SubscribeLog in
Connect with us

China Brands, Marketing & Consumers

NIKE vs ERKE: Two Sportswear Brands Trending on Weibo for Totally Different Reasons

While domestic brand Erke is all the hype, Nike is growing increasingly unpopular.

Avatar

Published

on

WHAT’S ON WEIBO ARCHIVE | PREMIUM CONTENT ARTICLE

Domestic sportswear company Erke has recently become a top-selling brand in China. The American sports brand Nike, on the other hand, has seemingly lost its reputation in the Chinese market. This week’s trending Weibo topics relating to the companies are telling of the ongoing battle between domestic and international sportswear brands in China.

 
By Wendy Huang & Manya Koetse
 

American sportswear brand Nike and Chinese domestic sportswear brand Erke (鸿星尔克) both popped up in the Weibo trending lists this week, but for two totally different reasons.

While Nike got caught up in controversy, Erke was praised. The stark contrast between how the two brands are represented on social media today is telling of their recent position in the Chinese market.

 
Nike Store Employee vs Chinese Migrant Worker
 

The trending incident involving Nike this week was about a bad shopping experience at the Nike store in Kunming, Yunnan province. On August 13, the 44-year old migrant worker Mao Zhigao (毛治高) took his three kids out shopping in the Nike store to reward them for their good school results.

What was supposed to be a fun family occasion turned into an awful afternoon when a female employee at the store reportedly snatched Nike clothes out of the hands of the youngest son and put them back on the hangers again.

When the boy tearfully told his parents about what happened, the incident soon escalated. The boy’s father, Mr. Mao, believed that the Nike employees were treating the family badly based on their appearance. As a migrant worker working on a construction site, Mao had just returned from work and was in his work clothes.

When the young boy’s mother confronted the employee about what had happened, the altercation apparently turned physical when the Nike employee started scratching and hair-pulling. Local police officers eventually stepped in to mediate.

Although the Mao family demanded an apology from the Nike staff and also filed a complaint to Nike, they did not receive any reply. After six days, local media got involved and the story went trending.

Nike then responded to the issue with an apology and statement that the female employee was dismissed.

By Monday, August 23rd, some hashtags related to the incident received millions of views on Weibo:

On social media, the Nike incident was mostly viewed through the angle of unfair treatment and the international brand discriminating against a Chinese migrant worker.

 
Erke as ‘Patriotic Brand’
 

While Nike is being criticized, Erke, the Chinese sportswear brand by Hongxing Erke Group (鸿星尔克), is praised because it announced to donate one million yuan ($153,800) to Henan Museum to support the museum’s rebuilding project after the devastating flood.

A picture posted by Henan Museum on its Weibo account (@河南博物院)  shows that Erke put the donation in the name of “national netizens.”

The picture soon went viral on Weibo, with the hashtag “ERKE Donates One Million Yuan to Henan Museum” (#鸿星尔克向河南博物院捐赠一百万元#) receiving 450 million views, and “ERKE Together With National Netizens” (#鸿星尔克 携全国网友#) receiving 140 million views.

This is the second time that Erke made a donation to help Henan in light of the floods. Its first donation in late July of this year is actually what helped the brand back into the limelight.

The domestic sportswear brand then donated 50 million yuan ($7.7 million) to the Henan flood. This attracted a lot of attention on Chinese social media since Erke was known as a relatively low-profile brand that seemingly has not been doing too well over the past years.

After people found out that the company donated such a high amount of money to help the people in Henan despite its own losses, its online sales went through the roof – everyone wanted to support this generous ‘patriotic brand.’ While netizens rushed to the online shops selling Erke, the brand’s physical shops also ran out of products with so many people coming to buy their sportswear. One female sales assistant was moved to tears when the store suddenly filled up with so many customers.

Image via Ellemen.

Lei Jun, the founder of the electronics company Xiaomi, also joined the Erke hype. He published a picture of him wearing Erke shoes on Weibo, the hashtag dedicated to this topic then received about 200 million views (#雷军晒鸿星尔克鞋#).

 
Consumer Nationalism and Sportswear Brands
 

It is not just Nike that has seemingly become less popular in China. Earlier this month, one hashtag about another global sports brand, Adidas, also went viral on Weibo. The trending hashtag was about the brand’s revenue growth of Q2 in China dropping by 16% (#阿迪达斯在华收入下跌16%#), receiving more than 110 million views.

