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.
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