Wire · market
Nike to tighten online sales in China amid 'fragmented' marketplace
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Fusion42 · 22 July 2026 · Fusion42 review
Nike is restricting wholesale distributors' online sales in China starting January 2026, funnelling consumers to Nike-owned digital storefronts on Tmall, JD.com, Douyin and its own app to rebuild brand control and pricing power. The move costs major retail partners like Topsports (22% of revenue from Nike online sales) and Pou Sheng (15%) significant revenue, and analysts estimate Nike risks $500m-$1bn in sales as it cedes ground to domestic rivals Anta and Li Ning.
This Wire brief sits within Fusion42's coverage of E-commerce and Retail Tech, and 2 sources have reported it.
◆ ◆ The Wire takeaway
Nike just killed 22-23% of its distributors' online revenue in China to own the customer. If you sell tools to Chinese sportswear brands for inventory, pricing or marketplace management, you're now selling to a player that needs to build what Nike just shut down.
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2 sources · 22 Jul 2026
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