Nike restricts wholesale distributors from selling online and will sell through brand flagship stores on Tmall, JD, and Douyin.

According to reports, as this American sportswear giant continues to suffer losses in the competition with local competitors, Nike is trying to regain favor with Chinese consumers by controlling the online sales of its products and guiding consumers to Nike's official channels. Cathy Sparks, Vice President and General Manager of Nike Greater China, stated that by restricting the online sales of wholesale distributors, the company aims to rebuild trust with Chinese consumers and sell products at full price. Sparks revealed that starting in January, major sportswear retailers in China will stop selling Nike clothing and footwear products online and instead focus on physical store sales. In online channels, Nike's products will be sold through China's popular e-commerce platforms such as Tmall, JD, and TikTok, as well as through the new Nike brand digital stores on Nike's official website and app. "Our market has become too scattered and chaotic," Sparks said. The senior executive, who has been with the company for 25 years, was appointed earlier this year to oversee Nike's operations in China. "What consumers want is a high-end, brand-loyal, trustworthy, and seamlessly integrated shopping experience between digital and physical channels."