该公司周二表示，耐克计划从 1 月份开始切断中国的数千家在线分销商，因为这家运动鞋巨头希望清理 变得混乱的数字市场，并让该地区恢复增长,。
Nike is planning to cut off thousands of online distributors in China beginning in January as the sneaker giant looks to clean up what的 become a messy digital marketplace and get the region back to growth, the company said Tuesday.
从明年开始，, Nike的 的在线足迹将主要转移到零售商的 官方网站和应用程序, 及其在天猫, 京东和抖音,（中国的 一些最大的在线市场和社交平台）上运营的店面。
Starting next year, Nike的 online footprint will shift primarily to the retailer的 official website and app, and the storefronts it operates on Tmall, JD.com and Douyin, some of China的 largest online marketplaces and social platforms.
目前，, 消费者可以通过所有这些渠道以及由 Nike 在该地区的实体合作伙伴和二级经销商网络提供支持的数千个其他在线店面购买 Nike。虽然庞大的数字网络使消费者广泛接触到 Nike的 产品,，但它的 也造成了不一致的品牌和定价体验，并阻碍了公司的 扭转该地区销售下滑的努力。
Currently, consumers can shop Nike through all of those channels as well as thousands of other online storefronts powered by Nike的 brick-and-mortar partners in the region and a network of secondary distributors. While the vast digital network has led to widespread consumer access to Nike的 products, it的 also created an inconsistent branding and pricing experience and hampered the company的 efforts to reverse a sales decline in the region.
"这些新旗舰店将成为耐克在这些生态系统中的单一,高端目的地,，提供更清晰的产品展示,更强的故事讲述和更互联的消费者旅程," Cathy Sparks, Nike'新任副总裁兼大中华区总经理,在一封信中写道。 "这是为了加强消费者已经开始和结束购物旅程的平台,确保这些体验是直接的,一致且毫无疑问是耐克。"
"These new flagships will serve as the single, elevated destination for Nike within these ecosystems, with clearer product presentation, stronger storytelling and more connected consumer journeys," Cathy Sparks, Nike的 new vice president and general manager of Greater China, wrote in a letter. "This is about strengthening the platforms where consumers already begin and end their shopping journey, making sure those experiences are direct, consistent and unmistakably Nike."
"这并不是为了减少访问。 It is about reducing fragmentation and strengthening the consumer journey," she said. "When the experience is consistent, the brand becomes stronger."
"This is not about reducing access. It is about reducing fragmentation and strengthening the consumer journey," she said. "When the experience is consistent, the brand becomes stronger."
Nike的 计划削减其在线足迹，旨在为消费者创造更好的,、更一致的体验，并允许其收回在线定价控制权。然而，, 也有人担心，这可能会导致该地区的收入大幅下降，该地区在过去五年中已经萎缩了约 30%。
Nike的 plans to pare back its online footprint are designed to create a better, more consistent experience for the consumer and allow it to take back pricing control online. However, there are also concerns it could lead to a material drop in revenue in a region that的 already shrunk about 30% in the last five years.
News about Nike的 plans to cut off online distributors first came to light late last month in a local Chinese media report.法国巴黎银行股票分析师 Laurent Vasilescu, 发表了一份报告，他写道，此举让人想起 Nike 切断北美, 批发商的不幸决定，这导致其在该地区, 市场主导地位的崩溃以及销售额和利润率的急剧下降。
News about Nike的 plans to cut off online distributors first came to light late last month in a local Chinese media report. It prompted a note from BNP Paribas equity analyst Laurent Vasilescu, who wrote the move is reminiscent of Nike的 ill-fated decision to cut off wholesalers in North America, which contributed to its collapse of market dominance in the region, as well as steep declines in sales and margins.
"该策略为竞争对手打开了货架空间，但该策略对耐克来说效果不佳。我们相信，如果在中国采取同样的方法，同样的情况也可能发生," Vasilescu 上个月写道, 补充说，法国巴黎银行坚持对该公司表现不佳的评级。 "我们'不认为耐克有分销商问题，而是产品问题，这也适用于其他市场。"
"This strategy opened up shelf space for competitors and the strategy ended poorly for Nike. We believe the same could happen if it takes the same approach in China," Vasilescu wrote last month, adding that BNP was sticking with its underperform rating for the company. "We don't think Nike has a distributor problem but rather a product problem which also applies in other markets."
这一变化预计还会伤害该地区的 Nike的 实体合作伙伴,，这些合作伙伴近年来扩大了在线业务以发展自己的业务。
The change is also expected to hurt Nike的 brick-and-mortar partners in the region, which have expanded their online presence in recent years to grow their own businesses.
还是, Topsports, Nike'中国大陆最大经销商,表示支持公司'的决定。
Still, Topsports, Nike的 largest distributor in mainland China, said it supports the company的 decision.
"Topsports本着互惠互利、共同成长的原则与耐克合作了27年," Topsports首席执行官于武在一份声明中表示。 "这次调整会给我们的业务带来一些短期压力。但我们坚信,中长期,这个方向将有助于促进中国,更健康,更有序,和更可持续的零售生态系统,同时进一步提高消费者体验和产品吸引力。"
"Topsports has worked with Nike for 27 years based on the principle of mutual benefit and shared growth," Topsports CEO Yu Wu said in a statement. "This adjustment will bring some short-term pressure to our business. But we firmly believe that, over the medium- to long-term, this direction will help promote a healthier, more orderly, and more sustainable retail ecosystem in China, while further improving consumer experience and product appeal."
"展望未来,，我们将继续与耐克,紧密合作，发挥我们在线下零售业务,本地消费服务,以及跨城市深度市场开发的优势,"吴说。 "通过新概念运动商店和高品质的实体零售体验,我们将为中国消费者带来更丰富、更有意义的运动体验。"
"Looking ahead, we will continue to work closely with Nike, leveraging our strengths in offline retail operations, local consumer service, and deep market development across city tiers," Wu said. "Through new concept sport stores and high-quality physical retail experiences, we will bring Chinese consumers richer and more meaningful sport experiences."
News Tips
收到机密新闻提示? 我们希望收到您的来信。
CNBC 时事通讯
CNBC Newsletters
注册免费时事通讯，将更多 CNBC 新闻发送到您的收件箱
将此信息发送到您的收件箱,，并获取有关我们产品和服务的更多信息。
与我们一起做广告
Advertise With Us
© 2026 Versant Media, LLC。版权所有。 Versant 媒体公司。
数据为实时快照 *数据至少有15分钟延迟。全球商业和金融新闻, 股票行情, 以及市场数据和分析。