The ups and downs of the Chinese market

In 1989, New Balance first entered the Chinese market. At that time, it sold its products through the agent Yangjiang Youlian Shoe Company under the Chinese name of "New Balance". In the 1990s, with the vigorous development of China's market economy, New Balance also made some progress in the domestic market. However, the good times did not last long. In order to pursue more economic benefits, the agent privately expanded production, lowered product prices, and launched a large number of products with poor quality. These behaviors seriously damaged New Balance's brand image and caused its reputation in the hearts of consumers to decline sharply. What's worse is that the agent also registered the Chinese trademark of "New Balance", which put New Balance in a great dilemma in brand operation and market promotion. In desperation, around 2000, the US headquarters took back the agency rights on the grounds that the dealer violated the rules and was forced to withdraw from the Chinese market. This experience became New Balance's first setback in the Chinese market.

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