Are Nike and Adidas losing the Chinese market?

Foreign brands have been feeling a bit anxious in China recently. According to media reports, Adidas's first-quarter 2022 revenue in China decreased by 28.4% year over year after reaching a record high. Nike also reported negative revenue growth in China. At the beginning of last year, "shoe speculation" was still widespread among young people. A pair of Nikes could sell for tens of thousands of yuan, but this year, the market has shifted. Domestic brands are rising in the Chinese market and the traditional strength of foreign giants is being challenged in several segments. As Generation Z becomes the mainstream, their definitions and views on Chinese brands have quietly evolved.

C the Difference asks young Chinese: What do you think about domestic brands?

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