In March, Chinese consumers began boycotting products from H&M, Adidas, Nike, Uniqlo, which opposed forced labor to pick cotton in Xinjiang province and refused to use cotton from the Xinjiang Uygur region, Bloomberg reported.
This brand policy has met with opposition from Chinese consumers, who in turn boycotted foreign brands and switched to buying local brands of sportswear.
As a result of the consumer boycott, Nike and Adidas sales on China's largest e-commerce platform Tmall (owned by Alibaba Group) fell 78% in April compared to April last year. Nike sales were down 59% in the same period.
At the same time, sales of local sportswear manufacturers increased significantly. For example, as a result of the patriotic sentiment of the Chinese, premium sportswear brand Li Ning saw an 800% increase in sales on Tmall.
China is a growth driver for global fashion brands, but today they have to deal with the growth of patriotic sentiments among Chinese buyers, which are exacerbated by China's difficult relations with foreign countries, aggravated political conflicts, and the imposition of trade embargoes.
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