Nike's Acquisition Of Retail Analysis Firm Celect Predicts That Consumers Like Shoes And Clothing Styles.

In Beijing on August 7th, Nike officially announced on its official website that they acquired Celect, a retail analytics firm, but the specific financial terms were not announced. After the acquisition is completed, Celect's team will immediately merge into Nike's global operations team.

"As the demand for products increases, in terms of consumer habits, we must be driven by insight, optimize data transmission and be highly concentrated. Only in this way can we meet customers' more personalized needs on a large scale. Nike chief operating officer Eric Sprunk (Eric Sprunk) said in a statement.

In an interview with CNBC, he also said, "we need to predict the needs of consumers, and we have no half a year to do this, at most 30 minutes."

Through Celect's technology, Nike can better predict the style of shoes and clothing that consumers like, understand when they want to buy, and what ways they want to buy. This is another purchase made by Nike to implement its strategy of "facing the consumer".

In recent years, Nike has been making frequent moves in its acquisition. In 2016, Nike launched the digital design studio Virgin MEGA to launch SNKRS applications. In March 2018, in order to promote the transformation of data, Nike acquired the consumer data analysis firms Zodiac. In April 2019, Nike acquired Invertex, a computer vision company. In addition, Nike did not disclose the specific financial details of the above acquisitions.

As of August 6th, Nike's 2019 share price has risen by nearly 8%, and its total market capitalization is as high as 127 billion US dollars.