你还记得上次买耐克是什么时候吗？ 最近，耐克把大中华区的话事人给换掉了。 换人的直接原因，是耐克中国的营收崩盘了。 刚过去的一个季度，大中华区营收下降17%，利润同比大跌49%，业绩发布后，直接给耐克市值干没了 100亿美元。 如果我是耐克CEO，生意做成这副德行，我也不能忍。 这期内容，我们来聊一下耐克在中国是不是真的不行了？ 01 更可怕的是，如今耐克在社交媒体上已经没有声量了。过去两年，没有爆款，没有事件，没有热度，什 么都没有，当然也没有销量，安静得可怕。 偏偏，纵观整个中国运动行业，却是热闹非凡。 昂跑火了，骆驼爆了，lulu稳了，HOKA巴塔凯乐石都破圈了。 安踏更别提了，带着一堆小弟，在中国市场已经反超耐克了。 最不能忍的，是萎靡了好多年的老对手阿迪，都老树开新花了，在时尚赛道杀疯了。 有人喝汤，有人吃肉，只有耐克在挨揍。 热闹是别人的，钩子什么都没有。 那为什么耐克这几年不行了？ 因为过去20多年，它太行了，整个中国运动市场都给它行完了。 有耐克在，放眼中国，其他运动品牌只能争第二。 朴素的常识告诉我们，如果大版本切换了，上个版本让你封神的机制，可能就会在新版本把你推进下水 道。 而上个版本， ...

Core Viewpoint - Apple CEO Tim Cook made a significant investment in Nike, purchasing over 50,000 shares for nearly $3 million, marking his first personal investment in the company since joining its board in 2005, despite Nike's recent poor financial performance [3][4][20]. Group 1: Nike's Current Situation - Nike's recent Q2 financial report revealed a 16% decline in revenue from Greater China, with its digital business in the region plummeting by 36% [11][12]. - The company is facing intense competition from local brands like Anta and Li-Ning, which have capitalized on the "national trend" and better understand local consumer preferences [13][14]. - Nike's reliance on single-brand stores has backfired, leading to a decline in brand appeal and customer traffic [14][15]. Group 2: Tim Cook's Investment Strategy - Cook's investment is seen as a confidence booster for Nike, especially as the company undergoes a painful transformation under new CEO Elliott Hill, who is implementing a "Win Now" reform plan [20][21]. - Cook's purchase, along with that of Nike's audit committee chair Robert Swan, signals a belief that Nike's stock price has reached a bottom, establishing a "Cook bottom line" at around $59 [22][23]. Group 3: Potential for Digital Integration - There is speculation about the potential integration of Apple's digital ecosystem with Nike, which could enhance customer experience through seamless payment options and health data integration [24][25][26]. - The collaboration could lead to personalized marketing strategies based on health data, significantly improving customer engagement and sales [30][31]. Group 4: Long-term Value Perspective - Despite current challenges, Nike's long-standing brand equity and technological advantages are viewed as resilient, suggesting that the company may recover in the long term [35]. - The current price-to-earnings ratio of Nike is around 33, a historically low level, indicating potential undervaluation amidst market panic [34].

看了评论区发现挺多人以为是爽文，我说说什么是现实吧中学时候人家就在玩 AJ 炒 AJ，大概率炒鞋也有赚钱；超一线城市，十年前能有市中心的独立车库；近况，女朋友挺美的，经常玩跑车和赛车，晒了辆日产的车好像是 GTR？上次聊天的时候他说的话大概意思是，羡慕我能自己赚钱很有上进心，很厉害。他只能继承家产啃老啃哥，每天像个废物。不太确实是不是可能回忆夸大了太多？不重要了，哪怕我赚再多，他那种背后有人支持的内心的安全感可能也是我得不到的现实就是，花了十年终于刚到别人的起点。如果不是侥幸运气好进了币圈，那就是终其一生都到不了的罗马 😂大早上元气满满，一碗毒鸡汤下肚，转身开启继续想要赚钱的新一天Yuyue (@yuyue_chris):别的不好评价，这条狠狠赞了我中学时候的初恋应该至今不知道，当时我主动在热恋期把他介绍给隔壁班的白富美妹妹还冷处理他的原因，是看见他晒自己家车库自卑了，感觉配不上他距离太遥远了为爱带绿，哎，我们家境不好的女生是会这样的 ...

消费观察 - 报告暗示了消费者在鞋类产品上的消费差异，一方拥有大量昂贵的AJ运动鞋，另一方则穿着相对平价的特步[1] - 行业可能存在消费分层现象，高端品牌和大众品牌在市场上的定位和受众有所不同[1]