2026.02.08 本文字数：3884，阅读时长大约6.5分钟 作者 |第一财经 刘晓颖 刚进入2026年，体育消费用品圈就先迎来一波震荡。 "老大哥"耐克集团在1月下旬一口气公布了全球四大区域中三个区域的高层管理人士调整。其中，现任 大中华区CEO董炜将于3月31日正式卸任。同期，耐克也公布了欧洲、中东及非洲分部的管理层调整。 董炜的离任让人意外但又或是早晚之事。业绩承压成为高管们"下课"最直接导火索。作为全球体育消费 品牌的领头羊，耐克近两年深陷业绩困局，其大中华区业务持续低迷：2025财年（2024年6月1日至2025 年5月31日），大中华区营收同比降幅达13%，也是耐克全球跌幅最大的市场。2026财年第二季度 （2025年9月1日11月30日），耐克大中华区业绩同比下降17%。 但耐克的问题又岂止大中华区。过去两年，耐克总部也是各种动荡。2024年10月，面对危机已有一段时 间的耐克召回了退休四年的贺雁峰（Elliott Hill）重新担任集团总裁兼CEO。此后，总部高层便开始大 规模重组，品牌、产品、营销、战略、人力资源等关键岗位纷纷换帅。 事实上，这个行业不止耐克一家产生了危机感。全球的体育鞋 ...

2026.02. 08 换人！品牌高层大洗牌 耐克高层团队的洗牌并非个案。 本文字数：3884，阅读时长大约6.5分钟 作者 | 第一财经 刘晓颖 刚进入2026年，体育消费用品圈就先迎来一波震荡。 "老大哥"耐克集团在1月下旬一口气公布了全球四大区域中三个区域的高层管理人士调整。其中，现 任大中华区CEO董炜将于3月31日正式卸任。同期，耐克也公布了欧洲、中东及非洲分部的管理层调 整。 董炜的离任让人意外但又或是早晚之事。业绩承压成为高管们"下课"最直接导火索。作为全球体育消 费品牌的领头羊，耐克近两年深陷业绩困局，其大中华区业务持续低迷：2025财年（2024年6月1日 至2025年5月31日），大中华区营收同比降幅达13%，也是耐克全球跌幅最大的市场。2026财年第 二季度（2025年9月1日11月30日），耐克大中华区业绩同比下降17%。 但耐克的问题又岂止大中华区。过去两年，耐克总部也是各种动荡。2024年10月，面对危机已有一 段时间的耐克召回了退休四年的贺雁峰（Elliott Hill）重新担任集团总裁兼CEO。此后，总部高层便 开始大规模重组，品牌、产品、营销、战略、人力资源等关键岗位纷纷换帅 ...

事实上，这个行业不止耐克一家产生了危机感。全球的体育鞋服用品消费市场在过去几年里经历了一轮 洗牌，格局与十年前大不一样。对于消费者而言，这个市场变得更精彩、更有趣了：品牌、产品层出不 穷，选择也更多元。但对于企业来说，无疑更残酷了。行业竞争格局发生剧烈重构，新兴的、垂类的新 玩家不断跑出来分食那些老牌企业的蛋糕，"我们的客户正在被抢走"。 刚进入2026年，体育消费用品圈就先迎来一波震荡。 "老大哥"耐克集团在1月下旬一口气公布了全球四大区域中三个区域的高层管理人士调整。其中，现任 大中华区CEO董炜将于3月31日正式卸任。同期，耐克也公布了欧洲、中东及非洲分部的管理层调整。 董炜的离任让人意外但又或是早晚之事。业绩承压成为高管们"下课"最直接导火索。作为全球体育消费 品牌的领头羊，耐克近两年深陷业绩困局，其大中华区业务持续低迷：2025财年（2024年6月1日至2025 年5月31日），大中华区营收同比降幅达13%，也是耐克全球跌幅最大的市场。2026财年第二季度 （2025年9月1日11月30日），耐克大中华区业绩同比下降17%。 但耐克的问题又岂止大中华区。过去两年，耐克总部也是各种动荡。2024年10 ...

Core Viewpoint - Anta Group has reached an agreement to acquire a 29.06% stake in Puma SE for €1.5 billion, positioning itself as Puma's largest single shareholder, with the transaction expected to complete by the end of 2026, pending regulatory approvals [1][2]. Group 1: Acquisition Details - The acquisition will be funded entirely from Anta Group's internal cash reserves [1]. - Anta Group aims to enhance its global competitiveness and broaden its customer base and product lines through this acquisition [2][3]. Group 2: Puma's Current Performance - Puma is facing significant operational challenges, with a 10.4% year-on-year decline in sales to €1.9557 billion for Q3 2025, and a net loss of €62.3 million [3]. - The gross margin has decreased to 45.2%, and inventory has increased by 17.3% to €2.1241 billion [3]. Group 3: Strategic Implications - The acquisition is seen as a strategic move to optimize Anta Group's brand matrix and reflects its ambition for international expansion [2][3]. - Anta Group respects Puma's management culture and governance structure, planning to appoint a representative to Puma's supervisory board post-transaction [4].

Core Viewpoint - The article emphasizes the importance of understanding the fundamental differences between the Hong Kong stock market and the A-share market, urging investors to remain rational and prepared for risks when participating in the Hong Kong market [1][3][4]. Group 1: Investment Strategies - Investors are increasingly focusing on Hong Kong-listed companies, with a notable presence of Hong Kong heavyweights in A-share fund portfolios, indicating a shift in investment strategies [1]. - The article suggests that early-career fund managers should prioritize studying established companies with proven business models rather than speculative growth stocks, which are harder to predict [2][12]. - The concept of "basic questions" versus "additional questions" in investment is introduced, advocating for a focus on value stocks based on free cash flow as a safer approach for novice fund managers [11][13]. Group 2: Market Dynamics - The article highlights the independent pricing system of the Hong Kong market, which requires investors to understand its unique risks, especially for those accustomed to A-share investment logic [3][4]. - It points out that the Hong Kong market relies heavily on fundamental analysis for pricing, contrasting with the thematic investment approach prevalent in the A-share market [4][6]. - The liquidity disparity between the two markets is significant, with A-share market transaction volumes being approximately ten times higher than those in the Hong Kong market, affecting asset pricing efficiency [4][6]. Group 3: Risk Management - The article warns that the Hong Kong market can present "pits" for uninformed investors, emphasizing the need for thorough market understanding and risk management strategies [3][5]. - It discusses the importance of monitoring capital flows and external market impacts, as the Hong Kong market is sensitive to liquidity changes and foreign investment trends [5][9]. - The article also notes that while institutional investors may appear rational, they can engage in trend-following behaviors that inflate stock valuations, highlighting the need for caution [10][14]. Group 4: Long-term Investment Perspective - The article advocates for a long-term investment approach, emphasizing the need for patience and thorough research in identifying undervalued stocks in the Hong Kong market [6][8]. - It suggests that successful investment requires a deep understanding of a company's fundamentals, management quality, and market positioning, rather than relying solely on market trends [12][13]. - The importance of maintaining a diversified portfolio to manage risks and achieve stable returns in the volatile Hong Kong market is also emphasized [7][8].