<a href="https://laohu8.com/S/NKE">耐克</a>在华困局加剧销售额一路下滑，CEO承认需调整策略路透12月18日 - 美国运动服饰巨头耐克NKE.N在中国的策略正面临时间压力。该公司在中国的销售额连续第六个季度下滑，其中鞋类下滑了20%，这凸显出这个曾被视为增长引擎的市场已成为其最大的压力点。
公司首席执行官$(CEO)$希尔（Elliott Hill）在周四的财报电话会议上承认，"很明显，我们需要重新调整在中国市场的策略。" 中国市场约占公司营收的15% 。
耐克在中国市场的困境由来已久，投资者从未期待它能迅速恢复增长。但希尔积极推动更新产品线、削减传统生活方式产品线，迄今未能展现出投资者所期望的哪怕是缓慢而稳定的进展。相反，利润率压力正在加剧：第二季毛利率下降约300个基点，原因包括关税成本和大量过时库存。
耐克股价今年迄今已下跌13%，料将连续第四年下滑。
希尔承认，耐克在更新中国门店以提升客流方面投资不足，而中国所谓的单品牌零售格局--品牌通常自营门店而非通过第三方零售商销售--也限制了耐克复制其在美国多渠道优势的能力。
与此同时，被视为增长关键的数字化业务表现不佳，线上销售下降36%，因安踏和李宁等本土品牌竞争加剧。(完)
Chinese, Japanese sportswear brands have raced ahead in 2025 https://reut.rs/4iYyUX6
Chinese, Japanese sportswear brands have raced ahead in 2025 https://reut.rs/3KE8AFb
(编审 徐文焰)
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