久久亚洲国产成人影院-久久亚洲国产的中文-久久亚洲国产高清-久久亚洲国产精品-亚洲图片偷拍自拍-亚洲图色视频

Global EditionASIA 中文雙語Fran?ais
Business
Home / Business / Industries

Warrior returns to reclaim lost turf

By Ren Xiaojin | China Daily | Updated: 2018-02-21 08:35
Share
Share - WeChat
Patented Warrior shoes made of reflective fabric are displayed at a sportswear expo in Beijing. With more than 90 years of history, Warrior has transformed itself by enhancing designs and selling the shoes through e-commerce platforms. Provided to China Daily

Last summer, soft drinks major PepsiCo teamed up with a number of young designers, including Percy Lau and Sankuanz for products like caps, skateboards, sunglasses and backpacks - the monikers of the younger generation.

But one product garnered more attention than others - a sneaker co-designed with Chinese shoemaker Warrior, a company that has been in existence for over 90 years.

It made one wonder as to why would Pepsi, which wanted to be seen as a youth icon, want to work with an old Chinese brand that nearly went bankrupt in 2000? The fact is, guochao, or in Chinese domestic fashion, is elbowing its way back to the spotlight.

In 2008, Hollywood star Orlando Bloom was spotted wearing Warrior shoes. After the photo of him went viral online, more stars began to ape the style, including the Chinese-Canadian actor Kris Wu and the actresses Yang Mi and Tang Yan.

"First of all, it's comfortable and cheap. Second, superstars wear it. Why shouldn't I?" said Dong Fang, a 26-year-old sales manager.

She bought white sneakers from Warrior and Renben, another Chinese shoemaker. The two pairs of shoes together cost her about 100 yuan ($15.8).

The simple classic design - white shoe body and a red hook-shaped logo - has won favor from youngsters, as it can be seen everywhere from universities to skating rinks. For many of them, Warrior represents an innocent and worry-free time that they want to recreate but can never come again.

"I think everyone born in the 1980s and 1990s has had at least one pair of those simple and cheap rubber shoes," said Dong. "We used to wear them everywhere - to school, to the park or to the playground.

"I don't remember since when we got so obsessed with expensive foreign brands. It's great to see that the domestic brands from the past are finding their way back to market, and it is about what is behind the shoes - the memory and the style, rather than the price tag," Dong said.

To bring back Chinese fashion, Warrior has wasted no time in transferring itself into a modern brand by enhancing its design and going into e-commerce. Till date, it has over 2,700 stores in the country. On Singles Day in 2017, China's version of Black Friday launched by online retail giants, Warrior reported sales of 112 million yuan, breaking its own record.

"Two years ago, no one expected Warrior to report such a good performance," said Zhou Wei, executive director of Shanghai Warrior Shoes Co Ltd. "Now, a couple of our shoes are on the best seller list in Taobao."

He said in the first half of 2017, the company posted sales of 3.6 billion yuan, making Warrior the best seller among domestic brands.

Zhou said the company will target overseas markets including Europe and the United States in the second half of 2018 or 2019.

Late last year, the brand promoted its new design Warrior Ordinary Streetwear as its first attempt to target overseas markets. Priced at over 500 yuan, the newly designed shoes gave Warrior an image makeover as an affordable brand in the mid-price range.

But nostalgia alone is not enough to revive Chinese fashion. It needs new blood to make the past a trend of the present and the future. Yoho! Buy is one such e-commerce platform that is encouraging Chinese designers and local brands to steal the thunder from foreign brands. Last October, Yoho! Buy, an online platform selling fashionable clothes and accessories, launched its first store in Nanjing, Jiangsu province.

"Many foreign designer brands take inspiration from Chinese calligraphy and characters," said Niu Congxiao, vice-president of Yoho! Group. "I believe China will have a bigger impact on the fashion industry, and Chinese fashion will become popular, just like the New York style or Parisian style."

The platform is targeting customers aged between 16 and 35 who have their own taste for fashion. In the past three years, Yoho! Group has incubated more than 40 Chinese designer brands.

"Chinese fashion will become even more conspicuous and popular globally in 2018," said Jin Qu, assistant vice-president of the group.

"Those born in the 1990s and later have changed their old perception about Chinese brands. They now believe that incorporating Chinese elements into fashion is trendy and cool."

renxiaojin@chinadaily.com.cn

Top
BACK TO THE TOP
English
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
CLOSE
 
主站蜘蛛池模板: 亚洲视频网站在线观看 | 2020夜夜操| 老外毛片| 国产高清一区二区三区视频 | 99久久一区二区精品 | 美女黄网站人色视频免费国产 | 伊人久久综合热青草 | 国产成人做受免费视频 | 久久99亚洲精品久久 | 国产精品亚洲欧美日韩久久 | 国产一区私人高清影院 | 性做爰片免费视频毛片中文i | 91成人在线视频 | 精品国产91久久久久久久a | a毛片视频| 欧美日韩专区国产精品 | 国产高清免费影视在线观看 | 亚洲无线一二三区2021 | 亚洲综合视频在线观看 | 国产一级片观看 | 成年人午夜影院 | 精品91精品91精品国产片 | 欧美高清另类自拍视频在线看 | 欧美在线视| 日韩中文字幕视频 | 91成人精品 | 日韩 国产 在线 | 国产一区二区三区四区五区 | 在线色网址| 久久精品福利视频 | 男人的天堂免费 | 欧美巨大另类极品videohd | 国产区精品 | 99久久精品国产一区二区 | 99热久久国产这里是精品 | 成人黄色在线网站 | 精品一区二区三区亚洲 | 精品中文字幕在线观看 | 高跟丝袜美女一级毛片 | 亚洲综合第一页 | 国产欧美一区二区久久 |