运动品牌耐克(NKE)20日盘前大涨6.42%,引发市场关注。此前,耐克宣布现任首席执行官约翰·多纳霍将于明年1月底退休,由公司老将埃利奥特·希尔接任总裁兼首席执行官一职。
消息公布后,投资者反应积极。分析人士认为,希尔在耐克已工作32年,对公司业务和文化理解深刻,有助于重振该品牌的竞争力和创新活力。他将成为耐克应对市场日益白热化竞争的利器,重振近年来增长放缓的销售业绩。
事实上,疫情以来,耐克面临消费低迷和竞争加剧的双重压力。2024财年公司营收徘徊在514亿美元,低于2023财年的近525亿美元水平。有分析指出,过去几年耐克推行直营销售渠道改革,与零售商关系出现些许磨擦,影响了产品销售。希尔能否重塑营销模式、加强与零售商合作,将是其重要任务之一。
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