China’s Li Ning sales surged 800% in April! Sales of Adidas and Nike plummeted to “halve.” This contrasting scene is taking place in the domestic market.
News about Li Ning’s hot sales and the plummeting sales of Nike and Adidas in China also quickly became hot searches, making many fans of the national trend “bloody” and lamenting the rise of the national trend.
Source: Weibo
01 The sales of domestic products are “beaten” International brands
Recently, data from the international rating agency Morningstar showed that the sales of brands such as Adidas and Nike at Tmall flagship stores fell seriously in April, both of which were halved from the same period last year. Among them, Adidas’ April sales fell by 78% year-on-year, and Nike’s April sales fell by 59% year-on-year. Uniqlo’s April sales fell by more than 20% year-on-year.
While the sales of international brands are experiencing Waterloo, domestic products are booming. The overall sales of Li Ning and Anta increased by 72.3% and 51.2% year-on-year respectively in April. Among them, the sales of Li Ning’s brand China Li Ning in Tmall flagship store in April increased by more than 800% year-on-year, and it was difficult to find a variety of products.
Image source: Credit Suisse report
Credit Suisse released a report on China’s sporting goods industry stating that in April The sales of the Tmall flagship store account for 30% to 40% of the overall online sales of mainland sports brands. Before and after the May Day holiday, domestic brands experienced a collective surge in sales. According to Credit Suisse statistics, from April 27 to May 3, compared with the same period in 2020, sales of Li Ning’s “China Li Ning” brand in Tmall flagship stores increased by 419%, followed by Anta, which increased by 46.3%, and Xtep, which increased by 29.3%. The national tide has ushered in spring.
In this regard, economist Lang Xianping believes that there are three reasons why Li Ning is selling well but sales of Nike and other brands have plummeted: first, China’s manufacturing level is high and quality is guaranteed; second, fashion brands are more accessible Gain the attention of young people; third, there are many factors such as national complex and patriotic complex.
Picture source: Weibo
After the Xinjiang cotton incident in March, many consumers They have begun to shift their attention from international brands to domestic brands. Some netizens said that many teenagers are even resistant to buying brands involved in the Xinjiang cotton incident.
Image source: Weibo
02 Li Ning’s stock price skyrocketed as it was out of stock everywhere offline
“The cotton shorts have all been sold out and are out of stock.”
“This shoe has no size, this is the last pair” …
At noon on May 9, the editor visited the China Li Ning store of Changsha IFS and found that there were many customers in the store, and at the same time, many products in the store were out of stock. .
Picture taken by reporter Duan Fangyuan
The store’s shopping guide told China Securities Journal: “We are Hunan The largest Chinese Li-Ning store in the region has the most complete range of goods. If we run out of goods, you can’t find them anywhere else. Out-of-stock situations are common nowadays, and popular items are sold out quickly, including limited editions. It’s even harder to buy.”
In addition, the shopping guide told CSI: “Our recent business has indeed improved a lot. On the one hand, after the Xinjiang cotton incident, everyone I have paid more attention to domestic brands and found that we are actually very fashionable and the quality is no worse than that of international brands; on the other hand, our newly signed spokesperson Wang Yibo also has some driving effects.”
According to the shopping guide, the sales of his store have increased by about 30% compared with the same period in previous years. “Not only is our business good, Li Ning Sports’ business is also very good.”
Picture taken by reporter Duan Fangyuan
Benefiting from the growth in sales, Li Ning’s stock price has also increased since March All the way up. It reached a high of 72.95 yuan/share on May 7. As of the close of trading on May 7, the stock price was at 68.5 yuan/share, with a total market value of over 170 billion yuan. Between March 9 and May 7, Li Ning’s stock price rose by a cumulative 67.07%.
The national tide is rising!
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