Nike Cuts Thousands of China Sellers

Nike (NYSE:NKE) is overhauling its China strategy by cutting ties with thousands of online sellers, a major effort to regain control of its brand and revive growth in one of its most important markets.

Starting in January, Nike will concentrate its digital presence around its own website and app, along with official stores on Tmall, JD.com and Douyin. The company says the shift will create a more consistent shopping experience, clearer product presentation and stronger brand storytelling.

Nike is the world's largest athletic footwear and apparel company, selling products through its own stores, digital channels and wholesale partners. China has become a difficult market as local brands gain ground and fragmented online distribution makes pricing and brand control harder.

The move could create short-term pressure for distributors and store partners that rely on online sales. Topsports, Nike's largest mainland China distributor, acknowledged the near-term hit but said the changes should support a healthier retail system over time.

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