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Nike, Adidas replace big-name luxury as China goes casual

隨性穿著當道 運動服飾取代精品

· 每日跟讀單元 Daily English

For Beijing resident Alex He, 29, the cost of a trip to the mall can easily top $3,000 (NT$96,654). “I used to buy a lot of luxury brands, but in the last year or so I’ve been purchasing more of the sports brands because they are more comfortable and more fashionable,” said He.

對於北京二十九歲的艾力克斯‧何來說,一趟商場購物之旅常會花到三千美元。他說︰「我以前愛買奢華的精品,但是過去一年左右大多是買運動品牌。它們比較舒服,也比較潮。」

Chinese consumers like He, who want to make statements when they go shopping, are turning more to Western sports brands. Under Chinese President Xi Jinping’s multi-year campaign to reduce conspicuous consumption of luxury goods by public officials, even as sales of luxury fashion, cars and other prestige products suffer, sportswear brands are robust.

就像何先生一樣,許多中國消費者想要藉由購物來展現、表達自我,紛紛轉向西方運動品牌。中國領導人習近平近年來打壓官員炫富式精品消費,精品時裝、汽車、名品全都遭殃,不過運動服飾品牌依然強勁。

Nike’s Greater China sales are strong, with orders from September to April up between 27 and 35 percent. Sales in Greater China for Adidas grew 38 percent. Last year, it opened more than 500 Chinese stores. Under Armour Inc. is making headway. Stephen Curry’s basketball shoes have given it a foothold in that category.

耐吉」在大中華區的訂單大增,從去年九月到今年四月增加了百分之二十七至百分之三十五不等。「愛迪達」在大中華區的銷量增加了百分之三十八,去年在中國展店超過五百家。「安德瑪」也持續成長,NBA球星史帝芬‧柯瑞代言的籃球鞋讓該公司在球鞋此品項佔有一席之地。

The big foreign sportswear brands are safer bets for many consumers wondering about the political implications of their purchases. Chinese concerned about flaunting their big spending want to buy products that are obviously expensive but not excessively glitzy.

因為擔心購物產生政治影響的消費者,大型外國運動品牌可說是安全牌。那些對於過份炫耀大筆花費感到不安的中國人,都想購買看起來不便宜卻不會過於炫富的產品。

Source article: http://www.taipeitimes.com/News/lang/archives/2016/07/09/2003650626

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