Nike has ended online sales through its existing distributors in mainland China as the U.S. sportswear company overhauls its operations to revive sales amid intensifying competition from local rivals. In a post on its website on Tuesday, Nike said it will shift online sales to its official website and app, as well as its flagship stores on e-commerce platforms Tmall, JD.com and Douyin from January.

Barring some exceptions with licensee partners, partner-operated online storefronts will transition out of selling Nike products, the athletic footwear and apparel company said. The move reflects a broader strategy to control brand presentation and customer data directly in the critical Chinese market.

Analysts view the shift as a response to slowing growth and rising competition from domestic brands like Anta and Li Ning. By consolidating digital channels, Nike aims to improve margins and strengthen consumer relationships in its largest growth market.