Why Have Many “Time-Honored Brands” Begun to Take the China-Chic?

DOI

10.2991/assehr.k.211020.128How to use a DOI?

Keywords

China-chic, time-honored brands, government support, political economy

Abstract

This paper discusses why old domestic brands have stepped onto China-chic, taking domestic culture as the focus of publicity and main selling point. We select and discuss three domestic brands, Anta, Li Ning, and Warrior (Huili). From the aspects of policy support, consumption environment, and local brand advantages. Investigating these brands’ development and marketing situation in recent years, combining with the current market environment, this paper analyzes why domestic brands go to China chic. We argue that three causes mainly contribute to this China-chic phenomenon, including: 1) policy support, 2) changing in the consumption structure, and 3) transforming strategy of the enterprises.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yuxin Dai
AU  - Xingyue Song
AU  - Zixin Zhang
PY  - 2021
DA  - 2021/10/21
TI  - Why Have Many “Time-Honored Brands” Begun to Take the China-Chic?
BT  - Proceedings of the 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021)
PB  - Atlantis Press
SP  - 49
EP  - 53
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211020.128
DO  - 10.2991/assehr.k.211020.128
ID  - Dai2021
ER  -