Environmental protection cards are not good to play ALLBIRDS slowed down in the Chinese market

China Commercial Daily (Reporter Jia Xinran text/picture) Recently, the US Internet celebrity sports shoes brand Allbirds has attracted market attention in China. At the beginning of entering the Chinese market, Allbirds has a strong development momentum, but in recent years, its expansion speed has begun to slow. Why is this brand that has been popularized?

AllBirds creates sustainable development aesthetic logo.

Slowing speed of expansion

ALLBIRDS is an environmentally friendly shoe brand that is headquartered in San Francisco, California. At the beginning of entering the Chinese market, Allbirds was full of energy. In April 2019, Allbirds opened the first Chinese store in Shanghai Xingye Taikoo Hui, and then opened a specialty store in Sanlitun, Sanlitun, Sanlitun, Sanlitun, Beijing, and the Chengdu Ocean Ocean. The company disclosed at the 2021 financial report meeting that its sales in China in 2021 achieved "high double -digit growth", and China has become the largest single national market overseas in ALLBirds.

However, last year's outstanding performance did not continue this year, and the brand's expansion rate in the Chinese market has slowed significantly. Recently, some netizens broke the news that Allbirds has been withdrawn in Taikoo Li, Sanlitun, Beijing. China Business Daily reporter found that Allbirds's original store was replaced by the Korean net red women's clothing brand Chuu.

Earlier, the company's corporate WeChat release notice said: "The store will be renovated and upgraded on September 14th, and it will be officially returned in mid -November. During this period, consumers can go to Beijing Financial Street Fight Store to buy it." The clerk also told reporters that this time it was just decoration, and the company would not withdraw from the Beijing market, everything is subject to official news. However, the staff of the Beijing Sanlitun Taikoo Mall clearly told reporters that the rent contract with allbirds has expired and will not renew the contract in the future.

In fact, Beijing is not an example. ALLBIRDS Guangzhou Taikoohui's store has been closed on August 7. On September 1, Chengdu Ocean Taikoo Lidian also issued a closing shop notice that the store ushered in the last day on September 14, 2022. The reporter called Chengdu Store. The clerk said that September 20 was officially withdrawn the store. At present, the new store address is uncertain and may be in Vientiane City. According to statistics, the current stores that allbirds are open in China only include Shanghai Xingye Taikuhui, Beijing Financial Street Fight Store, Hangzhou Vientiane City Store and Shenzhen Luohu Vientiane City.

Why don't consumers buy it again

ALLBIRDS recently disclosed in the first half of the 2022 financial report showed that in the first half of the year, ALLBIRDS recorded net income of US $ 108 million in the US market, an increase of 27%year -on -year; net income from the international market was 32.7 million US dollars, which was basically the same compared with the same period last year. On the whole, the main revenue of ALLBIRDS is still from the US local market, while the growth of the international market has stagnated. Industry analysts believe that poor international market performance is directly related to the sluggish performance of the Chinese market.

Why don't Chinese consumers buy it? Cheng Weixiong, an independent analyst in the shoe and clothing industry, believes that the consumer group of generations (referring to a generation born from 1995 to 2009) consumer groups do not blindly worship international brands. Rawnal consumer thinking determines the purchase behavior. Essence

AllBirds takes the "renewable, sustainable" environmental protection route. The raw materials of the shoes are mainly from wool, eucalyptus and sugar cane.

Allbirds does not make Chinese consumers satisfied in terms of comfort and quality. Some netizens talked on Xiaohongshu that the merchant claimed that this was a shoe that could be worn on barefoot, but because the material of the shoes was wool, the feet were sweaty when the weather was hot, and the shoes were easy to smell. When the weather is cold, the upper and soles are relatively thin. Wearing shoes on marble floor tiles not only pain in the foot pain, but also feel cold on the ground. In terms of quality, the reporter searched for Little Red Books and Taobao found that many consumers also questioned. Blog Ting Ting said that the new shoes I bought before were only wearing two weeks of upper and broke a hole. Although the other party agreed to exchange after communicating with customer service, it still left a bad consumption impression. "This is a brand that promotes sustainable development. The price it sells is not cheap. Why do you put me into one -time shoes?"

In addition, although ALLBIRDS has always emphasized the concept of sustainable and renewable in terms of marketing, environmental protection is not its characteristics and does not tell attractive brand stories. In recent years, more and more brands have begun to strengthen green low -carbon labels and launch environmental protection products. Adidas has launched running shoes created with environmental protection concepts in 2015 with Parley in 2015. This series of products consists of marine plastic, which can reduce the harm of plastic to the marine environment. Nike also launched the first pair of actual shoes Nike Cosmic Unity made of regenerative materials in 2021. The weight of the regenerative materials used in the entire pair of shoes accounted for 25%.

And domestic brands have also launched many shoes that focus on environmental concepts.Earlier, Anta launched the first environmental protection product "domineering environmental shoe".From leather to mesh, from the weaving upper to the TPU application, plus the unique cork tattoo pattern, the 20 parts of a pair of shoes use degradable or recyclable materials.Tubte also said that it will release biological environmental concept shoes in November this year. This product mainly uses palm oil instead of oil used in previous production as its main raw material, and it is expected to further expand biological environmental protection categories in the future.my country's consumer market pattern has changed significantly, domestic brand brands have risen rapidly, and foreign brands no longer eat incense.Cheng Weixiong believes that behind this trend reflects the changes in the attitude of Chinese people."The continuous progress of my country's market and industry chain has made consumer demand more diverse. In the past, domestic consumers rushed to international brands. Today, my country's local market can also produce high cost -effective products. Cultural self -confidence, brand self -confidence, and product confidence have become the current market. Consumption mainstream. "

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