{"id":11517,"date":"2023-01-04T12:30:02","date_gmt":"2023-01-04T12:30:02","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=11517"},"modified":"2025-04-23T09:35:23","modified_gmt":"2025-04-23T09:35:23","slug":"how-british-brands-can-break-into-chinas-sportswear-market","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/how-british-brands-can-break-into-chinas-sportswear-market\/","title":{"rendered":"How British brands can break into China\u2019s sportswear market"},"content":{"rendered":"

China\u2019s sportswear market is set to become the world\u2019s largest, propelled by government initiatives, changing trends, and growing health awareness. Here\u2019s how British brands can take advantage<\/h2>\n

Sportswear retailers have turned their attention to China, and for good reason. Although the US continues to be the largest market for sportswear worldwide, with a market size of US$45 billion, its expansion rate is only 2.5%. The Chinese sportswear market is expanding much faster at above 9%.<\/p>\n

In 2021, sportswear retail sales in China reached RMB 371.8 billion (\u00a345.02 billion), or 13.4% of the country\u2019s apparel market. The majority of sportswear purchases in China were made online: department stores, internet retailers, apparel, footwear, and accessory experts on live streaming<\/a> were among the top distribution channels.\u00a0 Nike and Adidas, followed by strong local brand Anta<\/a>, continue to dominate the market. Since 2017, Sketchers has risen to the fourth spot, followed by local brand Li Ning, which occupied fifth place in 2021.<\/p>\n

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What is driving the growth of China\u2019s sportswear market?<\/strong><\/h4>\n

Government investments
\n<\/strong>The Chinese government has been actively promoting physical activity among its citizens. By 2025, Beijing wants to see the country\u2019s sports economy reach US$850 billion, making it the biggest in the world. The government has created a five-year fitness plan that would invest in sports and fitness facilities as part of its efforts to combat<\/a> the growing number of health issues such as obesity and diabetes among the population. The plan called for US$225 billion in federal spending by 2020 and is targeted at teenagers to promote healthy lifestyles throughout their lives.<\/p>\n

Rising health awareness
\n<\/strong>During the Covid-19 pandemic, consumers decided to exercise more, spent more time at home, and became more concerned about their health<\/a>. In research on Chinese fitness and health trends by CBNData, 76% of respondents indicated they had begun to pay more attention to exercise and were more ready to be active after the pandemic. The time they spent on fitness and exercise apps increased by 250% in the last three years, which has naturally increased the demand for athletic apparel and gear.<\/p>\n

Emerging brands challenging established players
\n<\/strong>Emerging businesses have been relatively successful in carving out a position for themselves in the Chinese sportswear sector. Canadian athletic apparel company Lululemon<\/a> serves as a good example, as it was able to capture a specific consumer market with its functional products thanks to the rising popularity of sports like yoga and Pilates. On the other hand, Allbirds and Patagonia, two brands renowned for using eco-friendly materials in their products and taking a strong stance on sustainable development, have become popular with the country\u2019s environmentally conscious customers<\/a>.<\/p>\n