Important China retail move for Nike
Athletic footwear group Yue Yuen has announced a new phase in its long-standing business relationship with Nike.
It has put in place a new agreement between Nike and its retail division, Pou Sheng. As a result, Pou Sheng will seek to “implement Nike’s retail concept at scale in the China market”.
Pou Sheng currently operates Nike stores in more than 300 cities in China, serving approximately 150 million consumers every year. Those customers will now have extra access to products, offers, experiences and premium services from Nike, online or offline.
Yue Yuen said this new arrangement will mean the “unique advantages in retail operations and digital innovation” of Nike and Pou Sheng will combine more fully with the aim of bringing Chinese consumers “a more creative, convenient and personalised omni-channel retail experience”.
Both companies have “membership systems” in China. Under the new set-up, these customer programmes will connect. It is through this that customers in Nike stores across China that Pou Sheng operates will have access to benefits that, until now, have been available only in Nike’s directly operated stores.
