美股异动丨耐克跌超3%，花旗预期转向在线DTC策略将导致在华市场份额流失

格隆汇07-22

耐克(NKE.US)跌超3%，报41.66美元。消息面上，耐克宣布，自2027年1月起，将以天猫、京东和抖音的官方旗舰店以及Nike官方网站和App为核心，重新打造在中国的数字市场生态。作为这一调整的一部分，除部分授权合作伙伴外，目前由合作伙伴运营并销售耐克产品的线上店铺，将逐步停止销售耐克产品。花旗指出，耐克终止与中国零售商的大部分在线分销业务，转向在线DTC(直营)策略，预期将导致其未来在华市场份额流失。(格隆汇)

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