Nike is restructuring its online sales operations in China by cutting thousands of distributor and seller relationships, following eight consecutive quarters of declining sales in the country. Multiple reports say the company will begin changes on January 1, tightening who can sell Nike products online. The move is described as part of a broader effort to stabilize pricing and strengthen Nike’s control of its brand presentation amid increased competition from domestic rivals. Nike is also investing in local product design, aiming to differentiate its offerings and refresh its image in the market. Coverage also indicates that Nike will reorient its digital footprint toward its own channels and flagship storefronts on major Chinese e-commerce and social platforms, including Tmall, JD.com and Douyin. Analysts cited in one report expect the strategy to support growth and brand positioning over the coming years, though the reports do not provide quantified financial targets. Overall, the changes reflect a shift from relying on a wider set of online partners toward a more controlled direct-to-consumer approach in China.