The strategy behind the colossal rise of Decathlon in China

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 […]

Maia Active: An Asian women-oriented active-wear brand

maia active's China market strategy

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. […]

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. 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 […]

Adidas in China: Reaching low-tier cities with high-tier products

Adidas in China

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 […]

The market for sport clothes in China

Li Ning

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 […]