Nike entered the market of China back in 1980. By holding on to the concept “local for local”, Nike has continued to profit from the Chinese market since 1980. On September 25, 2015, Nike reported that its profit growth is largely helped by strong sale in China. Although China now is undergoing its most severe recession in economy in 25 years, Nike has experienced a 23% growth in sales profit in the last three months (August 31, 2015). There must be some explanation that accounts for this huge success of Nike. In my perspective, Nike’s success in China is largely dependent on its “customized” marketing strategies.
Firstly, the most admirable part of the Nike’s marketing strategy is that Nike primarily targets Chinese prides, or to say, Nike knows clearly about what Chinese people are proud of. Looking back into Chinese history,
the strongest part of the Chinese spirits is to be proud of our people as well as our country. Based on this key point, Nike hired Liu Xiang, who is the first Chinese champion of the sprint event in Olympic games, to represent their products.
Secondly, according to the great differences between Chinese and western culture, Nike came out a special strategy which solely targeted to those Chinese people who pursue western costume, individualism, and who want to be distinctive. More importantly, this strategy actually conformed to “the reform and opening-up policy” in China. As a result, Chinese people, especially teenager, shop a lot in the Nike store in order to have a unique, exotic dressing style.
References:
http://www.bbc.com/news/business-34355627
(Source)
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