讀後心得

Trump has announced new tariffs on over 180 countries worldwide, and the price of Nike's athletic shoes is expected to rise by 10%. This policy is referred to as "American Liberation Day" and has impacted several American companies, particularly brands reliant on Asian supply chains. Approximately half of Nike's production capacity comes from Vietnam, and following the tariff increase, classic models like the Air Jordan 1 may see prices rise from $180 to $198. Experts believe that although Nike has a strong market position, its room for price increases is limited by competition, which could affect consumer demand. In addition, Nike faces challenges with slowing domestic sales and low consumer confidence in the United States.

Trump announced a comprehensive tariff policy affecting over 180 countries worldwide, with rates ranging from 10% to 50%, putting the well-known sneaker brand Nike at risk of a 10% price increase per pair of shoes. This policy, referred to by Trump as "American Liberation Day," has shocked global financial markets, particularly affecting U.S. companies with extensive Asian supply chains, including sports brands like Nike.

Nike's sneakers are almost entirely manufactured in Asia, primarily from Vietnam, China, and Indonesia, which are the main victims of Trump's new policy. Reports indicate that Nike's stock price plummeted by 14.44% following the announcement of the policy, making it one of the first companies to be impacted. Although the stock price rebounded slightly after a call with the Vietnamese government, the market generally anticipates that Nike will find it difficult to avoid the fate of price increases, ultimately passing the costs onto American consumers.

For example, the classic sneaker model Air Jordan 1 is completely manufactured in Asia, with predictions showing that import prices from Vietnam will rise by 10% to 12%. Since roughly half of Nike's production capacity comes from Vietnam, the price of the Air Jordan 1 High could increase from the original $180 (approximately NT$5,962) to $198 (approximately NT$6,558), with other popular models potentially rising by $15 to $35 (approximately NT$495 to NT$1,155).

The average manufacturing cost of each pair of Nike shoes is about $18. Taking the Nike Air Force 1 as an example, facing a 46% tariff, the $115 price tag of its shoes would increase by about $8.28, putting significant pressure on overall operations. Although Nike may negotiate cost-sharing with suppliers, most experts predict that price increases are almost unavoidable.

Analysts point out that while Nike has a strong brand advantage and revenue capability, in the face of intense market competition, it is unlikely that price increases will exceed 10% to 15%, as this could affect consumer demand. Nike's revenue last year was $51 billion, with a gross margin of over 40%, but after operating and tax expenses, the net margin was only about 11%. Additionally, Nike faces structural challenges such as slowing domestic sales and insufficient consumer confidence, and the tariff policy undoubtedly exacerbates these issues.

Experts suggest that Nike may control costs by lowering technical specifications or extending product design cycles, but the likelihood of reconstructing the supply chain in the short term is slim. Many brands had already planned to shift from China to Vietnam to reduce costs; the implementation of this new policy disrupts those original plans and could lead to brands being unable to sustain operations by the summer.