Nike, Adidas are losing out in China Foreign brands have recently been feeling a bit anxious in China. Adidas and Nike reported disappointing sales in greater China. The revenue of Adidas in China in the first quarter of 2022 decreased by 28.4 percent compared with the same period last year, hitting a "new high" for the brand. Nike also reported a negative revenue growth in greater China in its first quarter. Just at the beginning of last year, the "shoe speculation" was popular among young people. A pair of Nike shoes were sold for tens of thousands of yuan, but this year, the "shoe speculation situation" is different.
Chinese consumers seem to be no longer fascinated with foreign brands and are starting to focus on Chinese brands such as China-Chic.
CCTV documentary on summer fashion in China in 2022, especially on China wave of fashion.