According to reports, as the American sportswear giant continues to lose in competition with local competitors, Nike is trying to win back the favor of Chinese consumers by controlling the online sales method of its products and guiding consumers to Nike's official channels. Cathy Sparks, vice president and general manager of Nike Greater China, said that by restricting online sales by wholesale distributors, the company aims to rebuild trust with Chinese consumers and sell products at full price. Sparks revealed that from January, major sportswear retailers in China will stop selling Nike clothing and footwear products online and instead focus on physical store sales. Through online channels, Nike products will be sold through the new Nike brand digital stores on popular e-commerce platforms Tmall, JD, and Douyin, as well as Nike's official website and app. “Our market has become too fragmented and cluttered,” Sparks said. The senior executive, who has been with the company for 25 years, was appointed to take charge of the Chinese business earlier this year. “Consumers want a high-end, brand-loyal, trustworthy shopping experience that seamlessly connects digital and physical channels.”

According to reports, as the American sportswear giant continues to lose in competition with local competitors, Nike is trying to win back the favor of Chinese consumers by controlling the online sales method of its products and guiding consumers to Nike's official channels. Cathy Sparks, vice president and general manager of Nike Greater China, said that by restricting online sales by wholesale distributors, the company aims to rebuild trust with Chinese consumers and sell products at full price. Sparks revealed that from January, major sportswear retailers in China will stop selling Nike clothing and footwear products online and instead focus on physical store sales. Through online channels, Nike products will be sold through the new Nike brand digital stores on popular e-commerce platforms Tmall, JD, and Douyin, as well as Nike's official website and app. “Our market has become too fragmented and cluttered,” Sparks said. The senior executive, who has been with the company for 25 years, was appointed to take charge of the Chinese business earlier this year. “Consumers want a high-end, brand-loyal, trustworthy shopping experience that seamlessly connects digital and physical channels.”