Nike China and Ant China expand partnership to enhance e-commerce experience

On By Littum

Ant Group has expanded its partnership with Nike China to enhance the customer experience using Nike’s e-commerce platform.

Under the partnership, Nike will use the Ant Cloud Customer Service Solution to improve its e-commerce operations in China, improve customer service efficiency and improve sustainability performance.

As part of this expanded partnership, Nike eCommerce will integrate the Ant Cloud Customer Service Solution to meet staffing needs during major promotional events.

With features such as smart scheduling, AI-powered staff training and AI-powered quality assurance, the solution aims to meet the growing demand for online customer service as well as create flexible job opportunities for groups such as freelancers, stay-at-home parents, small-town youth and people with physical challenges.

By enabling remote working, this model also helps reduce carbon emissions compared to traditional customer service centers.

“Nike firmly believes that protecting the planet is protecting the future of sport,” said Stanley Chang, vice president, supply chain for Nike Greater China. “We have invested in localized innovations and sought solutions that integrate sustainability into all aspects of our business. With the expanded partnership, we look forward to driving more innovations for a sustainable future.”

“A key insight from our sustainability journey is that long-term business success requires the creation of both commercial value and social value,” said Sabrina Peng, chief sustainability officer at Ant Group. “With this shared belief, we look forward to working with Nike to create more sustainable outcomes for local communities.”

This collaboration was first established in 2022 when Nike launched the “Recycle-A-Shoe” mini-program in the Alipay app, where Chinese consumers can send worn-out Nike shoes for recycling.

These shoes are then taken apart and transformed into sustainable sports courts using Nike’s Grind technology. Program participants also receive virtual green energy points in the Alipay Ant Forest, a non-profit environmental program.

These points can be used to support tree planting, ecological restoration or biodiversity conservation. As of November 2024, Nike has recycled 180,000 pairs of shoes, contributing to the creation of 38 Nike Grind sports courts across China.

MARKETING-INTERACTIVE has contacted Ant Group for more information.

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