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耐克向中国团队“放权”:高管升职,押注王嘉尔丨运动变局
在渠道端,贺雁峰领导下的耐克正修复与渠道商关系。“我们将把 NIKE direct 数字和实体服务回归到高端目的地。溢价也意味着全价。将把促销活动集中在传统零售渠道。要重建主要批发合作伙伴的信任。”他说。此前,耐克前任CEO约翰.多纳霍(John Donahoe)发起了DTC直营渠道改革。在全球范围内,耐克砍掉了近半零售合作伙伴关系,终止了数百项合作协议,并缩减了全球市场的销售团队。
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