{"id":152134,"date":"2026-07-22T13:14:30","date_gmt":"2026-07-22T11:14:30","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=152134"},"modified":"2026-07-22T13:14:32","modified_gmt":"2026-07-22T11:14:32","slug":"nike-snoeit-in-china-duizenden-verkopers-buitenspel","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/nike-snoeit-in-china-duizenden-verkopers-buitenspel\/","title":{"rendered":"Nike snoeit in China: duizenden verkopers buitenspel"},"content":{"rendered":"\n<p><strong>Nike <\/strong>gooit het roer radicaal om in China: vanaf januari 2027 stopt de sportgigant er met onlineverkoop via groothandelspartners. Duizenden verkopers die Nike-producten aanbieden op Chinese e-commerceplatforms worden zo uitgesloten. Een slimme zet of verzuurt de relatie met China zo alleen maar verder?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Directe verkoop via eigen kanalen<\/h2>\n\n\n\n<p>De omzet van Nike in Groot-China daalde in het voorbije kwartaal met 17%, meer nog dan de 10% terugval een kwartaal eerder. China blijft zo een zorgenkind: de markt, goed voor 14% van de totale omzet van Nike, wordt tegenwoordig gedomineerd door lokale spelers als <strong>Anta <\/strong>(<strong>Puma <\/strong>en <strong>Fila<\/strong>) en <strong>Li Ning<\/strong>, terwijl ook buitenlandse merken als <strong>On <\/strong>en <strong>Hoka <\/strong>terrein winnen.<\/p>\n\n\n\n<p>Cathy Sparks, vicepresident en algemeen directeur voor de regio Groot-China, kondigt nu aan dat Nike de onlineverkoop via groothandelsdistributeurs volledig stopzet. In plaats daarvan verkoopt het bedrijf alleen nog via eigen digitale winkels op populaire Chinese platforms als <strong>Tmall<\/strong>, <strong>JD.com<\/strong> en <strong>Douyin<\/strong>, naast de eigen website en app. &#8220;Onze <a href=\"https:\/\/www.reuters.com\/business\/media-telecom\/nike-tighten-online-sales-china-amid-cluttered-marketplace-2026-07-22\/\">marktplaats is zo gefragmenteerd en onoverzichtelijk geworden<\/a>&#8220;, verklaart Sparks tegenover Reuters. &#8220;Consumenten willen een premium, betrouwbare en naadloze merkervaring, zowel online als offline.&#8221;<\/p>\n\n\n\n<p>De zestien groothandelspartners van Nike in China, die samen duizenden fysieke winkels runnen, zullen vanaf januari alleen nog offline mogen verkopen. Een van de grootste partners, <strong>Topsports<\/strong>, haalde tot voor kort nog 22% van de omzet uit de onlineverkoop van Nike-producten. Het bedrijf verwacht een &#8220;aanzienlijke&#8221; negatieve impact op de korte termijn, maar blijft &#8220;vastbesloten om nauw samen te werken met Nike aan de fysieke verkoopafspraken&#8221;.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">&#8220;Nike heeft een productprobleem&#8221;<\/h2>\n\n\n\n<p>Analisten waarschuwen echter dat de strategiewijziging de problemen van het merk in China alleen maar vergroot. Laurent Vasilescu, analist bij BNP Paribas, noemt de strategiewijziging een &#8220;strategische misstap&#8221; die concurrenten als Anta en Li Ning in de kaart speelt. &#8220;Nike heeft in China geen distributieprobleem. Het heeft een productprobleem&#8221;, schreef hij in een rapport.<\/p>\n\n\n\n<p>Ook is het opvallend dat Nike in China teruggrijpt naar de strategie die het sportmerk eerder al in de Verenigde Staten in de problemen bracht en CEO Elliott Hill net probeert terug te draaien. De huidige topman, die bijna twee jaar geleden aantrad, wil de relaties met retailers en wholesalepartners in Noord-Amerika herstellen, nadat een focus op eigen verkoopkanalen marktaandeel kostte.<\/p>\n\n\n\n<p>Sparks erkent wel dat Nike ook meer moet doen om de Chinese consument aan te spreken. Het bedrijf heeft onlangs een vicepresident voor lokale productontwikkeling aangesteld om producten te ontwerpen die beter passen bij de smaak van Chinese klanten. Daarnaast werkt Nike aan een hernieuwde focus op sport, na jaren van sterke groei in de lifestyle-segmenten.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nike gooit het roer radicaal om in China: vanaf januari 2027 stopt de sportgigant er met onlineverkoop via groothandelspartners. Duizenden verkopers die Nike-producten aanbieden op Chinese e-commerceplatforms worden zo uitgesloten. Een slimme zet of verzuurt de relatie met China zo alleen maar verder?<\/p>\n","protected":false},"author":5,"featured_media":145163,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[],"people":[],"extra":[43],"company":[644],"topic":[198],"region":[210],"class_list":["post-152134","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","extra-plus","company-nike","topic-e-commerce","region-china"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nike snoeit in China: duizenden verkopers buitenspel - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Nike gooit het roer radicaal om in China: vanaf januari 2027 stopt de sportgigant er 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