Sportswear in China

PROSPECTS

Changing perceptions of domestic brands

Supported by a renewed sense of national pride, domestic brands of sportswear such as Anta and La Ning saw dynamic growth in 2019. Previously Chinese brands were viewed by some consumers as unfashionable; however, this changing as local companies pursue new strategies.

New technology adding interest to sportswear

With design, comfort and performance being important features of sports footwear, the leading companies continued to invest in new product development with a focus on innovation and new technology. For example, in Nike launched its Nike HyperAdapt range in 2019 which features an adaptive shoe lacing system, which consumers can adjust through their smartphone, and lighting in the sole.

Branding comes into focus as Chinese consumers become more fashion conscious

While functionality remains important to consumers in China when it comes to sportswear, there is also a growing appreciation of branding and what it represents. For example, Nike (China) Inc saw significant gains over the review period to establish a strong lead in sportswear thanks in part to the development of a reputation for being a trustworthy company that provides innovative and high-quality products.

COMPETITIVE LANDSCAPE

Localisation and personalisation form a key part of Nike’s new strategy

Nike’s new global Consumer Direct Offense strategy is aimed at utilising the digital channel to increase innovation and speed up new product development and to create more direct and personal connections with consumers in key cities. China is one of the markets that the company’s new Consumer Direct Offense is being implemented in, specifically in Shanghai and Beijing.

Anta continues to expand through broad portfolio of stores, brands and products

Anta (China) Co Ltd remained the leading local player in sportswear in 2019 with it seeing a further increase in its value share. By acquiring brands such as Fila, Descente and Kingkow the company is able to offer a wide range of sportswear from performance apparel to sports-inspired apparel and outdoor apparel, as well as a wide range of sports footwear.

Skechers making strides

Another player to see dynamic growth in 2019 was Skechers which overtook local player Li Ning to take fourth place in the rankings. The brand saw explosive growth over the review period as it looked to expand its network of store-based outlets but also its online presence.

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