< p > on the Chinese traditional Dragon Boat Festival holiday, the top executives of Nike's Greater China market came to Shanghai one after another.

In the Bund Roosevelt residence, a closed chamber built in the early part of the last century, a conference is being held.

The presiding officer is a href= "http://m.pmae.cn/news/index_c.asp" > Nike < /a > vice president of Greater China market, Sima Pestridge (Simon Pestridge). The subject of discussion is "Move China".

Set the tone for Nike's urgent pformation in China.

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< p > if we ask the most entangled problem of this sporting goods giant, the answer is how to make Chinese people move.

The young generation in China likes fashion but not sports.

Suddenly, competitors such as ZARA, H&M, a href= "http://m.pmae.cn/news/index_h.asp", fast fashion "/a" brand became the favorite of Chinese commercial real estate overnight.

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< p > Aaron Heiser, vice president of Nike Greater China, has been in China for three years.

He believed that China's retail industry had undergone a profound pformation from 2009 to 2010. The surge of international brands and the instillation of ideas and changes in the digital age made China's consumption pformation faster than other countries.

If only as a foreigner, Aaron Heiser thinks this market is very interesting, but he wants to take part in China's business. "We must try to do it in advance, otherwise we will soon be thrown away by other businesses."

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< p > nowadays, China's sporting goods industry has been pformed into a life and death line, including Nike.

After a period of 2008, sports brand is the object of competition. Almost all sports brands are opening shop crazily.

But from 2011, the expansion mode of "brand + wholesale" began to have an inflection point, and it was saturated at least at the market level by 2011.

The performance began to decline from the second half of 2011, and the whole industry performance was bleak in the 2012 fiscal year.

In 2012, it was also a very cold year in China's retail industry.

In the 2013 fiscal year, the income of Nike Greater China decreased by 5% compared with the same period last year, while the income in North America increased by 18%.

In the sales area of the published data, only < a href= "http://m.pmae.cn/news/index_s.asp" > Greater China area < /a > declined.

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