Nike plans prune thousands online distributors in China

Nike plans to phase out thousands of online distributors in China starting January, shifting its digital footprint to the company’s official site and app as well as its storefronts on Tmall, JD.com, and Douyin to curb fragmentation and regain pricing control. Executives say the move will provide a single, consistent brand experience and direct consumer journeys, though some analysts warn it could worsen near-term revenue in a region that has already seen declines.