耐克大中华区换帅！25年零售老将接棒

Core Insights - Nike is undergoing significant leadership changes in the Greater China region, with Cathy Sparks appointed as the new Vice President and General Manager, effective immediately, to enhance market growth and address competitive challenges [1][2] - The company emphasizes the importance of the Chinese market, which is considered its highest priority, necessitating faster decision-making and execution [2] - Nike's transformation strategy includes the "Win Now" plan and "Sport Offense" strategy, focusing on organizational, channel, and product innovation to adapt to market demands [3] Leadership Changes - Angela Dong, the current Chairman and CEO of Nike Greater China, will step down on March 31, 2026, after nearly 20 years with the company [1] - Cathy Sparks brings 25 years of experience and a strong retail background, having previously led the APLA region, which aligns with Nike's current focus on optimizing channel relationships and restoring trust with distributors [2] Strategic Focus - Nike's strategy includes integrating regional leaders into the global management structure to shorten decision-making chains and enhance responsiveness to local markets [3] - Product innovation is a key component, with the launch of the Nike S.T. Flare basketball shoes designed for local needs and initiatives to incorporate sustainable practices [3] Market Opportunities and Challenges - The running category has shown significant growth, with a 20% increase over two consecutive quarters, indicating strong demand for professional sports equipment [4] - The Chinese sports consumption market is expanding, particularly among younger demographics seeking professional sports gear [4] - Local brands are intensifying competition, with companies like Anta and Li Ning developing advanced technologies and expanding into new segments [4] Channel Strategy - Nike is adjusting its Direct To Consumer (DTC) strategy to address challenges faced since its implementation, including increased costs and reduced revenues for distributors [5] - The company is re-establishing relationships with distributors by improving wholesale discounts and sharing consumer data, which has led to an 8% increase in wholesale revenue in Q2 2025 [5] - Inventory management is also a focus, with a 20% year-over-year reduction in owned inventory to facilitate product iteration [5]