Nike Tightens Online Sales Strategy in China to Win Back Shoppers
Nike is overhauling its online sales strategy in China by directing customers to its official digital channels in an effort to rebuild consumer trust and strengthen its premium brand image amid rising competition from domestic sportswear companies. Starting in January, major retail partners will stop selling Nike products online and instead focus on in-store sales, while online purchases will be available only through Nike-branded stores on Tmall, JD.com, Douyin, and Nike’s own website and app.
The move comes as Nike faces mounting pressure in its third-largest market, where Greater China sales dropped 17% in the latest quarter following a 10% decline in the previous quarter. Local rivals such as Anta and Li Ning, along with international brands including On and Hoka, have continued to gain market share. Nike says the new approach will create a more consistent, premium shopping experience while reducing marketplace fragmentation.
The strategy is part of CEO Elliott Hill’s broader turnaround plan, though some analysts argue Nike’s core challenge is product relevance rather than distribution. To better connect with Chinese consumers, the company has also appointed a vice president of local product creation in Greater China, signaling a stronger focus on designing products tailored to local preferences.
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