Not Just For Sale, But Where Does Nike Push The Chinese Version Of APP?

The international sports brand Nike (Nike) has paid unprecedented attention to the Chinese market.
It is reported that Nike's Nike App Chinese version, which is specially developed for the Chinese market, will be launched soon. Nike is trying to understand the consumption demand of Chinese consumers through more channels. With the competition of Adidas, Puma, Anta, Lining and other competitors, Nike is becoming more and more aware of the Chinese market.
　 Nike builds channels to communicate with Chinese consumers
Nike App is the core platform of Nike online retail system. It is regarded as the mobile version of Nike's official mall website. But compared to the website, its function focuses more on the ecological construction of Nike membership system: according to the personal interest of its members, it can push interested sports stories, wear suggestions and so on; make an appointment for the offline activities and sports courses of Nike organization; purchase the exclusive products of the members in advance; and add the function of sharing the product to a WeChat friend circle, etc., in advance of the Nike.com.
"Most of the contents in the Chinese version of Nike App are localized, such as eating habits, exercise skills, etc., all tailored for Chinese consumers." Yan Yizi, vice president of direct retail sales and Nike, general manager of e-commerce, said.
At this point, Nike's direct sales system in China has basically completed. The system includes Nike App, SNKRS, Nike.com, and "Nike Nike" WeChat applet.
It is undeniable that the significance of these Nike online channels to Nike is not just selling goods, but also a very important point is to understand consumers' interests and consumption habits.
"Through these channels, Nike can learn members' browsing time and magnification of each commodity, and see which commodities and photos have skipped." Mark Ban, a senior retail journalist in the US media Quartzy, wrote in a report in November this year, "these data can make Nike more aware of the consumer habits of every consumer, know what they are more likely to buy, use algorithms to push content to consumers, and even customize products for specific consumers".
Liu Liang, a clothing industry expert, told the China Commercial Daily reporter that "Nike's move will directly contact more Chinese consumers. Instead of making use of China's e-commerce platform, it is better to develop its own platform and master consumer big data". He believes that Nike has the power to operate this relatively large direct operation system.
Judging from the current situation, the acceptance of Nike App in the Chinese market needs to be tested by the market. Nike vice president of Greater China and general retail manager Mai Xi Yuan previously indicated that the number of App in the Chinese market is numerous. How to make more consumers understand and install Nike App is very challenging.
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In recent years, sports brands such as Adidas, Puma, Lulu lemon and other sports brands continue to exert their strength in the Chinese market. Among them, Nike's old rival Adidas's performance in the Chinese market is commendable.
Gao Jiali, managing director of Adidas Asia Pacific, has previously indicated that Adidas's Greater China region has achieved double-digit growth for 22 consecutive quarters in the third quarter of this year. This achievement once again confirms Adidas's strong brand appeal and highlights the strategic position of Greater China in Adidas's Asia Pacific region.
Liu Liang said that Anta, Lining and other domestic sports brands also have strong brand appeal. Anta's sports brand FIE and Lining's sports fashion product line "China Lining" are very "sense of presence". It also makes Nike feel stressed.
Liu Liang said that the competition of sports brands in the future will be concentrated on channels, and sports brands that can quickly understand and cultivate consumers will occupy more market share.