During its Q2 2021 conference call, in response to a question about the current consumer demands regarding global brands vs domestic brands in China, CEO of Adidas Group Kasper Rorsted said: “We continue to see a strong demand for products in China, [but] we believe right now that demand has been scooted towards Chinese local brands more than global brands.”

On August 24, news about the online sales of the Chinese Anta Sportswear brand topping those of Nike and Adidas received over 200 million views on Weibo alone (#安踏线上首超耐克阿迪#).

It seems that international sports brands have to look for new ways of winning over consumers in the Chinese market. This shift partly relates to two issues.

The first major issue that has impacted the popularity of brands such as Nike and Adidas has to do with the fact that they are members of the BCI (Better Cotton Initiative), which came under fire in China earlier this year after it had announced it would cease all field-level activities in the Xinjiang region with immediate effect due to concerns over the alleged use of forced labor.

The BCI ‘Xinjiang Cotton Ban’ led to an online ‘Xinjiang Cotton Support’ campaign in China. The BCI member brands boycotting Xinjiang cotton were soon labeled as being ‘anti-China.’ Chinese staff members at Nike and Adidas stores were scolded during live streams, and photos of people burning their Nike shoes soon started circulating on social media.

Another trend that has impacted the influence of foreign sportswear brands in China relates to the rise in popularity of local, Chinese sportswear brands. Domestic brands such as Anta Sports and Lining have been active in Chinese since the 1990s and are now profiting from changing consumer sentiments in a new era that is all about “proudly made in China.”

Besides incorporating more Chinese elements into their product design, Chinese celebrities also play a crucial role in the marketing of these domestic brands. Chinese actor and singer Xiao Zhan (肖战) was praised on social media for becoming the new brand ambassador of the Chinese sportswear brand Lining. When celebrity Wang Yibo became the spokesperson for the domestic brand Anta Sports, one Weibo hashtag page on the topic received over one billion views (#王一博代言安踏#) in late April of 2021. The promotional poster featuring Wang Yibo shows him wearing a t-shirt with “China” on it, including the national flag – profiling Anta as a ‘nation-loving brand.

On social media, it already became clear earlier this year that a distinction was being made between foreign, ‘anti-Chinese’ brands, and domestic, ‘patriotic’ brands (read more here).

Erke indirectly profited from these existing consumer sentiments when, as a relatively smaller domestic brand, it was hyped as the no 1 patriotic sportswear brand for donating so much money to help out during the Henan floods.

Although Nike and Adidas each also contributed 20 million yuan ($3 million) toward Henan floods relief efforts, their donations barely received online attention. In fact, Nike was even condemned online for donating “zero yuan” at a time when it had already announced donating 20 million (more about that here).

The Erke hype even went so far that Chinese livestream sellers of Nike and Adidas notified their viewers that they actually supported the domestic Erke brand.

Adidas livestream sellers supporting Erke.

These nationalistic consumer sentiments also surfaced during the Olympics, when Chinese sport shooter Yang Qian was criticized for her collection of Nike shoes. One Beijing Television journalist wrote on social media: “Chinese athletes, why would you want to collect Nike shoes, shouldn’t you take the lead in boycotting Nike? Aren’t our domestic brands such as Erke, Li Ning, and Anta good enough [for you]?”

During the Tokyo Olympics, Team China’s podium uniform was designed by Chinese sportswear brand Anta, which will also be the Official Sportswear Uniform Supplier for the 2022 Winter Olympics.

Anta x Olympics.

In light of everything that happened during the past few months, it is likely that for the time to come, domestic brands such as Erke will continue to flourish while foreign brands might see their China sales slump.

Meanwhile, on social media, netizens continue to express their support for domestic brands while denouncing Nike.

Multiple commenters wrote: “Erke is like ‘I’ve gotten wet, so I want to give others an umbrella too.’ Nike is like ‘Put down those clothes, your dad looks dirty, how you can afford to buy?'”

“I’ll support domestically produced products,” many others write: “Brands that are not patriotic should get out of the country.”

 

By Wendy Huang & Manya Koetse

Spotted a mistake or want to add something? Please let us know in comments below or email us. Please note that your comment below will need to be manually approved if you’re a first-time poster here.

©2021 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

China Brands, Marketing & Consumers

A Brew of Controversy: Lu Xun and LELECHA’s ‘Smoky’ Oolong Tea

Chinese tea brand LELECHA faced backlash for using the iconic literary figure Lu Xun to promote their “Smoky Oolong” milk tea, sparking controversy over the exploitation of his legacy.

