Footwear in China pulled through the pandemic in 2020 seeing only a slow decline, as the resilience of sports footwear cushioned the sales slump seen by non-sports footwear. The category was back on a strong growth track in 2021, seeing a double-digit current value increase.
The changing lifestyles of consumers are reshaping the competitive landscape in footwear in China. Non-sports footwear players have been struggling to sustain their shares in the market, as they keep losing share to sports footwear players due to the increasing prevalence of the athleisure trend and higher health awareness, which has propelled sales of sports footwear.
As the fastest-growing category in footwear, children’s footwear led recovery in 2021. Demand was materially undermined in 2020, especially in the first half of the year, when schools were closed, and children were cooped up at home.
With a digital wave sweeping footwear, traditional footwear players are embracing the new retail trend in order to retain consumers with active revolution of the retail model, channel restructuring and product repositioning. For instance, as a leading player, Belle has embarked on a comprehensive digital transformation since delisting.
The last few years of the review period witnessed the rapid expansion of the running population in China. Running has quickly evolved from being a niche activity to a popular hobby amongst Chinese consumers, and is now a new craze in China, which is reflected in the increasing number of marathons.
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This is the aggregation of children's footwear, men's footwear and women's footwear. Includes all men’s, women’s and children’s outdoor and indoor shoes made of materials as leather, fabric or plastic. Outdoor shoes includes all dress shoes, trainers, sports shoes, sandals, boots, pumps, and high heels. Indoor shoes includes house-shoes and slippers. Items must be new when sold to the consumer; second-hand/used footwear is excluded. Antique and/or vintage footwear is also excluded. Sports footwear (broken out as a separate category) is included in total footwear figure. One pair of footwear constitutes one volume unit.See All of Our Definitions
This report originates from Passport, our Footwear research and analysis database.
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