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When the Chinese sportswear maker Erke donated 50 million yuan ($7.7 million) for flood-devastated Henan Province, it was venerated by internet users as “the light of domestic products” and people flocked to its stores.   © AP
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.

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