Nike to tighten online sales in China amid fragmented marketplace

Nike is tightening its online sales strategy in China, with most of its 16 store partners, which own and manage thousands of Nike stores, set to stop selling online. This move comes as Nike's sales in China have fallen for five consecutive years, with both local and foreign competitors eroding its market share. The decision reflects the fragmented nature of the Chinese marketplace and Nike's efforts to streamline its distribution and regain control over its brand presence. The article, published by The Business Times Singapore on July 22, 2026, highlights the challenges global brands face in China's competitive retail environment.

First published Aug 4, 02:00 PM UTCUpdated Jul 22, 02:05 AM UTC1 reports · 1 sources

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Nike to tighten online sales in China amid fragmented marketplace

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Nike to tighten online sales in China amid fragmented marketplaceThe Business TimesRegionalJul 22, 02:05 AM UTC

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