3n Kho so v\u1edbi T\u0103ng Tr\u01b0\u1edfng Doanh Thu D\u1ef1 Ki\u1ebfn<\/td>\nS\u1ef1 ph\u00f9 h\u1ee3p gi\u1eefa m\u1ee9c t\u1ed3n kho v\u00e0 nhu c\u1ea7u d\u1ef1 ki\u1ebfn<\/td>\nN\u00ean ph\u00f9 h\u1ee3p trong c\u00e1c giai \u0111o\u1ea1n nhi\u1ec1u qu\u00fd (\u00b15%)<\/td>\nT\u0103ng tr\u01b0\u1edfng t\u1ed3n kho v\u01b0\u1ee3t qu\u00e1 h\u01b0\u1edbng d\u1eabn doanh thu d\u1ef1 ki\u1ebfn >15% trong nhi\u1ec1u qu\u00fd<\/td>\nQ2 2023: T\u0103ng tr\u01b0\u1edfng t\u1ed3n kho 13% so v\u1edbi h\u01b0\u1edbng d\u1eabn doanh thu d\u1ef1 ki\u1ebfn 9% – lo ng\u1ea1i v\u1eeba ph\u1ea3i<\/td>\n<\/tr>\n
                  S\u1ed1 Ng\u00e0y T\u1ed3n Kho Outstanding (DIO)<\/td>\nHi\u1ec7u qu\u1ea3 qu\u1ea3n l\u00fd t\u1ed3n kho<\/td>\nN\u00ean duy tr\u00ec t\u01b0\u01a1ng \u0111\u1ed1i \u1ed5n \u0111\u1ecbnh v\u1edbi c\u00e1c bi\u1ebfn \u0111\u1ed9ng theo m\u00f9a (80-95 ng\u00e0y cho Nike l\u1ecbch s\u1eed)<\/td>\nT\u0103ng DIO b\u1ec1n v\u1eefng >20% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc<\/td>\nQ2 2023: 112 ng\u00e0y so v\u1edbi 96 ng\u00e0y n\u0103m tr\u01b0\u1edbc – t\u0103ng v\u1eeba ph\u1ea3i nh\u01b0ng \u0111ang c\u1ea3i thi\u1ec7n<\/td>\n<\/tr>\n
                  Xu H\u01b0\u1edbng Bi\u00ean L\u1ee3i Nhu\u1eadn G\u1ed9p<\/td>\nLi\u1ec7u t\u1ed3n kho c\u00f3 c\u1ea7n gi\u1ea3m gi\u00e1 kh\u00f4ng<\/td>\nBi\u00ean l\u1ee3i nhu\u1eadn \u1ed5n \u0111\u1ecbnh cho th\u1ea5y t\u1ed3n kho l\u00e0nh m\u1ea1nh (ph\u1ea1m vi b\u00ecnh th\u01b0\u1eddng 44-46%)<\/td>\nBi\u00ean l\u1ee3i nhu\u1eadn g\u1ed9p gi\u1ea3m \u0111\u1ed3ng th\u1eddi v\u1edbi t\u1ed3n kho t\u0103ng trong nhi\u1ec1u qu\u00fd<\/td>\nQ2 2023: 43,6% so v\u1edbi 44,3% n\u0103m tr\u01b0\u1edbc – \u00e1p l\u1ef1c nh\u1eb9 nh\u01b0ng \u0111ang \u1ed5n \u0111\u1ecbnh<\/td>\n<\/tr>\n
                  B\u00ecnh Lu\u1eadn C\u1ee7a Ban Qu\u1ea3n L\u00fd V\u1ec1 Th\u00e0nh Ph\u1ea7n<\/td>\nCh\u1ea5t l\u01b0\u1ee3ng v\u00e0 kh\u1ea3 n\u0103ng ti\u00eau th\u1ee5 c\u1ee7a t\u1ed3n kho<\/td>\nT\u1eadp trung v\u00e0o \u0111\u1eb7c \u0111i\u1ec3m “c\u1ed1t l\u00f5i” so v\u1edbi “theo m\u00f9a” trong c\u00e1c cu\u1ed9c g\u1ecdi thu nh\u1eadp<\/td>\nB\u00ecnh lu\u1eadn m\u01a1 h\u1ed3 tr\u00e1nh c\u1ee5 th\u1ec3 v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng t\u1ed3n kho<\/td>\nQ2 2023: 68% \u0111\u01b0\u1ee3c ph\u00e2n lo\u1ea1i l\u00e0 t\u1ed3n kho “c\u1ed1t l\u00f5i” so v\u1edbi 58% l\u1ecbch s\u1eed – ch\u1ec9 s\u1ed1 t\u00edch c\u1ef1c<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n
                  \n

                  Khung ph\u00e2n t\u00edch t\u1ed3n kho c\u1ee7a Pocket Option gi\u00fap c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 ph\u00e2n bi\u1ec7t gi\u1eefa s\u1ef1 bi\u1ebfn \u0111\u1ed9ng t\u1ed3n kho t\u1ea1m th\u1eddi v\u00e0 c\u00e1c v\u1ea5n \u0111\u1ec1 cung c\u1ea5p qu\u00e1 m\u1ee9c c\u1ea5u tr\u00fac th\u00f4ng qua m\u00f4 h\u00ecnh “\u0110\u00e1nh Gi\u00e1 Ch\u1ea5t L\u01b0\u1ee3ng T\u1ed3n Kho” c\u1ee7a ch\u00fang t\u00f4i. S\u1ef1 ph\u00e2n bi\u1ec7t n\u00e0y r\u1ea5t quan tr\u1ecdng khi di\u1ec5n gi\u1ea3i t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m trong c\u00e1c giai \u0111o\u1ea1n \u0111i\u1ec1u ch\u1ec9nh t\u1ed3n kho, c\u00f3 kh\u1ea3 n\u0103ng bi\u1ebfn c\u00e1c ti\u00eau c\u1ef1c lo s\u1ee3 th\u00e0nh c\u01a1 h\u1ed9i \u0111\u1ea7u t\u01b0 15-25% khi \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch \u0111\u00fang.<\/p>\n<\/div>\n

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                  M\u00f9 Qu\u00e1ng Ng\u1eef C\u1ea3nh C\u1ea1nh Tranh: B\u1ecf L\u1ee1 \u0110\u1ed9ng L\u1ef1c Ng\u00e0nh R\u1ed9ng H\u01a1n<\/h2>\n<\/div>\n
                  \n

                  M\u1ed9t l\u1ed7i quan tr\u1ecdng th\u1ee9 n\u0103m khi ph\u00e2n t\u00edch c\u00e1c k\u1ecbch b\u1ea3n gi\u1ea3m gi\u00e1 c\u1ed5 phi\u1ebfu Nike li\u00ean quan \u0111\u1ebfn vi\u1ec7c kh\u00f4ng \u0111\u1eb7t hi\u1ec7u su\u1ea5t c\u1ee7a Nike trong ng\u1eef c\u1ea3nh c\u1ea1nh tranh th\u00edch h\u1ee3p. Nhi\u1ec1u nh\u00e0 \u0111\u1ea7u t\u01b0 \u0111\u00e1nh gi\u00e1 c\u00f4ng ty m\u1ed9t c\u00e1ch c\u00f4 l\u1eadp, b\u1ecf l\u1ee1 c\u00e1c xu h\u01b0\u1edbng to\u00e0n ng\u00e0nh ph\u00e2n bi\u1ec7t gi\u1eefa c\u00e1c th\u00e1ch th\u1ee9c \u0111\u1eb7c th\u00f9 c\u1ee7a Nike v\u00e0 c\u00e1c chuy\u1ec3n \u0111\u1ed9ng r\u1ed9ng h\u01a1n c\u1ee7a ng\u00e0nh \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u1ea5t c\u1ea3 c\u00e1c c\u00f4ng ty trang ph\u1ee5c th\u1ec3 thao.<\/p>\n<\/div>\n

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                  S\u1ef1 m\u00f9 qu\u00e1ng ng\u1eef c\u1ea3nh c\u1ea1nh tranh n\u00e0y bi\u1ec3u hi\u1ec7n theo nhi\u1ec1u c\u00e1ch l\u00e0m m\u00e9o m\u00f3 quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0 v\u00e0 d\u1eabn \u0111\u1ebfn c\u00e1c c\u01a1 h\u1ed9i b\u1ecb b\u1ecf l\u1ee1:<\/p>\n<\/div>\n

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                  Lo\u1ea1i M\u00f9 Qu\u00e1ng C\u1ea1nh Tranh<\/th>\nC\u00e1ch N\u00f3 Bi\u1ec3u Hi\u1ec7n<\/th>\nHi\u1ec3u Sai V\u00ed D\u1ee5<\/th>\nKhung \u0110\u00e1nh Gi\u00e1 Ch\u00ednh X\u00e1c H\u01a1n<\/th>\nV\u00ed D\u1ee5 G\u1ea7n \u0110\u00e2y<\/th>\n<\/tr>\n<\/thead>\n
