Dong Wei, Nike'S Chinese Female Leader, Recalls The Past Between Nike And China.

"I still remember clearly.

When shooting national fitness activities, people wore white rubber shoes.

And general overalls.

This makes American colleagues a little worried that the Chinese do not run, how to promote running shoes?

Dong Wei recalled Nike and China's past.

Dong Wei is the vice president of Nike global and general manager of Nike Greater China. The Nike head of China has felt the enthusiasm of Chinese people for sports over the years.

Nike began to enter China from the age of 80, and witnessed the rapid growth and development of the industry as a whole.

Nowadays, the national "running hot" has been warming up, and the sports field has become a sunrise industry.

From CFO to CEO

Phil Nate, the founder of Nike, wrote in the book "shoe and dog", "cowards never start, but the weak die on the way. We only move forward, and we can not stop at all."

This is the same as Nike's widely known slogan "Just do it".

"This is also the reason why I and Nike have come all the way."

Dong Wei said in a written interview with Forbes in China.

The story of Dong Wei and sports originated from a middle distance race in the junior high school district games. She competed as a school team and won second place.

"That was the first time I felt that exercise could really release my potential."

Dong Wei's influence was so profound that even when she learned that Nike was recruiting people in 2005, she made the decision in less than a second, and called this moment "fate."

According to the world clothing and shoe net, in 2015, Dong Wei, who joined Nike China and pferred from CFO to CEO, has made significant changes in his identity.

So, what is the expression of CEO and CFO, E and F? Dong Wei thinks that this "one level" is actually a mission.

"Well versed in the way of finance, proficient in cash flow, shareholder equity, ROI and profitability is the advantage of CFO, and becoming a CEO is the most important thing to bring Nike to every athlete in China.

Dong Wei said.

After taking up CEO, Dong Wei was mainly responsible for planning, formulating the vision and growth strategy of Nike Greater China, and continuing to improve Nike.

Influence and enhance contact with consumers.

Today, Nike has maintained double-digit growth in the 18 quarter in the Greater China region. In more than 2 years, its annual revenue increased by nearly 2 billion 100 million dollars, and in the 2018 fiscal year, it broke its 5 billion mark for the first time, becoming the second largest market after the US market.

Dong Wei led her Nike team to a beautiful battle.

When doing CFO, Dong Wei felt that she was "Chief Fun Officer". She wanted to turn work into fun, mobilize team spirit and work happily.

After becoming CEO, Dong Wei felt that he was more like a parent of a big family, and from then on he was responsible for others' achievements.

In her body, we see a more humane side, a feminine gentle side.

"In the past, there was a strong ambition to make things happen and to focus more on the things themselves," she said. "Now, I see every employee has their own families behind them. They are all other people's parents and children."

Dong Wei regards "people-oriented" as the basis of his management, emphasizing that he should learn to make others successful.

In her opinion, it is more important than anything to make every employee healthy, happy and successful.

As someone has said, employees are more important to investors than investors.

She believes that the achievement of employees is actually the greatest achievement of enterprises and achievements of brands.

Innovation never stops

Nike always puts the consumer at the core position and constantly changes to provide the best consumer experience for Chinese consumers.

Chinese consumers' online consumer awareness may be incomparable to those of other countries. Today, China's retail industry is accelerating to pform itself into an online leading market.

As China gradually grows into a digital priority market, Nike is in the middle stage of digital pformation, hoping to bring consumers more products, services and experiences beyond their expectations.

To this end, Nike China has invested heavily in comprehensive digital attack, including the establishment and cultivation of high-level, brand and business teams. By integrating digital and physical businesses, it has established partnerships with Tmall, WeChat and other leading digital platforms in China to promote growth, and has launched SNKRS applications in the Chinese market.

"We will continue to invest in businesses that help Nike achieve differentiation and create long-term competitive advantages, including product innovation, brand marketing, digitalization and speed increase in supply chains," he said.

Dong Wei said.

On the other hand, with the pformation of digital driven new retail, Chinese young consumers are seeking their own brand identity and cultural conversion in pformation.

Nike China realizes that it is necessary to deeply understand the needs of consumers to innovate. Last year, the first House of Innovation, Nike Shanghai 001, which was officially opened in Shanghai in the last 10 months, is an example of the company's efforts.

Dong Wei told Forbes China: "we will continue to win consumers' favor by strengthening localization and digitalization", embodying individuality, meeting the needs of mass customization, and integrating online and offline businesses.

"Always keep your organization innovative."

Dong Wei, a Nike man, believes that this is most important for leadership.

As a leader in the sports market, a 40 year old multinational company may still be under the pressure of "no lose" and Nike.

Over the years, Nike's scale and sales have been changing, and the market environment is changing. "But what has remained unchanged is Entrepreneurship and innovation.

Nike never has Finish Line. Some are obsessed with innovation and are not satisfied with the status quo. Some of them are constantly breaking the boundaries and always being subversive in the industry.

It is these "innovation rules" that keep Nike young.

Dong Wei said with assurance.

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Competition and snatch war

In Dong Wei's eyes, China's 400 million generation of "millennial generation" is like a huge sports gold mine. She thinks the total number of potential consumers is even higher than that of North America.

Today, China is developing rapidly in the process of reform and opening up, and the rapid rise of middle class consumer groups is hardly comparable to any other economy in the world.

Naturally, there is no shortage of competitors in such potential market.

In the face of competitors, Nike chose to look at itself.

Nike CEO Mark Parker said: "we don't care about the distance between our competitors and us. We only care about the distance from our own potential."

Dong Wei, however, regards the biggest advantage as "close contact with athletes" - "athletes with body".

The insight into athletes is the biggest inspiration for Nike.

First of all, from product design, research and development to market insight, many departments maintain close ties with athletes year after year. Secondly, Nike's strong innovation center in the US headquarters is composed of materials science department, sports science department and thousands of designers. Finally, Nike's global coverage means that the brand is more comprehensive to cross cultural and cross regional consumers, and can better integrate internationalization and localization needs.

It is worth mentioning that Nike is also the top ranked female sports brand in the world.

Nike's female business has been developing rapidly in the past 40 years, increasing even more than men's business.

Dong Wei believes that "first of all, we must establish communication with women, and emotional connections are the basis for the growth of women's market business."

Despite the gap between global women's business and male business, Dong Wei is very optimistic about women's business and believes that the future female market is bigger than the male market.

For example, the 001 Shanghai Nike has set up a women's exclusive fitting room on the two floor.

"For me, being a woman is a kind of superpower.

I am lucky to have been involved in sports for a long time, and sports have made me more resilient, always defining goals and striving for them.

As a female manager, Dong Wei has benefited from sports. As an ordinary woman, "how to balance work and life" is facing choices at all times.

Dong Wei said frankly that she did not expect perfect balance because balance did not exist.

In her schedule, the most important thing is to do the most important things at the moment.

"For example, I think sports are a necessity for me, so I spend at least 30 minutes and minutes on sports every morning."

Many years after Nike entered China, while providing quality and innovative sports products, it continued to popularize sports culture, making more Chinese consumers fall in love with sports and love healthy lifestyles, and constantly shape themselves and tap their potential through sports.

"Nike hopes to pass on sports spirit and positive attitude to everyone, which is what Nike attracts me most."

Dong Wei said.

Dong Wei, who likes challenges in his life, is going to take the boxing practice.

Attracted by sports and changed by it, Nike has witnessed the rigidity and gentleness of a female leader and witnessed the movement and growth of a generation of people.

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