In order to limit the spread of COVID-19 China introduced a nationwide lockdown in January 2020, with this resulting most non-essential retailers being forced to close, including apparel and footwear specialist retailers. As the situation started to improve some of these retailers started to reopen their stores, although often with reduced operating hours and measures to control the amount of in-store traffic.
China was one of the first markets to exit lockdown following the outbreak of COVID-19 with this benefiting sales of some luxury brands of footwear. Pre-COVID-19 many consumers purchased their luxury apparel and footwear from other markets, but due to the travel restrictions imposed at home and abroad sales of many luxury items migrated back to China.
Daphne International Holdings Ltd continued on its downward spiral having fallen down the rankings during the review period, with it posting huge losses in 2020. Even prior to COVID-19 the company had been losing share with it closing stores across 2018 and 2019.
Alongside its “All-in-Fitness” policy the Chinese government launched its Healthy China Action Plan for 2019-2030 at the end of the review period. These policies and plans are aimed at encouraging consumers to take better care of their health, with this including taking part in sport and fitness activities.
Most companies were investing in e-commerce prior to the outbreak of COVID-19, with China going through a rapid period of digitalisation. Nevertheless, the lockdown sped up the progress being made by many players as they saw their in-store sales plummet.
Children’s footwear registered a decline in current value terms in 2020, but this decline was much less pronounced compared to men’s and women’s footwear. One of the reasons behind this is the country’s two-child policy, which means parents tend to have more money to spend on each child, with other family members also often purchasing children’s footwear as a gift.
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Understand the latest market trends and future growth opportunities for the Footwear industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Footwear research and analysis database.
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