Specialist
Former executive at Nike Sports (China) Co Ltd
Agenda
- Nike (NYSE: NKE) – digital ecosystem upgrading, online channel breakdown and sales trends, plus private domain operations
- Merchandise mixes and marketing strategies across channels
- Offline expansion strategies across store types
Questions
1.
In the last Interview, we talked about Nike’s digital ecosystem upgrade in detail. What are the differences among the positioning of the Nike app, Nike.com, the Snkrs app, the Nike WeChat mini program and the NTC (Nike Training Club) WeChat mini program? What are the differences among the product mixes of these online channels?
2.
Could you elaborate on the Snkrs app’s changes?
3.
What are the revenue proportions of Nike’s apps and WeChat mini programs among all its online sales channels?
4.
How large is Nike’s current membership?
5.
What is the proportion of Nike’s active members?
6.
What are the reasons for Nike’s low member repurchase rate?
7.
Are there differences between Nike’s online and offline customer profiles?
8.
Are there any differences between Nike’s online and offline ATV (average transaction value), UPT (units per transaction) and conversion rate?
9.
What is the respective proportion of new and old products?
10.
What are Nike’s sales trends on e-commerce platforms, such as Tmall, JD.com and Douyin?
11.
What are Nike’s KOL matrix strategies and live-streaming model on Douyin?
12.
What are the differences between Nike’s online and offline discount strategies?
13.
How was Nike’s overall sales performance in March?
14.
Has Nike considered expanding its business on Pinduoduo?
15.
What are Nike’s major online marketing platforms? What are the differences in its marketing focuses across platforms?
16.
What are the changes in Nike’s ROI on Tmall compared with that in the past, or with those of other brands in the industry?
17.
What are Nike’s offline sales channel penetration rates across city tiers?
18.
What are the changes Nike has made to cope with the current challenges? How effective are those measures in lower-tier markets?
19.
What subsidies does Nike offer?
20.
What are Nike’s requirements or plans for store location selection in lower-tier markets in terms of customer traffic and store density?
21.
What are the store productivity and net profit margin of Nike’s stores in tier 1-2 cities?
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