Originally published at China Industry Intel . Read the complete report. Nike Overhauls China Operations as Local Rivals Reshape the Sportswear Landscape Nike is executing a strategic restructuring of its China business as the market normalizes from pandemic-era demand spikes. Faced with decelerating growth in its third-largest market, the sportswear leader is shrinking its physical retail footprint while accelerating direct-to-consumer (DTC) channels. The pivot comes as domestic competitors Anta and Li-Ning steadily erode Nike's market share across running, lifestyle, and basketball categories—collectively capturing over 5 percentage points in each segment since 2022, per industry estimates. Nike's response centers on localized product design, deeper e-commerce integration via platforms like Tmall and WeChat, and data-driven customer engagement through its Nike app. The restructuring aims to rebuild brand affinity and operational agility in a market where consumer preferen...
Li Na Chen