Q2 2023 Whitepaper: China's Sports Footwear & Apparel Market

Key Finding 1

China's online sports footwear and apparel market generated CN¥ 104.4 billion in combined sales across three leading marketplaces in MAT2023, demonstrating greater resilience than other apparel categories with only a -4.25% year-on-year (YoY) decline.

The sportswear market outperformed the broader online apparel sector, where women's clothing fell -14.0% YoY and men's clothing declined -11.5% YoY during the same period. This relative strength reflects the enduring consumer demand for athletic and casual wear, supported by rising health consciousness and the growing popularity of outdoor activities. Footwear dominated the category mix, accounting for more than two-thirds of sales on each of the marketplaces covered. Concentration among the largest brands held steady and rose again in May 2023, signaling that established brands retained strong consumer loyalty despite macroeconomic headwinds including post-pandemic normalization and cautious consumer spending.

Key Finding 2

Retro-design sneakers and social media momentum were central to brand strategy in MAT2023, with Fila and New Balance among the brands building on both.

The competitive landscape shifted meaningfully during MAT2023, as domestic brand Li Ning (李宁) built on professional sports positioning and strong basketball and running shoe categories, and international brands such as Asics drew on their professional running shoe heritage. The mid-to-high price segment (CN¥ 600-800) demonstrated steady sales growth, a segment where Fila competes with retro casual sneaker lines including the Mars and Cat's Claw series.

Key Finding 3

Emerging product concepts showed explosive growth potential, with sun-protective pants surging +338.3% and carbon-plate running shoes growing +64.1%, signaling strong consumer appetite for functional innovation in sportswear.

The April-May 2023 period revealed several high-growth product categories that point to future market trajectories. Sun-protective pants, leveraging ice silk fabric and UV-blocking technology, attracted investment from brands including Anta (安踏), Fila, and Bananain. In footwear, retro "dad shoes" commanded the largest sales volume at CN¥ 390 million in May alone, with every major sports brand launching entries in this segment. Flared pants emerged as a crossover trend from women's fashion into sports yoga pants, with premium brands such as Lululemon and Maia Active developing this niche. These trends collectively indicate that consumers increasingly seek products combining fashion appeal with genuine functional benefits.