Nike model on how to operate

"Asset-light operating" mode, that is, the product manufacturing and retail distribution business outsourcing, its design is focused on developing and marketing business; mainly marketing and advertising product endorser way. "Asset-light operation" mode can reduce the corporate capital investment, particularly in the production of large areas of investment in fixed assets, thus improving return on capital. Cheap Air Shoes in the early 80s of the 20th century began, "light asset management" model, was when the global transfer of manufacturing to developing countries, the peak period. In the U.S. market, sports products began to shift from mass-market professional athletes. Nike grasp the rhythm of the market changes, reliance on "asset-light operation" mode to change the traditional U.S. sports shoe market business model. From the perspective of industry chain, Nike relies on "asset-light operation" mode