Singapore (28 June 2024) – A seismic shift is reshaping China’s sneaker culture, driven by a surge in national pride and a burgeoning middle-class appetite for luxury goods. This trend has catapulted local brands like ANTA and Li-Ning into the global sneaker spotlight, as revealed in a recent report by Canvas8, a global strategic insights firm specializing in cultural and behavioral trends.
The report, titled ‘Why are China’s sneakerheads choosing to go local?’, authored by Kevin Ng, features insights from award-winning journalist Babette Radclyffe-Thomas and trends observer Juliette Duveau, both experts on the Chinese market.
The ‘guochao’ or ‘national wave’ movement, sparked by Li-Ning’s Wu Dao collection at the 2018 New York Fashion Week, has ignited a renewed sense of pride among Chinese consumers. This movement celebrates Chinese heritage and craftsmanship, driving consumers toward homegrown brands that embody their cultural identity.
Local sneaker brands have capitalized on this patriotic fervor, securing endorsements from NBA stars like Klay Thompson and Jordan Clarkson to cement their status as symbols of innovation and cool. A report by Kicks Crew highlighted a staggering 560% increase in the US market share of Li-Ning’s Way Of Wade series in 2023, rivaling global giants like Nike. This meteoric rise underscores the growing influence of Chinese sneaker brands on the global stage.
Dr. Babette Radclyffe-Thomas, a Chinese fashion academic, attributes the success of local brands to a blend of increased purchasing power among younger consumers and strategic investments in research and development. “Aligning products with the tastes and preferences of Chinese shoppers, who are proud of their heritage and seek products that resonate with their cultural identity, is crucial,” she emphasizes.
Juliette Duveau adds that local brands have advanced their innovation through strategic acquisitions. “Chinese (companies) like ANTA Group…have given Chinese brands access to improved technology and high-quality standards,” she notes. In 2023, ANTA’s investment in research and development surpassed CNY 1.6 billion (approximately $221.40 million), and it acquired Chinese athleisure brand Maia Active to penetrate the women’s sportswear segment.
Also Read: Interview with Aneesh Khanna: Insights on Early-Stage Entrepreneurship
Further boosting the rise of Chinese sneaker brands are advancements in manufacturing capabilities, particularly in Guangdong, China’s manufacturing hub. This region has seen a surge in investment and growth, establishing itself as a global leader in high-quality production.
Additionally, the Chinese government’s encouragement of domestic consumption and backlash against international brands have amplified the popularity of local products. Brands like ANTA and Li-Ning have seized this opportunity to demonstrate their commitment to quality and innovation, captivating consumers with unique designs and cultural motifs.
Nick Morris, UK-based founder and Managing Director of Canvas8, envisions a bright future for sneakerhead culture in China. “Looking ahead, the future of sneakerhead culture in China looks promising, with local brands poised to continue their ascent in the global market. As Chinese consumers increasingly prioritize sustainability and authenticity, brands that can deliver on these values stand to reap the rewards of this burgeoning market.”
