China Sporting Goods Industry Report, 2010-2011
In recent years, Chinese sporting goods market (inclusive of
sports footwear, sports apparel and sports equipment) has
seen rapid development driven by Beijing Olympic Games and
Guangzhou Asian Games. In 2010, the scale of Chinese
Sporting Goods market reached RMB106.1 billion.
In Chinese sporting goods market, famous brands consist of
Nike, Adidas, Li Ning, Anta, Peak, etc., all of them are
engaged in sports shoes and sportswear. Nike and ADIDAS
focus on the high-end market, their product quality and
brand superiority make them take the leading positions for
many years. Li Ning entered the sporting goods market
earlier, and it has in recent years attached importance to
the product quality and marketing, and has gone out of the
low-price competition and made brilliant achievements. Now,
Li Ning has replaced ADIDAS to become the second well-known
sporting goods brand in China.
As for the sports apparel market in China, Nike, ADIDAS,
Kappa, Puma and Fila occupy the high-end market, the unit
price is about RMB400 or more. The medium-end market is
dominated by Li Ning and Anta, and the unit price is roughly
between RMB200-400. In the low-end market, XTEP, Peak, 361
°, and ERKE are typical vendors, and the unit price is less
than RMB200.
In the sports footwear market in China, the brands include
foreign brands (Nike, ADIDAS, Puma, Reebok, Fila, Mizuno,
Umbro, Kappa) and local brands (Li Ning, Anta, XTEP, 361
Degrees, ERKE, Peak, Jordan, Deerway, Guirenniao). NIKE,
ADIDAS and Reebok occupy the high-end market, and the unit
price is about RMB500 or more. The medium-end market is
dominated by Kappa and Li Ning, and the unit price is
RMB300-500. In the low-end market, there are many local
brands, and the unit price is less than RMB300.
In China, over 10 manufacturers sell more than 10 million
pairs of sports shoes apiece every year, nearly one hundred
companies sell hundreds of thousands or even several million
pairs of shoes each year. On a regional basis, Quanzhou
(Fujian)-centered and Dongguan (Guangdong)-centered
industrial clusters have emerged. The annual output of
Quanzhou-centered cluster is 1.4 billion pairs. Most well
-known domestic sports shoes brands are located in Quanzhou.
The annual output of Dongguan-centered cluster is about 800
million pairs, and the cluster focus on OEM service for
famous foreign brands.