The company said a growing number of consumers, especially younger people, are seeking brands and products that reflect their cultural identity and have emotional connections.

"Moreover, products designed by CCS allow global consumers to appreciate the charm of Chinese culture and the beauty of the East, something the team is very proud of," said Adidas' written reply.

Lan Tian, a senior analyst at Euromonitor International, a London-based market research company, said China's consumer market has undergone structural changes in recent years, and the increased efforts to provide customized products are an inevitable choice for multinationals.

"In the past, the core appeal of the Chinese market lay in its scale and growth rate, which makes it possible to achieve rapid growth through simply launching standard products. However, as the market matures, growth now depends on segmented customer groups, differentiated scenarios, and shifts in lifestyle," explained Lan.

"China's advantages in retail infrastructure, digital capabilities, and supply chains' quick response capabilities have made it both feasible and cost-controllable for multinational companies to conduct highly localized operations," Lan said.

The Chinese market is undergoing a transition from a receiver of global products into an important market that is deeply integrated in terms of product design, sales models, and corporate values. This shift has raised overall expectations for efficiency, consumer experience, and organizational capabilities in China's consumer market.