Nike Advertising Strategy in Mainland China – Consumer Survey

Please answer based on your experience in the last 6 months. All responses are anonymous.
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1.

In the last 6 months, have you seen any Nike advertising content (online or offline) in Mainland China?

Yes
No
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2.

How often have you seen Nike ads on the following channels in the last 6 months?

NeverRarelySometimesOftenVery often
Short video platforms (e.g., Douyin/TikTok, Kuaishou)
Short video platforms (e.g., Douyin/TikTok, Kuaishou)
Social media feeds (e.g., Weibo, Xiaohongshu)
Social media feeds (e.g., Weibo, Xiaohongshu)
Video streaming platforms (e.g., Bilibili, iQIYI, Tencent Video)
Video streaming platforms (e.g., Bilibili, iQIYI, Tencent Video)
E-commerce platforms (e.g., Tmall, JD)
E-commerce platforms (e.g., Tmall, JD)
Outdoor ads (e.g., subway, billboards)
Outdoor ads (e.g., subway, billboards)
In-store displays / pop-up events
In-store displays / pop-up events
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3.

Where did you most clearly notice Nike advertising? 

【多选题】
Short video ads or brand content
KOL/KOC recommendations
Nike official account posts
Hashtag challenge / interactive campaign
Livestreaming / online launch event
Outdoor ads (subway/billboards)
In-store displays / pop-up events
Other
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4.

Which channels make Nike ads most likely to catch your attention？

【请选择3项并排序】
  • Short video platforms
  • Social media feeds
  • KOL/KOC content
  • E-commerce ads
  • Outdoor ads
  • In-store / pop-up events
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5.

Nike’s advertising message in Mainland China is clear and easy to understand.

Strongly disagree
Strongly agree
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6.

Which themes have you noticed most in Nike ads in Mainland China? 

【多选题】
Performance / innovation
Self-expression / confidence
Women empowerment
Youth lifestyle / street culture
Community / collective spirit
Sustainability / responsibility
Not sure
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7.

To what extent do you agree that Nike ads make you associate Nike with the following?

Strongly disagreeDisagreeNeutralAgreeStrongly agree
High-quality sports performance
High-quality sports performance
Inspiring sports spirit
Inspiring sports spirit
Trendy / fashionable lifestyle
Trendy / fashionable lifestyle
Professional and credible brand image
Professional and credible brand image
A brand that understands young consumers
A brand that understands young consumers
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8.

After seeing Nike ads, which statement best describes your reaction?

I can remember the key message clearly
I can remember some elements, but not the main point
I can hardly remember anything
Not sure
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9.

Which localisation elements have you noticed in Nike’s ads in Mainland China?

【多选题】
Chinese festivals or seasonal campaigns (e.g., Spring Festival, 618, Double 11)
Chinese athletes or local celebrities
Chinese cities or local culture symbols
Chinese-language slogans or local expressions
Collaboration with local IP/brands
I did not notice any localisation
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10.

Nike’s localisation makes the ads feel culturally relevant to consumers in Mainland China.

Strongly disagree
Strongly agree
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11.

After seeing Nike ads in Mainland China, to what extent do you agree with the following?

Strongly disagreeDisagreeNeutralAgreeStrongly agree
I feel more positive about Nike (brand attitude)
I feel more positive about Nike (brand attitude)
I am more willing to search for Nike products online
I am more willing to search for Nike products online
I am more likely to visit a Nike store / pop-up
I am more likely to visit a Nike store / pop-up
I am more likely to purchase Nike products in the near future
I am more likely to purchase Nike products in the near future
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12.

In one or two sentences, what is the main reason Nike ads in Mainland China do or do not influence your willingness to buy?

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