After 20 Years Of Chinese Market Discipline, JORDAN Brand Has Explored The Local Business Experience.

In 1997, NIKE officially introduced the JORDAN brand to the Chinese market. In the age of playing golf, wearing wave shoes and returning force, a pair of genuine JORDAN is luxury and art for us.

After 20 years of training in the Chinese market, the JORDAN brand has already explored a set of effective local business practices.

Localization gives JORDAN the geo atmosphere.

In August 10th, he was invited to attend the ceremony of the first JORDAN flagship store in Xiamen, Fujian. In the activity, JORDAN specially provided personalized customized footwear service for consumers in the personalized customization area. Local artists inspired by the Xiamen and JORDAN brands, and created the Xiamen theme motif including the egrets, the Japanese rock and the tile, and other elements of Xiamen.

Combining the brand with the unique local cultural labels is an effective attempt to localize JORDAN in China. Speaking of this topic, Ms. Dong Wei, vice president of Nike global and general manager of Greater China, is deeply impressed. She told krypton that NIKE and JORDAN are following the concept of "taking root in China and serving China" in the Chinese market.

It is the embodiment of this concept for providing products and services to all kinds of users from elite sports to grassroots sports in China. Dong Wei stressed that JORDAN's first athlete to sign Guo Ailun in Asia is a typical case. From the competitive level, Guo Ailun is no doubt the top basketball player in Asia, and in daily life and social media, "big nephew" is also a particularly popular northeast man. Through such localization marketing means, JORDAN will internationalize its brand image more closely.

Moreover, Dong Wei mentioned that the core of JORDAN localization is that they fully studied the user portraits and consumer behaviors of Chinese consumers through market analysis, and optimized and integrated JORDAN product lines based on these insights. This is also a great factor in why JORDAN brands can win customers' favor in the domestic market for a long time.

Of course, the combination of international brand and localization is not only embodied in the products of local market, but also the integration of Chinese elements into more JORDAN product lines. AIR JORDAN 12 CNY released during the Spring Festival in 2019 belongs to such an attempt.

The 2019 men's Basketball World Cup, NIKE as official partner of the event, its official product line design also joined the rich Chinese elements. Through the JORDAN brand to the local culture to international output, in Dong Wei's view, NIKE and JORDAN brand made a great contribution to the Chinese market.

　　 China market, the most stable output for JORDAN

JORDAN has invested a lot of energy in the Chinese market, not only because it has potential to see the Chinese market, but to feel the strong consumption power of Chinese consumers.

In the fiscal year of NIKE2017, JORDAN brand's revenues in the global market exceeded $3 billion for the first time. Before that, NIKE set a goal of $4 billion 500 million for JORDAN in 2020.

However, in the 2018 fiscal year, the JORDAN brand's global market revenue showed a slight decline of US $100 million. In the 2019 fiscal year, JORDAN brand's revenue in the global market reached US $3 billion 138 million.

Looking back at the Greater China market, JORDAN and NIKE have been showing double-digit growth for 20 consecutive quarters in China, which is in sharp contrast to the relative saturation of the global market. Because of this, putting more energy into the Greater China market is also an important strategy in the global layout of JORDAN.

Then how can we tap the potential of the Chinese market? Su Junming, general manager of JORDAN brand Greater China, told krypton that in fact, shoes are not only a sporting goods in China, but a rich culture of sneakers derived from them. According to JORDAN's observation of this market, apart from the northern cities, the similar culture and the user groups that form these cultures are growing all over the country.

As a result, JORDAN's offline stores will layout more cities and regions, and form an organic combination with these local shoe clubs and sports shoes culture gathering areas, so as to further expand the JORDAN market.

Under the new Internet media environment, the expansion of China's market also depends on the strength of offline platforms. In Dong Wei's view, online communities and e-commerce platforms have long linked the JORDAN users of the whole country and even the whole world. At the same time, offline stores continue to sink into more cities, allowing users to experience JORDAN products and brand culture more intuitively. There is no doubt that it can increase the stickiness between brands and users.

Shaping the future of basketball culture with basketball lovers of the younger generation is one of the vision of JORDAN brand in the Chinese market. From the perspective of the development of the sporting goods market in China, with the upgrading of consumption and stronger dependence of consumers on brands, it provides a natural environment for further expansion of JORDAN.

　　 Joint + cross-border, JORDAN out of the loop

JORDAN brand can get the favor of the vast number of users. In addition to its own endorsement and product quality, Michael Jordan's brand is also largely derived from its marketing means of joint cross-border marketing.

Famous brands such as Kaws, Off-White and Supreme have co worked with JORDAN. In Su Junming's view, the joint partners looking for by JORDAN can further enhance their brand influence and popularity worldwide and get more new user groups. Because of this, JORDAN has a relatively high proportion of female users in similar brands.

Of course, the joint brand chosen by JORDAN must be consistent with its sports spirit so that such a joint product can have vitality.

In addition to joint names, JORDAN has been trying various cross-border marketing in recent years. In 2018, cooperation with French giants Paris Saint Germain was the first time that JORDAN entered the field of football sponsorship. According to krypton's news, JORDAN is planning to sign a famous football player as one of its brand names because of its great success in football marketing.

At the same time, JORDAN, who wants to embrace more young people, has opened an attempt in the field of electronic competition. In May this year, JORDAN entered into cooperation with the night of the fortress to provide a demonstration of JORDAN's products and brands. Dong Wei said that the electric sport is a sport, and the competitors are athletes. From NIKE to JORDAN, they all hope to help the competition by brand efforts, and help each individual in the field of competition.

From localization to joint marketing, and then to cross-border bidding, for JORDAN, it is the main theme of its future development in China to dig deeper into the potential of the Chinese market and find more business possibilities.

As MS. Dong Wei put it in mind, JORDAN is a classic legend of constant innovation and breakthrough.