The numbers don’t lie. Adidas brand sales on Alibaba slumped by 54% in April compared to sales from a year ago, while Nike’s sales dropped by 45%.
Consumers instead turned to Chinese sportswear brands such as Lining and Anta, which have supported using materials from Xinjiang.
Lining and Anta were the only ones among the top 10 brands that showed positive growth compared to the previous month (March 2021.) This is “unusual” because April is a “slow season” for consumers when sales tend to slow down after the 3.8 Women’s Day shopping festival.
What do you make of the trend? Do you foresee foreign brands falling out of favor in comparison to Chinese brands in general?