Nike Ends Online Distributor Sales in China, Moves to Own Platforms
Nike announced it will terminate contracts with thousands of online distributors in mainland China starting January 2027. The company will shift its digital sales to its own website, mobile app and flagship storefronts on the major Chinese e‑commerce platforms Tmall, JD.com and Douyin. The plan, outlined by Greater China vice‑president Cathy Sparks, is intended to reduce market fragmentation, strengthen brand presentation and recapture full‑price sales after a sustained sales decline – revenue in Greater China fell about 30% since 2021 and 17% year‑on‑year in the most recent quarter. Key retail partners such as Topsports International Holdings have confirmed they will stop selling Nike products online, causing their shares to plunge sharply. Analysts note the move mirrors Nike’s 2017 wholesale cut in North America and warn it could risk short‑term revenue while the company hopes to improve the consumer experience and profitability in its third‑largest market.