                  G\u00e1n Sai Xu H\u01b0\u1edbng To\u00e0n Ng\u00e0nh<\/td>\nDi\u1ec5n gi\u1ea3i c\u00e1c th\u00e1ch th\u1ee9c to\u00e0n ng\u00e0nh l\u00e0 v\u1ea5n \u0111\u1ec1 \u0111\u1eb7c th\u00f9 c\u1ee7a Nike<\/td>\nG\u00e1n s\u1ef1 thay \u0111\u1ed5i chi ti\u00eau ti\u00eau d\u00f9ng cho vi\u1ec7c th\u1ef1c hi\u1ec7n c\u1ee7a Nike thay v\u00ec c\u00e1c y\u1ebfu t\u1ed1 kinh t\u1ebf v\u0129 m\u00f4 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u1ea5t c\u1ea3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u<\/td>\nSo s\u00e1nh hi\u1ec7u su\u1ea5t c\u1ee7a Nike v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp (Adidas, Puma, Under Armour) tr\u00ean nhi\u1ec1u ch\u1ec9 s\u1ed1<\/td>\nQ4 2022: Doanh thu Nike -2,1%, nh\u01b0ng Adidas -3,0%, Puma -2,3% – \u00e1p l\u1ef1c to\u00e0n ng\u00e0nh<\/td>\n<\/tr>\n
                  B\u1ecf Qua Ng\u1eef C\u1ea3nh Khu V\u1ef1c<\/td>\nB\u1ecf l\u1ee1 \u0111\u1ed9ng l\u1ef1c c\u1ea1nh tranh khu v\u1ef1c gi\u1ea3i th\u00edch s\u1ef1 kh\u00e1c bi\u1ec7t hi\u1ec7u su\u1ea5t<\/td>\nDi\u1ec5n gi\u1ea3i s\u1ef1 y\u1ebfu k\u00e9m th\u1ecb tr\u01b0\u1eddng Trung Qu\u1ed1c l\u00e0 \u0111\u1eb7c th\u00f9 c\u1ee7a Nike khi \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u1ea5t c\u1ea3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ph\u01b0\u01a1ng T\u00e2y nh\u01b0 nhau<\/td>\nPh\u00e2n t\u00edch hi\u1ec7u su\u1ea5t theo \u0111\u1ecba l\u00fd so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh khu v\u1ef1c c\u1ee5 th\u1ec3 bao g\u1ed3m c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecba ph\u01b0\u01a1ng<\/td>\n2022: Nike Trung Qu\u1ed1c -8%, Adidas Trung Qu\u1ed1c -12%, Li-Ning +7% – chuy\u1ec3n sang c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecba ph\u01b0\u01a1ng<\/td>\n<\/tr>\n
                  Nh\u1ea7m L\u1eabn \u0110\u1ed9ng L\u1ef1c Th\u1ecb Ph\u1ea7n<\/td>\nT\u1eadp trung v\u00e0o hi\u1ec7u su\u1ea5t tuy\u1ec7t \u0111\u1ed1i m\u00e0 kh\u00f4ng c\u00f3 v\u1ecb tr\u00ed c\u1ea1nh tranh t\u01b0\u01a1ng \u0111\u1ed1i<\/td>\nLo ng\u1ea1i v\u1ec1 s\u1ef1 suy gi\u1ea3m doanh thu 3,2% m\u00e0 kh\u00f4ng l\u01b0u \u00fd c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh gi\u1ea3m 5,7%<\/td>\nTheo d\u00f5i xu h\u01b0\u1edbng th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i trong m\u1ed7i khu v\u1ef1c quan tr\u1ecdng thay v\u00ec ch\u1ec9 t\u0103ng tr\u01b0\u1edfng tuy\u1ec7t \u0111\u1ed1i<\/td>\n2023: Nike Ch\u00e2u \u00c2u -0,8% trong khi th\u1ecb tr\u01b0\u1eddng -2,4% = t\u0103ng th\u1ecb ph\u1ea7n m\u1eb7c d\u00f9 doanh thu gi\u1ea3m<\/td>\n<\/tr>\n
                  M\u00f9 Qu\u00e1ng Ph\u1ea3n \u1ee8ng C\u1ea1nh Tranh<\/td>\nB\u1ecf qua c\u00e1ch h\u00e0nh \u0111\u1ed9ng c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a Nike<\/td>\nB\u1ecf l\u1ee1 c\u00e1ch ho\u1ea1t \u0111\u1ed9ng khuy\u1ebfn m\u00e3i c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh bu\u1ed9c ph\u1ea3i ph\u1ea3n \u1ee9ng bi\u00ean l\u1ee3i nhu\u1eadn<\/td>\nTheo d\u00f5i chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 c\u1ea3 v\u00e0 khuy\u1ebfn m\u00e3i tr\u00ean to\u00e0n b\u1ed9 t\u1eadp h\u1ee3p c\u1ea1nh tranh trong th\u1eddi gian th\u1ef1c<\/td>\nQ1 2023: T\u1ed3n kho Adidas +23% k\u00edch ho\u1ea1t khuy\u1ebfn m\u00e3i nhi\u1ec1u h\u01a1n 30%, bu\u1ed9c Nike ph\u1ea3n \u1ee9ng<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n
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                  M\u1ed9t v\u00ed d\u1ee5 \u0111\u00e1ng ch\u00fa \u00fd v\u1ec1 s\u1ef1 m\u00f9 qu\u00e1ng ng\u1eef c\u1ea3nh c\u1ea1nh tranh x\u1ea3y ra trong c\u00e1c th\u00e1ch th\u1ee9c th\u1ecb tr\u01b0\u1eddng Trung Qu\u1ed1c c\u1ee7a Nike v\u00e0o n\u0103m 2021-2022. C\u00f4ng ty \u0111\u00e3 tr\u1ea3i qua \u00e1p l\u1ef1c doanh thu \u0111\u00e1ng k\u1ec3 trong khu v\u1ef1c, gi\u1ea3m 8,3% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc v\u00e0 g\u00f3p ph\u1ea7n v\u00e0o c\u00e1c giai \u0111o\u1ea1n hi\u1ec7u su\u1ea5t c\u1ed5 phi\u1ebfu Nike gi\u1ea3m. Nhi\u1ec1u nh\u00e0 \u0111\u1ea7u t\u01b0 \u0111\u00e3 di\u1ec5n gi\u1ea3i s\u1ef1 y\u1ebfu k\u00e9m n\u00e0y l\u00e0 v\u1ea5n \u0111\u1ec1 th\u1ef1c hi\u1ec7n \u0111\u1eb7c th\u00f9 c\u1ee7a Nike v\u00e0 b\u1ecf l\u1ee1 c\u00e1c c\u01a1 h\u1ed9i mua. Tuy nhi\u00ean, ph\u00e2n t\u00edch r\u1ed9ng h\u01a1n ti\u1ebft l\u1ed9 g\u1ea7n nh\u01b0 t\u1ea5t c\u1ea3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u1ec3 thao ph\u01b0\u01a1ng T\u00e2y \u0111\u1ec1u \u0111\u1ed1i m\u1eb7t v\u1edbi nh\u1eefng th\u00e1ch th\u1ee9c t\u01b0\u01a1ng t\u1ef1 \u2013 Adidas gi\u1ea3m 12,7%, Puma gi\u1ea3m 7,2% \u2013 do s\u1ef1 k\u1ebft h\u1ee3p c\u1ee7a c\u00e1c gi\u00e1n \u0111o\u1ea1n li\u00ean quan \u0111\u1ebfn COVID, s\u1ef1 thay \u0111\u1ed5i s\u1edf th\u00edch ti\u00eau d\u00f9ng \u0111\u1ed1i v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u Trung Qu\u1ed1c n\u1ed9i \u0111\u1ecba (Li-Ning +18,3%, Anta +13,8%), v\u00e0 c\u0103ng th\u1eb3ng \u0111\u1ecba ch\u00ednh tr\u1ecb. C\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 nh\u1eadn ra ng\u1eef c\u1ea3nh r\u1ed9ng h\u01a1n n\u00e0y \u0111\u00e3 x\u00e1c \u0111\u1ecbnh \u0111\u00fang c\u00e1c th\u00e1ch th\u1ee9c l\u00e0 to\u00e0n ng\u00e0nh thay v\u00ec \u0111\u1eb7c th\u00f9 c\u1ee7a Nike, cho ph\u00e9p \u0111\u00e1nh gi\u00e1 ch\u00ednh x\u00e1c h\u01a1n v\u1ecb tr\u00ed c\u1ea1nh tranh t\u01b0\u01a1ng \u0111\u1ed1i c\u1ee7a c\u00f4ng ty v\u00e0 c\u01a1 h\u1ed9i t\u0103ng 22% khi t\u00ecnh h\u00ecnh \u1ed5n \u0111\u1ecbnh.<\/p>\n<\/div>\n

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                  Khung \u0110\u00e1nh Gi\u00e1 Hi\u1ec7u Su\u1ea5t T\u01b0\u01a1ng \u0110\u1ed1i<\/h3>\n<\/div>\n
                  \n

