安德玛困局 相比失去库里，价格混乱更麻烦

Core Viewpoint - Under Armour is at a critical juncture for transformation, facing declining revenues and market challenges, necessitating a strategic overhaul to regain its competitive edge [1][3][22]. Financial Performance - For the latest fiscal quarter ending September, Under Armour's revenue fell by 4.7% year-on-year to $1.33 billion (approximately 9.41 billion RMB), marking the eighth consecutive quarter of revenue decline [1]. - The revenue breakdown by region shows North America down 8.3%, EMEA up 12.2%, Asia-Pacific down 13.7%, and Latin America up 14.6% [1]. - As of November 27, 2025, Under Armour's stock price was $4.41 per share, with a total market capitalization of $1.869 billion (approximately 13.225 billion RMB), a significant drop from its peak market value of $22 billion (approximately 155.67 billion RMB) in 2015 [2]. Strategic Changes - Under Armour's founder, Kevin Plank, returned to lead the company after the resignation of the third CEO in three years, announcing an 18-month brand restructuring plan [4][5]. - The restructuring plan has incurred $103 million in restructuring and impairment costs as of September 30 [5]. - A key action in the restructuring is the separation from the Curry Brand, which will operate independently starting November 14, 2025 [6][17]. Market Challenges - In the Asia-Pacific region, Under Armour's sales fell by 13.7% to $180 million (approximately 1.274 billion RMB), indicating a struggle to maintain market relevance [19]. - The competitive landscape in China is challenging, with Nike's revenue in the Greater China region at $1.512 billion (approximately 10.775 billion RMB) despite a 10% decline, while Lululemon saw a 24% increase to $441 million (approximately 3.12 billion RMB) [19]. - Under Armour faces issues with pricing inconsistency, leading to brand positioning challenges, as evidenced by significant price discrepancies between online and offline sales channels [23][27]. Leadership and Future Direction - The company has acknowledged its shortcomings in product presentation and market appeal, prompting a leadership change with the appointment of Chen Jianing as Vice President and General Manager for China [28][29].