Work

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

Year: 2021

Type: conference-paper

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.

Source: Advances in Social Science, Education and Humanities Research/Advances in social science, education and humanities research

DOI: 10.2991/assehr.k.211020.128

Authors: Yuxin Dai, Xingyue Song, Zixin Zhang

Institutions: University of Nottingham, Hunan University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W3210055036

FWCI:

Cites: 4

Cited by: 1

Related to: 10