董炜的离任，在业界看来颇为突然。 1月20日，耐克宣布全球四大区域中三个区域的新负责人任命，其中包括大中华区。现任大中华区CEO董炜(Angela Dong)将于3月31日正式卸任；耐克同 时宣布任命凯茜.斯帕克斯(Cathy Sparks)为新任大中华区副总裁兼总经理。 深圳商报.读创客户端首席记者吴蕾 编辑信嘉毅责编李耿光校审谭录岗 从渠道来看，耐克的两大核心渠道均陷入困境。2026财年第二季度，直营业务Nike Direct同比下滑18%，其中数字化业务Nike Digital暴跌36%，自有门店 也下降5%；批发渠道同样未能幸免，同比下降9%。耐克集团首席财务官马修.弗兰德坦言，大中华区自有店与合作门店客流量均出现下滑，数字渠道陷 入"促销依赖症"，消费者购物周期延长、折扣力度加大，严重削弱了品牌盈利能力。 与耐克业绩下滑形成鲜明对比的，是国产品牌的强势崛起。数据显示，2021年耐克在华市场占有率为18.1%，领跑行业；但到2024年，其市占率已降至 16.2%。与此同时，安踏的市占率从2021年的9.8%升至2024年的10.5%，跃居行业第二；李宁市占率也从9.3%微增至9.4%，稳居第三，阿迪达 ...

Company Overview - Nike's stock fell 10.5% following its earnings report, with a 57% decline over the past five years compared to an 84% gain in the S&P 500, indicating a significant underperformance [3] - The company's quarterly results showed a 1% increase in total revenue, driven by an 8% increase in wholesale revenue, but offset by an 8% decrease in Nike Direct revenue [5] Direct-to-Consumer (DTC) Challenges - Nike's DTC channels, which include Nike Digital and Nike-owned stores, are facing challenges as they rely heavily on customer loyalty and fresh product cycles [6][7] - The wholesale sales model is currently performing better than DTC, reducing pressure on Nike as partners assist in sales [7] Market Conditions and Future Outlook - The overall sales at Nike are declining, and profit margins are eroding, with weak consumer spending and tariff-related expenses contributing to a slower-than-expected turnaround [8][9] - North American results show signs of improvement, but disappointing figures from China are a concern, suggesting that shares may remain under pressure until performance aligns with investor expectations [9]

Core Insights - Nike's fiscal 2025 third quarter results indicate challenges due to trade wars and tariffs, reflecting a decline in consumer demand and a slow turnaround process [1][2] - Revenues decreased by 9% year over year to $11.3 billion, which was better than Wall Street's expectations of a drop to $11 billion [2] - CFO Matthew Friend projected that tariffs will impact margins by 4% to 5%, with revenues expected to decline in the mid-teens range [2] Financial Performance - Nike Brand revenues were reported at $10.9 billion, down 9%, with declines across all geographies [3] - Nike Direct revenues fell to $4.7 billion, a 12% decrease, driven by a 15% decline in digital sales and a 2% dip in store sales [3] - North America revenues slipped by 4%, EMEA revenues decreased by 6%, and China sales plummeted by 15%, with digital sales in China down 29% [6] Digital Strategy - The company is repositioning its digital strategy by reducing promotional days and markdown rates, aiming for a full-price business model [4][5] - Digital traffic is expected to decline in double digits for fiscal 2026, but there are plans for stabilization and growth through new product launches and increased brand marketing [4] Market Conditions - The market remains promotional, particularly in the consumer and digital channels, with external factors such as geopolitical dynamics and new tariffs creating uncertainty [7][8] - The company aims to maintain a balanced portfolio across its brands, including Nike, Jordan, and Converse, while navigating these challenges [8]