Core Insights - Nike has reported its first financial results under the new CEO, showing revenue of $11.269 billion and net profit of $794 million, both exceeding analyst expectations [1] - The company is undergoing a transformation, with signs of improvement in inventory management and revenue recovery in key markets, particularly North America and China [2][6] Financial Performance - In the Greater China region, Nike recorded revenue of $1.733 billion and EBIT of $421 million during the quarter [2] - Nike's inventory decreased by 2% year-over-year to $7.5 billion, indicating progress in inventory management [5] - North American revenue for the third quarter was $4.864 billion, a decline of 4%, but showing improvement from previous quarters [6] Strategic Initiatives - Nike is focusing on product innovation and returning to its core athletic identity, with significant investments in marketing and product development [4][7] - The "Win Now" strategy emphasizes key markets, including China, and aims to enhance brand competitiveness and operational efficiency [6][7] Brand and Marketing - Nike's marketing expenditure increased by 8% to $1.1 billion, reflecting a renewed focus on brand storytelling and athlete narratives [7][16] - The company has re-engaged with major sports events and partnerships, including a long-term agreement with the NFL, to reinforce its presence in professional sports [17] Product Development - Recent product launches, such as the Vomero 18 and Nike Pegasus Premium, have received positive market feedback, contributing to growth in the running segment [14] - Nike's commitment to professional sports and innovation is seen as a strategic move to regain market share and enhance brand value [17][18] Leadership and Culture - The appointment of Elliott Hill as CEO marks a return to Nike's foundational values, emphasizing a balance between data-driven strategies and the company's athletic heritage [13][14] - The leadership transition aims to restore confidence in Nike's brand identity and operational direction, focusing on a consumer-centric market approach [11][13]

Investment Rating - The investment rating for the company is "Outperform the Market" [5][40]. Core Views - The company's revenue is expected to grow by 3% in 2024, reaching 3.65 billion yuan, while net profit is projected to decline by 13.1% to 460 million yuan. The gross margin is expected to decrease by 0.5 percentage points to 47.7% due to one-time compensation payments to distributors and reduced inventory provisions [1][3]. - The DTC (Direct-to-Consumer) transformation is temporarily suppressing performance, but the new retail channels are showing strong growth, particularly in the light business series, which is expected to grow by 27.2% due to expansion in outlet channels and effective live-streaming sales [2][32]. - The management has set a target for total sales growth of no less than 10% for 2025, with new retail business expected to achieve over 15% growth [3][32]. Summary by Sections Financial Performance - In 2024, the company anticipates a revenue of 3.65 billion yuan, with a net profit of 460 million yuan, reflecting a 3% increase in revenue and a 13.1% decrease in net profit compared to 2023 [4][35]. - The gross margin is projected to decline to 47.7%, while the net profit margin is expected to decrease to 12.6% [1][4]. Sales and Distribution - The main series revenue is expected to decline by 3% due to the DTC model's implementation, while the light business series is projected to grow significantly [2][32]. - Online new retail channels are expected to grow by 24%, indicating a strong focus on platforms like Douyin and the addition of new platforms such as Pinduoduo and Dewu [2][32]. Future Outlook - The company aims to increase its store count by 100 and expand into Southeast Asia, with plans to open its first store in Malaysia in the first half of 2025 [3][32]. - The net profit forecasts for 2025 to 2027 are adjusted to 500 million, 540 million, and 575 million yuan, respectively, reflecting a growth rate of 9.0%, 7.4%, and 6.5% [3][32].