运动品牌巨头耐克(NKE)股价今日盘前大涨8.8%,引发市场关注。根据公司公告,现任CEO约翰·多纳霍(John Donahoe)将于10月13日退休,由资深老将埃利奥特·希尔(Elliott Hill)接任总裁兼首席执行官。
对此,投资界反应积极。分析人士认为,作为耐克的"老臣子",Elliott Hill在公司工作了32年,无论是对企业内部文化,还是该品牌的产品线和营销策略,都有着非常深入的了解。他出任CEO,有利于重振耐克的产品创新实力和品牌竞争力,并推动其重整多年来逐步疏离的与传统零售商的合作关系。
不过,也有分析人士指出,仅仅是换帅并不能立竿见影扭转耐克近年来的颓势。该品牌在运动鞋市场受到新兴品牌Hoka、On Running等的激烈竞争挤压。在上一任CEO多纳霍的直营销售战略调整下,与传统零售渠道合作伙伴的关系出现了裂痕。重塑渠道关系、抢回市场份额等,都将考验新任CEO艾略特·希尔的能力。
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