Nike resets online distribution in ‘fragmented’ China market
retaildive·- Nike is restructuring its online distribution in China, consolidating its digital presence to official channels by January 2026. - This follows a 12% decline in Greater China revenues, prompting a reevaluation of partnerships and a focus on providing a consistent brand experience. - Analysts express concern that the changes may harm market share, while Nike aims to enhance brick-and-mortar operations and adapt to shifting consumer behavior post-COVID.