Nike seeks China's lower-tier cities expansion in biggest overseas market

After more than a decade entering China, Nike has promoted China its biggest market outside of the United States and is seeking to expand its product to lower-tier cities throughout the country, confirmed Charlie Denson, Nike brand manager, on Thursday.

Denson was presenting with the opening-up of first World Basketball Festival, sponsored by the sports manufacturer, which called up the United States, China, France, Brazil and Porto Rico to the New York city for the world basketball championship warmups.

After witnessing fast development in China, Nike puts its expansion in the world most promising market further to second-tier, third-tier cities.

"I think China may represent seven, eight or nine percent of our overall market share today. We'll expect that to increase next several years, now China has become the number one market outside United States. We expect to continue to see that grow even more. China is our biggest market share outside the US," said Denson at the Radio City Music Hall of New York.

"Our goal is to continue to go in China, to promote the tier on cities, Shanghai, Beijing, Guangzhou, then we moved out into the second-tier cities, third-tier cities. Continuing to bring access to the Nike brand through distribution, partnerships, as well as connecting with the youth of China. I think it's a great opportunity for us to continue to build product for China, produce creativity and innovation out of China. It's a very important market place for us."

Denson is optimistic in Nike's prospect in China and China's weight in its global marketing strategy.


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