Nike Advertising Strategy in Mainland China – Consumer Survey

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

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

YesNo

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

Never
Rarely
Sometimes
Often
Very often

Short video platforms (e.g., Douyin/TikTok, Kuaishou)

Social media feeds (e.g., Weibo, Xiaohongshu)

Video streaming platforms (e.g., Bilibili, iQIYI, Tencent Video)

E-commerce platforms (e.g., Tmall, JD)

Outdoor ads (e.g., subway, billboards)

In-store displays / pop-up events

Where did you most clearly notice Nike advertising?

Short video ads or brand contentKOL/KOC recommendationsNike official account postsHashtag challenge / interactive campaignLivestreaming / online launch eventOutdoor ads (subway/billboards)In-store displays / pop-up eventsOther

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

Short video platformsSocial media feedsKOL/KOC contentE-commerce adsOutdoor adsIn-store / pop-up events

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

Strongly disagree

Strongly agree

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

Performance / innovationSelf-expression / confidenceWomen empowermentYouth lifestyle / street cultureCommunity / collective spiritSustainability / responsibilityNot sure

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

Strongly disagree
Disagree
Neutral
Agree
Strongly agree

High-quality sports performance

Inspiring sports spirit

Trendy / fashionable lifestyle

Professional and credible brand image

A brand that understands young consumers

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

I can remember the key message clearlyI can remember some elements, but not the main pointI can hardly remember anythingNot sure

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

Chinese festivals or seasonal campaigns (e.g., Spring Festival, 618, Double 11)Chinese athletes or local celebritiesChinese cities or local culture symbolsChinese-language slogans or local expressionsCollaboration with local IP/brandsI did not notice any localisation

10.

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

Strongly disagree

Strongly agree

11.

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

Strongly disagree
Disagree
Neutral
Agree
Strongly agree

I feel more positive about Nike (brand attitude)

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 purchase Nike products in the near future

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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