ArrowArtboardCreated with Sketch.Title ChevronTitle ChevronIcon FacebookIcon LinkedinIcon Mail ContactPath LayerIcon MailPositive ArrowIcon PrintIcon Twitter
Business Spotlight

'Nationalist consumption' boosts Chinese fashion industry

Domestic brands lure novelty-seeking young as international rivals retreat

NIKKI SUN, Nikkei staff writer | China

HONG KONG -- A nationwide shopping spree has turned the Chinese sportswear maker Erke from an also-ran to one of the hottest brands in the country, highlighting how the trend for "nationalist consumption" has changed China's retail landscape and put pressure on Western companies.

Erke may not have Li Ning's daring designs to impress fashion trendsetters in Milan, or Anta Sports' financial power to acquire big-name foreign brands like Fila and Arc'teryx.

Sponsored Content

About Sponsored Content This content was commissioned by Nikkei's Global Business Bureau.

Discover the all new Nikkei Asia app

  • Take your reading anywhere with offline reading functions
  • Never miss a story with breaking news alerts
  • Customize your reading experience

Nikkei Asian Review, now known as Nikkei Asia, will be the voice of the Asian Century.

Celebrate our next chapter
Free access for everyone - Sep. 30

Find out more