Manya Koetse

Published

on

It seemed like such a good idea. For this year’s World Book Day, Chinese tea brand LELECHA (乐乐茶) put a spotlight on Lu Xun (鲁迅, 1881-1936), one of the most celebrated Chinese authors the 20th century and turned him into the the ‘brand ambassador’ of their special new “Smoky Oolong” (烟腔乌龙) milk tea.

LELECHA is a Chinese chain specializing in new-style tea beverages, including bubble tea and fruit tea. It debuted in Shanghai in 2016, and since then, it has expanded rapidly, opening dozens of new stores not only in Shanghai but also in other major cities across China.

Starting on April 23, not only did the LELECHA ‘Smoky Oolong” paper cups feature Lu Xun’s portrait, but also other promotional materials by LELECHA, such as menus and paper bags, accompanied by the slogan: “Old Smoky Oolong, New Youth” (“老烟腔,新青年”). The marketing campaign was a joint collaboration between LELECHA and publishing house Yilin Press.

Lu Xun featured on LELECHA products, image via Netease.

The slogan “Old Smoky Oolong, New Youth” is a play on the Chinese magazine ‘New Youth’ or ‘La Jeunesse’ (新青年), the influential literary magazine in which Lu’s famous short story, “Diary of a Madman,” was published in 1918.

The design of the tea featuring Lu Xun’s image, its colors, and painting style also pay homage to the era in which Lu Xun rose to prominence.

Lu Xun (pen name of Zhou Shuren) was a leading figure within China’s May Fourth Movement. The May Fourth Movement (1915-24) is also referred to as the Chinese Enlightenment or the Chinese Renaissance. It was the cultural revolution brought about by the political demonstrations on the fourth of May 1919 when citizens and students in Beijing paraded the streets to protest decisions made at the post-World War I Versailles Conference and called for the destruction of traditional culture[1].

In this historical context, Lu Xun emerged as a significant cultural figure, renowned for his critical and enlightened perspectives on Chinese society.

To this day, Lu Xun remains a highly respected figure. In the post-Mao era, some critics felt that Lu Xun was actually revered a bit too much, and called for efforts to ‘demystify’ him. In 1979, for example, writer Mao Dun called for a halt to the movement to turn Lu Xun into “a god-like figure”[2].

Perhaps LELECHA’s marketing team figured they could not go wrong by creating a milk tea product around China’s beloved Lu Xun. But for various reasons, the marketing campaign backfired, landing LELECHA in hot water. The topic went trending on Chinese social media, where many criticized the tea company.

 
Commodification of ‘Marxist’ Lu Xun
 

The first issue with LELECHA’s Lu Xun campaign is a legal one. It seems the tea chain used Lu Xun’s portrait without permission. Zhou Lingfei, Lu Xun’s great-grandson and president of the Lu Xun Cultural Foundation, quickly demanded an end to the unauthorized use of Lu Xun’s image on tea cups and other merchandise. He even hired a law firm to take legal action against the campaign.

Others noted that the image of Lu Xun that was used by LELECHA resembled a famous painting of Lu Xun by Yang Zhiguang (杨之光), potentially also infringing on Yang’s copyright.

But there are more reasons why people online are upset about the Lu Xun x LELECHA marketing campaign. One is how the use of the word “smoky” is seen as disrespectful towards Lu Xun. Lu Xun was known for his heavy smoking, which ultimately contributed to his early death.

It’s also ironic that Lu Xun, widely seen as a Marxist, is being used as a ‘brand ambassador’ for a commercial tea brand. This exploits Lu Xun’s image for profit, turning his legacy into a commodity with the ‘smoky oolong’ tea and related merchandise.

“Such blatant commercialization of Lu Xun, is there no bottom limit anymore?”, one Weibo user wrote. Another person commented: “If Lu Xun were still alive and knew he had become a tool for capitalists to make money, he’d probably scold you in an article. ”

On April 29, LELECHA finally issued an apology to Lu Xun’s relatives and the Lu Xun Cultural Foundation for neglecting the legal aspects of their marketing campaign. They claimed it was meant to promote reading among China’s youth. All Lu Xun materials have now been removed from LELECHA’s stores.

Statement by LELECHA.

On Chinese social media, where the hot tea became a hot potato, opinions on the issue are divided. While many netizens think it is unacceptable to infringe on Lu Xun’s portrait rights like that, there are others who appreciate the merchandise.

