该对安踏的DTC祛魅了

Ofweek维科网
24 Jul

文丨贾志飞出品丨大V商业国内风头正劲的安踏,如今也面临一个现实问题——在耐克和阿迪都开始反思自己的 DTC 策略时,安踏是否还要继续坚定推进?这个问题的背景是,安踏的增速也开始放缓了。在业绩快速增长的阶段,DTC被视为推动增长的重要方式,毛利率提高、品牌力增强,都能看见明显效果。但当增长开始乏力,DTC的角色也变得微妙起来。它曾是功臣,现在会不会成为拖累?特别是当耐克和阿迪公开将部分业绩压力归因于...

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