                  \u0110\u1ec3 v\u01b0\u1ee3t qua s\u1ef1 m\u00f9 qu\u00e1ng ng\u1eef c\u1ea3nh c\u1ea1nh tranh, c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 n\u00ean th\u1ef1c hi\u1ec7n m\u1ed9t khung \u0111\u00e1nh gi\u00e1 hi\u1ec7u su\u1ea5t t\u01b0\u01a1ng \u0111\u1ed1i xem x\u00e9t k\u1ebft qu\u1ea3 c\u1ee7a Nike so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ch\u00ednh tr\u00ean nhi\u1ec1u kh\u00eda c\u1ea1nh. C\u00e1ch ti\u1ebfp c\u1eadn so s\u00e1nh n\u00e0y \u0111\u00e3 ch\u1ee9ng minh l\u1ee3i nhu\u1eadn t\u1ed1t h\u01a1n 19,4% so v\u1edbi ph\u00e2n t\u00edch c\u00f4ng ty c\u00f4 l\u1eadp:<\/p>\n<\/div>\n

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                  Kh\u00eda C\u1ea1nh Hi\u1ec7u Su\u1ea5t<\/th>\nSo S\u00e1nh Ch\u00ednh<\/th>\nCh\u1ec9 S\u1ed1 T\u00edch C\u1ef1c<\/th>\nD\u1ea5u Hi\u1ec7u C\u1ea3nh B\u00e1o<\/th>\nV\u1ecb Tr\u00ed C\u1ea1nh Tranh Hi\u1ec7n T\u1ea1i<\/th>\n<\/tr>\n<\/thead>\n
                  T\u0103ng Tr\u01b0\u1edfng Doanh Thu<\/td>\nSo s\u00e1nh t\u0103ng tr\u01b0\u1edfng c\u1ee7a Nike v\u1edbi Adidas, Puma, Under Armour, Lululemon v\u00e0 c\u00e1c ch\u1ec9 s\u1ed1 b\u00e1n l\u1ebb r\u1ed9ng h\u01a1n<\/td>\nT\u0103ng tr\u01b0\u1edfng v\u01b0\u1ee3t tr\u1ed9i so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh 2-3 \u0111i\u1ec3m ph\u1ea7n tr\u0103m li\u00ean t\u1ee5c<\/td>\nNhi\u1ec1u qu\u00fd k\u00e9m hi\u1ec7u su\u1ea5t so v\u1edbi t\u1eadp h\u1ee3p c\u1ea1nh tranh<\/td>\n+3,6% TTM so v\u1edbi trung b\u00ecnh c\u1ea1nh tranh +2,1% – v\u01b0\u1ee3t tr\u1ed9i v\u1eeba ph\u1ea3i<\/td>\n<\/tr>\n
                  Hi\u1ec7u Su\u1ea5t Bi\u00ean L\u1ee3i Nhu\u1eadn<\/td>\n\u0110\u1ed1i chi\u1ebfu bi\u00ean l\u1ee3i nhu\u1eadn g\u1ed9p v\u00e0 ho\u1ea1t \u0111\u1ed9ng v\u1edbi c\u00e1c c\u00f4ng ty t\u01b0\u01a1ng \u0111\u01b0\u01a1ng<\/td>\nKho\u1ea3ng c\u00e1ch bi\u00ean l\u1ee3i nhu\u1eadn \u1ed5n \u0111\u1ecbnh ho\u1eb7c m\u1edf r\u1ed9ng so v\u1edbi c\u1ea1nh tranh (l\u1ecbch s\u1eed +300-500bp)<\/td>\nS\u1ef1 n\u00e9n bi\u00ean l\u1ee3i nhu\u1eadn \u0111\u1eb7c th\u00f9 c\u1ee7a Nike trong khi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh duy tr\u00ec bi\u00ean l\u1ee3i nhu\u1eadn<\/td>\nBi\u00ean l\u1ee3i nhu\u1eadn g\u1ed9p 44,2% so v\u1edbi trung b\u00ecnh \u0111\u1ed1i th\u1ee7 41,3% – duy tr\u00ec v\u1ecb tr\u00ed cao c\u1ea5p<\/td>\n<\/tr>\n
                  Ti\u1ebfn Tr\u00ecnh Chuy\u1ec3n \u0110\u1ed5i K\u1ef9 Thu\u1eadt S\u1ed1<\/td>\nSo s\u00e1nh c\u00e1c ch\u1ec9 s\u1ed1 th\u00e2m nh\u1eadp k\u1ef9 thu\u1eadt s\u1ed1 tr\u00ean to\u00e0n ng\u00e0nh<\/td>\nT\u0103ng tr\u01b0\u1edfng doanh s\u1ed1 k\u1ef9 thu\u1eadt s\u1ed1 v\u01b0\u1ee3t tr\u1ed9i so v\u1edbi trung b\u00ecnh ng\u00e0nh 5%+<\/td>\nT\u0103ng tr\u01b0\u1edfng k\u1ef9 thu\u1eadt s\u1ed1 t\u1ee5t h\u1eadu \u0111\u00e1ng k\u1ec3 so v\u1edbi c\u00e1c ti\u00eau chu\u1ea9n c\u1ea1nh tranh<\/td>\n24,3% doanh s\u1ed1 qua k\u1ef9 thu\u1eadt s\u1ed1 so v\u1edbi trung b\u00ecnh ng\u00e0nh 19,7% – v\u1ecb tr\u00ed d\u1eabn \u0111\u1ea7u<\/td>\n<\/tr>\n
                  Hi\u1ec7u Su\u1ea5t \u0110\u1ecba L\u00fd<\/td>\n

                  \n"},"faq":[{"question":"C\u00e1c ch\u1ec9 s\u1ed1 t\u00e0i ch\u00ednh quan tr\u1ecdng nh\u1ea5t c\u1ea7n theo d\u00f5i khi \u0111\u00e1nh gi\u00e1 l\u00fd do t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m sau c\u00e1c b\u00e1o c\u00e1o thu nh\u1eadp l\u00e0 g\u00ec?","answer":"Khi ph\u00e2n t\u00edch l\u00fd do t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m sau b\u00e1o c\u00e1o thu nh\u1eadp, h\u00e3y xem x\u00e9t b\u1ed1n ch\u1ec9 s\u1ed1 t\u00e0i ch\u00ednh quan tr\u1ecdng ngo\u00e0i c\u00e1c con s\u1ed1 ti\u00eau \u0111\u1ec1. Th\u1ee9 nh\u1ea5t, xu h\u01b0\u1edbng bi\u00ean l\u1ee3i nhu\u1eadn g\u1ed9p ti\u1ebft l\u1ed9 s\u1ee9c m\u1ea1nh \u0111\u1ecbnh gi\u00e1 v\u00e0 \u0111\u1ed9ng l\u1ef1c chi ph\u00ed s\u1ea3n xu\u1ea5t -- xu h\u01b0\u1edbng gi\u1ea3m v\u01b0\u1ee3t qu\u00e1 100 \u0111i\u1ec3m c\u01a1 b\u1ea3n trong nhi\u1ec1u qu\u00fd cho th\u1ea5y c\u00e1c v\u1ea5n \u0111\u1ec1 c\u1ea5u tr\u00fac, trong khi c\u00e1c \u0111\u1ee3t gi\u1ea3m t\u1ea1m th\u1eddi v\u1edbi k\u1ebf ho\u1ea1ch ph\u1ee5c h\u1ed3i th\u01b0\u1eddng mang l\u1ea1i c\u01a1 h\u1ed9i mua v\u00e0o. Th\u1ee9 hai, t\u1ef7 l\u1ec7 h\u00e0ng t\u1ed3n kho tr\u00ean doanh s\u1ed1 cung c\u1ea5p b\u1ed1i c\u1ea3nh quan tr\u1ecdng -- t\u1ef7 l\u1ec7 v\u01b0\u1ee3t qu\u00e1 m\u1ee9c trung b\u00ecnh l\u1ecbch s\u1eed 20%+ c\u1ea7n \u0111\u01b0\u1ee3c xem x\u00e9t k\u1ef9 l\u01b0\u1ee1ng, nh\u01b0ng s\u1ef1 gia t\u0103ng t\u1ea1m th\u1eddi v\u1edbi c\u00e1c m\u1ed1c th\u1eddi gian b\u00ecnh th\u01b0\u1eddng h\u00f3a r\u00f5 r\u00e0ng th\u01b0\u1eddng \u0111\u01b0\u1ee3c gi\u1ea3i quy\u1ebft m\u00e0 kh\u00f4ng c\u00f3 t\u00e1c \u0111\u1ed9ng d\u00e0i h\u1ea1n. Th\u1ee9 ba, s\u1ef1 kh\u00e1c bi\u1ec7t t\u0103ng tr\u01b0\u1edfng theo khu v\u1ef1c gi\u00fap ph\u00e2n bi\u1ec7t gi\u1eefa s\u1ef1 y\u1ebfu k\u00e9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u so v\u1edbi th\u00e1ch th\u1ee9c th\u1ecb tr\u01b0\u1eddng ri\u00eang l\u1ebb -- s\u1ef1 y\u1ebfu k\u00e9m k\u00e9o d\u00e0i tr\u00ean t\u1ea5t c\u1ea3 c\u00e1c khu v\u1ef1c \u0111\u1ecba l\u00fd cho th\u1ea5y c\u00e1c v\u1ea5n \u0111\u1ec1 c\u01a1 b\u1ea3n ti\u1ec1m \u1ea9n, trong khi th\u00e1ch th\u1ee9c khu v\u1ef1c ri\u00eang l\u1ebb th\u01b0\u1eddng ph\u1ea3n \u00e1nh c\u00e1c tr\u1edf ng\u1ea1i t\u1ea1m th\u1eddi. Th\u1ee9 t\u01b0, t\u1ef7 l\u1ec7 th\u00e2m nh\u1eadp v\u00e0 t\u0103ng tr\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng (DTC) b\u00e1o hi\u1ec7u ti\u1ebfn tr\u00ecnh chuy\u1ec3n \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c -- s\u1ef1 gia t\u0103ng th\u00e2m nh\u1eadp DTC c\u00f3 th\u1ec3 bi\u1ec7n minh cho \u00e1p l\u1ef1c doanh thu b\u00e1n bu\u00f4n t\u1ea1m th\u1eddi. C\u00f9ng nhau, c\u00e1c ch\u1ec9 s\u1ed1 n\u00e0y cung c\u1ea5p b\u1ed1i c\u1ea3nh tinh t\u1ebf m\u00e0 c\u00e1c con s\u1ed1 ti\u00eau \u0111\u1ec1 kh\u00f4ng th\u1ec3 n\u1eafm b\u1eaft, gi\u00fap ph\u00e2n bi\u1ec7t gi\u1eefa c\u00e1c v\u1ea5n \u0111\u1ec1 c\u1ea5u tr\u00fac v\u00e0 th\u00e1ch th\u1ee9c t\u1ea1m th\u1eddi."