It'S Only A Matter Of Time Before Chinese Brands Rise To Replace Imports

 

      Under the impact of the epidemic in 2020, the global companies' revenue is generally low. However, compared with the domestic inventory crisis of 11-12 years, the textile and clothing enterprises' anti cyclical performance is excellent: some strong brands have resumed growth in Q2; Since the beginning of 20q3, the overall recovery trend of the industry is obvious, and the revenue of most enterprises is positive year-on-year, and the profits increase greatly; The recovery of 21q1 was accelerated. In the whole shoe and clothing industry, the prosperity of sports shoes and clothing plate was always better than the industry average.

 

      Xinjiang cotton incident is a very good window of opportunity. Generation Z with higher leading ability, high net worth people and top stars can look back on domestic products. These people are just those people who are hard to reach for domestic brands. Whether these groups can be converted into long-term effective customers, and whether they can undertake the passenger flow converted from Nike and ADI for a long time, we can not only rely on feelings, but also rely on product strength.

 

      Hard power: since the end of 2018, the technology of domestic brand insole has entered an explosive period, with fruitful achievements. The top-notch technology can even compete with zoomx, the strongest foam material in the field of running shoes. The hard power of domestic products has also formed positive feedback among shoe fans. It is only a matter of time and communication to change the inherent cognition of mass consumers by exploding from enthusiasts to the mainstream of the public. Behind it is the awakening of brand awareness, and also the Chinese manufacturing system from imitation to learning to innovation.

 

      Soft power: generation Z is full of strong cultural self-confidence of the country, and the wave of national style is quietly set off. In the bank's view, young people love "national trend" and even more "admiration for power". When Chinese brands rise strongly, it is a natural process for domestic products to replace imports, which is an irreversible long trend. Under the leadership of China's Li Ning's success in breaking through the circle, many domestic brands have laid out the trend leisure culture line, with the help of the rich details of Chinese culture, embracing young groups, and changing the Chinese people's inherent cognition of domestic brands.