2021-11-09

For decades, the Chinese market has been deeply cultivated, and foreign sports brands have appeared in the Expo

By yqqlm yqqlm

From November 5 to 10, the 4th China International Import Expo (hereinafter referred to as “China Import Expo”) was held in Shanghai. This Expo provides new opportunities for economic recovery and growth, and also gathers strength for building an open world economy. In the post epidemic era, the Chinese market has rapidly recovered its vitality, and this year is also the 20th year of China’s accession to the WTO. The further opening of the Chinese market has created a good business environment and benefited many fields

sports industry is one of the rising industries that get sufficient development opportunities in the east wind. As the world’s leading foreign sports brand, Nike has participated in the Expo for two consecutive years, which coincides with the 40th anniversary of Nike’s entry into China. Therefore, Nike brought 40 vivid stories about its relationship with China on the booth of the Expo, recorded Nike’s long-term friendship with China’s sports industry, and recalled the memories of sports and sports of different generations

For decades, the Chinese market has been deeply cultivated, and foreign sports brands have appeared in the Expo

continue to innovate and deeply cultivate the Chinese market

since entering the Chinese market in 1981, Nike has invested for a long time and deeply participated in the development and growth of China’s sports industry. Shortly after the reform and opening up, Nike opened its first factory in China and introduced production lines, technology and other resources; Now, based on the insight of China market, Nike can innovate continuously, especially in the field of digital innovation, and even promote local innovation to the world. p>

in China, the good foundation of mobile Internet and the rapid development of e-commerce and other technologies have brought unique local consumption characteristics. In the first half of last year, the epidemic suddenly accelerated the development of digital consumption in the Chinese market. Last June, Nike’s CDO (consumer direct offer) strategy was pushed to a new digital enabling stage of CDA (consumer direct acceleration)

relying on continuous innovation, Nike has been able to accelerate the pace of digital transformation and enable online and offline consumption scenes in both directions. With Nike app as the center, consumers can obtain comprehensive localized and personalized services from platforms including Nike official website, Nike tmall official flagship store, Nike wechat applet, snkrs, NRC, NTC wechat applet and so on. Combined with the digital transformation of stores, from houseofinnovation, nikerise and unite to nikelive neighborhood experience stores, Nike provides consumers with 365 day online and offline digital retail experience and one-to-one member services through multi-dimensional digital empowerment and new retail concept stores

thanks to Nike’s confidence and commitment to the future of the Chinese market, Nike digital technology (Shenzhen) Co., Ltd., Nike’s Innovation Center in China, will be officially opened in Shenzhen at the end of this year. This innovation center with an investment of RMB 1.3 billion will focus on building innovative technologies and data capabilities in the fields of artificial intelligence, data warehousing, digital platform, electronic payment and machine learning, so as to help Nike establish a deeper connection with consumers in China

long term investment to protect the future of sports

successful digital transformation and better service experience are part of Nike’s connection with local consumers. At the same time, Nike is committed to protecting the future of sports by protecting the environment. And through long-term investment, spare no effort to transmit the sports spirit to more people

it has become a global consensus to promote green economic recovery after the epidemic, and “green” and “low carbon” are also the key words of this Expo. Nike set the goal of “move to zero” and “zero carbon emission” in 2019, hoping to build a sustainable future with consumers and partners through effective response to climate change

in China, Nike has fully penetrated the concept of environmental protection into all links from design, manufacturing to transportation, sales and operation. And cooperate with factories and suppliers to practice sustainable development, reduce environmental footprint and build a green supply chain. For example, Nike’s phase III logistics center in China and Nike Shanghai 001 have obtained LEED green building gold medal certification. Nike China has reduced air traffic by 35% in fiscal year 2020 and used more clean energy trucks to carry out freight

the long-term cultivation of the local market has made Nike resonate with Chinese consumers in terms of emotion. In the future, Nike said that it will continue to increase its investment in the Chinese market, have a closer connection with a wider range of Chinese consumers and sports lovers, and look forward to continued development and progress with the Chinese sports market