Ghana news briefing
Nike to tighten online sales in China amid ‘cluttered’ marketplace
By restricting wholesale distributors' online sales, the company aims to rebuild trust with Chinese shoppers and sell its products at full price, said Cathy Sparks, vice president and general manager of Greater China.
Starting in January, key sportswear retailers in China will stop selling Nike's clothing and shoes online and will instead pivot to in-store sales, Sparks told Reuters.
Nike is trying to lure back shoppers in China by controlling how its products are sold online, directing consumers to official Nike channels as the American sportswear giant continues to lose ground to domestic rivals.
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