In the recent September 9th hearing, traditional Chinese brands like Plum Sports and Back Shoes have made a surprising comeback, becoming a new fashion trend among young people in Yinchuan, especially those born in the 80s and 90s. According to Dr. Wang Yu, Director of the Economic Research Center at the Municipal Development and Reform Commission, this resurgence reflects not only the successful positioning of domestic brands in a segmented market but also a shift in consumer attitudes—from admiration for foreign products to a growing appreciation for Chinese-made goods.
Plum Sports, once a favorite among Chinese athletes, was known for its iconic red logo that left a lasting impression on many. However, as global brands like Adidas and Nike dominated the market, Plum Sports faded from public view. Now, it's making a strong return, capturing the attention of Yinchuan’s youth with its nostalgic appeal and modern style.
Xiao Sun, who runs a store on Chaoyang Lane, started stocking Plum Sports in July this year. To his surprise, the items sold quickly—so fast that only one pair remains now, and all the buyers are from the 80s and 90s generations.
Similarly, Back Shoes, which have been around for over 83 years, have seen a revival thanks to their classic design and comfort. At Double Star Sporting Goods near Ningxia University, the shop owner shared that their Back Shoes are selling better than Converse sneakers. “We sell 6 to 7 pairs a day,†he said. “At just 30 yuan, they’re affordable, comfortable, and durable. Many students buy them after the university semester starts, and most of the customers are from the 80s and 90s generation.â€
Liu Xiaoli, a senior student at Ningxia University, recently bought a pair of Back Shoes. “Seeing these shoes brings back memories of when I used to wear them to school events or play with my friends as a kid,†she said. “It feels like going back in time. Now, many students are wearing them, and they feel comfortable and look great.â€
Dr. Wang Yu explained that while foreign brands like Adidas and Nike captured the hearts of Chinese consumers through effective marketing and brand culture, brands like Plum Sports and Back Shoes initially lacked such strategies and gradually lost popularity. However, after years of development, these domestic brands managed to reconnect with younger consumers by tapping into their desire for individuality and nostalgia, ultimately regaining their place in the market.
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