Shen Kaixi, vice president of Nike Group and general manager of Greater China, stated in the form of a signed article that Nike is focusing on strategic actions to reshape the market ecosystem starting with digital channels. Starting in January 2027, Nike will rebuild the digital market ecosystem in China with the official flagship stores of Tmall, JD, and Douyin as the core, as well as Nike's official website and app. “These new official flagship stores will become Nike's unified shopping portal in the ecosystem of these platforms, and bring consumers an upgraded experience with a more clear product presentation, a more moving brand narrative, and a more complete consumer journey.” Shen Kaixi confirmed that as part of the digital market adjustment, with the exception of some authorized partners, online stores currently operated and sold Nike products by partners will gradually stop selling Nike products. Shen Kaixi revealed that a new retail concept led by a local team is also being developed and will be introduced to the market in the next six months. Furthermore, it will continue to strengthen connections with local communities — launch more local events and invest in regional team building.

Shen Kaixi, vice president of Nike Group and general manager of Greater China, stated in the form of a signed article that Nike is focusing on strategic actions to reshape the market ecosystem starting with digital channels. Starting in January 2027, Nike will rebuild the digital market ecosystem in China with the official flagship stores of Tmall, JD, and Douyin as the core, as well as Nike's official website and app. “These new official flagship stores will become Nike's unified shopping portal in the ecosystem of these platforms, and bring consumers an upgraded experience with a more clear product presentation, a more moving brand narrative, and a more complete consumer journey.” Shen Kaixi confirmed that as part of the digital market adjustment, with the exception of some authorized partners, online stores currently operated and sold Nike products by partners will gradually stop selling Nike products. Shen Kaixi revealed that a new retail concept led by a local team is also being developed and will be introduced to the market in the next six months. Furthermore, it will continue to strengthen connections with local communities — launch more local events and invest in regional team building.