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Guirenniao trades in fading sports brand for grains

The well-known sports name called it quits after years of losses, ending a once-remarkable run fueled by demand from China’s growing middle class

This article only represents the author's own views.

On Sept. 23, Shanghai-listed Guirenniao Co. Ltd. (603555.SH), once a leader in China’s increasingly competitive sportwear market, raised some eyebrows when it published an announcement of a major strategy shift.

“The company will seize on a national strategic opportunity presented by a comprehensive revitalization taking place in a new era for Northeast China, taking the grain business as its main future development thrust,” it said.

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