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After years of development, growth in sportswear has accelerated since 2015. Consumption upgrading has led to increased product segmentation, which has also been underpinned by rising household incomes and growing health awareness among local consumers.
A series of supportive government policies, including Several Opinions on Accelerating the Development of Sports Industry to Promote Sports Consumption in 2014 and the National Fitness Program (2016-2020) in 2016 by the State Council, have effectively boosted sales of sportswear and sports equipment. More consumers have started to undertake regular exercise, including retirees, working adults and students, giving rise to more frequent purchases of sportswear.
More manufacturers have employed innovative distribution strategies to attract more consumers. Li Ning Co Ltd, for example, established a major brand experience store in Shanghai in May 2017, where all the product lines offered by the company are displayed, and consumers can try sports equipment such as a specialised running way with analytical instruments.
The top 10 players in sportswear accounted for a substantial share of total retail value sales in China in 2017, reflecting a relatively concentrated competitive landscape. Armed with accumulated sports shopping experience and knowledge, consumers are increasingly sophisticated in their purchasing of sportswear, often favouring branded and upgraded products, and showing a high degree of brand loyalty.
Multinational brands, in particular Nike and adidas, dominate sportswear in China. Nike and adidas rank first and second, respectively.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Sportswear industry in China with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Sportswear industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.
The Sportswear in China market research report includes:
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This industry report originates from Passport, our Apparel and Footwear market research database
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.