Wearing the colors of China, from head to toe.
After prancing at the top of sales for years in the Middle Kingdom, the major Western ready-to-wear brands are being upstaged by Chinese brands.
Cut off from the world for three years because of the Covid, Chinese consumers play the national preference, causing giants like Nike, Adidas, H&M and Inditex (Zara, Massimo Dutti, etc.) to falter.
Carried by the younger generations, the phenomenon has a name: “Guochao”, a new idea of “made in China”, a mixture of contemporary design and references to Chinese culture in the consumer goods industry.
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In the first half of 2022, Anta Sports thus dethroned the two Americans Adidas and Nike in the Middle Empire, thanks to a turnover of 3.8 billion dollars.
The Chinese giant is no longer synonymous with low-end products.
Official supplier of the International Olympic Committee (IOC) of the Beijing Games in 2022, it is today…
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