耐克启动新一轮自动化变革，美国配送中心裁员775人以“精简”供应链

Core Viewpoint - Nike plans to cut 775 jobs at its distribution centers to streamline its supply chain and accelerate automation efforts [1] Group 1: Job Cuts and Strategic Goals - The layoffs are independent of the previous announcement to cut 1,000 corporate positions last summer [1] - The job cuts will primarily affect Nike's U.S. distribution operations, aiming to reduce complexity and enhance flexibility [1] - CEO Elliott Hill has set a goal for the company to return to long-term profitable growth [1] Group 2: Operational Changes and Market Context - The job cuts are part of Hill's "Win Now" transformation strategy, which has included multiple organizational adjustments [1] - Analysts suggest that an earlier overemphasis on the direct-to-consumer (DTC) model led to rapid expansion of logistics and human capital [2] - Nike's current strategy aims to rebalance wholesale channels and direct business while leveraging AI and robotics to improve distribution efficiency [2] Group 3: Financial Performance and Market Position - Nike faces a complex market environment, with declining gross margins due to weak sales in Greater China and competition eroding market share in core categories [2] - The company needs a more competitive cost structure to support its long-term profitability goals [2] - Since early 2026, Nike's stock price has increased by 2.1%, with Wall Street analysts generally giving a "buy" rating, while Seeking Alpha analysts are more cautious with a "hold" rating [2]