From November 5th to 10th, the 4th China International Import Expo (hereinafter referred to as "CIIE") was held in Shanghai.
This year's CIIE provides new opportunities for economic recovery and growth, and at the same time, it also gathers strength for the building of an open world economy.
In the post-epidemic era, the Chinese market quickly recovered its vitality, and this year is also the 20th anniversary of China's accession to the WTO.
The further opening of the Chinese market has created a good business environment and benefited many fields.
The sports industry is one of the rising industries taking advantage of the east wind to obtain sufficient development opportunities.
As the world's leading foreign sports brand, Nike has participated in the CIIE for two consecutive years, and it also coincides with the 40th anniversary of Nike's entry into China.
Therefore, Nike brought 40 vivid stories about getting to know China at the CIIE booth this time, recording Nike's long-term companionship to China's sports industry, and evoking memories of sports and sports from different generations.
(Photo courtesy of Nike)
Continue to innovate and deepen the Chinese market
Since entering the Chinese market in 1981, Nike has been investing for a long time and has deeply participated in the development and growth of China's sports industry.
From shortly after the reform and opening up, Nike opened its first factory in China, introducing production lines, technology and other resources; now based on insights from the Chinese market, Nike can continue to innovate, especially in areas such as digital innovation, and even promote local innovation to the world.
In China, a good mobile Internet foundation and the rapid development of e-commerce and other technologies have brought unique local consumption characteristics.
In the first half of last year, the sudden outbreak of the epidemic accelerated the development of digital consumption in the Chinese market.
In June last year, Nike's CDO (Consumer Direct Offense) strategy advanced to the new digital empowerment stage of CDA (Consumer Direct Acceleration).
Relying on continuous innovation, Nike has been able to accelerate the pace of digital transformation and empower both online and offline consumption scenarios.
Consumers can use Nike App as the center to obtain comprehensive localized and personalized services from platforms including Nike official website, Nike Tmall official flagship store, Nike WeChat applet, SNKRS, NRC, NTC WeChat applet, etc.
Combining the digital transformation of stores, from HouseofInnovation, NikeRise, Unite, to NikeLive neighborhood experience stores, Nike uses multi-dimensional digital empowerment and new retail concept stores to provide consumers with a 365-day online and offline digital retail experience, one pair One member service.
Supporting Nike's confidence and commitment to the future of the Chinese market, Nike's innovation center in China, Nike Digital Technology (Shenzhen) Co., Ltd., will be officially opened in Shenzhen at the end of this year.
This innovation center with an investment of 1.3 billion yuan will focus on building innovative technologies and data capabilities in areas such as artificial intelligence, data warehousing, digital platforms, electronic payments, and machine learning to help Nike establish a deeper connection with consumers in China.
Long-term investment to protect the future of sports
Successful digital transformation and better service experience are part of the connection between Nike and local consumers.
At the same time, Nike is committed to protecting the future of sports by protecting the environment.
And through long-term investment, spare no effort to pass the sports spirit to more people.
Promoting the green recovery of the economy after the epidemic has become a global consensus, and "green" and "low carbon" are also the keywords of this year's CIIE.
Nike set the Move to Zero ("zero waste" and "zero carbon emissions") goal in 2019, hoping to effectively address climate change and build a sustainable future with consumers and partners.
In China, Nike fully penetrates the concept of environmental protection into all links from design, manufacturing to transportation, sales and operations.
And cooperate with factories and suppliers to practice sustainable development, reduce environmental footprint, and create a green supply chain.
For example, Nike's logistics center in China Phase III and Nike Shanghai 001 have both obtained LEED green building gold certification. Nike China reduced air transportation by 35% in fiscal year 2020 and increased the use of clean energy trucks to carry out freight.
The long-term work in the local market has created a resonance between Nike and Chinese consumers in terms of emotions.
In the future, Nike said that it will continue to increase its investment in the Chinese market to create closer connections with a wider range of Chinese consumers and sports enthusiasts, and look forward to continuing to develop and progress with the Chinese sports market.