China has the most potential sports market in the world for its huge consumer base. However, the current situation of domestic sports manufacturing companies is not perfect. According to the report from Renmin Sport Column, Lining closed down its 1821 franchised stores in China last year and made a loss of 1.9 billion RMB at the same time. Like the saying of Lining’s newly launched slogan, Lining is trying their best to make a change. Recently, Lining allied with Vancl to promote Lining’s clothes with a huge discount in order to have a try on e-commerce world.
Ping-Pang and badminton are crazily loved by Chinese and are regarded as national games in China because of the national teams’ excellent performance in Olympic games. Besides, basketball and football such the world’s most popular ball games can also find their way to be accepted in China. When it comes to basketball shoes, everyone will definitely come up with Nike shoes. It has been a symbol not only in US but also all over the world. Jordan brand, a secondary line of Nike, is devoted to developing basketball shoes. It not simply produces shoes but artworks and even souvenirs in the eyes of NBA basketball fans. While Adidas are trying to enlarge its market into the 3-tier and the 4-tier cities and plans to open over 2500 franchise stores in China in next 3 years. However, compared with the previous two giant, Puma’s performance in China market is not so outstanding.
Outdoor kit brand: Columbia, The north face, Camel, Toread
With the growth of national income and increase of living standard, Chinese people started to turn to outdoor sports like hiking, camping, climbing, skiing and skating. According to a marketing survey, market share of outdoor sports increased dramatically. There are four specialized outdoor sport brands among top 20, they are respectively Columbia, The north face, Camel, and toread , occupying total 4.97% market share in September 2010. On the other hand, local brands performed well and made good results on the outdoor sports, for instance, Toread’s market share grew by 0.3% from Sep. 2009 to Sep. 2012 and was put into the top 5 brands.