One major trend in the Chinese market is that consumers have adopted the omnichannel approach and tend to oscillate frequently between online and offline touchpoints before purchasing the best sportswear brands in the world. In a bid to capitalize upon this changing dynamic, companies looking to make a footprint in China like Nike Inc. (NYSE:NKE), Skechers USA Inc. (NYSE:SKX), and The TJX Companies Inc. (NYSE:TJX) are investing in targeted actions to implement an efficient omnichannel D2C strategy. In order to capture the value at stake, these companies are upgrading existing digital touchpoints in order to improve customer experience whilst training store staff for better consumer engagement. They are also incentivizing omnichannel customer acquisition independent of physical outlets.