Sun-Protective Pants and Carbon-Plate Shoes Lead Growth

Executive Summary

China's sportswear market is experiencing explosive growth in functional innovation categories. Sun-protective ice silk pants surged +338.3% YoY and carbon-plate running shoes grew +64.1% during April-May 2023^[1], while "dad shoes" commanded the largest sales volume at CN¥ 390 million in May alone. This analysis explores the high-growth product concepts attracting brand investment, consumer demand drivers for functional products, and category opportunities where competition remains low despite strong growth.

Functional Innovation Drives the Next Growth Cycle

The April-May 2023 period surfaced several high-growth product concepts that indicate where the market will head in the coming seasons. In sportswear, sun-protective pants maintained explosive growth at +338.3%, with major brands including Anta (安踏), Fila, Bananain, and Camel investing in ice silk fabric with UV-blocking properties. This category sits at the intersection of outdoor sports participation and rising health consciousness, two trends that show no signs of abating.

In footwear, carbon-plate running shoes achieved +64.1% growth, with domestic brands Erke (鸿星尔克), Li Ning (李宁), Jordan (乔丹), Anta, 361 Degrees, and Nike all competing for share. The technology, which embeds a rigid carbon fiber plate in the midsole to improve running efficiency, has moved from elite racing shoes to mass-market training footwear.

Sun-protective pants and carbon-plate running shoes lead the next wave of sportswear growth

Dad Shoes Command the Largest Sales Volume

"Dad shoes" (retro chunky sneakers) generated CN¥ 828 million in April-May 2023 sales, dwarfing all other emerging concepts. The category attracted entries from Nike, Fila, and New Balance, with the combination of height-enhancing silhouette, slimming proportions, and retro aesthetics driving sustained social media engagement on Xiaohongshu (小红书). At an average price of CN¥ 352, dad shoes sit comfortably in the mid-premium tier where consumer willingness to pay remains strongest.

The category's +24.5% growth, while modest compared to emerging functional categories, reflects a mature trend maintaining momentum across a large revenue base. Every major sports brand has launched entries in this segment, making differentiation through design and brand storytelling increasingly critical.

Category Growth Varies Sharply Across Platforms

Board shoes delivered the most impressive performance among major Taobao (淘宝)/Tmall (天猫) footwear categories, achieving +14.3% growth. This aligns with the broader retro casual trend sweeping through social media platforms. Sports jackets also grew +11.5%, benefiting from the outdoor recreation boom. However, sweatshirts and pullovers experienced the steepest decline at -20.7%, reflecting a consumer shift toward more versatile and fashion-forward alternatives.

Board shoes and sports jackets buck the downward trend with positive YoY growth

JD.com Category Trends Mirror Tmall with Key Differences

On JD.com (京东), down jackets stood alone with positive growth among major categories at +9.4% YoY, reflecting the platform's strength in cold-weather functional apparel. Suits experienced the steepest decline at -32.9%, suggesting a weakening of formal athletic wear demand on the platform.

Down jackets stand alone with positive growth among major JD.com sportswear categories

Low Competition in High-Growth Niche Categories

Tennis shoes and basketball shoes display the highest market concentration, with CR5 (Concentration Ratio, top 5 brands) exceeding 70% and 73% respectively^[2]. In contrast, board shoes and down jackets exhibit lower CR5 values, indicating more fragmented competitive dynamics and potentially greater opportunity for new market entrants.

Tennis shoes and basketball shoes show highest concentration while board shoes remain fragmented

Key Takeaways

• Sun-protective ice silk pants surged +338.3% YoY, with Anta, Fila, and Bananain investing heavily in this functional category
• Carbon-plate running shoes grew +64.1%, with domestic and international brands competing for share in a democratizing technology
• Dad shoes generated the largest sales volume at CN¥ 828 million in April-May 2023, driven by social media engagement on Xiaohongshu
• Board shoes achieved +14.3% growth on Tmall, the strongest performance among major footwear categories
• Niche sports categories (baseball shoes, tennis shoes) show high growth rates with low market concentration, presenting white-space opportunities

## About the Data

This analysis draws on Moojing Market Intelligence data covering the MAT2023 period (June 2022 to May 2023). Moojing tracks 400,000+ brands across 30+ e-commerce platforms, representing 58-65% of China's online retail GMV. For full methodology and additional insights, see the complete Sports Footwear and Apparel whitepaper.