Nike'S 13 Consecutive Quarter Growth In Greater China

In October 4th,

Nike Shanghai 001 is officially opened in 829 Nanjing East Road, Shanghai.

In October 15th, Dong Wei, general manager of Nike global vice president and greater China, told the media, including the Economic Observer newspaper reporter, "innovation is our DNA". "For us, innovation is not only about designing a new shoe or sweater, but solving problems that are of great significance to consumers."

After Dong Wei took office, Nike has achieved 13 consecutive quarters of double-digit growth. The sports brand has updated its understanding of retail sales and will get through online and offline.

Nike Shanghai 001

As the direct business is becoming more and more important to Nike, the sports giant began to expand its imagination from products and advertisements to retail.

The 001 shop is located in Nanjing East Road, one of the prosperous sections of Shanghai. There are four layers of space, with a floor area of 3822 square meters.

"This is a beautiful road, extending from the Bund to the people's Square. There are more than one million people every day, with rich and long history.

For more than a century, countless entrepreneurs, businessmen, adventurers and designers came to this place. They built many "first", such as the first high-rise, the first big department store, and some interesting business models in that era.

About location, Dong Wei, vice president of Nike global and general manager of Greater China, said.

"It's a unique kind of glass."

Dennis van Oossanen, vice president of Nike Direct in Greater China, talked about the innovation of the store. First of all, these glasses were mentioned: each piece spliced oblique angle is the same direction as Nike Logo, which can reflect street lights in the evenings, and when necessary, it can take the initiative to present different colors with brand activities. Direct

The original design inspiration of the Air Max air cushion comes from the external wall pipes which are exposed inside the building and the Pompidou Art Center.

Now Nike has turned the air cushion back into building materials.

According to the personalized needs of consumers, Nike Shanghai 001 designed a shopping experience and special product display area for men, women and children, and footwear enthusiasts, providing more exclusive exclusive services to NikePlus members.

In this physical retail space, consumers will fully experience NikePlus exclusive membership services, including online one to one Nike experts consultation, 3rd floor Nike expert camp on-site assistance, and shoes customization experience, so that Nike Shanghai 001 will become the center of Nike's membership activities in Shanghai.

It is reported that the store will become Nike's retail experience center in China.

Establishing "full digital attack" mechanism

Speaking of Nike WeChat small program, Fan Ousheng said: "for the first time, we combine the new experiential retail with the highly innovative digital pformation.

This is very important. We believe that this represents the future. We hope to promote this model in the whole Chinese market. "

Since entering the Chinese market more than 30 years ago, Nike is not only a participant and witness of China's reform and opening up, but also a promoter of China's sports industry.

Driven by digital innovation, Nike Greater China continued to perform strongly. In the first quarter of fiscal year 2019, Nike's Greater China revenue amounted to US $1 billion 379 million. On the basis of exchange rate unchanged, it grew by 20% over the same period last year, achieving double-digit growth for seventeen consecutive quarters.

Nike said that in the quarter, the Greater China region performed best, with revenues of $1 billion 380 million, slightly lower than the market forecast of $1 billion 400 million, an increase of 24% over the same period.

The 2018 earnings report released at the end of June showed that NIKE Direct's direct business revenue grew by 12% over the same period last year, reaching $10 billion 400 million, and the electricity supplier income increased by 25%, making it a strong contribution.

In recent years, including SNKRS application and WeChat applet, Nike has been in the Chinese market for new retail direct business layout.

Nike believes that Chinese consumers have a strong sense of online consumption and can accept innovative results and services very quickly.

At the same time, Nike is in the stage of digital pformation.

In the long run, every contact between Nike and customers will be permeated by numbers, especially in the Chinese market.

Dong Wei told reporters.

The "digital attack" mechanism has been established, including the establishment of senior brand and business team.

This is to ensure that Nike can create a better quality of innovation experience and speed up business growth.

China's retail sector has accelerated to pform itself into an online leading market.

Therefore, by integrating physical retail with online retailing, it will provide more personalized services to Chinese consumers.

Dong Wei believes that Nike's digital pformation is still in its infancy.

Never satisfied is Nike's consistent style, especially in the field of digitalization.

It is reported that Nike will continue to invest in the business that helps Nike achieve differentiation and create long-term competitive advantages.

These businesses include product innovation, brand marketing, digitalization and speed up the supply chain.

"This market is growing so fast that the integration of retail mode is needed both in terms of digitalization and materialization," Fan said.

We want to ensure that we provide products, services and experiences for Chinese consumers, thus bringing Nike Shanghai 001 to integrate and connect all the stores and digital infrastructures in China. "

Tmall official data show that in 2017, "double 11" Shopping Festival, Nike dominated the sports consumption list, becoming the first Nike to break 1 billion of the history of clothing.

It is worth noting that, on the eve of last year's activities, Nike and Tmall undertook a test of offline intelligent stores: consumers can buy online products from the stores under one click, and Nike takes the digital test of orders and passenger flow simultaneously.

Its 50 direct outlets are shipped under the line.

But he revealed that NikePlus

This is a key part of this year's activities. The brand will continue to cooperate with Tmall platform. "This is the opportunity to connect digital retail and physical retail. We will continue to expand this project this year to deliver products to consumers at the fastest speed.

It's going to be an exciting day. I can't wait. "

In terms of product fashion, fan Sheng told the Economic Observer network that in recent years, China has maintained a continuous upward trend in running, and has held more than 100 marathons. Some places are always full.

Sports culture has become an indispensable part of Chinese culture.

In the past 40 years, Nike has been defining the way of motion and guiding the trend of motion.

He said that Nike will continue to define the development of the movement in the future.

Color experts, materials experts, scientists and image experts work together to form Nike's design team.

Cooperation is the key to Nike sports x style.

Cooperation occurs between design team members and occurs in Nike's daily communication with athletes. As long as they can learn from innovation, they will learn and cooperate with each other in fashion, art and science and technology.