Nike to tighten online sales in China amid 'cluttered' marketplace | WKZO

Nike is restricting wholesale distributors' online sales in China starting January 2026, funnelling e-commerce traffic to official Nike channels on Tmall, JD.com, Douyin and its own platforms. The move aims to rebuild brand trust and combat fragmented pricing as Nike faces 17% sales declines and intensifying competition from domestic rivals Anta and Li Ning.

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