Nike to cut off thousands of online distributors in China, restructure digital footprint
Nike is streamlining its online business in China as the company looks to stabilize pricing and branding and get back to growth.
AI Summary
Nike plans to cut off thousands of online distributors in China starting January, shifting its digital presence primarily to its own website, app, and official storefronts on Tmall and Douyin. The move aims to address inconsistent branding and pricing that have hurt sales in the region, though it could lead to a material drop in revenue. Nike's new Greater China chief says the strategy is about reducing fragmentation to create a more consistent consumer experience.