A few days have passed since the annual Double 11. This is also the most important day in the e-commerce industry. It can be said that it has been eaten for three years since its opening. Popular industries. However, this year’s Double 11 is a bit special. In the past, both promotion and discount activities were very in-depth, but this year it did not appear in the media. This year’s Double 11 is a turning point between domestic brands and foreign brands. Among them, foreign sports shoes and clothing brands have been gradually distanced by domestic brands.
1. A new turning point
There has always been a great controversy between domestic brands and foreign brands. If there is a slight mistake in words, it is very likely that a “label” will be attached to it. At present, no matter what industry or industry in China, there has been a brand confrontation between internal and external brands, such as automobiles, clothing, mobile phones, electronic products, etc., there is fierce struggle.
Especially for civilian products such as clothing and shoes, foreign brands have penetrated into every household. The main reason is that the quality and design are temporarily better than domestic brands, which is also the reason why they have become popular among the public.
After a long period of development, foreign brands have already had a certain influence in the Chinese market. Especially in recent years, some well-known foreign brands have experienced an increase of more than 40% in operating income throughout Greater China.
However, with the advent of this year’s Double 11, this situation has changed. Some well-known foreign brands have seen occasional declines in sales, and some brands have even fallen below New low. As a result, domestic market competition has entered the counterattack stage ahead of schedule. Does this mean that domestic brands will become the dominant market in the future?
In this year’s Double 11 sales list, in the clothing and sports industry, the domestic brand Anta Group achieved a transaction volume of 4.65 billion yuan, an increase of 61% over the same period. Anta Group has become the sales champion in the apparel and sports industry this year with its excess transaction volume, and it has also topped the list of shoes and apparel on Tmall.
In the past few years of Double 11, the foreign Nike Group has firmly ranked first in the clothing and shoe industry, with domestic brands appearing in fifth to eighth places. This year’s ranking In the list, 5 domestic groups are ranked in the top 10, while international brands such as Adidas and FILA have dropped in the rankings.
2. The popularity of Xinjiang cotton has not subsided
The domestic sales of foreign brands have plummeted, mainly because of the Xinjiang cotton problem some time ago, and these brands happened to be involved in this incident. As we all know, in international relations, some Western countries have been secretly making small moves against our country, just to inhibit their development in China.
Since our country has experienced a relatively protracted war, it has been many years slower than other countries in terms of economy and technology. Fortunately, with its own efforts, The distance between China and developed countries is being shortened step by step.
Especially after 2008, the domestic economy has begun to undergo qualitative changes. Whether it is the people’s livelihood economy or the state-owned economy, there have been very big changes. Amplitude increase. Technology, aviation, manufacturing, etc. are also constantly innovating, so our country’s international influence is becoming stronger and stronger.
In recent years, international relations have become very delicate. Since the globalization of the epidemic, some Western countries have intensified their opinions on my country and began to make unreasonable accusations in a free manner. This is also what Western countries have always done.
Before this, these countries had already intervened in my country’s Xinjiang, Tibet and other regions, and a direct outbreak broke out in August this year a bigger business war. The reason is that the international brand HM suddenly announced a ban on my country’s Xinjiang cotton, believing that my country’s cotton picking process is not humane enough and these workers are forced labor.
In less than a day, HM Company has become a hot topic. Faced with such mindless accusations, the people are the first to resist, and they will never buy HM products in the future. And let the relevant product links be taken off the shelves directly.
Subsequently, more and more international brands participated in the Xinjiang cotton incident, which completely aroused the patriotic sentiments of the Chinese people. Some platforms directly closed the online stores of these brands, and offline physical stores were also closed for rectification.
3. Sales of major brands have dropped
In just one week, the sales of all foreign brands involved in the Xinjiang cotton incident have dropped significantly. Like Nike Group , during the same period last year, sales in the entire Greater China region increased by about 20%, especially in the shoes section, the growth rate was much higher than other products.
Originally As the epidemic gradually stabilizes, it is expected to hit a new high in 2021. Unexpectedly, such an internal operation will directly cause the operating income to continue to decline. At the beginning of this year, Nike Group has signed a number of domestic sports stars Players and entertainment stars mainly want to do enough publicity and continue to expand their profits.
After the Xinjiang cotton incident, Nike and Adidas These international brands have also tried to restore the Chinese market, but the effect was not great. From this year’s Double 11 sales list, we can see that the Xinjiang cotton incident is still a hot topic. According to past international incidents, major Some people will forget what happened after a period of time.
But this incident is different. With the spread of the media and the patriotism of the Chinese people, It is getting stronger and stronger. As long as other foreign-funded enterprises are involved in conflicts between countries, it will be difficult for these enterprises to continue to survive in the Chinese market.
If you look at big data, these internationally renowned brands will not suffer such huge losses in a short period of time. There is another most important reason. In fact, the Xinjiang cotton incident is just an outbreak. The most important thing is the rise of our domestic brands. After a long period of development, domestic brands have finally made breakthroughs.
Groups like Li Ning and Anta, whether In terms of product quality and design, it can compete with these international brands. In addition, today’s young people already have a certain degree of confidence in this domestically produced product. Domestic brands stand up, which is the real reason for the decline in sales of major brands.
Summary
As the country’s economic development becomes faster and faster, it has achieved a certain degree of influence internationally, and the domestic market competitiveness will be greater in the future. Some domestic brands can only gain a foothold in the market if they are more innovative and more reliable than others. The current situation only depends on some additional factors. After a long time, if the quality has not passed the test, I believe that it will not take long for foreign brands to regain the market. </p
