Faced with nine consecutive quarters of falling sales in the PRC, the Eager Beavertons announced a major changeup in their Chinese market strategy effective Jan. 1, 2027, when it will remove online sales from the majority of retail partners there in favor of its own DTC e-commerce and digital storefronts with e-commerce platforms Tmall, JD.com, and Douyin. Domestic rivals like Anta and Li Ning have picked up market share in Nike’s third-largest market, and smaller Western brands have also made strides there. The local players are much more vertically integrated than ... Log in to view full article.