Nike will tighten its China e-commerce distribution by moving most online sales to physical retail: from Jan. 2027, 15 of its 16 major Chinese retail partners will stop selling Nike products online. The shift targets restoring pricing power and reversing a deepening sales decline in its third-largest market. This is a tactical response that signals ongoing pressure on China demand and margins.
Nike will tighten its China e-commerce distribution by moving most online sales to physical retail: from Jan. 2027, 15 of its 16 major Chinese retail partners will stop selling Nike products online. The shift targets restoring pricing power and reversing a deepening sales decline in its third-largest market. This is a tactical response that signals ongoing pressure on China demand and margins.
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