The Challenges of Light Luxury Brands and the Rise of Domestic sports Brands

Recent industry reports indicate that light luxury brands are facing the impact of consumption contraction. Brands like Michael Kors and Coach have seen a significant decline in revenue in the Asian market, while domestic sports brands such as Anta and Li-Ning have achieved counter-trend growth through technological empowerment and in-depth development of the market. For instance, Anta’s revenue in 2024 reached 70.826 billion yuan, with a net profit of 15.6 billion yuan. It ranked fourth in global brand value. Its innovative technologies such as fluorine-free film and super 䨻 technology have become its core competitiveness.

Product strategies under the wave of cost-performance consumption

In the winter of 2026, affordable down jackets became a market hotspot. Sam’s Club’s down jackets priced at 499 yuan with high down filling are selling well, while high-end brands like Bosideng are facing sales pressure. This trend reflects consumers’ emphasis on “transparent pricing” and “functional attributes”.