Nike plans to prune thousands of online distributors in China beginning in January, shifting its digital footprint to the company's official website and app, plus flagship stores on Tmall, JD.com, and Douyin to curb fragmentation and regain pricing control. Company executives say the move will create a single, elevated destination for Nike within major Chinese ecosystems, delivering clearer product presentation and more connected consumer journeys. Nike spokeswoman Cathy Sparks emphasizes that the goal is to reduce fragmentation, not limit access, and to strengthen the consumer experience and brand consistency. While the plan aims to improve online control and branding, analysts warn it could weigh on near-term revenue in a region that has already seen a significant sales decline. The broader market context for Nike includes ongoing struggles with a sluggish turnaround and a delayed recovery, contributing to a cautious outlook.