Nike To Increase The Layout Of The Chinese Market On-Line New Wechat Applet

It was put forward in 2017 that within five years, the proportion of digital channel revenue increased from 15% to 30%, and the growth point was found through digital marketing layout.

Nike in

The digital business layout has made new progress.

In September 21st, sports giant Nike announced that its official WeChat Mini program "Nike Nike" was formally launched.

On this mobile social platform, NikePlus members can get product information, shopping guidance and new experience of digital retailing terminal.

Dong Wei, vice president and greater China general manager of Nike, said: "China has the largest e-commerce market in the world, and how to provide satisfactory services for Chinese consumers who have become accustomed to online life, is redefining our retail mode."

He stressed that next, Nike will accelerate the development of NikePlus membership services in the Chinese market through WeChat platform, and provide personalized services with the help of members' data information and behavior analysis.

At present, from the newly launched small program page, "

"Mainly includes three main functions, namely" member stores "," the latest trend "and" my account ".

"Over the past year, we have landed several projects in China, including

The SNKRS app brought by fans, "fan Sheng, vice president of Nike Direct, Nike Greater China, said," the launch of WeChat applet provides another all-around experience of Nike services for millions of WeChat Nike fans.

As WeChat's small program goes online, Nike digital platform products are further enriched, including SNKRS digital applications, Nike.com, Nike and Jordan brands in the flagship store on the Tmall platform, as well as NRC (Nike Running Club) and NTC (Nike Training Club) fitness platform.

The US brand actively tries online new retail mode, behind which is Nike's emphasis on digital marketing strategy.

CEO Mark Parker put forward at the end of 2017 investor day, "in the next 5 years, the proportion of digital channel revenue will increase from the current 15% to 30%."

Nike said consumers want to get quality experience, faster and more personalized services, and brands will do business pformation, looking for growth through innovation, speed and digitalization.

At the same time, Nike is facing challenges from competitors when the industry has stepped up digital layout.

Gartner L2 is a business think tank that benchmarks the digital performance of brands.

In April this year, Gartner L2 released the latest report that Adidas's "Digital IQ Index" ranked first in the world, becoming the only sports brand rated the highest level of "Genius".

A year ago, the top ranking company in the list was Nike, which is now surpassed by Adidas.

Gartner L2 said Nike's online platform traffic is still the highest, but due to the lack of fluency and the lag of digital layout, Nike has dropped from the highest "Genius" to "Gifted" of second.

Besides,

CEO Caspar rode said recently that the German brand will increase by 900 million euros in 2018, mainly for investment digital business. It will further shift the channel to the online field and reduce the number of physical stores.

Under the challenge of competitors, Nike has to be vigilant.

It is an important step in the Chinese digital retail market for us brand to take the lead in on-line WeChat applet.