China'S Footwear Industry Exports Continue To Be Restrained, Domestic Brands Compete For National Brand.

Since the European shoe industry proposed last month that the EU should extend its anti-dumping measures to China's export shoes, there are many indications that the EU may extend the enforcement period of anti-dumping measures, which will continue the export recession of China's footwear industry for several years.

Against this background, Chinese sports shoe enterprises have been fighting for the domestic market, making use of the opportunity of the Beijing Olympic Games to integrate the brand cohesion and pride into the brand and promote the rapid development of the brand.

It is reported that Anta shoe industry and CCTV Olympic Channel this month to promote the latest Olympic promotional film "refueling, China" has been released recently.

The promo is centered around 28 Olympic sports stars and their preparation stories, so that audiences can fully understand the Chinese athletes participating in the Beijing Olympic Games in a short time.

Xu Yang, director of Anta brand management center, said that with the opening of the Beijing Olympic Games and the surge of public enthusiasm, cooperation with CCTV in the Olympic video of "refueling China" is conducive to Anta's corporate social responsibility to carry forward the national spirit.

While promoting the "national" brand, the international brand has also narrowed the distance from Chinese consumers by integrating "Chinese elements".

Nike last month hosted a show of 22 Chinese national team costumes.

Previously, Adidas creative center director Thome said that the company used traditional elements such as Xiangyun, dragon and fan in the new sports products to reflect the characteristics of Chinese culture and win the hearts of Chinese consumers.