Although Nike came to China for a short time, its development speed is not fast. Before, Chinese consumers were not very flustered by sportswear. Until 2008, after China hosted the Olympic Games, the sports culture reached an unprecedented level from the government level to the individual consumers. At the height of Nike, Nike also achieved a massive growth of US$1 billion for the first time in Greater China.
Although Nike’s development trend in China has become better and better in recent years, the challenge is getting bigger and bigger. Dong Wei began to reflect on whether Nike led her led the way forward and consumers will not feel resentful. And other issues. With these problems, Dong Wei made major adjustments and re-divided according to sports categories. From the perspective of consumers, he spent a lot of thoughts on projects that consumers are concerned about.
Kung Fu pays off, and under the leadership of Dong Wei, Nike is getting better and better in China. According to the Nike Financial Report, the performance of Greater China has been very bright in recent years. Nike’s sales in Greater China in 2017 increased 11% year-on-year to US$1.09 billion; in 2018, Greater China’s fiscal year revenue reached US$5.134 billion, an increase of 18% year-on-year, and EBIT margin reached US$1.87 billion.