耐克中国自救，从给在华高管加速放权开始

Core Insights - Nike is facing significant market pressure in China, necessitating a more flexible operational mechanism and empowering local teams [3][4] - The appointment of Dong Wei as the CEO of Greater China reflects Nike's strategy to enhance collaboration and adapt to local market conditions [1][2] Group 1: Market Performance - Nike's sales in China have declined by 16% year-on-year to $1.423 billion, with EBIT dropping by 49% [4] - Direct sales have decreased by 18%, with digital sales down 36% and store sales down 5%, while wholesale business fell by 15% [4] - The brand is perceived as a discount brand, impacting its high-end market positioning and leading to increased discount sales and higher return rates [4] Group 2: Competitive Landscape - The Chinese sports market is becoming increasingly competitive, with domestic brands gaining market share [5][6] - Adidas's market share in China has dropped from 15% in 2021 to 8.7% in 2024, while Nike's share decreased from 18.1% to 16.2% [6] - Domestic brands like Anta and Li Ning are also experiencing growth challenges, with Anta reporting low single-digit growth and Li Ning experiencing a decline in retail sales [6] Group 3: Strategic Adjustments - Nike is working to reshape its brand image in China by reducing discount rates and focusing on maintaining its premium positioning [7][9] - The company plans to upgrade key stores and has seen a 25% increase in sales for upgraded product lines [10] - Nike is also reducing its spring product distribution and cutting summer product purchases to improve sales rates and full-price sales [11] Group 4: Continued Investment - Despite challenges, Nike remains confident in the Chinese market, as evidenced by the launch of its first creative center outside the U.S. in Shanghai [11] - The establishment of the Nike China Sports Research Lab in Shanghai further demonstrates the company's commitment to the market [11][12] - Nike's marketing strategies, including collaborations with local sports stars, highlight its deep integration into the Chinese market [12]