回复@Mapledong: Chip Wilson这么看好DTC，而Nike似乎要重新发力分销，这是为什么呢？
“2023 财年，Nike 来自 DTC 渠道的销售额同比增长 13.7%至 223 亿美元，在总收入中的占比为 43.55%，规模是 2017 财年时的 1.5 倍。
正如分析师告诉《现代零售》的那样，Nike 可能低估了批发业务的力量，尤其是在消费者对价格越来越敏感，对特定品牌忠诚度较低的时候。
Wedbush Securities 股票研究高级副总裁 Tom Nikic 表示，Nike 的 DTC 战略可能对市场存在误判，他们忽略了消费者面临的选择越来越多的现实问题。”//@Mapledong:回复@钟晓渡:Lululemon创始人Chip Wilson同时是安踏和Amer的股东，他对Arcteryx的判断很有意思。摘录一些片段分享给你: Almost since its inception, Arcteryx held the title of the world's best technical outdoor jacket brand. I remember thinking that if I could buy Arcteryx and implement lululemon's innovative retail formula, Arcteryx could be just as valuable as lululemon. I was encouraged that Anta understood vertical retailing and I was sure they knew just how lucrative the direct-to-consumer business model could be. Lululemon will permanently pass Adidas; however, Anta will surpass both Adidas and lululemon.