What are the unique characteristics of the China market and what is the profile of the local shopper Nike most wants to attract?
This market represents a generation of hungrier and more ambitious consumers. Shoppers have greater access to brands and more choice than ever before. For Nike, the target consumer is the late teen, the young 17 year-old kid and for females, more like 19 or 20 year-olds. We empower them with the tools and the knowledge to make them better athletes.
What channels do you find most effective for getting your message out in China and why?
Digital first. Exploring creative one-on-one communications approaches through social media platforms is extremely important for us to connect with the consumer. All of the execution needs to be on mobile devices because of the high accessibility of smart phones in China. We think digital marketing is a territory full of potential for Nike to be more personal as a brand and resonate at every level. It brings us closer to the consumer. At the same time, it brings the consumer closer to us and that is never more evident than when we see them get inspired by our message. Digital enhances that connection and provides a platform for frequent communication.
How is China different from other APAC markets?
Young people in China are just as aspirational and style & fashion conscious as their counterparts in the rest of the region. With an affluent lifestyle, they have been exposed to the latest technology and innovation, and in particular, the evolution of social media dynamics. It shapes how they experience the values of sport; take Nike as an example. Lower sports participation is in fact an opportunity for sports brands like Nike to help young consumers discover and express who they are.
What matters most when building your brand in the market?
It is our nature to innovate. Nike's mission is to bring inspiration and innovation to every athlete* in the world. “If you have a body, you are an athlete.” We do it with a clear purpose and that is to help athletes reach their full potential. There is no difference between China and the rest of the globe. We are building a culturally iconic brand in the world's fastest evolving region. Nike China is committed to bringing the most innovative products to Chinese consumers, to inspire them through our stories, and to engage with them to establish a connection. We want to remain authentic, sustainable, and be the brand that defines and owns sport.