Are Nike and Adidas losing the Chinese market?

耐克和阿迪达斯是否正在失去中国市场？

Foreign brands have been feeling a bit anxous 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 begng 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.

外国品牌最近在中国感到有点焦虑。据媒体报道，阿迪达斯2022年第一季度在中国的收入在创下历史新高后同比下降28.4%。耐克在中国的收入也出现负增长。

去年年初，“炒鞋”在年轻人中仍然很普遍。一双耐克鞋可以卖到数万元，但今年，市场发生了变化。

中国本土品牌正在国内市场崛起，外国巨头的传统实力在多个领域受到挑战。随着Z一代成为主流，他们对中国品牌的定义和看法也在悄然演变。

以下是youtube上网民的评论：

cheryl yau

Its good to see the young Chinese supporting local brand.

很高兴看到中国年轻人逐渐支持本地品牌。

osiris2u

I'm so glad to see that young Chinese citizens have national pride and are placing their country's interest before self. With such an attitude, China will continue to be great.

很高兴看到年轻的中国公民激发民族自豪感，将国家利益置于个人利益之上。有了这样的态度，中国必将伟大。

jaja

Adidas and Nike is simply not cool anymore, old people like it, but young people rather support Chinese brand

阿迪达斯和耐克不再酷了，老年人喜欢，但年轻人更支持中国品牌

Eylone Muskson

Chinese brands are moving the way Japanese and Korean brands did - they went from imitators to innovators.

It's natural, normal, and predictable in growing economies: the difference, is that China's brands have evolved so much faster.

I love my LiNing gear, my Huawei phone, and my Lenovo laptop.

China is leading the way!! And the old-guard can't handle it!

中国品牌正朝着日本和韩国品牌的方向发展，从模仿者到创新者。

在增长型经济体中，这是自然、正常和必然的。不同之处在于，中国的品牌发展得更快。

我喜欢我的李宁装备、华为手机和联想笔记本电脑。

中国正在领先！

doubleplusgood
I live in the UK and I prefer Chinese brands for electronics to non-Chinese brands, even if everything is made in China. I think Huawei is capable of a much better product than Dell, HP, Acer, Asus and Apple. I buy Lenovo too but Huawei has that extra confidence in what they do, it is as if everything is built to be the best rather than to be a price. The innovation is real. As was the propaganda to not buy Huawei.

我住在英国，与其他品牌相比，我更喜欢中国品牌的电子产品。

我认为华为有能力推出比戴尔、惠普、宏碁、华硕和苹果更有竞争力的产品。

我也买了联想，而华为有着额外的信心，就好像一切都是为了做到最好，而不是为了价格。

创新是真实存在的。

Teng Siew Pong

Yep, I bought a Lenovo notebook and to my surprise, the specs are so much better than my previous HP notebooks and certainly it remained in pristine condition than my wife's Dell, which has begun to exhibit display issues. I will stick with Lenovo and will insist my wife follow suit for our next notebook purchases.

是的，我买了一台联想笔记本电脑，令我惊讶的是，它的规格比我以前的惠普笔记本电脑要高得多，当然它比我妻子的戴尔（Dell）还好，戴尔已经开始出现显示器问题。我坚持使用联想，并坚持让我的妻子下次购买笔记本电脑时也买联想

Bigo Anglosaxon

Right.. All my IOT hardwares if not Lenovo, it was Huawei

对，我所有的物联网硬件不是联想，就是华为

Aldraz

Well Chinese brands are becoming better than some foreigner ones. iaomi is the best example of that.. they literally have everything now, every smart IOT you can think of.. who has better ecosystem than them? Nobody.

嗯，中国品牌越来越比一些外国品牌更好了。小米就是最好的例子。他们现在拥有一切，你能想到的每一个智能物联网。谁的生态系统比他们更好？没有

mystic traveler

I would prefer Chinese brands. I hope China comes out with more brands because it is nice to have more options than just the West. I think the Chinese brands will be much much better

我更喜欢中国品牌。我希望中国能推出更多的品牌，多一个选择总是好事。我认为中国品牌会更好

TimMcgraw

Anta, Li Ning and other China domestic brands can easily take the market share of Nike and Adidas. I haven't bought Nike Adidas for more than two years.