},{"question":"L\u00e0m th\u1ebf n\u00e0o s\u1ef1 gi\u00e1n \u0111o\u1ea1n chu\u1ed7i cung \u1ee9ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn hi\u1ec7u su\u1ea5t c\u1ed5 phi\u1ebfu c\u1ee7a Nike kh\u00e1c bi\u1ec7t so v\u1edbi s\u1ef1 y\u1ebfu k\u00e9m th\u1ef1c t\u1ebf v\u1ec1 nhu c\u1ea7u?","answer":"Gi\u00e1n \u0111o\u1ea1n chu\u1ed7i cung \u1ee9ng v\u00e0 y\u1ebfu k\u00e9m v\u1ec1 nhu c\u1ea7u t\u1ea1o ra c\u00e1c m\u00f4 h\u00ecnh t\u00e1c \u0111\u1ed9ng c\u1ed5 phi\u1ebfu kh\u00e1c nhau r\u00f5 r\u1ec7t m\u1eb7c d\u00f9 \u0111\u00f4i khi c\u00f3 v\u1ebb t\u01b0\u01a1ng t\u1ef1 trong k\u1ebft qu\u1ea3 h\u00e0ng qu\u00fd. Gi\u00e1n \u0111o\u1ea1n chu\u1ed7i cung \u1ee9ng th\u01b0\u1eddng bi\u1ec3u hi\u1ec7n d\u01b0\u1edbi d\u1ea1ng doanh thu kh\u00f4ng \u0111\u1ea1t m\u1eb7c d\u00f9 s\u1ed5 \u0111\u1eb7t h\u00e0ng m\u1ea1nh, bi\u00ean l\u1ee3i nhu\u1eadn g\u1ed9p b\u1ecb n\u00e9n do chi ph\u00ed v\u1eadn chuy\u1ec3n nhanh, v\u00e0 h\u00e0ng t\u1ed3n kho trong qu\u00e1 tr\u00ecnh v\u1eadn chuy\u1ec3n t\u0103ng cao. Nh\u1eefng gi\u00e1n \u0111o\u1ea1n n\u00e0y th\u01b0\u1eddng t\u1ea1o ra c\u00e1c m\u00f4 h\u00ecnh ph\u1ee5c h\u1ed3i c\u1ed5 phi\u1ebfu h\u00ecnh ch\u1eef V m\u1ed9t khi c\u00e1c h\u1ea1n ch\u1ebf \u0111\u01b0\u1ee3c gi\u1ea3i quy\u1ebft, v\u1edbi th\u1eddi gian ph\u1ee5c h\u1ed3i trung b\u00ecnh t\u1eeb 3-5 th\u00e1ng. Ng\u01b0\u1ee3c l\u1ea1i, y\u1ebfu k\u00e9m v\u1ec1 nhu c\u1ea7u th\u1ef1c s\u1ef1 cho th\u1ea5y gi\u00e1 b\u00e1n trung b\u00ecnh gi\u1ea3m, ho\u1ea1t \u0111\u1ed9ng khuy\u1ebfn m\u00e3i t\u0103ng, v\u00e0 v\u00f2ng quay h\u00e0ng t\u1ed3n kho th\u00e0nh ph\u1ea9m ch\u1eadm h\u01a1n. C\u00e1c v\u1ea5n \u0111\u1ec1 v\u1ec1 nhu c\u1ea7u th\u01b0\u1eddng t\u1ea1o ra th\u1eddi gian ph\u1ee5c h\u1ed3i d\u00e0i h\u01a1n trung b\u00ecnh t\u1eeb 9-12 th\u00e1ng v\u00e0 \u0111\u00f2i h\u1ecfi c\u00e1c \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c \u0111\u00e1ng k\u1ec3 h\u01a1n. K\u1ef9 thu\u1eadt ph\u00e2n bi\u1ec7t ch\u00ednh li\u00ean quan \u0111\u1ebfn vi\u1ec7c ki\u1ec3m tra s\u1ee9c m\u1ea1nh s\u1ed5 \u0111\u1eb7t h\u00e0ng so v\u1edbi doanh thu \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn -- c\u00e1c v\u1ea5n \u0111\u1ec1 cung \u1ee9ng cho th\u1ea5y \u0111\u01a1n h\u00e0ng t\u01b0\u01a1ng lai m\u1ea1nh m\u1ebd m\u1eb7c d\u00f9 \u00e1p l\u1ef1c doanh thu hi\u1ec7n t\u1ea1i, trong khi y\u1ebfu k\u00e9m v\u1ec1 nhu c\u1ea7u cho th\u1ea5y s\u1ef1 suy gi\u1ea3m \u1edf c\u1ea3 hai ch\u1ec9 s\u1ed1. Ngo\u00e0i ra, b\u00ecnh lu\u1eadn c\u1ee7a ban qu\u1ea3n l\u00fd v\u1ec1 c\u00e1c ch\u1ec9 s\u1ed1 t\u01b0\u01a1ng t\u00e1c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng cung c\u1ea5p s\u1ef1 ph\u00e2n bi\u1ec7t quan tr\u1ecdng -- s\u1ef1 \u1ed5n \u0111\u1ecbnh ho\u1eb7c t\u0103ng tr\u01b0\u1edfng trong t\u01b0\u01a1ng t\u00e1c m\u1eb7c d\u00f9 doanh thu kh\u00f4ng \u0111\u1ea1t cho th\u1ea5y th\u00e1ch th\u1ee9c v\u1ec1 cung \u1ee9ng h\u01a1n l\u00e0 nhu c\u1ea7u."},{"question":"Chuy\u1ec3n \u0111\u1ed5i tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a Nike \u0111\u00f3ng vai tr\u00f2 g\u00ec trong vi\u1ec7c t\u1ea1o ra \u00e1p l\u1ef1c t\u1ea1m th\u1eddi l\u00ean c\u1ed5 phi\u1ebfu m\u1eb7c d\u00f9 c\u00f3 l\u1ee3i \u00edch chi\u1ebfn l\u01b0\u1ee3c d\u00e0i h\u1ea1n?","answer":"S\u1ef1 chuy\u1ec3n \u0111\u1ed5i tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a Nike t\u1ea1o ra c\u00e1c m\u00f4 h\u00ecnh \u00e1p l\u1ef1c c\u1ed5 phi\u1ebfu t\u1ea1m th\u1eddi th\u00f4ng qua ba c\u01a1 ch\u1ebf ch\u00ednh, m\u1eb7c d\u00f9 c\u1ea3i thi\u1ec7n kinh t\u1ebf d\u00e0i h\u1ea1n. Th\u1ee9 nh\u1ea5t, vi\u1ec7c c\u1eaft gi\u1ea3m t\u00e0i kho\u1ea3n b\u00e1n bu\u00f4n c\u00f3 ch\u1ee7 \u0111\u00edch l\u00e0m gi\u1ea3m doanh thu ng\u1eafn h\u1ea1n khi Nike r\u00fat kh\u1ecfi c\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i ch\u1ea5t l\u01b0\u1ee3ng th\u1ea5p h\u01a1n, th\u01b0\u1eddng g\u00e2y ra \u00e1p l\u1ef1c doanh thu 1-3% trong 6-8 qu\u00fd m\u1eb7c d\u00f9 c\u1ea3i thi\u1ec7n v\u1ecb tr\u00ed th\u01b0\u01a1ng hi\u1ec7u. Th\u1ee9 hai, c\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0 v\u00e0o c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng DTC l\u00e0m t\u0103ng chi ph\u00ed SG&A l\u00ean 100-200 \u0111i\u1ec3m c\u01a1 b\u1ea3n trong c\u00e1c giai \u0111o\u1ea1n chuy\u1ec3n ti\u1ebfp, t\u1ea1m th\u1eddi n\u00e9n bi\u00ean l\u1ee3i nhu\u1eadn ho\u1ea1t \u0111\u1ed9ng tr\u01b0\u1edbc khi t\u1ea1o ra l\u1ee3i nhu\u1eadn cao h\u01a1n khi \u0111\u1ea1t \u0111\u01b0\u1ee3c quy m\u00f4. Th\u1ee9 ba, DTC y\u00eau c\u1ea7u \u0111\u1ecbnh v\u1ecb h\u00e0ng t\u1ed3n kho kh\u00e1c nhau v\u1edbi chi ph\u00ed mang ban \u0111\u1ea7u cao h\u01a1n, t\u1ea1o ra s\u1ef1 gia t\u0103ng h\u00e0ng t\u1ed3n kho 10-20% th\u01b0\u1eddng g\u00e2y lo ng\u1ea1i