Black lines stretch far and wide on the silver ground running through the coordinates of the LeBron James Innovation Center and the Xinjiangwan Neighborhood in Shanghai…

High-tech research equipment of the Nike sport research lab showcased at the 6th CIIE. (Photo/Nike)

At the well-designed stage of the 6th CIIE, Nike announced that it would establish a Nike Sport Research Lab in Shanghai, which has become another vivid example of the CIIE to "shift exhibitors to investors" and intensify efforts to attract and utilize foreign capital.

For this hundred-year-old sports brand, such a brand-new sport research lab is of great significance as it can be called its "innovative brain". After its establishment, the lab will become Nike's first sport research lab in Asia.

Why did Nike announce such an important decision at the CIIE? Ma Zheng, vice-president of the government and public affairs of Nike greater China said, "In the context of globalization, the CIIE serves as a wonderful platform to enhance economic opening of various countries as well as global dialogue and exchanges, providing an opportunity for Nike to participate in China's economic development and work together to create a better future. We are eager to join it. At the CIIE every year, Nike shows the global innovation results and announces important investment programs in China. This has become our custom."

in China, for the world

At the 6th CIIE, Nike displayed a part of the "neuron" of its "innovative brain", drawing flocks of visitors to watch. Foot scanner can record the data of one's foot size so as to make fitter shoe tree. Pressure mapping and force measuring plates can identify one's stride and judge which parts of the shoe sole require cushioning according to one's point of strength when one walks or jumps in order to reduce pressure…

Nike China sports research lab release site. [Photo/Nike]

A former basketball player of the Chinese national team who has also been to the CIIE, also thinks that the Nike sport research lab is the "most attractive site" in Nike's booth, because athletes can acquire the sports equipment that better fit them with the help of the lab.

According to Ma Zheng, the launching of its "innovative brain" in China will help Nike better understand Chinese athletes and consumers, and design and produce innovative goods that cater more closely to the needs of the local market. "In a sense, it will spearhead Nike's innovation around the world."

A few years ago, the team of Nike Greater China found what Chinese women needed were a pair of light, comfortable and uniquely stylish sneakers, and transformed this observation into an innovative product successfully. As soon as the debut of the brand Nike Motiva of sneakers at the CIIE, it won immediate recognition of the global audience.

"This is a typical case, in which we back-feed the global innovation based on the demand of the Chinese consumers," said Ma Zheng. From "in China, for China" to "In China, for the world", the CIIE has become the "catalyst" of such a change.

Getting higher and higher

Nike is regarded as an "early bird" of the Fortune Global 500 companies to seize opportunities in China. As early as the beginning of China's reform and opening-up in the 1980s, it had signed production contracts with the shoe factories in Tianjin and Shanghai. In 1981, Nike set up its China headquarters in Shanghai.

In 2021, the 4th CIIE coincided with the 40th anniversary of Nike's entry into Chinese market. At its CIIE booth, Nike showcased 40 special moments and took the important products made during its development in China as its exhibits in order to tell the vivid stories of the growth of Nike together with Chinese sports.

The exhibition marking the 40th anniversary of years of Nike's entry in Chinese market debuts at the 4th CIIE. [Photo/Nike]

Over more than 40 years of development, China has achieved "triple jump" in the position of Nike's global market. From a key manufacturing and export base in the world, it has risen to the second global single market apart from the United States, and then leapt to the leading innovative center across the world based on its original foundation.

The CIIE has played an essential role in assisting the "triple jump". "The CIIE is not only a six-day expo, but also part of the activities throughout the enterprises' annual development plans and goals. Either from the perspective of investment, or the perspective of technological and brand development, all enterprises involved will benefit from its spill-over effect," said Ma Zheng.

"Upgrading"

In 2020, at the 3rd CIIE, a special zone for sports goods and events was established for the first time, with Nike being among the first exhibitors. "Four-leaf clover" has frequently been the stage for Nike to announce important investment projects.

"China is gradually becoming the center of innovation in the world, so it is to Nike. We shared the valuable experience and knowledge as well as the innovative spirit obtained in China with the world through the CIIE," said Ma Zheng.

Nike's first automated detaching technological process for disused sneakers is on display at the CIIE. [Photo/Nike]

Nike has attended the CIIE for five consecutive times, becoming the "CIIE's old friend". Moreover, representative programs implemented are presented at every CIIE.

At the 4th CIIE, Nike announced to build its China Technological Center in Shenzhen to accelerate its digital transformation and firmly grab the online opportunities. At the 5th CIIE, it announced that it would establish the "Automatic Running Warehouse" in Nike China Logistics Center so as to achieve highly intelligent automation and lights- out operation, and great boost the efficiency of its supply chain and resilience.

In addition to these programs, the CIIE has also offered a platform for Nike to promote collaborative development among enterprises, universities, and research institutions. At the 6th CIIE, Nike declared its plan to conduct deep cooperation with Tsinghua University in sustainable development. The two sides would work together to carry out the "special plan for deep integration in carbon neutrality among enterprises, universities, and research institutions". Nike also cooperated with the Institute of Ecological Civilization and Circular Economy at Tongji University to develop the first automated detaching technological process for disused sneakers, by which it built up an environment-friendly sports field through recycling used sneakers.

In the eyes of Ma Zheng, "With the continuous upgrading of the CIIE in recent years, the exhibitors have been acquiring a stronger sense of gain." According to Ma, Nike will take "running" as its "secret weapon" to further demonstrate its future development space and long-term commitment to the Chinese market.

Miao Lu

(Translated by Liu Yanling)