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When it comes to international sports brands, we have to mention Adidas and Nike, two brands that were once prosperous in China. However, in the past two years, their development in China has suffered from "Waterloo", and their business conditions are very unsatisfactory.

According to related reports: In a local shopping mall in Zhuhai, Guangdong, Adidas stores are crowded. The person in charge of a shopping mall in Nanning, Guangxi said: "Our shopping mall has a total of five floors. There were three Adidas stores, two Adidas sports and one Clover. Now there is only one Adidas sports left, which is being renovated behind closed doors."

In fact, the phenomenon of Adidas has become the status quo in many second- and third-tier cities. Stores are closed one after another, and the market is shrinking. And Nike, which has always been a competitor of Adidas, has not performed well in the Chinese market. The two can be described as "lips and teeth".

In the second quarter 2022 financial report released by Adidas on August 4, although Adidas' second-quarter net sales increased compared with the same period last year, its net profit fell by 24.2% year-on-year to only about 300 million euros. In fact, Adidas' performance has been frustrated since the second quarter of last year, but it was not expected that the downward trend will continue until this year.

In terms of Nike, the situation is not ideal. At the end of June this year, according to Nike’s financial report, Nike’s revenue in the fourth quarter of this fiscal year was 11.7 billion US dollars, a year-on-year decrease of 1%. Although the decline was small, the revenue growth was mainly from Central Europe and Africa, and the Greater China revenue fell by 20% year-on-year.

The two major international sports brands have suffered repeated setbacks in China. Looking back, domestic brands Anta and Li Ning have taken advantage of the situation. In the world's top 100 brand value list in 2022, domestic brands Anta and Li Ning ranked in the top ten, and Anta is the second time on the list.

Speaking of which, it is not without reason that adidas and Nike, two once-hot international sports brands, were defeated in China. First, as we all know, since the Xinjiang Cotton Incident, these two brands have also participated in the boycott of Xinjiang Cotton. With the resentment and boycott of many domestic consumers, its brand has long been a negative image in the hearts of Chinese people. Second, the global economic development has generally declined in the past few years due to the new crown epidemic, and Adidas and Nike are also inevitably affected by it. Thirdly, it may be that Adidas and Nike sang their way into the Chinese market at the beginning, which made them gradually settle for the status quo. However, with the increase in the income level of domestic consumer groups and changes in consumer attitudes, consumers no longer use "big brands". As a purchase standard, coupled with the sudden rise of domestic brands, the investment in product R&D and design has increased year by year, and product updates have already kept up with or even surpassed international brands such as Adidas and Nike, naturally capturing a large number of domestic consumers. Mind, robbed part of the market.

Under the intertwining of various factors, it is only expected that international big names such as Adidas and Nike will retreat to China.