cho nh\u00e0 \u0111\u1ea7u t\u01b0 m\u1eb7c d\u00f9 h\u1ed7 tr\u1ee3 m\u00f4 h\u00ecnh kinh doanh c\u00f3 l\u1ee3i nhu\u1eadn h\u01a1n. Qu\u00e1 tr\u00ecnh chuy\u1ec3n \u0111\u1ed5i n\u00e0y th\u01b0\u1eddng ti\u1ebfn tri\u1ec3n qua ba giai \u0111o\u1ea1n m\u00f4 h\u00ecnh c\u1ed5 phi\u1ebfu: \u00e1p l\u1ef1c ban \u0111\u1ea7u trong c\u00e1c giai \u0111o\u1ea1n \u0111\u1ea7u t\u01b0 (6-12 th\u00e1ng), \u1ed5n \u0111\u1ecbnh khi c\u00e1c ch\u1ec9 s\u1ed1 b\u00ecnh th\u01b0\u1eddng h\u00f3a (3-6 th\u00e1ng), v\u00e0 cu\u1ed1i c\u00f9ng l\u00e0 \u0111\u1ecbnh gi\u00e1 cao khi kinh t\u1ebf v\u01b0\u1ee3t tr\u1ed9i xu\u1ea5t hi\u1ec7n (12+ th\u00e1ng). C\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 nh\u1eadn ra m\u00f4 h\u00ecnh n\u00e0y c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111i\u1ec3m v\u00e0o h\u1ea5p d\u1eabn trong c\u00e1c giai \u0111o\u1ea1n \u00e1p l\u1ef1c li\u00ean quan \u0111\u1ebfn chuy\u1ec3n \u0111\u1ed5i, \u0111\u1eb7c bi\u1ec7t khi c\u00e1c ch\u1ec9 s\u1ed1 k\u00eanh tr\u1ef1c ti\u1ebfp cho th\u1ea5y s\u1ef1 ch\u1ea5p nh\u1eadn m\u1ea1nh m\u1ebd c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1eb7c d\u00f9 c\u00f3 chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i t\u1ed5ng th\u1ec3."},{"question":"L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 ph\u00e2n bi\u1ec7t gi\u1eefa c\u00e1c v\u1ea5n \u0111\u1ec1 th\u1ef1c thi c\u1ee5 th\u1ec3 c\u1ee7a Nike v\u00e0 nh\u1eefng th\u00e1ch th\u1ee9c to\u00e0n ng\u00e0nh \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u1ea5t c\u1ea3 c\u00e1c c\u00f4ng ty trang ph\u1ee5c th\u1ec3 thao?","answer":"Ph\u00e2n bi\u1ec7t gi\u1eefa c\u00e1c v\u1ea5n \u0111\u1ec1 c\u1ee5 th\u1ec3 c\u1ee7a Nike v\u00e0 th\u00e1ch th\u1ee9c to\u00e0n ng\u00e0nh \u0111\u00f2i h\u1ecfi ph\u1ea3i so s\u00e1nh c\u1ea1nh tranh c\u00f3 h\u1ec7 th\u1ed1ng tr\u00ean b\u1ed1n kh\u00eda c\u1ea1nh. Th\u1ee9 nh\u1ea5t, so s\u00e1nh t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a Nike v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 tr\u1ef1c ti\u1ebfp \u1edf t\u1eebng khu v\u1ef1c \u0111\u1ecba l\u00fd ch\u00ednh -- s\u1ef1 k\u00e9m hi\u1ec7u qu\u1ea3 v\u01b0\u1ee3t qu\u00e1 3-5 \u0111i\u1ec3m ph\u1ea7n tr\u0103m trong nhi\u1ec1u qu\u00fd cho th\u1ea5y c\u00e1c v\u1ea5n \u0111\u1ec1 c\u1ee5 th\u1ec3 c\u1ee7a Nike, trong khi c\u00e1c xu h\u01b0\u1edbng t\u01b0\u01a1ng t\u1ef1 gi\u1eefa c\u00e1c c\u00f4ng ty cho th\u1ea5y c\u00e1c y\u1ebfu t\u1ed1 to\u00e0n ng\u00e0nh. Th\u1ee9 hai, ph\u00e2n t\u00edch xu h\u01b0\u1edbng th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i thay v\u00ec t\u0103ng tr\u01b0\u1edfng tuy\u1ec7t \u0111\u1ed1i -- Nike n\u00ean duy tr\u00ec ho\u1eb7c m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n ngay c\u1ea3 trong th\u1eddi k\u1ef3 suy tho\u00e1i c\u1ee7a ng\u00e0nh n\u1ebfu vi\u1ec7c th\u1ef1c thi v\u1eabn m\u1ea1nh m\u1ebd. Th\u1ee9 ba, ki\u1ec3m tra so s\u00e1nh bi\u00ean l\u1ee3i nhu\u1eadn \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh xem c\u00e1c th\u00e1ch th\u1ee9c v\u1ec1 l\u1ee3i nhu\u1eadn c\u00f3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u1ea5t c\u1ea3 c\u00e1c b\u00ean hay ch\u1ec9 t\u00e1c \u0111\u1ed9ng ri\u00eang \u0111\u1ebfn Nike -- s\u1ef1 suy gi\u1ea3m bi\u00ean l\u1ee3i nhu\u1eadn ch\u1ec9 x\u1ea3y ra v\u1edbi Nike trong khi c\u00e1c \u0111\u1ed1i th\u1ee7 duy tr\u00ec l\u1ee3i nhu\u1eadn m\u1ea1nh m\u1ebd cho th\u1ea5y v\u1ea5n \u0111\u1ec1 th\u1ef1c thi. Th\u1ee9 t\u01b0, theo d\u00f5i t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng h\u00e0ng t\u1ed3n kho trong to\u00e0n b\u1ed9 t\u1eadp h\u1ee3p c\u1ea1nh tranh -- khi t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng h\u00e0ng t\u1ed3n kho c\u1ee7a Nike v\u01b0\u1ee3t tr\u1ed9i \u0111\u00e1ng k\u1ec3 so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 m\u00e0 kh\u00f4ng c\u00f3 s\u1ef1 t\u0103ng tr\u01b0\u1edfng doanh s\u1ed1 t\u01b0\u01a1ng \u1ee9ng, c\u00e1c m\u1ed1i lo ng\u1ea1i v\u1ec1 th\u1ef1c thi tr\u1edf n\u00ean \u0111\u00e1ng tin c\u1eady h\u01a1n. S\u1ef1 ph\u00e2n bi\u1ec7t \u0111\u00e1ng tin c\u1eady nh\u1ea5t \u0111\u1ebfn t\u1eeb vi\u1ec7c t\u1ea1o ra \"ph\u00e2n t\u00edch ch\u00eanh l\u1ec7ch\" theo d\u00f5i hi\u1ec7u su\u1ea5t c\u1ee7a Nike so v\u1edbi m\u1ee9c trung b\u00ecnh c\u1ee7a ng\u00e0nh tr\u00ean nhi\u1ec1u ch\u1ec9 s\u1ed1, v\u1edbi c\u00e1c ch\u00eanh l\u1ec7ch ti\u00eau c\u1ef1c k\u00e9o d\u00e0i tr\u00ean nhi\u1ec1u kh\u00eda c\u1ea1nh cung c\u1ea5p b\u1eb1ng ch\u1ee9ng m\u1ea1nh m\u1ebd v\u1ec1 c\u00e1c v\u1ea5n \u0111\u1ec1 th\u1ef1c thi c\u1ee5 th\u1ec3 c\u1ee7a c\u00f4ng ty thay v\u00ec c\u00e1c tr\u1edf ng\u1ea1i c\u1ee7a ng\u00e0nh."