The Xinjiang cotton incident has made Adi and Nike, the two most popular sneaker brands, continue to "cool down" in the Chinese market, while the old Chinese sneaker brands with the banner of loving the national flag have taken the opportunity to "turn red", among which the controversial brands are Li Ning and Anta.
Whether it is changing the spokesperson, quietly raising prices when everyone is scrambling to buy, or the athletes injured by the shoes sponsored by the National Games, there is no doubt that the bottom line of consumers' cognition of domestic brands is broken, I buy your products out of patriotism, but you treat me as a leek?
You know, although the sale of products itself does not have much to do with patriotism, Li Ning and Anta, who have been discounting the national flag of love, will give consumers an illusion: wearing their products can better show my patriotic enthusiasm. This also paved the way for the "wild consumption" of Hongxing Erke, who donated 50 million yuan to the trenches after the heavy rain in Henan.
Even now, it is not difficult for us to find that many manufacturers of face towels, cotton clothes, socks and other manufacturers will specifically indicate that they are using "Xinjiang cotton" when selling. But it seems that consumers have been "immune". Brands such as Li Ning and Anta have gone from being sought after by the masses to today's wind evaluation. Between April and September this year, the sales growth rate of domestic sports brands slowed down, while the sales decline of overseas brands narrowed.
The national hot flashes still failed to retain consumers, tearing open the cloak of "patriotism", what are Li Ning and Anta left?
Judging from the current marketing model of domestic brands such as Li Ning and ANTA, they all have one thing in common: they have added too many Chinese elements on the basis of trendy shoes and clothing, and combined with fashion weeks to endorse the brand. Of course, such a road is feasible, but apart from Li Ning's products, is the fabric of chemical fiber and relatively rough manufacturing really worthy of the price of hundreds or thousands of dollars? More and more expensive domestic sneakers and discounted clover next door, consumers of course know who is more fragrant!
However, from the perspective of brand development, domestic brands have used the "national hot flash" to create momentum in the early stage, which is not a way to open the market. At present, Li Ning returns to the classic logo, tries to open the high-end market, go to the trend, and get rid of the inherent impression of consumers on domestic brands, which is also what many domestic brands are doing at present, which is undoubtedly a good way to broaden brand sales and China's influence.
Of course, consumers are happy to make excellent products for domestic products, but the current product premium in the secondary market is too serious, and we also want to support domestic production, but "leeks" are really more than enough and insufficient.
In short, the current Li Ning and Anta, we are not satisfied, but hope that they can do better in the future.