Nike to tighten online sales in China amid 'fragmented' marketplace | 101 WIXX

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.

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