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Home/News Feed/Nike to cut thousands of online distributors in China, focusing sales on official channels from January

NKE

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Nike to cut thousands of online distributors in China, focusing sales on official channels from January

Market News

21 Jul 2026

CNBC

View Source

Bearish

Nike plans to end partnerships with thousands of online distributors in China starting January, shifting sales to its own website, app, and official stores on Tmall, JD.com, and Douyin. This move aims to create a more consistent brand experience and regain pricing control, despite potential short-term revenue declines in a region where sales have fallen 30% over five years. While some analysts warn this strategy could backfire as it did in North America, Nike's largest distributor in China supports the change, expecting it to foster a healthier retail ecosystem and better consumer experience in the long term.

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