Arabic version: نايكي تخطط لوقف التعامل مع موزعين عبر الإنترنت في الصين

According to Cnbc, Nike plans to cut off thousands of online distributors in China beginning in January, restructuring its digital sales presence as it seeks a more consistent consumer experience and a return to growth in the region.

Online sales will be concentrated through Nike’s own website and app, along with official storefronts operated on Tmall, JD.com and Douyin. Consumers currently can buy Nike products through those channels as well as thousands of other online storefronts run by the company’s brick-and-mortar partners and a network of secondary distributors.

Nike said the broad digital network has expanded access to its products, but it has also created inconsistent branding and pricing and complicated efforts to reverse a sales decline in China. Cathy Sparks, Nike’s vice president and general manager of Greater China, said the official flagships would provide clearer product presentation, stronger storytelling and more connected consumer journeys. She said the shift was intended to reduce fragmentation rather than access.

The strategy is designed to give Nike greater control over online pricing and improve the marketplace, but it could result in a material revenue decline in a region where sales have shrunk about 30% over the past five years. BNP Paribas equity analyst Laurent Vasilescu said the move resembled Nike’s previous decision to cut off wholesalers in North America, while arguing the company has a product problem rather than a distributor problem.

Topsports, Nike’s largest distributor in mainland China, said the adjustment would bring short-term pressure to its business but supported the direction. Chief Executive Yu Wu said the company would continue working with Nike through offline retail operations, local consumer service and market development, including new concept sport stores and physical retail experiences.