Sticking To China For 25 Years, Nike Hopes To "Seize" The First Gold Medal Of Beijing Olympic Games.

"Nike has entered the Chinese market for 25 years."

"The Chinese market is not only the largest raw material procurement market in Nike, but also the largest market outside the United States," Nike brand global president Charlie Charlie said in an interview with reporters recently.

Annual sales account for about 4% of Nike's total sales and have exceeded 1 billion US dollars.

He said Nike has great confidence in the Chinese market and is confident of Nike's marketization strategy.

"Nike is China's first major brand, and will continue to maintain its leading position."

His confidence stems from Nike's long-term strategy to focus its attention on athletes and consumers.

Recently, Nike also held 22 Chinese sports teams' Sponsorship ceremony sponsored by Nike in Beijing.

They include track and field, basketball, swimming and weightlifting.

Nike also expects the weightlifting team to win the first gold medal for the Chinese team in the "Nike" competition suit.

It can sign cooperation agreements with 22 of the 28 Olympic Games in China and provide exclusive competition equipment for them.

Such achievements make some colleagues "jealous".

Behind Nike's success in the Chinese market is the result of 25 years of intensive management.

Founded in 1964, Nike founded the current Nike company from the base of track and field in the United States, University of Oregon athlete Phil nite and his coach Bill Ballman.

"Grassroots origin" - Nike company often describes it, and has been concerned about the same "grassroots" athletes and consumers since its early establishment.

In the course of many years of development, Nike has become the largest sporting goods provider in the world, but so far it is still marginalized in the world's top events.

"The 2000 Sydney Olympic Games is an exception."

Charlie - Dan Sen told reporters.

Due to the withdrawal of the sports sponsor Reebok Co, Nike became one of the sponsors of the Sydney Olympic Games, and this is Nike's first sponsorship of the international competition.

Since then, Nike still insists on its own routines and is not keen on naming or sponsoring competitions.

Trevor Edwards, vice president of Nike global brand management, told reporters: "sponsorship sports events can not bring better service to athletes." Edwards said.

Nike is more concerned about providing services for athletes. "

He said that the cooperation with the 22 Chinese sports teams could give Nike a deeper understanding of the needs of Chinese athletes.

Such experience is very precious to him.

"Nike will not sponsor an event at a high cost."

Charlie - Dan Sen's answer is equally positive.

When Nike first came to China's track and field team in 1982, it provided athletes with its products, then listened to feedback and returned to Japan for revision.

This time and again, it is not only a product that meets the needs of Chinese athletes, but also has opened up Nike's China road.

Now, what Nike needs to do is to actively find ways to better serve Chinese consumers, so that they can feel more innovative products.

Trevor told reporters.