Nike cuts thousands of China online sellers; Topsports, Pou Sheng lose supply from Jan 2027. Expect deep discounts on Nike shoes in next 5 months.
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Big Nike Discounts May Be Coming — The Brand Is Cutting Thousands of Online Sellers in China
If you've ever shopped for Nike sneakers in China, you've probably noticed: the same pair of shoes, different prices on different apps. Tmall, JD, Douyin, random live-streams – all selling what looks like the same product, but with different descriptions, different service standards, and different price tags.
That chaos is exactly what Nike is trying to kill.
On July 22, Nike notified its largest retail partner in China, Topsports International Holdings Limited, that it will no longer supply products for Topsports' online platforms in China starting January 1, 2027. The same notification was also received by another distributor, Pou Sheng International (Holdings) Limited, on the same day.
But this isn't just about two distributors. Nike is phasing out thousands of online distributors across China.
Why is Nike doing this?
The short answer: Nike's China business is under pressure.
In the most recent quarter, Nike Greater China sales fell 17% year-over-year, and full-year revenue dropped 11% to $5.847 billion. With local brands like Anta and Li Ning gaining ground, Nike's leadership has made channel reform a key strategy to revive growth.
Earlier this year, Nike Group CEO Elliott Hill said the company was "pushing forward with online and offline channel adjustments."
Nike Greater China Vice President Cathy Sparks put it even more bluntly: the current online market has become too fragmented and chaotic.
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What does "fragmented" mean in practice?
If you've bought Nike shoes in China, you've probably experienced it firsthand.
The same pair of running shoes can show up on different platforms – Tmall, JD, Douyin, random live-streams – with different prices, different product descriptions, and different service standards, all at the same time. One shop offers a discount, another throws in free shipping, a third claims it's an "exclusive" colorway. It's a mess – and it forces consumers to spend way too much time comparing prices just to make sure they're not getting ripped off.
That fragmentation, Sparks argues, erodes not just the shopping experience but Nike's brand value and pricing power.
So what's changing?
Starting January 2027, Nike's digital ecosystem in China will revolve around a much smaller set of official channels: Tmall flagship store, JD flagship store, Douyin flagship store, Nike.com.cn, and the Nike App. Most third-party online stores currently run by partners will be phased out.
This isn't just a "digital cleanup." Nike is betting that fewer channels, better control, and consistent branding will rebuild consumer trust and brand value – even if it means sacrificing short-term sales.
But here's the twist: you might score some great deals in the next few months
Topsports still has a massive inventory of Nike products. After January 1, 2027, they won't be able to sell those online anymore. So over the next five months, they have every incentive to clear out as much stock as possible.
Industry observers expect Topsports to ramp up discount campaigns in the coming months – meaning older season shoes could see even deeper price cuts than usual.
So if you've been eyeing a pair of Nikes, the next five months might be your best chance to grab them at a bargain.
Source: 新闻晨报、南方都市报
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