Adidas HK Store Hit By Protesters After Announcing New Ambassador & More

In “Headlines from China,” we share the biggest news stories about the luxury industry in China that have yet to make it into the English language. In this week’s edition, we discuss:

  • Adidas HK Store Hit By Protestors After Announcing New Ambassador
  • Outerwear Company Superdry Will Focus on Chinese and U.S. Market Next
  • Chinese Homegrown Brands Pose Challenges to International Brands

Adidas HK Store Hit By Protestors After Announcing New Ambassador — guancha.cn

The latest brand affected by the continuing protests in Hong Kong is Adidas. It started when the brand announced that Liu Yifei, the Chinese actress who publicly has shown her support for the Hong Kong police, would be its womenswear ambassador. Many pro-Hong Kong independent groups condemned her on social media and even boycotted the actress’s latest Disney film, Mulan. As soon as the announcement broke on December 23, the protestors hit the brand’s flagship store, shattering the store glass and shouting out their anger.

Outerwear Company Superdry Will Focus on the Chinese And U.S. Market — Jiemian 
The British brand Superdry said after releasing their latest financial report that it will focus on the U.S. and Chinese markets in the future. For the U.S. market, the brand plans to increase product categories and optimize wholesale channels. While for the Chinese market, it will adopt more appropriate clothing designs based on Chinese consumers’ preferences, body shape, and weight. At the same time, it will review its China’s store network and close some stores with poor profitability.

The Met's new series of limited edition lipsticks is the museum's latest attempt to engage with Chinese consumers. Photo: Perfect Diary/ Weibo

Photo: Perfect Diary/ Weibo

Chinese Homegrown Brands Pose Challenges to International Brands — Ladymax 
According to a research report from the Chinese investment group Huaxing Capital, more than 70% of the online cosmetics sales in China are currently purchased by millennials and Gen Zers, with more and more young Chinese favoring domestic beauty products. Western beauty brands, which have dominated the Chinese beauty market for years, are growing increasingly concerned with this trend. Homegrown beauty brands not only rely on their understanding of Chinese consumers’ behavior, but also on their quick reaction speed and development cycle, which are some of the biggest challenges for Western  brands in China.

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