Sports footwear in China: International vs. local brands
For most of the past fifteen years, the real contest in China’s sports footwear market was between Nike and Adidas. That has changed. China’s sports footwear market reached RMB 229 billion in 2024, and the brands competing for it look nothing like they did a decade ago. ANTA Sports, the company behind FILA’s premium sneakers […]
How Decathlon adjust to new consumer trends in China
Decathlon opened its first store in Shanghai in 2003 and has been an integral part of China’s retail scene. As the consumer landscape evolves, Decathlon has shifted its strategy. From focusing on expanding its store count, the company now aims to increase profitability and strengthen its connection to local communities. With competition heating up and […]
Energy drinks market in China: Red Bull leads whilst local brands are catching up
According to China’s General Administration of Quality Supervision and Standardization Administration, energy drinks are classified as “drinks with other special functions” as they contain caffeine, taurine, and sugar, together with other ingredients such as guarana, yerba mate, and B vitamins. Energy drinks that contain taurine are not traditional Chinese drinks, but they are gaining popularity […]
From local success to global player: ANTA’s strategic blend of tradition, innovation, and sustainability
ANTA(安踏), a prominent player in the Chinese sportswear market, has secured a notable position second only to Nike with revenue reaching RMB 29.6 billion in 2023. The sale is mainly from sports apparel and footwear segment. The company recorded a substantial revenue of RMB 11.1 billion from sports apparel sales, marking a notable increase from […]
Climbing in China: Can this extreme sport penetrate the safety-sensitive Chinese consumer base?
In 2016, the Olympic committee decided to include climbing in the 2020 Olympic Games program. This sport debuted in the Tokyo Olympics, where Chinese sportsman Pan Yufei finished 14th in the qualifying round. Following climbing become an official event of the Tokyo and Paris Olympic Games, the interest towards this sport from the Chinese government […]
Erke’s 尔克 marketing strategy in China: integrating CSR and domestic sport initiatives
Erke 尔克 is a Chinese sportswear brand, founded in June 2000 with a headquarter in Xiamen. Erke products include sports shoes, sportswear and various sports-related products: bags, caps, sports equipment, sports protective gear. Most of Erke’s stores are located in second- and third-tier Chinese cities, targeting students and athletes. The Chinese sportswear brand has recently […]
How Olympic games contributed to the popularity of skateboarding in China
Skateboarding is a culture, a way of life, and of course a big industry. The sport has been in China for more than 20 years. Over the last few years, street cultures such as rap, hip hop dance and skateboarding have flourished in China, and fashion brands such as Nike, Vans and Palace have become […]
Survey on fitness beliefs and exercise habits in China
The scale of the Chinese sports and fitness industry is exploding. According to data compiled by the Chinese General Administration of Sports, from 2016 to 2025, the number of athletically engaged people in China will grow by 39%, from 360 million to 500 million. Not only will there be more athletes and fitness fans, but […]
Chinese netizens reflections on the Tokyo 2020 Olympics: National pride is alive and well
Whether China won 38 or 42 gold medals, the Tokyo 2020 Olympics caused a rise of netizens commentary on Chinese social media. Through social media listening we gained a deeper understanding China’s national pride, but also openness and appreciation of other cultures. Here are the main takeaways from social listening regarding Chinese netizens reflections on […]
Ruffley, slimming and modest, what social listening taught us about Chinese women’s swimwear preferences
As part of China’s State Council national strategic policy, the target was set for the gross output of the sport industry to generate approximately USD 815 billion per annum by 2025. Coupled with swimming as a new status symbol in China, the question of Chinese women’s swimwear preferences is important for swimwear brands who understand […]
How TsingTao Brewery is sponsoring the 2022 Winter Olympics with a goal to boost China’s image internationally
TsingTao Brewery Co. Ltd. 青岛啤酒 was founded in 1903 by Bavarian settlers in Qingdao, Shandong province. In 2020, the company generated approximately 27.8 billion yuan in revenue, a slight decrease from around 28 billion yuan in the previous year. (To learn more about the beer market in China.) Emerging trend Guochao has not bypassed the TsingTao brand In […]
The Chinese boxing market and the women driving it
With the changes in Chinese fitness consumer groups and improved spending power, increasingly more people choose niche sports such as boxing to satisfy their diverse fitness needs. Although there is still a big gap in the recognition and participation of boxing compared with western countries, thanks to large population base in China, boxing market in […]