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Nike rolled out the Direct-to-Consumer (DTC) marketing strategy to China market in 2021 in line with global strategy. Yang Ming, the VP of Direct Retail E-commerce in Nike Greater China, had to answer several questions: Would Nike China follow the headquarters' strategy or develop a localized plan? If localization was pursued, how did DTC strategies differ between China and the US, and which online sales channel to be selected as partner? This case highlights the trends in marketing channel in China to impress students with the concepts of digital transformation, supply chain and channel.
Copyright © School of Management, Fudan University
2025
School of Management, Fudan University
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