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China Fashion & Beauty

Chinese Consumers Indifferent to Diplomatic Spat Between China and Canada as “Canada Goose Boycott” Backlashes

Despite Canada-China tensions, the Canada Goose store in Beijing is faring well.

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Chinese consumers and netizens appear indifferent to the diplomatic tensions between China and Canada, a surprising reaction in light of the previous vitriol these two groups threw at governments, celebrities, or brands that offended or defied their country.

On December 28, Canada Goose opened its very first store in mainland China at a renowned Beijing shopping district, Sanlitun (三里屯), two weeks later than originally scheduled due to “ongoing construction.” The announcement of the delay came amidst growing tensions between China and Canada following the arrest of Huawei chief financial officer Meng Wanzhou in Vancouver on December 1.

The Canadian brand, known for its luxury winter jackets and parkas, has been facing great difficulties since the arrest, with its shares dropping 37 percent in value according to Reuters.

The company’s struggles have also received extensive coverage on Chinese social media. On Weibo, the hashtags “Canada Goose Value Crashing” (加拿大鹅暴跌) and “Canada Goose Mainland store opening canceled”(加拿大鹅内地开业取消) registered over 230 million and 170 million views, respectively, with some netizens calling for a boycott of the Canadian brand. The nationalist tabloid Global Times quoted ‘experts’ and ‘consumers’ in suggesting that “if Canada keeps detaining a senior Huawei executive in a complicit move to woo the US, the repudiation of Canadian goods will expand.”

However, no boycott materialized as the brand’s first Mainland store was packed with Chinese consumers on its opening day, to the point where store employees had to restrict entry, forcing many to wait over thirty minutes in -12oC temperatures.

To some, a most disheartening sight; to others, a mark of quality (The Beijinger).

The same Reuters article also revealed the store’s popularity was no one-day fad; three days after the opening, consumers were still having to queue for an hour.

 

“Why would I boycott an enterprise that didn’t do anything wrong?”

 

Such  “unpatriotic” consumerism has not been ignored by Chinese netizens, prompting many to ask about the much-trumpeted boycott. This time, however, calls for a boycott were by and large dismissed, with some defending the unassailable right of consumption (“why would I boycott Canada Goose? If Meng Wanzhou can buy houses and a Canadian residence permit, why can’t I buy some Canadian clothes?”) while others questioned the validity of making a Canadian company responsible for the Canadian government’s action. (“Why would I boycott an enterprise that didn’t do anything wrong?”).

Unintended side-effects of patriotic shrilling for a boycott, namely increasing Canada Goose’s brand awareness among Chinese consumers, were also mocked by netizens. As one Weibo user wrote: “Before the boycott, my colleague had never heard of the brand. Now my colleague is rushing to the new store to buy something. The irony.”

More comic relief was provided by the self-mockery of some netizens who observed, tongue planted firmly in cheek, that they didn’t boycott the brand but neither did they go to the store – long queues hide the fact that luxury products remain unaffordable to the vast majority of the Chinese people.

 

“Young people driven by fashion tastes, not politics.”

 

All this accords with the prediction made by some pundits that the boycott would quickly blow over as the biggest buyers of the products in China are young people “driven by fashion tastes, not politics”.

The numbers also show the slump in share value preceding the store opening was not fatal: On Monday 31, Canada Goose’s stocks registered a 6 percent increase from the previous week.

Are Chinese consumers less patriotic than in the past? After all, Canada Goose’s success is a marked contrast to the concerted effort Chinese consumers made to boycott South Korean products during the THAAD dispute between China and South Korea that began in September 2017 and lasted a whole year before a truce was called.

Perhaps luxury is patriotism’s kryptonite; perhaps Canadian ambassadors of Chinese culture like entertainer Mark Rowswell, the first foreigner to ever perform comedy for a Chinese audience in Mandarin, have made netizens subconsciously more tolerant of the Canadian government. Whatever the reason, this whole episode shows that Chinese public opinion is not always boringly predictable and subservient to the Chinese state.

By Gabi Verberg, edited by Eduardo Baptista

Contributions by Miranda Barnes

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

Gabi Verberg is a Business graduate from the University of Amsterdam who has worked and studied in Shanghai and Beijing. She now lives in Amsterdam and works as a part-time translator, with a particular interest in Chinese modern culture and politics.

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2 Comments

2 Comments

  1. mikehunt

    January 3, 2019 at 6:02 pm

    1. there was no orgainsed boycott. if they want to boycott, get 100 protesters to stand outside the store and block entry into store. that’s how you organise a boycott.

