Nike China managed to drive traffic to its e-commerce site in a market dominated by the giant online portals by rethinking how it rewarded online publishers, and more than quadrupled revenue as a result.
This work won the “general” category at the I-COM Data Creativity Awards (San Sebastian, April 2018), where Crystal Chan, managing director of OMG, Nike’s partner on the project, described the unique conditions in China that make e-commerce difficult for individual brands.
“Tencent and Alibaba dominate e-commerce, and brand web sites have less than 6% of total online sales. Even Amazon could not succeed in China,” she...