Nike to End Third‑Party Online Sales in China by 2027

Nike announced that, starting 1 January 2027, its products will no longer be sold online by third‑party retailers in mainland China. The decision affects major partners such as Talob (滔搏) and Baosheng, whose online sales currently represent about 22 % of Talob’s revenue. Nike will concentrate its digital sales on its own flagship stores on Tmall, JD, Douyin, Nike.com and the Nike app, aiming to curb price fragmentation, prevent deep discount wars, and capture consumer data.

The shift comes as Nike’s China performance has weakened, with eight consecutive quarters of revenue decline and FY2026 China revenue falling 13 % year‑on‑year to $58.47 billion. Retailers are responding by clearing inventory through heavy discounting, driving share‑price drops for partners and raising concerns about cash‑flow and stock‑valuation risks. Analysts view the move as part of Nike’s broader direct‑to‑consumer strategy in China, seeking tighter price control and a more unified brand experience.