},{"question":"Nh\u1eefng y\u1ebfu t\u1ed1 k\u1ef9 thu\u1eadt th\u1ecb tr\u01b0\u1eddng th\u01b0\u1eddng g\u00e2y ra s\u1ef1 gi\u1ea3m gi\u00e1 c\u1ed5 phi\u1ebfu Nike m\u00e0 kh\u00f4ng li\u00ean quan \u0111\u1ebfn hi\u1ec7u su\u1ea5t kinh doanh c\u01a1 b\u1ea3n l\u00e0 g\u00ec?","answer":"N\u0103m y\u1ebfu t\u1ed1 k\u1ef9 thu\u1eadt kh\u00e1c bi\u1ec7t th\u01b0\u1eddng g\u00e2y ra s\u1ef1 s\u1ee5t gi\u1ea3m c\u1ed5 phi\u1ebfu c\u1ee7a Nike m\u00e0 kh\u00f4ng ph\u1ea3n \u00e1nh nh\u1eefng thay \u0111\u1ed5i c\u01a1 b\u1ea3n trong kinh doanh. Th\u1ee9 nh\u1ea5t, \u0111\u1ed9ng l\u1ef1c xoay v\u00f2ng ng\u00e0nh - \u0111\u1eb7c bi\u1ec7t l\u00e0 s\u1ef1 chuy\u1ec3n d\u1ecbch gi\u1eefa c\u00e1c y\u1ebfu t\u1ed1 t\u0103ng tr\u01b0\u1edfng v\u00e0 gi\u00e1 tr\u1ecb ho\u1eb7c t\u1eeb h\u00e0ng ti\u00eau d\u00f9ng kh\u00f4ng thi\u1ebft y\u1ebfu sang h\u00e0ng ti\u00eau d\u00f9ng thi\u1ebft y\u1ebfu - c\u00f3 th\u1ec3 g\u00e2y \u00e1p l\u1ef1c l\u00ean Nike b\u1ea5t k\u1ec3 hi\u1ec7u su\u1ea5t c\u1ee7a c\u00f4ng ty, th\u01b0\u1eddng x\u1ea3y ra trong c\u00e1c \u0111\u1ee3t thay \u0111\u1ed5i ch\u00ednh s\u00e1ch ti\u1ec1n t\u1ec7. Th\u1ee9 hai, hi\u1ec7u \u1ee9ng \u0111\u00e1o h\u1ea1n quy\u1ec1n ch\u1ecdn t\u1ea1o ra c\u00e1c m\u00f4 h\u00ecnh bi\u1ebfn \u0111\u1ed9ng c\u00f3 th\u1ec3 d\u1ef1 \u0111o\u00e1n, v\u1edbi l\u01b0\u1ee3ng quy\u1ec1n ch\u1ecdn m\u1edf cao c\u1ee7a Nike \u0111\u00f4i khi g\u00e2y \u00e1p l\u1ef1c gi\u00e1 trong c\u00e1c \u0111\u1ee3t \u0111\u00e1o h\u1ea1n h\u00e0ng th\u00e1ng v\u00e0 h\u00e0ng qu\u00fd khi c\u00e1c nh\u00e0 giao d\u1ecbch ph\u00f2ng ng\u1eeba r\u1ee7i ro v\u1ecb th\u1ebf. Th\u1ee9 ba, vi\u1ec7c t\u00e1i c\u00e2n b\u1eb1ng qu\u1ef9 ch\u1ec9 s\u1ed1 t\u1ea1o ra \u00e1p l\u1ef1c b\u00e1n c\u01a1 h\u1ecdc kh\u00f4ng li\u00ean quan \u0111\u1ebfn c\u00e1c y\u1ebfu t\u1ed1 c\u01a1 b\u1ea3n c\u1ee7a doanh nghi\u1ec7p, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong c\u00e1c giai \u0111o\u1ea1n t\u00e1i c\u1ea5u tr\u00fac h\u00e0ng qu\u00fd khi tr\u1ecdng s\u1ed1 c\u1ee7a Nike thay \u0111\u1ed5i trong c\u00e1c ch\u1ec9 s\u1ed1 ch\u00ednh."}],"faq_source":{"label":"FAQ","type":"repeater","formatted_value":[{"question":"C\u00e1c ch\u1ec9 s\u1ed1 t\u00e0i ch\u00ednh quan tr\u1ecdng nh\u1ea5t c\u1ea7n theo d\u00f5i khi \u0111\u00e1nh gi\u00e1 l\u00fd do t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m sau c\u00e1c b\u00e1o c\u00e1o thu nh\u1eadp l\u00e0 g\u00ec?","answer":"Khi ph\u00e2n t\u00edch l\u00fd do t\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m sau b\u00e1o c\u00e1o thu nh\u1eadp, h\u00e3y xem x\u00e9t b\u1ed1n ch\u1ec9 s\u1ed1 t\u00e0i ch\u00ednh quan tr\u1ecdng ngo\u00e0i c\u00e1c con s\u1ed1 ti\u00eau \u0111\u1ec1. Th\u1ee9 nh\u1ea5t, xu h\u01b0\u1edbng bi\u00ean l\u1ee3i nhu\u1eadn g\u1ed9p ti\u1ebft l\u1ed9 s\u1ee9c m\u1ea1nh \u0111\u1ecbnh gi\u00e1 v\u00e0 \u0111\u1ed9ng l\u1ef1c chi ph\u00ed s\u1ea3n xu\u1ea5t -- xu h\u01b0\u1edbng gi\u1ea3m v\u01b0\u1ee3t qu\u00e1 100 \u0111i\u1ec3m c\u01a1 b\u1ea3n trong nhi\u1ec1u qu\u00fd cho th\u1ea5y c\u00e1c v\u1ea5n \u0111\u1ec1 c\u1ea5u tr\u00fac, trong khi c\u00e1c \u0111\u1ee3t gi\u1ea3m t\u1ea1m th\u1eddi v\u1edbi k\u1ebf ho\u1ea1ch ph\u1ee5c h\u1ed3i th\u01b0\u1eddng mang l\u1ea1i c\u01a1 h\u1ed9i mua v\u00e0o. Th\u1ee9 hai, t\u1ef7 l\u1ec7 h\u00e0ng t\u1ed3n kho tr\u00ean doanh s\u1ed1 cung c\u1ea5p b\u1ed1i c\u1ea3nh quan tr\u1ecdng -- t\u1ef7 l\u1ec7 v\u01b0\u1ee3t qu\u00e1 m\u1ee9c trung b\u00ecnh l\u1ecbch s\u1eed 20%+ c\u1ea7n \u0111\u01b0\u1ee3c xem x\u00e9t k\u1ef9 l\u01b0\u1ee1ng, nh\u01b0ng s\u1ef1 gia t\u0103ng t\u1ea1m th\u1eddi v\u1edbi c\u00e1c m\u1ed1c th\u1eddi gian b\u00ecnh th\u01b0\u1eddng h\u00f3a r\u00f5 r\u00e0ng th\u01b0\u1eddng \u0111\u01b0\u1ee3c gi\u1ea3i quy\u1ebft m\u00e0 kh\u00f4ng c\u00f3 t\u00e1c \u0111\u1ed9ng d\u00e0i h\u1ea1n. Th\u1ee9 ba, s\u1ef1 kh\u00e1c bi\u1ec7t t\u0103ng tr\u01b0\u1edfng theo khu v\u1ef1c gi\u00fap ph\u00e2n bi\u1ec7t gi\u1eefa s\u1ef1 y\u1ebfu k\u00e9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u so v\u1edbi th\u00e1ch th\u1ee9c th\u1ecb tr\u01b0\u1eddng ri\u00eang l\u1ebb -- s\u1ef1 y\u1ebfu k\u00e9m k\u00e9o d\u00e0i tr\u00ean t\u1ea5t c\u1ea3 c\u00e1c khu v\u1ef1c \u0111\u1ecba l\u00fd cho th\u1ea5y c\u00e1c v\u1ea5n \u0111\u1ec1 c\u01a1 b\u1ea3n ti\u1ec1m \u1ea9n, trong khi th\u00e1ch th\u1ee9c khu v\u1ef1c ri\u00eang l\u1ebb th\u01b0\u1eddng ph\u1ea3n \u00e1nh c\u00e1c tr\u1edf ng\u1ea1i t\u1ea1m th\u1eddi. Th\u1ee9 t\u01b0, t\u1ef7 l\u1ec7 th\u00e2m nh\u1eadp v\u00e0 t\u0103ng tr\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng (DTC) b\u00e1o hi\u1ec7u ti\u1ebfn tr\u00ecnh chuy\u1ec3n \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c -- s\u1ef1 gia t\u0103ng th\u00e2m nh\u1eadp DTC c\u00f3 th\u1ec3 bi\u1ec7n minh cho \u00e1p l\u1ef1c doanh thu b\u00e1n bu\u00f4n t\u1ea1m th\u1eddi. C\u00f9ng nhau, c\u00e1c ch\u1ec9 s\u1ed1 n\u00e0y cung c\u1ea5p b\u1ed1i c\u1ea3nh tinh t\u1ebf m\u00e0 c\u00e1c con s\u1ed1 ti\u00eau \u0111\u1ec1 kh\u00f4ng th\u1ec3 n\u1eafm b\u1eaft, gi\u00fap ph\u00e2n bi\u1ec7t gi\u1eefa c\u00e1c v\u1ea5n \u0111\u1ec1 c\u1ea5u tr\u00fac v\u00e0 th\u00e1ch th\u1ee9c t\u1ea1m th\u1eddi."},{"question":"L\u00e0m th\u1ebf n\u00e0o s\u1ef1 gi\u00e1n \u0111o\u1ea1n chu\u1ed7i cung \u1ee9ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn hi\u1ec7u su\u1ea5t c\u1ed5 phi\u1ebfu c\u1ee7a Nike kh\u00e1c bi\u1ec7t so v\u1edbi s\u1ef1 y\u1ebfu k\u00e9m th\u1ef1c t\u1ebf v\u1ec1 nhu c\u1ea7u?","answer":"Gi\u00e1n \u0111o\u1ea1n chu\u1ed7i cung \u1ee9ng v\u00e0 y\u1ebfu k\u00e9m v\u1ec1 nhu c\u1ea7u t\u1ea1o ra c\u00e1c m\u00f4 h\u00ecnh t\u00e1c \u0111\u1ed9ng c\u1ed5 phi\u1ebfu kh\u00e1c nhau r\u00f5 r\u1ec7t m\u1eb7c d\u00f9 \u0111\u00f4i khi c\u00f3 v\u1ebb t\u01b0\u01a1ng t\u1ef1 trong k\u1ebft qu\u1ea3 h\u00e0ng qu\u00fd. Gi\u00e1n \u0111o\u1ea1n chu\u1ed7i cung \u1ee9ng th\u01b0\u1eddng bi\u1ec3u hi\u1ec7n d\u01b0\u1edbi d\u1ea1ng doanh thu kh\u00f4ng \u0111\u1ea1t m\u1eb7c d\u00f9 s\u1ed5 \u0111\u1eb7t h\u00e0ng m\u1ea1nh, bi\u00ean l\u1ee3i nhu\u1eadn g\u1ed9p b\u1ecb n\u00e9n do chi ph\u00ed v\u1eadn chuy\u1ec3n nhanh, v\u00e0 h\u00e0ng t\u1ed3n kho trong qu\u00e1 tr\u00ecnh v\u1eadn chuy\u1ec3n t\u0103ng cao. Nh\u1eefng gi\u00e1n \u0111o\u1ea1n