Same factory, worse specs: Why Chinese consumers turned on Adidas

What happened When Chinese consumers discovered that the pricey Adidas down jacket they bought was actually manufactured by local brand Snow Flying — and of lesser quality than Snow Flying’s own similar styles — the logic behind Adidas’ price premium in China was brought into question. On October 18, 2025, Xiaohongshu user @Hello, QianQian (@你好钱钱) posted a note titled “Here’s a joke: My Adidas jacket is made by Snow Flying.” She had purchased the jacket during a Douyin livestream, only to discover the label read “Manufactured by Jiangsu Snow Flying Garment Co., Ltd.” Her post suggested she might as well buy directly from Snow Flying — “It’s hard to buy a down jacket these days,” she wrote. The post went viral, and the hashtag “Adidas made by Snow Flying” climbed to the top of Weibo’s trending list, accumulating over 17 million views. Launched in 1999 as part of Bosideng Group’s strategy to target younger consumers, Snow Flying built a reputation for accessible pricing and quality down manufacturing. Bosideng, China’s largest down jacket maker, operates factories that serve both its own brands and international clients. Adidas’ partnership with Snow Flying once signaled manufacturing quality — until consumers began making direct comparisons. Why global labels choose Chinese production Sportswear brands routinely rely on contract manufacturers. International companies have long used Chinese factories for their integrated supply chains, skilled labor, and cost efficiency Adidas shares this approach with other global brands. Nike has long outsourced production, and Apple maintains an extensive network of factories across China. “In Apple’s supply chain, I don’t think there’s anywhere more important than China,” CEO Tim Cook has said. More than 80% of Apple’s top 200 global suppliers have production bases in China, manufacturing iPhones, iPads, Macs, AirPods, and Apple Watches. For brands, outsourcing production enables a light-asset model, allowing them to focus on design, product development, and marketing — the high-value parts of the business. The approach reduces fixed costs and operational risk while tapping into China’s integrated supply chains and manufacturing flexibility. Businesses can adjust production volumes quickly and reduce the time from design to market. The Jing Take Opinions online are divided. Many users criticize Adidas, viewing the brand’s premium as unjustified. Yet there are defenders. One Weibo user noted that contract manufacturers are bound by intellectual property agreements and cannot produce identical products, arguing “Snow Flying is Snow Flying, Adidas is Adidas.” What makes this case unusual: Adidas did not outsource to an obscure factory, but to Snow Flying — a well-known brand in China’s down jacket market. This placed Adidas in a vulnerable position. Consumers could easily compare products from both brands side-by-side, scrutinizing specifications directly. One netizen compared a men’s Adidas jacket priced at RMB 767 ($108) with a similar long-style Snow Flying coat priced at RMB 568 ($80). The Adidas jacket contained 270 grams of down at 70% fill power and a loft of 500+. The Snow Flying jacket contained 303 grams of down at 85% fill power, loft of 610+, and an infrared thermal layer. The core issue is that consumers are not demanding identical products. But they question why a higher brand premium delivers a jacket with inferior warmth specifications. In down jackets, loft, fill power, and down weight determine warmth performance. When Snow Flying’s products exceed these metrics while costing less, it exposes a pricing gap: consumers pay more for the Adidas brand but receive lower specifications. Deconstructing the premium The implications extend beyond a single purchase. The episode undermines the logic of Adidas’ premium positioning. When consumers discover that a higher price does not deliver superior materials or technology — only a logo — the brand’s value proposition weakens. In China’s current consumption environment, product specifications have become a form of accountability. Snow Flying gains credibility as a quality manufacturer with transparent value; Adidas faces criticism for overcharging. This episode signals a broader shift: as Chinese manufacturing quality improves, international brands face greater scrutiny over their pricing premiums. Social media transparency has accelerated this shift. Product specifications, supply chain details, and value comparisons circulate instantly among consumers. Authority has shifted from brands to consumers. Traditional marketing narratives require substantiation with tangible product advantages. Companies can no longer rely on information gaps to maintain premium pricing. In this environment, brand value requires demonstrable product superiority, not just marketing narratives. For luxury brands operating in China, pricing premiums must be justified by tangible differentiation. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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Same factory, worse specs: Why Chinese consumers turned on Adidas