Analysis of Nike's Marketing Strategy in the Chinese Market Based on SWOT Analysis

Abstract

The Chinese sports equipment market is undergoing profound changes. The rise of local brands and changes in consumer attitudes are reshaping the competitive landscape. Nike is a global leader in sports brands. The company is facing a dual challenge of declining revenue and shrinking market share in the Chinese market. This article takes Nike China as the research object. This article uses the SWOT analysis framework to systematically analyse its internal strengths and weaknesses, as well as external opportunities and threats. Research has found that Nike has advantages such as global brand influence, technological innovation capabilities, and top sponsorship resources. At the same time, the company has problems such as insufficient price competitiveness, overly aggressive DTC strategies, and a lack of phenomenal explosive products. Under the opportunities of the national fitness policy dividend, women's market expansion, and outdoor sports boom, Nike is facing dual pressures of comprehensive competition from local brands and segmentation from emerging brands. Based on this, this article proposes strategic recommendations for precise market segmentation, product matrix optimisation, differentiated pricing, and digital promotion innovation. These suggestions provide a reference for Nike China to regain growth momentum, and also offer strategic guidance for the localisation of multinational brands.