n\u00e0y th\u01b0\u1eddng t\u1ea1o ra c\u00e1c m\u00f4 h\u00ecnh ph\u1ee5c h\u1ed3i c\u1ed5 phi\u1ebfu h\u00ecnh ch\u1eef V m\u1ed9t khi c\u00e1c h\u1ea1n ch\u1ebf \u0111\u01b0\u1ee3c gi\u1ea3i quy\u1ebft, v\u1edbi th\u1eddi gian ph\u1ee5c h\u1ed3i trung b\u00ecnh t\u1eeb 3-5 th\u00e1ng. Ng\u01b0\u1ee3c l\u1ea1i, y\u1ebfu k\u00e9m v\u1ec1 nhu c\u1ea7u th\u1ef1c s\u1ef1 cho th\u1ea5y gi\u00e1 b\u00e1n trung b\u00ecnh gi\u1ea3m, ho\u1ea1t \u0111\u1ed9ng khuy\u1ebfn m\u00e3i t\u0103ng, v\u00e0 v\u00f2ng quay h\u00e0ng t\u1ed3n kho th\u00e0nh ph\u1ea9m ch\u1eadm h\u01a1n. C\u00e1c v\u1ea5n \u0111\u1ec1 v\u1ec1 nhu c\u1ea7u th\u01b0\u1eddng t\u1ea1o ra th\u1eddi gian ph\u1ee5c h\u1ed3i d\u00e0i h\u01a1n trung b\u00ecnh t\u1eeb 9-12 th\u00e1ng v\u00e0 \u0111\u00f2i h\u1ecfi c\u00e1c \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c \u0111\u00e1ng k\u1ec3 h\u01a1n. K\u1ef9 thu\u1eadt ph\u00e2n bi\u1ec7t ch\u00ednh li\u00ean quan \u0111\u1ebfn vi\u1ec7c ki\u1ec3m tra s\u1ee9c m\u1ea1nh s\u1ed5 \u0111\u1eb7t h\u00e0ng so v\u1edbi doanh thu \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn -- c\u00e1c v\u1ea5n \u0111\u1ec1 cung \u1ee9ng cho th\u1ea5y \u0111\u01a1n h\u00e0ng t\u01b0\u01a1ng lai m\u1ea1nh m\u1ebd m\u1eb7c d\u00f9 \u00e1p l\u1ef1c doanh thu hi\u1ec7n t\u1ea1i, trong khi y\u1ebfu k\u00e9m v\u1ec1 nhu c\u1ea7u cho th\u1ea5y s\u1ef1 suy gi\u1ea3m \u1edf c\u1ea3 hai ch\u1ec9 s\u1ed1. Ngo\u00e0i ra, b\u00ecnh lu\u1eadn c\u1ee7a ban qu\u1ea3n l\u00fd v\u1ec1 c\u00e1c ch\u1ec9 s\u1ed1 t\u01b0\u01a1ng t\u00e1c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng cung c\u1ea5p s\u1ef1 ph\u00e2n bi\u1ec7t quan tr\u1ecdng -- s\u1ef1 \u1ed5n \u0111\u1ecbnh ho\u1eb7c t\u0103ng tr\u01b0\u1edfng trong t\u01b0\u01a1ng t\u00e1c m\u1eb7c d\u00f9 doanh thu kh\u00f4ng \u0111\u1ea1t cho th\u1ea5y th\u00e1ch th\u1ee9c v\u1ec1 cung \u1ee9ng h\u01a1n l\u00e0 nhu c\u1ea7u."},{"question":"Chuy\u1ec3n \u0111\u1ed5i tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a Nike \u0111\u00f3ng vai tr\u00f2 g\u00ec trong vi\u1ec7c t\u1ea1o ra \u00e1p l\u1ef1c t\u1ea1m th\u1eddi l\u00ean c\u1ed5 phi\u1ebfu m\u1eb7c d\u00f9 c\u00f3 l\u1ee3i \u00edch chi\u1ebfn l\u01b0\u1ee3c d\u00e0i h\u1ea1n?","answer":"S\u1ef1 chuy\u1ec3n \u0111\u1ed5i tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a Nike t\u1ea1o ra c\u00e1c m\u00f4 h\u00ecnh \u00e1p l\u1ef1c c\u1ed5 phi\u1ebfu t\u1ea1m th\u1eddi th\u00f4ng qua ba c\u01a1 ch\u1ebf ch\u00ednh, m\u1eb7c d\u00f9 c\u1ea3i thi\u1ec7n kinh t\u1ebf d\u00e0i h\u1ea1n. Th\u1ee9 nh\u1ea5t, vi\u1ec7c c\u1eaft gi\u1ea3m t\u00e0i kho\u1ea3n b\u00e1n bu\u00f4n c\u00f3 ch\u1ee7 \u0111\u00edch l\u00e0m gi\u1ea3m doanh thu ng\u1eafn h\u1ea1n khi Nike r\u00fat kh\u1ecfi c\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i ch\u1ea5t l\u01b0\u1ee3ng th\u1ea5p h\u01a1n, th\u01b0\u1eddng g\u00e2y ra \u00e1p l\u1ef1c doanh thu 1-3% trong 6-8 qu\u00fd m\u1eb7c d\u00f9 c\u1ea3i thi\u1ec7n v\u1ecb tr\u00ed th\u01b0\u01a1ng hi\u1ec7u. Th\u1ee9 hai, c\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0 v\u00e0o c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng DTC l\u00e0m t\u0103ng chi ph\u00ed SG&A l\u00ean 100-200 \u0111i\u1ec3m c\u01a1 b\u1ea3n trong c\u00e1c giai \u0111o\u1ea1n chuy\u1ec3n ti\u1ebfp, t\u1ea1m th\u1eddi n\u00e9n bi\u00ean l\u1ee3i nhu\u1eadn ho\u1ea1t \u0111\u1ed9ng tr\u01b0\u1edbc khi t\u1ea1o ra l\u1ee3i nhu\u1eadn cao h\u01a1n khi \u0111\u1ea1t \u0111\u01b0\u1ee3c quy m\u00f4. Th\u1ee9 ba, DTC y\u00eau c\u1ea7u \u0111\u1ecbnh v\u1ecb h\u00e0ng t\u1ed3n kho kh\u00e1c nhau v\u1edbi chi ph\u00ed mang ban \u0111\u1ea7u cao h\u01a1n, t\u1ea1o ra s\u1ef1 gia t\u0103ng h\u00e0ng t\u1ed3n kho 10-20% th\u01b0\u1eddng g\u00e2y lo ng\u1ea1i cho nh\u00e0 \u0111\u1ea7u t\u01b0 m\u1eb7c d\u00f9 h\u1ed7 tr\u1ee3 m\u00f4 h\u00ecnh kinh doanh c\u00f3 l\u1ee3i nhu\u1eadn h\u01a1n. Qu\u00e1 tr\u00ecnh chuy\u1ec3n \u0111\u1ed5i n\u00e0y th\u01b0\u1eddng ti\u1ebfn tri\u1ec3n qua ba giai \u0111o\u1ea1n m\u00f4 h\u00ecnh c\u1ed5 phi\u1ebfu: \u00e1p l\u1ef1c ban \u0111\u1ea7u trong c\u00e1c giai \u0111o\u1ea1n \u0111\u1ea7u t\u01b0 (6-12 th\u00e1ng), \u1ed5n \u0111\u1ecbnh khi c\u00e1c ch\u1ec9 s\u1ed1 b\u00ecnh th\u01b0\u1eddng h\u00f3a (3-6 th\u00e1ng), v\u00e0 cu\u1ed1i c\u00f9ng l\u00e0 \u0111\u1ecbnh gi\u00e1 cao khi kinh t\u1ebf v\u01b0\u1ee3t tr\u1ed9i xu\u1ea5t hi\u1ec7n (12+ th\u00e1ng). C\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 nh\u1eadn ra m\u00f4 h\u00ecnh n\u00e0y c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111i\u1ec3m v\u00e0o h\u1ea5p d\u1eabn trong c\u00e1c giai \u0111o\u1ea1n \u00e1p l\u1ef1c li\u00ean quan \u0111\u1ebfn chuy\u1ec3n \u0111\u1ed5i, \u0111\u1eb7c bi\u1ec7t khi c\u00e1c ch\u1ec9 s\u1ed1 k\u00eanh tr\u1ef1c ti\u1ebfp cho th\u1ea5y s\u1ef1 ch\u1ea5p nh\u1eadn m\u1ea1nh m\u1ebd c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1eb7c d\u00f9 c\u00f3 chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i t\u1ed5ng th\u1ec3."