The strategy behind the colossal rise of Decathlon in China
Decathlon is both a manufacturer and retailer of sportswear and sports equipment based in France. Shipping worldwide, it is the largest sporting goods retailer in the world with 1,696 stores in 59 countries as of December 2020. Among them, China represents a massive market for the company. Present in China since 2003, Decathlon had 313 […]
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 […]
Maia Active: An Asian women-oriented active-wear brand
Maia Active was founded in 2016 by Lisa Ou and Mia Wang and is a Chinese designer sportswear brand for Asian women. Through the development of technical sports fabrics and the use of fashionable elements and colors, the Chinese fitness apparel brand designs active-wear that fits Asian bodies and is regarded as a fashionable brand. […]
ANTA’s evolution & revitalization: From near collapse to becoming a national brand with international assets
ANTA is often called the “Nike in China”, but the story of Anta is more than just that. It was founded in 1991 and listed in the HK stock exchange in 2007. But until around 2016, the revenue had grown stagnant, and like many Chinese brands at the time, the brand was burdened by the reputation of being […]
The sportswear market in China: Domestic brands on the rise but still dominated by Nike and Adidas
Benefiting from the growing health awareness among the middle class, the sportswear market in China is rising steadily. The retail value of the sportswear market in China reached CNY316.6 billion in 2019 with current value growth of 17%. While the big names Nike and Adidas have been dominating the market with over 40% market share, […]
The athleisure market in China: Opportunities in an increasingly active country
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. Because athleisure often presents an active healthy lifestyle, it is considered to be the ‘new sexy’ for many Chinese. According to Statista, China’s sportswear market value […]
China Paradigm transcript #96: The reality of brand building in China’s golf industry
Find here the China paradigm episode 96. In this interview, with Guillaume Sergent, founder and CEO at Ailion Golf, you will discover the paradox of China’s golf industry and what it takes to develop a French golf brand in China. Full transcript below: Hello everyone. This is China Paradigm, where we, Daxue Consulting interview season […]
Adidas in China: Reaching low-tier cities with high-tier products
Background of Adidas in China The company Adidas Sports (China) Ltd entered China and built headquartered in Shanghai in 1997 with a core business of men’s and women’s sportswear and footwear. The company also entered the market of children’s wear in 2001. Adidas in China is one of the most popular athletic apparel brands, and is equal footing with […]
Localizing international swimwear for Chinese consumers’ preferences | Daxue Consulting
An introduction to the swimwear market in China The demand for swimwear in China has increased considerably in recent years, adding to an already formidable Asian swimsuit market. China is the fastest growing swimwear market in Asia, with an average of 9.6% annual market growth. This flourishing market is driven by the increase in disposable […]
The market for sport clothes in China
The market for sport clothes is extremely competitive in China The market for sport clothes in China has been expanding at a rate of 6.5% for the past years. The main players in the market are both foreign and domestic companies, what makes competition fiercer. Domestic producers need to compete with foreign brands, such as […]