日韩精品久久一区二区三区_亚洲色图p_亚洲综合在线最大成人_国产中出在线观看_日韩免费_亚洲综合在线一区

Global EditionASIA 中文雙語Fran?ais
Business
Home / Business / Companies

Localization vital cog in Nike's expansion strategy in China

By Ren Xiaojin | China Daily | Updated: 2019-09-02 08:17
Share
Share - WeChat
Consumers browse sneakers at a Nike store in Fuzhou, capital of Fujian province. [Photo by Chen Hao / for China Daily]

Sportswear brand's push beyond metros, sneaker event herald market growth

US sportswear maker Nike is testing market potential of Chinese cities beyond Beijing and Shanghai. It believes localization as a strategy in China will help the brand better present itself to the whole world.

It opened Nike Jordan, its basketball brand's flagship shop, in Xiamen. It is the first Jordan shop in Fujian province.

Dong Wei, vice-president of Nike Inc, said the decision to set up the store in Xiamen was shaped by the city's stature as the economic and cultural center of Fujian that can support the growth of a mature sportswear industry.

"Xiamen boasts a mature commercial environment," said Dong. "As a relatively small city, it has over 80 million tourists coming from the whole world. Plus, there are many local sports brands in Xiamen, building a solid foundation in business environment for sports brands."

As for Nike Jordan's business blueprint in China, she said first-tier cities like Shanghai and Beijing were merely a beginning. The brand is looking to expand into more second-tier cities to "get in touch with more consumers".

By now, young Chinese consumers have gotten used to e-commerce and are able to buy goods basically from any city online. Hence, offline shops no longer limit themselves to selling products. They also provide customized service and experiences of the basketball culture, which are new growth points for brick-and-mortar stores, Dong said.

China has proved to be the fastest-growing market where Jordan has achieved double-digit growth, according to the company's 2018-19 financial report.

Eric So, general manager of Jordan China, said the brand will accelerate its pace of opening more shops in China, in line with its rapid development in the Chinese market so far.

Dong said through localization in the Chinese market, Nike will draw inspiration to develop a stronger and competitive edge in the global market.

"Since the earlier '80s, we have been building close relations with Chinese consumers, no matter if they are athletes or sports lovers," she said. "Localization is bringing more contributions to the product design aspects. As the company has gained more inspiration from Chinese elements, it can bring better products to global consumers."

China's growing sneaker market in cities beyond metros has attracted the attention of other brands too. In May, Sneaker Con, one of the biggest sneaker exhibitions of the world, was held in Shanghai for the first time. Over 20,000 visitors made it to the three-day event.

Ma Xiaofei, CEO of Endeavor, which organized the exhibition, said the event came about after efforts over 10 years. This year's event proved the timing was just right.

After the success in Shanghai, Endeavor is planning to hold more Sneaker Con events in China, at least three times a year. It said it hopes to attract 30,000 visitors to each event.

"If one visitor makes one purchase during the event, there will be at least 90,000 purchases made each year. There are at least five Chinese cities capable of supporting that level of purchases each year," Ma said.

Top
BACK TO THE TOP
English
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
CLOSE
 
主站蜘蛛池模板: 亚瑟天堂久久一区二区影院 | 男女在线网站 | 午夜视频在线观看视频 | 婷婷六月综合网 | 久久精品久久久 | 午夜影视在线观看免费完整高清大全 | 欧美性猛交一区二区三区精品 | 日本阿v视频高清在线 | 国产一区在线免费观看 | 91日本在线观看亚洲精品 | 国产一级免费在线观看 | 一区二区在线不卡 | 欧美日韩北条麻妃一区二区 | 精品国产黄a∨片高清在线 亚洲3atv精品一区二区三区 | 久久久一区二区精品 | 精品久久久久久久久久久久久久久 | 在线视频综合视频免费观看 | 激情婷婷成人亚洲综合 | 最新亚洲视频 | 久久成人高清 | 欧美三级三级三级爽爽爽 | 91激情网 | 成人亚洲一区二区色情无码潘金莲 | 日韩欧美视频在线一区二区 | 欧美色涩 | 国产精品色 | 亚洲蜜桃AV色情精品成人 | 天天躁日日躁狠狠躁中文字幕 | 天天看片天天a免费观看 | 一级毛片视频播放 | 九九99九九在线精品视频 | 欧美色图久久 | www九色 | 91综合视频| 91激情网 | 奇米网色 | 精品视频免费在线 | 亚洲精品国产第一综合99久久 | 精品欧美一区二区在线看片 | 天天爽天天操 | 成人精品视频一区二区三区尤物 |