Nike Ends Third-Party Online Sales in Mainland China From 2027 as Revenue There Falls 11%
Updated
Updated · Global Times · Aug 4
Nike Ends Third-Party Online Sales in Mainland China From 2027 as Revenue There Falls 11%
2 articles · Updated · Global Times · Aug 4
Summary
January 1, 2027 is the cutoff Nike set to stop selling through third-party online platforms in mainland China, shifting online sales to its flagship stores, website and app.
Nike says the overhaul is meant to reduce channel fragmentation, regain pricing control and improve consumer experience after inventory pressure and discounting eroded its brand position.
An 11% fiscal-2026 revenue drop in mainland China, Taiwan, Hong Kong and Macao has sharpened scrutiny of Nike's strategy, with analysts pointing to weak localization and slower product innovation.
China's sports market still reached 2.49 trillion yuan in 2025 and is projected to hit 7 trillion yuan by 2035, while domestic and foreign rivals including Anta, Lululemon and On Running posted strong growth.