2022年1月17日

Three key words, look at the ciIE sports leading brand how to help Chinese sports

The 4th China International Import Expo kicked off at the National Convention and Exhibition Center in Shanghai on Nov. 4. With the “wind wind” of the Winter Olympics, this year’s CIIE has witnessed a “sports fever”. A series of creative sports industry-related products and services have become new highlights of the CIIE. As a foreign enterprise with roots in China, Nike once again participated in this CIIE, appearing in the sports goods and events area.

Leading: Committed to promoting all-round development of Sports in China

At this CIIE, Nike will show its wonderful history of deep development in Chinese market and growing together with Chinese sports industry in the form of “40 FOR 40-40th Anniversary theme Exhibition of Nike China”. It tells the vivid story of Nike and China’s sports industry hand in hand in different forms, and records the unforgettable moments of famous athletes, industry partners and large-scale events that have cooperated with Nike in different eras.

In 1981, The first Nike China headquarters was established in Shanghai, marking the official beginning of Nike’s business in China. Also in 1981, the Chinese track and field team became the first global sports team sponsored by Nike. In 1983, zhu Jianhua, a famous high jumper, broke the world record of 2.38 meters in his spikes customized by Nike. In 2004, Liu Xiang won the gold medal of men’s 110m hurdles in Athens Olympic Games. Nike also designed special running shoes for Liu Xiang. In 2021, Su bingtian became the first Chinese athlete in history to reach the Men’s 100m final at the Olympics when he broke the Asian record wearing Nike gear at the Tokyo Games.

In addition to track and field, Nike also works with national teams in other sports to help athletes improve their performance in all aspects. In 1996, Nike began to provide professional and innovative equipment and services for The Chinese National basketball Team. In 2009, Nike officially became the official strategic partner of the Chinese Super League (CSL). In May 2018, Nike renewed its 10-year contract with the CSL to help Chinese football move into the future.

In terms of sports for all, Nike has gone all out to promote a running culture in China. Since 2012, Nike has sponsored Shanghai Marathon for eight consecutive years, and launched “Speed X Nike Kids Run”, “Nike Dark Horse” and other events. In addition, Nike, together with the Chinese High School Sports Association and local education committees and other partners, has created the Nike China High School Basketball League and the Nike Campus Champions League for Chinese student players.

Nike has been an important witness and participant in both the growth of competitive sports and the popularity of sport for all for 40 years.

Innovation: increase digital transformation to create an integrated market

At present, with the new changes of consumption and life scenes, new requirements are put forward for retail brands. How to use digital technology to provide consumers with new experience under the premise that digital technology penetrates into every aspect of consumers’ life and behavior is a challenge that enterprises must face.

As early as 2017, Nike began implementing the CDO strategy, and in June 2020, it announced the CDA, the new digital enabling phase of the CDO strategy. In the process of digital transformation of The Chinese market, Nike has always carried out an overall layout centering on the core purpose of “serving consumers”, and the key is to build an online and offline integrated membership service system.

Through the integration of online platforms including Nike official website, Nike tmall official flagship store, Nike micro program, SNKRS, NRC, NTC micro program around Nike App as the core, and the integration of Nike offline retail concept store, it can provide members with seamless online and offline consumption and service experience.

Nike had expected digital to increase to 30% by fiscal year 2023. That goal was reached ahead of schedule in fiscal year 2020. Meanwhile, Nike expects 50% of its business to go digital in fiscal 2025.

In the face of competition from digital connectivity, Nike is accelerating its transformation under its vision of “market integration” and building its core competencies. Nike officials said in an interview at the CiIE that the epidemic has accelerated Nike’s digitalization process, but the digitalization process has just begun and there are more possibilities to be explored. At the end of this year, Nike will open a new innovation center in China, —- Nike Digital Technology (Shenzhen) Co., LTD. The center focuses on building innovative technology and data capabilities in artificial intelligence, data warehousing, digital platforms, e-payments and machine learning to accelerate Nike’s digitally-driven capabilities and better meet Chinese consumers’ demand for digital innovation and personalized services.

Exploration: In search of a better sporting future

For Nike, its commitment to long-term sustainability in China remains unchanged. At the same time, the promotion of “dual carbon” target also puts forward new requirements for the sustainable development of production enterprises.

Nike has long been committed to better protect the future of sport by addressing climate change effectively and promoting the Move to Zero initiative to encourage more people to get involved in environmental protection. In China, Nike permeates the environmental concept into every link from design and manufacturing to transportation, sales and operation. Such as accelerating the use of renewable energy by suppliers, improving the energy efficiency of factory partners and reducing the use of water. Nike’s average energy consumption per shoe in fiscal year 2020 was nearly 10% lower than in fiscal year 2015.

In terms of the public welfare of sports, Nike has helped millions of students in nearly 10,000 schools across The country better participate in sports and feel the power of sports since the launch of the “Energetic Campus” project in 2013, through the “Energetic Campus”, “Spread your Feet”, “Little Basketball” and “Flying” projects. With the implementation of the “double reduction” policy, Nike said that it will continue to invest in public welfare sports projects for a long time in the future, so that more children can get sports opportunities and help the “next generation” grow up healthily.

The 40 years that Nike and China Sports have gone through together are the 40 years of continuous development and transformation of Chinese sports. Foreign sports brands and the participation of more social forces will continue to contribute to the future development of Chinese sports.

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