Nike's China Conundrum: A Risky Bet on Consolidation The latest move by Nike to revamp its online strategy in China has sent shockwaves through the industry.
The decision to cut off thousands of online distributors and consolidate its presence on select e commerce platforms is a bold attempt to regain control over its digital footprint, but it also carries significant risks.
Nike's struggles in China are well documented. The country was once one of its strongest markets, accounting for nearly 30% of its global sales.