As China Targets H&M and Nike, Local Brands See Their Chance

Chinese rivals to Western names have improved quality and marketing. Now the country’s defiance could give them an edge with young patriots.

Tim Min once drove BMWs. He considered buying a Tesla. Instead Mr. Min, the 33-year-old owner of a Beijing cosmetics start-up, bought an electric car made by a Chinese Tesla rival, Nio. He likes Nio’s interiors and voice control features better. He also considers himself a patriot. “I have a very strong inclination toward Chinese brands and very strong patriotic emotions,” he said. “I used to love Nike, too. Now I don’t see any reason for that. If there’s a good Chinese brand to replace Nike, I’ll be very happy to.”