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砍27年老伙伴！耐克强硬收回全线上渠道，是自救还是自杀？ episode artwork

EPISODE · Jul 29, 2026 · 8 MIN

砍27年老伙伴！耐克强硬收回全线上渠道，是自救还是自杀？

from AI 费电讯， 一份报告不同模型解读，用爱发电

一场时隔50年的商业轮回，在耐克身上再次上演！曾经被合作方背刺的耐克，如今亲手斩断与滔搏、宝胜等27年老伙伴的线上合作，一刀切清退所有线上经销商，彻底收回中国线上销售权。一纸公告直接砍去经销商数十亿营收，股价应声震动。耐克高调出手，只为终结全网乱价、挽回持续崩塌的品牌溢价。但真相真的是经销商的锅吗？连续八个季度营收下滑、新品持续破发、消费者坚决不买正价，背后的核心是产品创新乏力、品控下滑、市场响应滞后。本期深度拆解：耐克激进渠道大变革，到底是拯救品牌的关键一步，还是重蹈北美市场覆辙、亲手给国货让路的昏招？

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砍27年老伙伴！耐克强硬收回全线上渠道，是自救还是自杀？

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