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The rise of Guochao brand and the new trend of shoe leather selection

From Xinjiang cotton to Zhengzhou rainstorm, some changes have taken place in the domestic consumer market. It is obvious that Guochao brands and sports products are sought after, and their high cost performance makes more and more young people start “wild consumption”.

Wild consumption (Baidu entry)


Due to the “timely donations” of hongxingerke, noble bird, Anta and other enterprises during the flood in Zhengzhou, the upsurge of “national tide” online and offline, and the public’s initiative to boycott caused by the “Xinjiang cotton” incident, Adidas recently released the financial report for the second quarter of 2021. Among them, the revenue of Greater China was only 1 billion euros, a year-on-year decrease of 16%, Adidas is also the only region with negative revenue growth in the second quarter.

Adidas’s revenue in China fell 16%. Casper Rosted, CEO of the group, explained that this is related to some Chinese consumers turning to local brands, and Chinese consumers have been biased towards domestic products.

Anta Group released its profit forecast on June 17, and it is expected that the operating profit in the first half of the year will not be less than 55%; Li Ning released a profit forecast on June 25, which showed that the expected net profit in the first half of the year was no less than 1.8 billion, and the revenue increased by more than 60%; The expected net profit released by Tebu shows an increase of no less than 65%. Recently, after Anta, Li Ning, Tebu and other brands released their profit forecast for the first half of this year, 361 ° announced the profit forecast for the first half of this year. As of June 30, compared with last year, the expected net profit of 361 ° in the first half of this year increased by 30% year-on-year.

Hongxing Erke shoe store

The above data fully shows that Guochao brand has occupied a new height in the hearts of the public than other brands. Because of the diversification of the shoe leather market, the design and beauty of Guochao brand have also been loved by the public. The large logo and colorful and changeable version are now a little outdated. Young people pursue the quality guaranteed and reliable products produced by excellent Chinese enterprises with a sense of corporate responsibility and integrity that do not stand idly by the national crisis.

With the rise and popularity of the national trend, the shoe leather market is also changing. Waterborne polyurethane shoe leather is favored by various manufacturers because of its environmentally friendly and green product materials and no toxic organic solvents. It is the latest generation of traditional solvent based synthetic leather and a product conforming to the world’s sustainable development. There is no pollution, toxic and harmful waste gas and wastewater discharge in the production process. It does not contain DMF, o-benzene, formaldehyde, heavy metals and other harmful substances. It is healthy and environmentally friendly and really harmless to the body.

Water based PU leather dmf-free leather Napa grain water-based sneakers leather shoes sheep grain soft bag leather pure recycled leather

Guochao brand aims to reassure users and build Guochao high-end shoe products. The new trend of shoe leather selection is that manufacturers gradually choose waterborne polyurethane shoe leather to replace solvent-free synthetic shoe leather, organic solvent leather, real leather, etc.

On the whole, compared with 2020, the economy of domestic sports brands is recovering in more than half of 2021, and all domestic sports brands are making continuous efforts. It is believed that Hongxing Erke, Anta, Li Ning, Tebu and 361 ° will deliver excellent business performance in the second half of this year.