Nike's China Strategy Shift Sparks Debate Over Consumer Power

Nike's decision to discontinue sales of its products through third-party online platforms in China has sparked concerns about a decline in consumer power in the country. However, data suggests that China's sports sector is experiencing steady growth, with the market reaching 2.49 trillion yuan in 2025 and exports of sporting goods and equipment reaching 67.53 billion yuan in the first half of 2026.

The move is seen by some as a strategic effort to regain pricing and channel control, rather than a sign of declining consumer power. Nike has stated that its goal is to reduce channel fragmentation and improve consumer experience. The company's performance in China has declined somewhat, but it still remains an important market for the brand.

China's sports industry is expected to reach 7 trillion yuan by 2035, accounting for over 2.5 percent of GDP. This growth momentum is driven by a growing middle-income group and a rising fitness craze. Domestic brands such as Anta Sports have experienced significant growth in China, with some international brands also reporting double- or triple-digit growth.