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The Athleisure Market in China: Opportunities in an Increasingly Active Country

Athleisure market in China

Athleisure is a fusion of fashion and athletic apparel, fit for a wide variety of occasions, such as at work, school, socializing, and of course, a variety of workouts. People dressing in athleisure clothes often present an active healthy lifestyle, 35.1% of individuals opted for regular exercise as their means of maintaining health in 2022. According […]

Elevating the ice and snow experience: the Chinese ski market in transformation

Chinese ski market

In the aftermath of the Beijing Winter Olympics coinciding with the challenges posed by the Covid-19 pandemic, the growth of the Chinese ski market experienced a temporary deceleration. However, the ski industry is now on an upward trajectory as brands strategically respond to the surging consumer demand, supported by a favorable government stance. New ski […]

Chic and cozy: Inside China’s down jacket market

China's down jacket market

In the constantly changing world of fashion, China’s down jacket market is undergoing a transformation shaped by the discerning tastes of Gen Z consumers. According to the China National Garment Association, the size of the down jacket industry in China is witnessing growth, with a projection to reach RMB 195 billion in 2024. Download our […]

Nike in China: A tale of community engagement and women’s empowerment

daxue-consulting-nike-in-china

Nike first entered the Chinese market in 1981, and its growth was characterized by a unique approach. Instead of directly introducing its products, Nike in China opted to support sports clubs and athletic events. A pivotal moment occurred during the 2008 Beijing Olympics when Nike proactively sponsored multiple sports teams, effectively extending its brand presence across […]

Streetwear in China: how hip-hop and cultural fusion rule the fashion scene

streetwear in china

The fashion industry has seen a significant shift in recent years, with China emerging as a dominant player. In 2022, China became the second largest apparel market, generating a remarkable revenue of USD 286.51 billion, representing almost 30% of the global market share. This shift has been highlighted by Fashion IP’s 2022 global ranking. has […]

Li Ning in China: leveraging national confidence to win young Chinese consumers

Li Ning is a Chinese sportswear company founded in 1990 by the Chinese “prince of gymnastics” Li Ning (李宁). In recent years, the brand has seen its sales skyrocket and its patriotic designs gain popularity, especially among new generations. The enhanced Chinese nationalism combined with the surge of the sports market following the COVID-19 pandemic […]

Adidas in China: will the brand bounce back?

Adidas in China

Adidas is currently one of the biggest sportswear manufacturers, with a worldwide revenue of USD23.8 billion in 2022. Adidas entered the Chinese market in the early 90s without setting up its own store. The imported products were sold through bigger franchises until Adidas opened its first headquarters in Shanghai in 1997. China has played a […]

Chinese counterfeit products dominate the worldwide fakes industry

Chinese counterfeit products

China leads the world in counterfeit and pirated products. In fact, 75% of the value of counterfeit and pirated goods seized by U.S. Customs and Border Protection in 2021 was from China and Hong Kong. Within China’s borders, forgeries of luxury-brand products are more prevalent than in any other country in the world. When on the […]

Max Mara in China: the fashion brand chic women always wear

Founded in 1951 in Reggio Emilia, Italy, Achille Maramotti turned Max Mara into one of the most prestigious women’s fashion brands with his great grandmother’s heritage of “theory of cutting.” Today, Max Mara is a luxury fashion empire operating in about 105 countries with over 2,500 single-brand stores and 10,000 multi-brand stores, including 35 labels […]

Checking the health of online clothing rental services in China

online clothing rental services in China

According to a report jointly released by Bain & Co. and the TMall Luxury Division, mainland China accounted for 20% of the world’s luxury industry last year and it is going to become the largest luxury market by 2025. Unlike the in the past, nowadays Chinese consumers’ reluctance to purchase pre-owned luxury clothing is gradually […]

Five steps to future-proofing for luxury brands in China

luxury brands in China

China’s luxury market accounted for 20% of the global luxury market in 2020 and it is expected to become the largest luxury market by 2025, thereby surpassing the regional share of the Americas and Europe. According to the report jointly released by Ruder Finn & Consumer Search Group, consumer confidence has been restored as 41% […]