The LELECHA controversy is similar to another issue that went trending in late 2023, when the well-known Chinese tea chain HeyTea (喜茶) collaborated with the Jingdezhen Ceramics Museum to release a special ‘Buddha’s Happiness’ (佛喜) latte tea series adorned with Buddha images on the cups, along with other merchandise such as stickers and magnets. The series featured three customized “Buddha’s Happiness” cups modeled on the “Speechless Bodhisattva” (无语菩萨), which soon became popular among netizens.

The HeyTea Buddha latte series, including merchandise, was pulled from shelves just three days after its launch.

However, the ‘Buddha’s Happiness’ success came to an abrupt halt when the Ethnic and Religious Affairs Bureau of Shenzhen intervened, citing regulations that prohibit commercial promotion of religion. HeyTea wasted no time challenging the objections made by the Bureau and promptly removed the tea series and all related merchandise from its stores, just three days after its initial launch.

Following the Happy Buddha and Lu Xun milk tea controversies, Chinese tea brands are bound to be more careful in the future when it comes to their collaborative marketing campaigns and whether or not they’re crossing any boundaries.

Some people couldn’t care less if they don’t launch another campaign at all. One Weibo user wrote: “Every day there’s a new collaboration here, another one there, but I’d just prefer a simple cup of tea.”

By Manya Koetse

[1]Schoppa, Keith. 2000. The Columbia Guide to Modern Chinese History. New York: Columbia UP, 159.

[2]Zhong, Xueping. 2010. “Who Is Afraid Of Lu Xun? The Politics Of ‘Debates About Lu Xun’ (鲁迅论争lu Xun Lun Zheng) And The Question Of His Legacy In Post-Revolution China.” In Culture and Social Transformations in Reform Era China, 257–284, 262.

Independently reporting China trends for over a decade. Like what we do? Support us and get the story behind the hashtag by subscribing:

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.

©2024 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Continue Reading

China Brands, Marketing & Consumers

Zara Dress Goes Viral in China for Resemblance to Haidilao Apron

Who’s gonna buy this Zara dress in China? “I’m afraid that someone will say I stole the apron from Haidilao.”

Manya Koetse

Published

on

A short dress sold by Zara has gone viral in China for looking like the aprons used by the popular Chinese hotpot chain Haidilao.

“I really thought it was a Zara x Haidialo collab,” some customers commented. Others also agree that the first thing they thought about when seeing the Zara dress was the Haidilao apron.

The “original” vs the Zara dress.

The dress has become a popular topic on Xiaohongshu and other social media, where some images show the dress with the Haidilao logo photoshopped on it to emphasize the similarity.

One post on Xiaohongshu discussing the dress, with the caption “Curious about the inspiration behind Zara’s design,” garnered over 28,000 replies.

Haidilao, with its numerous restaurants across China, is renowned for its hospitality and exceptional customer service. Anyone who has ever dined at their restaurants is familiar with the Haidilao apron provided to diners for protecting their clothes from food or oil stains while enjoying hotpot.

These aprons are meant for use during the meal and should be returned to the staff afterward, rather than taken home.

The Haidilao apron.

However, many people who have dined at Haidilao may have encountered the following scenario: after indulging in drinks and hotpot, they realize they are still wearing a Haidilao apron upon leaving the restaurant. Consequently, many hotpot enthusiasts may have an ‘accidental’ Haidilao apron tucked away at home somewhere.

This only adds to the humor of the latest Zara dress looking like the apron. The similarity between the Zara dress and the Haidilao apron is actually so striking, that some people are afraid to be accused of being a thief if they would wear it.

One Weibo commenter wrote: “The most confusing item of this season from Zara has come out. It’s like a Zara x Haidilao collaboration apron… This… I can’t wear it: I’m afraid that someone will say I stole the apron from Haidilao.”

Funnily enough, the Haidilao apron similarity seems to have set off a trend of girls trying on the Zara dress and posting photos of themselves wearing it.

It’s doubtful that they’re actually purchasing the dress. Although some commenters say the dress is not bad, most people associate it too closely with the Haidilao brand: it just makes them hungry for hotpot.

By Manya Koetse

Independently reporting China trends for over a decade. Like what we do? Support us and get the story behind the hashtag by subscribing:

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.

©2024 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Continue Reading

Subscribe

What’s on Weibo is run by Manya Koetse (@manyapan), offering independent analysis of social trends in China for over a decade. Subscribe to show your support and gain access to all content, including the Weibo Watch newsletter, providing deeper insights into the China trends that matter.

Manya Koetse's Profile Picture

Get in touch

Would you like to become a contributor, or do you have any tips or suggestions? Get in touch here!

Popular Reads