Nike to cut thousands of online distributors in China, restructure digital footprint
Nike announced plans to cut off thousands of online distributors in China starting January 2026, consolidating its digital sales through its own website, app, and official storefronts on Tmall, JD.com, and Douyin. The move aims to create a consistent consumer experience, stabilize pricing, and strengthen branding amid a sales decline of about 30% in the region over the past five years. While the strategy could lead to a material drop in revenue, Nike's new Greater China VP Cathy Sparks emphasized reducing fragmentation. BNP Paribas analyst Laurent Vasilescu warned the move echoes Nike's failed North America wholesale cutback, which opened shelf space for competitors. Topsports, Nike's largest distributor in mainland China, expressed support despite short-term pressure, citing long-term benefits for the retail ecosystem.
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