“转型走了一半”,耐克如何让故事落地

消费钛度
Dec 25, 2025

出品/消费钛度撰文/贾白雪“耐克转型才走了一半。”在12月19日耐克集团公布2026财年第二季度财报后的电话会上,CEO贺雁峰如此点评当前的耐克转型进程。在业务数据上,本季度耐克营收124亿美元(约合人民币879亿元),超分析师预期,其中北美市场、经销商业务都取得了不错的表现,同时库存水平也得到进一步改善。但在面对市场周期逆风、利润率较低和中国市场承压的客观情况下,市场期待耐克进一步加速其扭亏为盈...

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