  2. Arnout

    January 4, 2019 at 8:08 am

    The Canadian entertainer you are referring to is Mark Rowswell, not Roswell. https://en.wikipedia.org/wiki/Dashan

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China Food & Drinks

Would You Like Coffee with Your Sneakers? Chinese Sports Brand Li-Ning Registers Its ‘Ning Coffee’ Brand

Li-Ning enters the coffee market: “Will they sell sneaker-flavored coffee?”

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An unexpected competitor is joining China’s coffee market. With over 7000 stores in the country, Li-Ning has the potential to become the biggest athletic coffee chain yet.

Another player is joining mainland China’s growing coffee market. It’s not an American coffee giant, nor a coffee house chain from Hong Kong – it is China’s leading sportswear brand Li-Ning Sports (李宁体育).

Li-Ning registered its coffee brand under the ‘NING COFFEE’ trademark. As reported in an article written by ‘Investment Group’ (@投资界) and published by Toutiao News (@头条新闻), Li-Ning has confirmed on May 6 that it will provide in-store coffee services to enhance customers’ shopping experiences in the near future.

The move means that Li-Ning could potentially become a big player in China’s coffee market, competing with major brands such as Starbucks, Luckin Coffee, Costa and Pacific. If the in-store coffee cafes would roll out in most of its shops, there could be over 7000 Ning Coffee cafes in China in the future. By the end of 2021, Li-Ning Sports had a total of 7,137 stores in China.

Starbucks has 5,400 stores in China. Leading domestic coffee chain Luckin Coffee expanded to over 6000 stores last year. Costa Coffee, although closing some of its China stores in 2021, announced that it aims to have a total of 1,200 stores open in China later this year. Looking at Li-Ning’s presence across China, its in-store coffee cafes could be serious competition for the leading coffee chains in the country.

Over the past few years, various Chinese sportswear brands, including Anta Sports and Erke, have seen a rise in popularity, but Li-Ning is still China’s most famous brand name for athletic apparel and shoes. The company was founded in the early 1990s by Chinese Olympic gymnast and business entrepreneur Li Ning (1963) and was generally seen as a Nike copycat – the original logo was even similar to the Nike swoosh. Although Li-Ning looked like Nike, the brand is more appealing to many Chinese consumers due to the fact that it is cheaper and made in China.

Li-Ning markets itself as being “deeply and uniquely Chinese” (Li Ning official website 2022), which has made it more popular in an era of “proudly made in China” (read more about that here). Moreover, it also promises to offer high-quality sportwear at a price that is cheaper than the American Nike or German Adidas.

Li-Ning’s success is also owed to its marketing strategies. Besides being the official marketing partner of many major sports events, including the NBA in China, the brand has also contracted with many household athletes and famous global ambassadors.

Over a decade ago, marketing observers already noted that despite the remarkable success of Li-Ning in China, the brand still had a long way to go in order to strengthen its image as a long-term brand, recommending Li-Ning to “create excitement around the brand” by building more associations related to lifestyle and coolness to better resonate with younger Chinese customers (Bell 2008, 81; Roll 2006, 170).

With its latest move into the coffee market, it is clear that Li-Ning is moving its brand positioning more toward the direction of lifestyle, trendiness, and luxury. Although purchasing a coffee at Starbucks or Luckin is part of the everyday routine for many urban millennials, coffee is still viewed as a trendy luxury product for many, relating to both cultural factors as well as economic reasons. As noted by Cat Hanson in 2015, the price of a single cup of coffee was equal to a month’s worth of home broadband internet (read more).

Previously, other fashion brands have also opened up coffee stores in China. As reported by Jing Daily, international luxury brands Prada, Louis Vuitton, and FENDI also opened up coffee cafes in mainland China.

Another unexpected coffee cafe is that of China Post, which opened its first in-store ‘Post Coffee’ in Xiamen earlier this year. On social media, many netizens commented that the brand image of the national post service clashed with that of a fairly expensive coffee house (coffee prices starting at 22 yuan / $3,3).

“The postal services are located in cities and in the countryside and are often used by migrant workers, and generally this demographic isn’t buying coffee,” one person commented, with another netizen writing: “This does not suit the taste of ordinary people, it would’ve been better if they sold milk tea.”

Post Coffee, via Jiemian Official.

On Weibo, Li-Ning’s journey into the competitive coffee market was discussed using the hashtags “Li-Ning Enters the Coffee Race” (#李宁入局咖啡赛道#) and “Li-Ning Starts Selling Coffee” (##李宁开始卖咖啡##).

