In recent months, a nostalgic trend has swept through Yinchuan, as long-forgotten domestic brands like Plum Sportswear and Back-to-Back shoes are making a comeback. These once-popular items are now becoming a favorite among the 80s and 90s generations, who are embracing their cultural heritage with renewed interest. According to Dr. Wang Yu, Director of the Economic Research Center at the Municipal Development and Reform Commission, this shift reflects not only the successful repositioning of domestic brands in a segmented market but also a significant change in consumer behavior—moving from admiration for foreign products to a growing appreciation for Chinese-made goods.
Plum Sportswear, once a staple for Chinese athletes and known for its iconic red logo, had faded from the spotlight as global brands like Adidas and Nike dominated the market. However, it has now made a strong return, especially among young people in Yinchuan, who are drawn to its nostalgic appeal and classic style. Xiao Sun, a shop owner on Chaoyang Lane, started stocking Plum Sportswear in July and was surprised by the high demand. “We sold out almost all our stock within a few weeks,†he said, noting that most buyers were young adults in their 20s and 30s.
Similarly, Back-to-Back shoes, which have been around for over 83 years, are experiencing a revival, particularly after Converse gained popularity. At the Double Star Sports Store near Ningxia University, the owner shared that their Back-to-Back shoes are selling better than Converse sneakers. “We sell 6 to 7 pairs a day,†he explained. “The price is affordable at just 30 yuan, and they are comfortable and durable, which makes them very popular among students.â€
Liu Xiaoli, a senior student at Ningxia University, recently bought a pair of Back-to-Back shoes. “Wearing them brings back memories of my childhood, when I used to wear them to school events or play with friends,†she said. “It feels like time travel. Many of my classmates are wearing them too, and they’re comfortable and stylish.â€
Dr. Wang Yu explained that after China’s opening up, foreign brands like Nike and Adidas built strong brand identities and marketing strategies that captured the attention of Chinese consumers. Domestic brands such as Plum Sportswear and Back-to-Back initially struggled to compete. However, over time, these brands found success by tapping into the desires of younger consumers who value individuality and nostalgia. As a result, they’ve regained their place in the hearts of a new generation.
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