安踏、李宁等中国本土品牌可以轻松抢占耐克和阿迪达斯的市场份额。我已经两年多没买耐克和阿迪达斯了。

Mariohanadererste

That’s sad, because you don’t like quality

遗憾，看来你不看重质量

The Globalist

I’d advise buying local brands. Chasing the foreign brands just for status is not a good idea. Support your own industry

我建议买本地品牌。仅仅为了地位而追逐外国品牌不好。支持本土产业

S C

I have a few pairs of shoes that are Chinese brands and they are so comfortable and of good quality. Of course, only cost 1/5 of American brands.

我有几双中国品牌的鞋子，穿起来非常舒适，质量也很好。当然，它的价格只有美国品牌的五分之一

Annie Tan

I would choose China made products too.

我也会选择中国的产品。

Kiyoone

Chinese brands should export to Brazil. There is an eager market of people that are fed up with brands (WESTERN BRANDS, NIKE, ADIDAS, ETC) that sell basic shoes that costs almost 30% of a monthly income. And the shoes that those brands sells in here are not even good quality and looks ugly.

中国品牌应该开拓巴西市场。巴西市场上有一大群人，他们受够了那些西方品牌、耐克、阿迪达斯），这些鞋的价格几乎相当于巴西人每月收入的30%。

质量甚至不怎么好，看起来很难看。

Chee Chinwong

I am from South East Asia. I want to share my experience on Chinese products. I am still using an Oppo made hand phone till now that is nearing 6yrs. My son, a very heavy user, uses a Huawei Mate 10, already for 4.5yrs. No issues on both hardware and software. Indeed I am. amazed on the quality!

我来自东南亚。我想分享我对中国产品的经验。到目前为止，我仍在使用Oppo手机，已经快6年了。

我的儿子是使用华为Mate 10已经有4.5年了。

硬件和软件都没有问题。的确是。质量令人惊叹！

Hania Hanns Lew

It's good to see young Chinese have confidence in their Chinese brands and products and are patriotic. Don't let that foreign brands to profit from China and then boycott Chinese cotton at the same time.

很高兴看到中国年轻人对中国品牌和产品充满信心，爱国。不要让外国品牌赚一边中国人的钱，一边抵制中国的棉花

Mr T

I bought Huawei watch instead of Samsung. It is interesting to see Huawei is building it's own echo system to rival playstore's manapoly

我买了华为手表，没有买三星手表。有趣的是，华为正在建设自己的回声系统，与playstore的manapoly竞争

Art Banks

Chinese design has a very long history and I'm certain it will be appreciated in the west as it was the case with porcelain and silk which was desired and treasured so much in Europe that they tried for centuries to imitate.

中国的设计有着悠久的历史，我相信它会在西方受到赞赏，就像瓷器和丝绸一样，欧洲对瓷器和丝绸的渴望和珍视，几个世纪以来一直在模仿。

Komala Anita

We choice made in China for any goods because price and quality very goods.Thank You China

不管买什么，我们选择中国制造，价格和质量对商品都至关重要。谢谢你，中国

Be Proud, Asian

Overpriced Western brands not worth buying.

定价过高的西方品牌不值得购买。

Jose Orta

Chinese people are very smart

中国人很聪明

Tony Ang

From Philippines, I always buy China made ANTA brand..their sports wear quality are excellent..Adidas or Nike products don't last after few washes, not to mention expensive price.

我来自菲律宾，我喜欢中国安踏品牌。他们的运动服质量非常好。阿迪达斯或耐克的产品洗了几次就不行了，价格还贵

BiliBasket

I bought a pair of Nike in my life and don't think I will buy Nike anymore. I am looking for Chinese brands. I have seen a few Chinese brands running shoes are good quality, good design, at reasonable price.

我就买过一双耐克鞋子，以后不会再买耐克了。我在找中国品牌。我见过一些中国品牌的跑鞋质量好，设计好，价格合理。

Victor Tandi

It's time for China people to buy China brand products, nowadays China brand products are so good, so China brand should dominate China market.

现在是中国人购买本土产品的时候了，现在中国品牌产品的质量很好，中国品牌应该主导中国市场。