Like with China Post, many commenters say the combination of sportswear and coffee is not something they immediately find logical. “Will they also sell sneaker-flavored coffee?” one person wondered, with others thinking selling coffee – seen as a product from western countries – does not exactly match with Li-Ning as a ‘proudly made-in-China’ brand.

“How would you feel about trying on some clothes at Li-Ning while sipping on Li-Ning coffee? I understand Li-Ning is jumping on what’s popular, and this time it’s coffee,” one Weibo user writes, with others also writing: “I think it has potential.”

“I’m willing to try it out,” various commenters write. For others, they want to see the menu first: “It all depends on the price.”

For more about the coffee and tea market in China, check our other articles here.

By Manya Koetse

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References

Bell, Sandra. 2008. International Brand Management of Chinese Companies. Heidelberg: Physia-Verlag.

Roll, Martin. 2006. Asian Brand Strategy: How Asia Builds Strong Brands. New York: Palgrave Macmillan.

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©2022 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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China and Covid19

King of Workout Livestream: Liu Genghong Has Become an Online Hit During Shanghai Lockdown

Liu Genghong (Will Liu) is leading his best lockdown life.

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With their exercise livestreams, Liu and his wife are bringing some positive vibes to Shanghai and the rest of China in Covid times, getting thousands of social media users to jump along with them.

On Friday, April 22, the hashtag “Why Has Liu Genghong Become An Online Hit” (#为什么刘畊宏突然爆火#) was top trending on Chinese social media platform Weibo.

Liu Genghong (刘畊宏, 1972), who is also known as Will Liu, is a Taiwanese singer and actor who is known for playing in dramas (Pandamen 熊貓人), films (True Legend 苏乞儿), and releasing various music albums (Rainbow Heaven 彩虹天堂). He is a devout Christian.

Besides all of his work in the entertainment business, Liu is also a fitness expert. In 2013, Liu participated in the CCTV2 weight loss programme Super Diet King (超级减肥王, aka The Biggest Loser) as a motivational coach, and later also became a fitness instructor for the Jiangsu TV show Changing My Life (减出我人生), in which he also helped overweight people to become fit. After that, more fitness programs followed, including the 2017 Challenge the Limit (全能极限王) show.

During the Covid outbreak in Shanghai, the 50-year-old Liu Genghong has unexpectedly become an online hit for livestreaming fitness routines from his home. Together with his wife Vivi Wang, he streams exercise and dance videos five days of the week via the Xiaohongshu app and Douyin.

In his livestreams, Liu and his wife appear energetic, friendly, happy and super fit. They exercise and dance to up-beat songs while explaining and showing their moves, often encouraging those participating from their own living rooms (“Yeah, very good, you’re doing well!”). Some of their livestreams attract up to 400,000 viewers tuning in at the same time.

The couple, both in lockdown at their Shanghai home, try to motivate other Shanghai residents and social media users to stay fit. Sometimes, Liu’s 66-year-old mother in law also exercises with them, along with the children.

“I’ve been exercising watching Liu and his wife for half an hour, they’re so energetic and familiar, they’ve already become my only family in Shanghai,” one Weibo user says.

“I never expected Liu Genghong to be a ‘winner’ during this Covid epidemic in Shanghai,” another person writes.

Along with Liu’s online success, there’s also a renewed interest in the Jay Chou song Herbalist’s Manual (本草纲目), which is used as a workout tune, combined with a specific dance routine. Liu is also a good friend and fitness pal to Taiwanese superstar Jay Chou.

This week, various Chinese news outlets such as Fengmian News and The Paper have reported on Liu’s sudden lockdown success. Livestreaming workout classes in general have become more popular in China since the start of Covid-19, but there reportedly has been no channel as popular as that of Liu Genghong.

The channel’s success is partly because of Liu’s fame and contagious enthusiasm, but it is also because of Vivi Wang, whose comical expressions during the workouts have also become an online hit.

While many netizens are sharing their own videos of exercizing to Liu’s videos, there are also some who warn others not to strain themselves too quickly.

“I’ve been inside for over 40 days with no exercise” one person writes: “I did one of the workouts yesterday and my heart nearly exploded.” “I feel fine just watching,” others say: “I just can’t keep up.”

Watch one of Liu’s routines via Youtube here, or here, or here.

For more articles on the Covid-19 topics on Chinese social media, check here.

By Manya Koetse

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Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2022 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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