Nike Should Return to Sales Growth in China After Strategy Overhaul

Dow Jones

07/23

0823 GMT - Nike should return to sales growth and restore EBIT margin to a more typical 31% in China by fiscal 2028, Morningstar analyst David Swartz says. The U.S. sportswear company has struggled with product innovation and lost market share in recent years in China to local rivals such as Anta. Nike's decision to end online sales through franchise partners and limit digital sales to company-operated stores on e-commerce platforms is aimed at reducing markdowns, a strategy Morningstar expects to succeed given Nike's advantages in brand visibility and product development. While the shift will hurt partners such as Topsports over the near term, they should benefit if Nike regains sales momentum. Morningstar maintains its $94.00 fair value estimate, noting shares are undervalued. The stock last closed at $42.21. (jason.chau@wsj.com)

(END) Dow Jones Newswires

July 23, 2026 04:23 ET (08:23 GMT)

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The U.S. sportswear company has struggled with product innovation and lost market share in recent years in China to local rivals such as Anta. Nike's decision to end online sales through franchise partners and limit digital sales to company-operated stores on e-commerce platforms is aimed at reducing markdowns, a strategy Morningstar expects to succeed given Nike's advantages in brand visibility and product development. While the shift will hurt partners such as Topsports over the near term, they should benefit if Nike regains sales momentum. Morningstar maintains its $94.00 fair value estimate, noting shares are undervalued. The stock last closed at $42.21. 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The U.S. sportswear company has struggled with product innovation and lost market share in recent years in China to local rivals such as Anta. Nike's decision to end online sales through franchise partners and limit digital sales to company-operated stores on e-commerce platforms is aimed at reducing markdowns, a strategy Morningstar expects to succeed given Nike's advantages in brand visibility and product development. While the shift will hurt partners such as Topsports over the near term, they should benefit if Nike regains sales momentum. Morningstar maintains its $94.00 fair value estimate, noting shares are undervalued. The stock last closed at $42.21. (jason.chau@wsj.com) \n</p>\n<pre style=\"white-space: pre\">\n \n</pre>\n<p>\n  (END) Dow Jones Newswires\n</p>\n<p>\n  July 23, 2026 04:23 ET (08:23 GMT)\n</p>\n<p>\n  Copyright (c) 2026 Dow Jones &amp; Company, Inc.\n</p>\n</font>\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"NKE","symbol_name":"耐克","start_time":0,"source_url":"https://dowjonesnews.com/newdjn/logon.aspx?AL=N","article_id":"2653710831","we_media_id":"106","thumbnails":[],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=2653710831","pubTimestamp":1784794980,"columns":[],"sourceInfo":null,"weMediaInfo":{"media_name":"Dow Jones","introduction":"Dow Jones publishes the world’s most trusted business news and financial information in a variety of media.","home_visible":0,"id":"106","head_image":"https://static.tigerbbs.com/150f88aa4d182df19190059f4a365e99"},"summary":"0823 GMT - Nike should return to sales growth and restore EBIT margin to a more typical 31% in China by fiscal 2028, Morningstar analyst David Swartz says. The U.S. sportswear company has struggled with product innovation and lost market share in recent years in China to local rivals such as Anta. Nike's decision to end online sales through franchise partners and limit digital sales to company-operated stores on e-commerce platforms is aimed at reducing markdowns, a strategy Morningstar expects to succeed given Nike's advantages in brand visibility and product development. While the shift will hurt partners such as Topsports over the near term, they should benefit if Nike regains sales momentum. Morningstar maintains its $94.00 fair value estimate, noting shares are undervalued. The stock last closed at $42.21.  Dow Jones NewswiresJuly 23, 2026 04:23 ET Copyright  2026 Dow Jones & Company, Inc.","collect":0,"end_time":0,"defaultTopTitle":"","property":["earning"],"viewcount":null,"language":"en","relate_stocks":{"NKE":"耐克"},"translate_title":"耐克在战略调整后应恢复在华销售增长","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"NKE":1.5},"content_text":"0823 GMT - Nike should return to sales growth and restore EBIT margin to a more typical 31% in China by fiscal 2028, Morningstar analyst David Swartz says. The U.S. sportswear company has struggled with product innovation and lost market share in recent years in China to local rivals such as Anta. Nike's decision to end online sales through franchise partners and limit digital sales to company-operated stores on e-commerce platforms is aimed at reducing markdowns, a strategy Morningstar expects to succeed given Nike's advantages in brand visibility and product development. While the shift will hurt partners such as Topsports over the near term, they should benefit if Nike regains sales momentum. Morningstar maintains its $94.00 fair value estimate, noting shares are undervalued. The stock last closed at $42.21. (jason.chau@wsj.com) \n\n\n \n\n\n  (END) Dow Jones Newswires\n\n\n  July 23, 2026 04:23 ET (08:23 GMT)\n\n\n  Copyright (c) 2026 Dow Jones & Company, Inc.","kind":"highlight","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":true,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":true,"need_login_tip":false,"code":"91000000","status":"200"}}}