{"id":227495,"date":"2025-10-02T11:45:24","date_gmt":"2025-10-02T09:45:24","guid":{"rendered":"https:\/\/ipmark.com\/?p=227495"},"modified":"2025-10-02T11:45:24","modified_gmt":"2025-10-02T09:45:24","slug":"negocio-dtc-nike-se-resiente-menos-ventas-digital-y-tienda-fisica","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=227495","title":{"rendered":"El negocio DTC de Nike se resiente: menos ventas en digital y tienda f\u00edsica"},"content":{"rendered":"<p><strong>Las ventas directas al consumidor de Nike retrocedieron un 4% en el primer trimestre de su ejercicio fiscal 2026, finalizado el 31 de agosto, hasta los 4.500 millones de d\u00f3lares. El mayor impacto se produjo en el canal digital, que sufri\u00f3 un descenso del 12%, mientras que las ventas en tiendas propias cayeron un 1%.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">El retroceso en la divisi\u00f3n de venta directa contrasta con la evoluci\u00f3n positiva en el \u00e1rea <\/span><b>Wholesale<\/b><span style=\"font-weight: 400;\">. La marca estadounidense increment\u00f3 un <\/span><b>7%<\/b><span style=\"font-weight: 400;\"> sus ventas a minoristas, alcanzando los <\/span><b>6.800 millones de d\u00f3lares<\/b><span style=\"font-weight: 400;\">. Este comportamiento permiti\u00f3 que, en conjunto, los ingresos de Nike crecieran un <\/span><b>2%<\/b><span style=\"font-weight: 400;\"> respecto al mismo periodo del a\u00f1o anterior, hasta los <\/span><b>11.362 millones de d\u00f3lares<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La compa\u00f1\u00eda logr\u00f3 compensar el mal desempe\u00f1o en <\/span><b>China<\/b><span style=\"font-weight: 400;\">, donde registr\u00f3 un descenso del <\/span><b>10%<\/b><span style=\"font-weight: 400;\">, gracias al crecimiento del <\/span><b>4% en Norteam\u00e9rica<\/b><span style=\"font-weight: 400;\">, su mercado prioritario.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por su parte, la marca <\/span><b>Converse<\/b><span style=\"font-weight: 400;\"> volvi\u00f3 a registrar un retroceso significativo en ventas: un <\/span><b>28% menos a tipos constantes<\/b><span style=\"font-weight: 400;\">, pasando de <\/span><b>501 millones de d\u00f3lares<\/b><span style=\"font-weight: 400;\"> en el primer trimestre de 2024 a <\/span><b>366 millones<\/b><span style=\"font-weight: 400;\"> en el mismo periodo de 2025.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cEste trimestre Nike ha logrado progresar en las acciones de nuestra estrategia <\/span><i><span style=\"font-weight: 400;\">Win Now<\/span><\/i><span style=\"font-weight: 400;\">, en las \u00e1reas prioritarias de Norteam\u00e9rica, Wholesale y Running\u201d, se\u00f1al\u00f3 <\/span><b>Elliott Hill<\/b><span style=\"font-weight: 400;\">, presidente y CEO de <strong>Nike<\/strong>, en la presentaci\u00f3n de resultados. No obstante, admiti\u00f3 que a\u00fan \u201ctenemos trabajo por delante en hacer que todos los deportes, mercados y canales est\u00e9n en un camino similar, a medida que gestionamos un entorno operativo din\u00e1mico\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La compa\u00f1\u00eda tambi\u00e9n inform\u00f3 de una reducci\u00f3n de <\/span><b>320 puntos b\u00e1sicos en su margen bruto<\/b><span style=\"font-weight: 400;\">, hasta el <\/span><b>42,2%<\/b><span style=\"font-weight: 400;\">, debido al incremento de las promociones y al impacto de los aranceles en Norteam\u00e9rica. Al cierre del trimestre, Nike contaba con <\/span><b>727 millones de d\u00f3lares en caja<\/b><span style=\"font-weight: 400;\">, un <\/span><b>31% menos<\/b><span style=\"font-weight: 400;\"> que en el mismo periodo del ejercicio anterior.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La pieza clave de la estrategia de la firma hace unos a\u00f1os presenta resultados negativos en el primer trimestre de su ejercicio fiscal. <\/p>\n","protected":false},"author":29,"featured_media":227498,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[2226],"class_list":["post-227495","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El negocio DTC de Nike 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