耐克大中华区于7月22日宣布，自2027年1月起取消主要零售合作伙伴的在线销售资格，将线上生意集中至官方渠道[1]。这一举措旨在统一产品定价和品牌呈现[1]。耐克大中华区总经理申凯希表示，中国数字市场已变得"过于复杂和碎片化"，目前有一千多个销售耐克产品的线上店铺[1]。公告发布当日，主要受影响的经销商股价应声下跌，其中滔搏国际股价下跌24%，宝胜国际下跌8.6%[1]。
经销商面临的定价权旁落直接反映在产品价格上。一款吊牌价649元的耐克鞋在发售仅十余天后，截至7月25日已跌至318元[1]。同时，同一款鞋在不同平台的价差明显——天猫耐克官方旗舰店定价849元，滔搏官方旗舰店为722元起，胜道官方旗舰店为621元起[1]。这种价格混乱促使经销商提前清理库存[1]。根据数据，耐克线上销售约占滔搏上一财年总收入的22%，约占宝胜总收入的15%[1]，此项政策调整对这些合作伙伴的影响不容小觑。
Nike's Greater China division announced on July 22 that it will revoke online sales privileges for major retail partners effective January 2027, concentrating e-commerce operations through official channels to enforce unified pricing and brand presentation [1]. The decision has triggered accelerated inventory clearance by distributors, sending Nike product prices into sharp decline across the market [1].
According to Nike's Greater China General Manager Shen Kaixi, the Chinese digital marketplace has become "overly complex and fragmented," with more than one thousand online stores currently selling Nike products [1]. Online sales currently account for approximately 22 percent of Taobao International's total revenue from the previous fiscal year and roughly 15 percent of Baosheng International's total revenue [1].
Market impact was immediate and severe. Taobao International's stock fell 24 percent on the announcement day, while Baosheng International declined 8.6 percent [1]. A Nike shoe with a manufacturer's suggested retail price of 649 yuan had dropped to 318 yuan by July 25, 2026—less than two weeks after launch [1]. The same model showed significant price variations across platforms: 849 yuan at the official Nike Tmall flagship store, 722 yuan at Taobao's official flagship store, and 621 yuan at the Shengdao official flagship store [1].
