According to McCarthy research, after 2019, China replaced the United States as the world's largest fashion consumer market. Apparel giant Adidas is very dependent on the Chinese market, and in the first half of last year, nearly a quarter of Adidas's sales came from Greater China.
However, due to a series of reasons, Adidas suffered "Waterloo" in the Chinese market. From October to December last year, Adidas' turnover in China fell by 24%. Seeing that the turnover has dropped sharply, Adidas can't help but try to please Chinese consumers.
Recently, Adidas announced that it will replace the president of Adidas China with a Chinese face. It is reported that Xiao Jiale will take over the position of Jason Thomas and become the general head of the China region.
After this "coach change", can Adidas win back the hearts of Chinese consumers and revitalize the Chinese market? At the moment, everything is unknown. The idea of reinvigorating the Chinese market through a coach change is not realistic, and to truly save consumers, in the final analysis, we need high-quality and inexpensive products.
The popularity of foreign brands is gradually fading in China, essentially because of the rise of domestic products. For example, in the field of clothing and footwear, the development of a number of fashion brands such as China's ANTA, Huili, Li Ning, Hongxing Erke and so on has been well received, which is deeply loved by domestic consumers, especially young people.
The rise of this batch of domestic products is mainly because of the high quality of products, novel design, in line with the aesthetics and needs of domestic consumers. On the other hand, some foreign brands that are not popular with consumers, the price is scary, but the quality is not bad, how can this get the hearts of consumers?
Of course, it is undeniable that the rapid rise of domestic products is also related to some external factors. However, There is a saying in China that "opportunities are left to those who are prepared", and if the goods of the country are not beautiful and cheap, it is impossible to develop so well.
The so-called rise of domestic products is because the nationalist-driven argument is untenable, and the development of domestic products is getting better and better than foreign brands, which is the main reason why domestic consumers flock to buy.
China's consumer market is vast, regardless of domestic and foreign brands, the market status is equal, all are treated equally, there is no so-called discrimination against foreign brands. Therefore, there is no situation in which the person in charge is replaced by a "Chinese face" and domestic consumers will buy it.
China's doors are always open, welcoming foreign brands. Foreign brands entering the Chinese market, in addition to meeting the needs of domestic consumers, can also make domestic brands feel pressure through competition, so that domestic enterprises can continue to improve and manufacture better products. In the end, it is the consumers who benefit.
(Text/Boo Tsai)