},{"question":"L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 ph\u00e2n bi\u1ec7t gi\u1eefa c\u00e1c v\u1ea5n \u0111\u1ec1 th\u1ef1c thi c\u1ee5 th\u1ec3 c\u1ee7a Nike v\u00e0 nh\u1eefng th\u00e1ch th\u1ee9c to\u00e0n ng\u00e0nh \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u1ea5t c\u1ea3 c\u00e1c c\u00f4ng ty trang ph\u1ee5c th\u1ec3 thao?","answer":"Ph\u00e2n bi\u1ec7t gi\u1eefa c\u00e1c v\u1ea5n \u0111\u1ec1 c\u1ee5 th\u1ec3 c\u1ee7a Nike v\u00e0 th\u00e1ch th\u1ee9c to\u00e0n ng\u00e0nh \u0111\u00f2i h\u1ecfi ph\u1ea3i so s\u00e1nh c\u1ea1nh tranh c\u00f3 h\u1ec7 th\u1ed1ng tr\u00ean b\u1ed1n kh\u00eda c\u1ea1nh. Th\u1ee9 nh\u1ea5t, so s\u00e1nh t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a Nike v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 tr\u1ef1c ti\u1ebfp \u1edf t\u1eebng khu v\u1ef1c \u0111\u1ecba l\u00fd ch\u00ednh -- s\u1ef1 k\u00e9m hi\u1ec7u qu\u1ea3 v\u01b0\u1ee3t qu\u00e1 3-5 \u0111i\u1ec3m ph\u1ea7n tr\u0103m trong nhi\u1ec1u qu\u00fd cho th\u1ea5y c\u00e1c v\u1ea5n \u0111\u1ec1 c\u1ee5 th\u1ec3 c\u1ee7a Nike, trong khi c\u00e1c xu h\u01b0\u1edbng t\u01b0\u01a1ng t\u1ef1 gi\u1eefa c\u00e1c c\u00f4ng ty cho th\u1ea5y c\u00e1c y\u1ebfu t\u1ed1 to\u00e0n ng\u00e0nh. Th\u1ee9 hai, ph\u00e2n t\u00edch xu h\u01b0\u1edbng th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i thay v\u00ec t\u0103ng tr\u01b0\u1edfng tuy\u1ec7t \u0111\u1ed1i -- Nike n\u00ean duy tr\u00ec ho\u1eb7c m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n ngay c\u1ea3 trong th\u1eddi k\u1ef3 suy tho\u00e1i c\u1ee7a ng\u00e0nh n\u1ebfu vi\u1ec7c th\u1ef1c thi v\u1eabn m\u1ea1nh m\u1ebd. Th\u1ee9 ba, ki\u1ec3m tra so s\u00e1nh bi\u00ean l\u1ee3i nhu\u1eadn \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh xem c\u00e1c th\u00e1ch th\u1ee9c v\u1ec1 l\u1ee3i nhu\u1eadn c\u00f3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u1ea5t c\u1ea3 c\u00e1c b\u00ean hay ch\u1ec9 t\u00e1c \u0111\u1ed9ng ri\u00eang \u0111\u1ebfn Nike -- s\u1ef1 suy gi\u1ea3m bi\u00ean l\u1ee3i nhu\u1eadn ch\u1ec9 x\u1ea3y ra v\u1edbi Nike trong khi c\u00e1c \u0111\u1ed1i th\u1ee7 duy tr\u00ec l\u1ee3i nhu\u1eadn m\u1ea1nh m\u1ebd cho th\u1ea5y v\u1ea5n \u0111\u1ec1 th\u1ef1c thi. Th\u1ee9 t\u01b0, theo d\u00f5i t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng h\u00e0ng t\u1ed3n kho trong to\u00e0n b\u1ed9 t\u1eadp h\u1ee3p c\u1ea1nh tranh -- khi t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng h\u00e0ng t\u1ed3n kho c\u1ee7a Nike v\u01b0\u1ee3t tr\u1ed9i \u0111\u00e1ng k\u1ec3 so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 m\u00e0 kh\u00f4ng c\u00f3 s\u1ef1 t\u0103ng tr\u01b0\u1edfng doanh s\u1ed1 t\u01b0\u01a1ng \u1ee9ng, c\u00e1c m\u1ed1i lo ng\u1ea1i v\u1ec1 th\u1ef1c thi tr\u1edf n\u00ean \u0111\u00e1ng tin c\u1eady h\u01a1n. S\u1ef1 ph\u00e2n bi\u1ec7t \u0111\u00e1ng tin c\u1eady nh\u1ea5t \u0111\u1ebfn t\u1eeb vi\u1ec7c t\u1ea1o ra \"ph\u00e2n t\u00edch ch\u00eanh l\u1ec7ch\" theo d\u00f5i hi\u1ec7u su\u1ea5t c\u1ee7a Nike so v\u1edbi m\u1ee9c trung b\u00ecnh c\u1ee7a ng\u00e0nh tr\u00ean nhi\u1ec1u ch\u1ec9 s\u1ed1, v\u1edbi c\u00e1c ch\u00eanh l\u1ec7ch ti\u00eau c\u1ef1c k\u00e9o d\u00e0i tr\u00ean nhi\u1ec1u kh\u00eda c\u1ea1nh cung c\u1ea5p b\u1eb1ng ch\u1ee9ng m\u1ea1nh m\u1ebd v\u1ec1 c\u00e1c v\u1ea5n \u0111\u1ec1 th\u1ef1c thi c\u1ee5 th\u1ec3 c\u1ee7a c\u00f4ng ty thay v\u00ec c\u00e1c tr\u1edf ng\u1ea1i c\u1ee7a ng\u00e0nh."},{"question":"Nh\u1eefng y\u1ebfu t\u1ed1 k\u1ef9 thu\u1eadt th\u1ecb tr\u01b0\u1eddng th\u01b0\u1eddng g\u00e2y ra s\u1ef1 gi\u1ea3m gi\u00e1 c\u1ed5 phi\u1ebfu Nike m\u00e0 kh\u00f4ng li\u00ean quan \u0111\u1ebfn hi\u1ec7u su\u1ea5t kinh doanh c\u01a1 b\u1ea3n l\u00e0 g\u00ec?","answer":"N\u0103m y\u1ebfu t\u1ed1 k\u1ef9 thu\u1eadt kh\u00e1c bi\u1ec7t th\u01b0\u1eddng g\u00e2y ra s\u1ef1 s\u1ee5t gi\u1ea3m c\u1ed5 phi\u1ebfu c\u1ee7a Nike m\u00e0 kh\u00f4ng ph\u1ea3n \u00e1nh nh\u1eefng thay \u0111\u1ed5i c\u01a1 b\u1ea3n trong kinh doanh. Th\u1ee9 nh\u1ea5t, \u0111\u1ed9ng l\u1ef1c xoay v\u00f2ng ng\u00e0nh - \u0111\u1eb7c bi\u1ec7t l\u00e0 s\u1ef1 chuy\u1ec3n d\u1ecbch gi\u1eefa c\u00e1c y\u1ebfu t\u1ed1 t\u0103ng tr\u01b0\u1edfng v\u00e0 gi\u00e1 tr\u1ecb ho\u1eb7c t\u1eeb h\u00e0ng ti\u00eau d\u00f9ng kh\u00f4ng thi\u1ebft y\u1ebfu sang h\u00e0ng ti\u00eau d\u00f9ng thi\u1ebft y\u1ebfu - c\u00f3 th\u1ec3 g\u00e2y \u00e1p l\u1ef1c l\u00ean Nike b\u1ea5t k\u1ec3 hi\u1ec7u su\u1ea5t c\u1ee7a c\u00f4ng ty, th\u01b0\u1eddng x\u1ea3y ra trong c\u00e1c \u0111\u1ee3t thay \u0111\u1ed5i ch\u00ednh s\u00e1ch ti\u1ec1n t\u1ec7. Th\u1ee9 hai, hi\u1ec7u \u1ee9ng \u0111\u00e1o h\u1ea1n quy\u1ec1n ch\u1ecdn t\u1ea1o ra c\u00e1c m\u00f4 h\u00ecnh bi\u1ebfn \u0111\u1ed9ng c\u00f3 th\u1ec3 d\u1ef1 \u0111o\u00e1n, v\u1edbi l\u01b0\u1ee3ng quy\u1ec1n ch\u1ecdn m\u1edf cao c\u1ee7a Nike \u0111\u00f4i khi g\u00e2y \u00e1p l\u1ef1c gi\u00e1 trong c\u00e1c \u0111\u1ee3t \u0111\u00e1o h\u1ea1n h\u00e0ng th\u00e1ng v\u00e0 h\u00e0ng qu\u00fd khi c\u00e1c nh\u00e0 giao d\u1ecbch ph\u00f2ng ng\u1eeba r\u1ee7i ro v\u1ecb th\u1ebf. Th\u1ee9 ba, vi\u1ec7c t\u00e1i c\u00e2n b\u1eb1ng qu\u1ef9 ch\u1ec9 s\u1ed1 t\u1ea1o ra \u00e1p l\u1ef1c b\u00e1n c\u01a1 h\u1ecdc kh\u00f4ng li\u00ean quan \u0111\u1ebfn c\u00e1c y\u1ebfu t\u1ed1 c\u01a1 b\u1ea3n c\u1ee7a doanh nghi\u1ec7p, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong c\u00e1c giai \u0111o\u1ea1n t\u00e1i c\u1ea5u tr\u00fac h\u00e0ng qu\u00fd khi tr\u1ecdng s\u1ed1 c\u1ee7a Nike thay \u0111\u1ed5i trong c\u00e1c ch\u1ec9 s\u1ed1 ch\u00ednh."}]}},"yoast_head":"\nT\u1ea1i sao c\u1ed5 phi\u1ebfu Nike gi\u1ea3m: 6 c\u1ea1m b\u1eaby ph\u00e2n t\u00edch quan tr\u1ecdng m\u00e0 nh\u00e0 \u0111\u1ea7u t\u01b0 th\u01b0\u1eddng b\u1ecf qua<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pocketoption.com\/blog\/vt\/knowledge-base\/markets\/why-is-nike-stock-down\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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