BUSINESS Nike to expand digital presence in China


Nike to expand digital presence in China

By Zhong Nan |

15:05, December 11, 2019

People walk into a Nike store in Shanghai. (Photo:

Nike Inc, the United States-based sportswear maker, plans to introduce more apps and related technologies into China as more consumers start adopting various digital technologies in their daily lives across the country.

"China's fast growing 5G technology infrastructure, artificial intelligence, machine learning and digital related-business environment, as well as people's willingness to connect with various products via digital applications, are creating many opportunities, Michael Martin, vice-president of Nike China and general manager of Nike Direct China, said.

In addition to operating on Tmall and WeChat mini-program, the company launched the widely acclaimed Nike app in China, delivering the most personal access to its products, events, exclusive content including coaching tips, and personalized services for Chinese members.

According to Martin, the Nike App China acts as a member hub, unlocking the best of Nike and opening up a world of personal and immersive experiences to inspire and empower every athlete in China to make sport a daily habit.

"It will be available on both iOS and the Android stores from today, providing one-to-one access to Nike for all members in China," he said, stressing that the Nike app is a step forward and it will serve as a personal store for every single Nike member, delivering inspiration and innovation to athletes in China, to help them make sport a daily habit.

"It is a membership club in their hands, allowing members to access authentic Nike products, personalized content, including sport coaching, top tips, unique and exclusive story-telling, all tailored to the specific interests of each and every individual member," he said.

Iris Yen, vice-president of Nike Direct China and general manager of Nike Direct Digital Commerce China, said the digital experience economy will bring huge market opportunities for China and the other parts of the world, as technology has profoundly affected consumer behavior and raised the expectations of potential customers.

The term digital experience economy refers to a broad range of economic activities that drive systematic changes in all industries through digital transformation, with data as the key production factor and next-generation information technology as the cornerstone, according to the Chinese Academy of Science and Technology for Development.

China's digital experience economy market has been expanding, with the scale of information consumption constantly growing, Sun Fuquan, a researcher at the Beijing-based academy, said.

Having seen such robust market, Martin added that Nike has been enhancing digital transformation by integrating physical and digital retail features with Nike App as one of the examples. The pattern is expected to constantly drive innovation for Nike and help it lead the future of retail.

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