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cover of episode (Preview) Nike’s Lessons on the Internet, Why Nike on Amazon Makes Sense, Meta and Anduril and Silicon Valley History

(Preview) Nike’s Lessons on the Internet, Why Nike on Amazon Makes Sense, Meta and Anduril and Silicon Valley History

2025/6/5
logo of podcast Sharp Tech with Ben Thompson

Sharp Tech with Ben Thompson
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我认为耐克的情况与流媒体非常相似。过去，有线电视的地位非常优越，人们习惯性地订阅有线电视观看节目。但现在，流媒体需要用户主动订阅和寻找应用，这需要我们积极地鼓励用户，投放广告，并确保用户不流失。许多公司因为嫉妒 Netflix 的高估值而盲目模仿其模式，耐克也犯了同样的错误，盲目地认为自己可以在线上复制成功。然而，事实证明情况要复杂得多。尽管如此，耐克仍然具有强大的品牌影响力。与亚马逊合作可以减少第三方卖家，并解决潜在的假冒问题。但耐克与亚马逊之间的力量对比已经发生了变化。过去，耐克可以向亚马逊提出要求，但现在亚马逊会帮助耐克，同时也帮助自己提高库存周转率。我认为，高端品牌的目标是让人们直接寻找，而无需通过亚马逊。依赖科技公司进行分销存在风险，它们最终会从中获取利益。在线竞争非常激烈，信任亚马逊等公司可能是最佳选择。理解自身品牌非常重要。高端品牌适合让人们主动寻找，而无需依赖广告。对于一次性购买的商品，人们会做很多研究，并主动寻找，无需依赖亚马逊。对于日用消费品，消费者不会费力寻找，更倾向于在商店或亚马逊购买。亚马逊通过快速的配送服务在日用消费品领域取得了巨大进展。亚马逊的优势在于消费者会经常购买日用品，并可能顺便购买其他商品。我认为耐克可能高估了自己的品牌定位，它更接近日用消费品而非奢侈品。在线销售会使产品商品化，品牌广告对于在亚马逊上重新建立品牌形象至关重要。在亚马逊上，重要的是让消费者搜索 Nike 跑鞋，而不是普通的跑鞋。亚马逊的策略是让人们搜索 Nike，然后选择并购买 Nike 产品，因为它们很酷。亚马逊的模式与拥有货架空间、建立品牌的一般 CPG 方法兼容。了解产品和渠道的匹配性很重要，与亚马逊合作在很多方面都有意义。但耐克可能会面临亚马逊的压榨，这是过去五年策略的代价。

Deep Dive

Chapters
This chapter draws a parallel between Nike's online struggles and the challenges faced by traditional media companies in the streaming era. Both examples highlight how incumbents, clinging to past success, can misjudge the shift to online platforms and fail to adapt to changing consumer behavior.
  • Nike's online strategy compared to the streaming industry's transition
  • Incumbent companies misjudging online shifts
  • Nike's initial online dominance and subsequent challenges

Shownotes Transcript

What’s gone wrong for Nike and why a deal with Amazon is likely the best way forward, the history of the U.S. military and Silicon Valley, and rationale for both sides of the Meta-Anduril partnership. At the end: Some corrections on Ukraine’s drone attack and more thoughts on the future of high-trust trade.

To email the show: [email protected])

@SharpTechPodcast Channel — YouTube)

@Stratechery Channel — YouTube)

Nike on Amazon; Nike’s Disastrous Pivot; Inevitability, Intentionality, and Amazon — Stratechery Update)

Anduril + Meta, Silicon Valley and the Pentagon, Meta’s Motivations — Stratechery Update)

An Interview with Michael Morton About E-Commerce Winners and Losers — Stratechery Interview)

Get all episodes of Sharp Tech, Sharp China, Stratechery Updates and Interviews, Greatest of All Talk, Asianometry and the Dithering Podcast as part of Stratechery Plus) for $15/month or $150/year.