Nike to limit China wholesale sales online from January – report
US sportswear giant Nike will bar most of its 16 wholesale partners in China from selling its products online starting January, redirecting sales to its own branded storefronts on Tmall, JD.com, Douyin, and its own website and app. The move aims to reduce marketplace fragmentation, restore consumer confidence, and support full-price sales amid declining revenue in Greater China. Nike's Greater China GM Cathy Sparks cited consumer demand for a premium, trustworthy, connected experience. Local competitors Anta, Li Ning, and international labels On and Hoka have been gaining ground. Two publicly listed retail partners, Topsports and Pou Sheng, warned of significant near-term revenue hits, with online Nike sales representing 22% and 15% of their respective revenues. Nike's Q4 Greater China revenue dropped 17% on a constant-currency basis, while full-year revenue reached $46.39bn. CEO Elliott Hill's turnaround plan focuses on sport, mending wholesale ties in North America, and new products.
Editorial responsibility
- No named human review is recorded for this page.
- Reports are grouped by semantic similarity and deterministic rules. Language models may assist titles, summaries, translation and cross-source analysis; the page itself is projected from evidence records.
- Current automated evidence projection