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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.


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.


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.


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.


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