While brands like Nike, H&M and Adidas have taken a hit in China in recent months, 2021 has been a phenomenal year for the growth of Chinese brands, with many making waves in the media both in China and abroad. New trends like Guochao, aka ‘the rise of national brands,’ and China’s plentiful shopping festivals have stirred up national pride, while many Chinese brands have developed unique strategies to meet consumer needs
With so many emerging Chinese brands cropping up, navigating the marketplace can feel overwhelming. But foreign brands looking to make it in China can learn a lot from these new consumer champions. Here, the team at Dao Insights introduces three up-and-coming Chinese brands that you should know about.
Sports apparel: Anta
Following the Xinjiang cotton controversy in early 2021, Chinese sports brands have seized the opportunity to appeal to Chinese patriotic sentiments. After allegations from the West of forced labour in Chinese factories, Chinese consumers have in turn boycotted many western brands such as H&M, Nike, Adidas and New Balance that have previously made statements about this issue.
Anta Sports – the world’s third-largest sportswear company – has taken a stance to continue sourcing cotton from Xinjiang and has left the Swiss-based Better Cotton Initiative (BCI). Anta’s firm attitude has won Chinese nationalist support and improved the brand’s image.
Read More at https://focus.cbbc.org/what-we-can-learn-from-chinas-top-up-and-coming-domestic-brands
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