Chinese Consumers Are Increasingly Giving Up Luxury Brands When Shopping.

Foreign media said.

Chinese consumers are increasingly giving up their individuality.

To buy Western products.

。

For Beijing residents, the cost of going to the mall can be more than $3000.

He works in the financial industry at the age of 29. Although he does not shop regularly, he said in an interview, "when I shop, I will buy a lot."

His latest shopping results include several pairs of "Adidas" sneakers bought at a discount store.

In addition, he also bought the "Andrea" brand shorts and sportswear.

He said, "I would buy a lot of luxury brands before, but since last year, I have bought more sports brands because they are more comfortable and fashionable."

Like Beijing residents, Chinese consumers who want to show their individuality in shopping are increasingly turning to buying western sports brands.

The anti-corruption campaign launched by the Communist Party of China has greatly affected the sales of luxury brands.

However, sales of sports brands remain strong.

Nike's sales in the Greater China region remain high, with orders increasing between 27% and 35% from last September to April this year.

Adidas's Greater China sales last year amounted to 2 billion 470 million euros (1 euros, or 7.41 yuan - net note), accounting for about 15% of its total global sales.

Last year, the brand opened more than 500 new stores in China, thereby increasing the total number of shops in China to over 9000.

For many consumers who are puzzled by the political implication of their shopping, these overseas sports brands make them feel "safe".

The Chinese who are worried about "big trees" are looking to buy goods that look obvious but not very expensive at the same time.

More and more Chinese are also keen to become healthier.

According to official media reports, the output value of China's fitness industry reached 127 billion 200 million yuan in 2014, an increase of 84% over 2009.

The Chinese government is encouraging this trend, hoping to further enhance public interest in sports before the Winter Olympics in Beijing in 2022.

Gao Jiali, managing director of Adidas Greater China, said: "we see a surge in the number of consumers involved in running and other sports."

The development level of China's sports industry is still not high.

According to the report issued by analyst Yu Jianpeng in January this year, the proportion of sports industry added value to the US gross domestic product (GDP) was 3%. In China, this figure was only 0.7%, about 474 billion yuan.

The goal of the Chinese government is to achieve the scale of sports industry by more than 3 trillion yuan by 2020.

At the same time, the prosperity of China's sports industry has not benefited some local brands.

Rating firm reported in June 3rd that competition from Adidas, Nike and other foreign brands is having a negative impact on local brands, whose orders increased from the two digit growth rate of last year to the two digit growth rate at the beginning of 2016.

As Chinese middle class consumers pay more attention to comfort, they may "place more emphasis on brand and product differentiation, which is precisely the disadvantage of local brands."