Nike says it will streamline online business in China
Nike announced plans to streamline its online business in China starting January 2027, focusing on official flagship marketplaces on TMall, JD.com, and Douyin, as well as its own app and website. Other online storefronts will transition out of selling Nike products, with some exceptions. The sportswear giant aims to create a more consistent, premium, and connected marketplace. Nike also plans to improve physical retail stores in China and named its first Greater China vice president of local product creation to focus on products designed, developed, and made in China for Chinese consumers. The move comes after flat sales in the region dragged down Nike's overall performance in FY26. Nike's largest distributor in China, Topsports, acknowledged short-term pressure but expressed confidence in the medium- to long-term benefits for the retail ecosystem.
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