Since the European footwear industry last month put forward its proposal to extend the EU's anti-dumping measures on China's export of shoes, there are many indications that the EU may extend the deadline for implementation of anti-dumping measures, which has left China's footwear industry in a downturn for several years will continue. Against this background, Chinese sports shoes companies have fought in the domestic market, taking advantage of the Beijing Olympic Games this opportunity for the brand into the national cohesion and pride, promote the rapid development of the brand. It is reported that Anta Footwear this month and the CCTV Olympic Channel co-promotion of the latest Olympic film "Come on, China" has recently been released. The promotional video focuses on the sports stars of 28 Olympic Games and their preparation stories so that the audience can fully understand the Chinese athletes participating in the Beijing Olympic Games in a short time. Xu Yang, director of Anta's Brand Management Center, said at the upcoming opening of the Beijing Olympic Games and the public enthusiasm, the cooperation with CCTV on "Come on China" Olympic videos is conducive to Anta's corporate social responsibility to carry forward the national spirit. Domestic brands promoting "national" brand At the same time, international brands also through the integration of "Chinese elements" to narrow the distance with Chinese consumers. Nike last month held a sponsored 22 Chinese national team competition clothing apparel show. Prior to this, Thome, Director of Creative Center Adidas, said that the company adopted the traditional elements of clouds, dragons and fans in new sports products to embody the Chinese cultural characteristics and win the hearts of Chinese consumers.
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