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Sportswear Retailing - China - October 2018

"A lack of interest in sports participation used to drag the sportswear market, but consumers’ increased attention to adopting a healthy lifestyle is expected to bring the market continuous growth. Facing more fashion and retailers’ brands entering the market, specialised brands need to reinforce their strength on functionality."
- Yihe Huang, Research Analyst

This Report looks at the following areas:

  • Sport is not a hobby, but a lifestyle
  • Functionality is still the key to selling sportswear
  • Role of physical store: connecting, instead of selling

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
        • Executive Summary

            • The market
              • Continuous growth expected
                • Figure 1: Market value of sportswear retailing market, China, 2012-23
              • Increasing awareness of healthy lifestyle drives continuous growth
                • Companies and brands
                  • Leading players enjoy the benefit of a distinctive brand image
                    • It’s more about how to acquire users
                      • The consumer
                        • Sneakers most purchased
                          • Figure 2: Sports goods purchased for themselves and for others in the last 12 months, June 2018
                        • Functionality the key
                          • Figure 3: Reasons for purchasing sportswear, June 2018
                        • Domestic brands may be perceived as being limited to functional claims
                          • Figure 4: Perceptions towards sportswear brands, June 2018
                        • Special editions of Nike and adidas are purchased most
                          • Figure 5: Brands of special edition sportswear goods purchased in the last 12 months, June 2018
                        • Face-to-face interaction drives visits to physical stores
                          • Figure 6: Offline store visit trigger, June 2018
                        • Preference for popular and loyal brands, but consumers still purchasing smart
                          • Figure 7: Preference for purchasing sportswear goods, June 2018
                        • What we think
                        • Issues and Insights

                          • Sport is not a hobby, but a lifestyle
                            • The facts
                              • The implications
                                • Functionality is still the key to selling sportswear
                                  • The facts
                                    • The implications
                                      • Figure 8: Lululemon Tmall launching slides, September 2018
                                    • Role of physical store: connecting, instead of selling
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • A more optimistic market growth
                                            • Market growth driven by consumers’ active lifestyles
                                            • Market Size and Forecast

                                              • Continuing growth driven by leading players
                                                • Figure 9: Market value of sportswear retailing market, China, 2013-23
                                            • Market Drivers

                                              • Health improvement is one of the top priorities
                                                • More sports participation leads to more purchasing
                                                  • Figure 10: Frequency of participating in sports activities, June 2018
                                                  • Figure 11: Frequency of participating in sports activities, by age, household income and city tier, June 2018
                                                • Sportswear is not limited to sporting activities
                                                  • Figure 12: Usage preference of sportswear, June 2018
                                              • Key Players – What You Need to Know

                                                • The sportswear industry becomes more concentrated
                                                  • Most brands focus on expanding customer base
                                                  • Market Share

                                                    • Leading players maintain their dominant positions
                                                        • Figure 13: Market share of sportswear retailing, 2015-17
                                                    • Competitive Strategies

                                                      • Introduce newer technology to meet consumers’ higher demands
                                                        • Acquire niche brands for more sophisticated consumers
                                                          • Attach more importance to the children’s market
                                                          • The Consumer – What You Need to Know

                                                            • Sneakers are most popular sportswear goods
                                                              • Purchasing for more practical use
                                                                • Respondents see clear difference between brands positioned differently
                                                                  • Special editions should focus beyond scarcity
                                                                    • Interpersonal communication is the key to attract in-store visits
                                                                      • Purchasing smart but still being loyal
                                                                      • Purchase of Sportswear

                                                                        • Consumers purchase sportswear for themselves more often
                                                                            • Figure 14: Sports goods purchased for themselves and for others in the last 12 months, June 2018
                                                                          • In general females bought less sportswear, but more of them purchase sports underwear
                                                                            • Figure 15: Sports goods purchased for themselves in the last 12 months, by gender, June 2018
                                                                            • Figure 16: Sports goods purchased for others in the last 12 months, by gender, June 2018
                                                                        • Reasons for Purchasing

                                                                          • More purchase for functionality
                                                                            • Figure 17: Reasons for purchasing sportswear, June 2018
                                                                          • Females tend to be light users
                                                                            • Figure 18: Reasons for purchasing sportswear, by gender, June 2018
                                                                          • Distinctive selling stages for consumers with different income levels
                                                                            • Figure 19: Reasons for purchasing sportswear, by household income, June 2018
                                                                          • Heavy participants purchase more for sporting activities
                                                                            • Figure 20: Reasons for purchasing sportswear, by type of participant, June 2018
                                                                          • Serious sportswear purchasers are more determined
                                                                            • Figure 21: Reasons for purchasing sportswear, by usage of sportswear, June 2018
                                                                        • Perceptions of Leading Brands

                                                                          • International brands still maintain their leading images
                                                                            • Figure 22: Perceptions towards sportswear brands, June 2018
                                                                          • Among leading sports brand, Li-Ning may suffer from a lack for clear branding
                                                                            • Figure 23: Correspondence analysis – Brand Perception, June 2018
                                                                        • Special Editions of Sportswear

                                                                          • Nike is the most purchased special edition sportswear
                                                                            • Figure 24: Special edition brands of sportswear purchased, June 2018
                                                                          • Special edition of sportswear goods still perceived as sportswear goods
                                                                            • Figure 25: Reasons for purchasing special edition of sportswear, June 2018
                                                                          • Pricing is the key rejection factor
                                                                            • Figure 26: Reasons for not purchasing special edition of sportswear, June 2018
                                                                        • Triggers to Visit Offline Stores

                                                                          • Half of respondents prefer to visit offline stores to purchase sportswear products
                                                                            • Figure 27: Purchasing channel preference, June 2018
                                                                          • Interpersonal connections are the key drivers for in-store visits
                                                                            • Figure 28: Offline store visit trigger, June 2018
                                                                          • Offering in-store game-watching experience will attract males and older generations
                                                                            • Figure 29: Offline store visit trigger, by gender, June 2018
                                                                            • Figure 30: Offline store visit trigger, by age, June 2018
                                                                          • Tailored recommendation and trend discussion drive three out of four respondents to visit offline stores
                                                                            • Figure 31: Offline store visit trigger – TURF analysis, June 2018
                                                                          • Heavy participants are more likely to visit physical stores, especially when live sports are offered
                                                                            • Figure 32: Offline store visit trigger, by type of participant, June 2018
                                                                          • Customisation attracts more trends and new product chasers, while live sports attract competition participants
                                                                            • Figure 33: Offline store visit trigger, by reasons for purchasing, June 2018
                                                                        • Purchasing Preferences

                                                                          • More consumers have interest in studying fabric
                                                                            • Figure 34: Preference on researching fabric ahead of purchasing, June 2018
                                                                          • Preferences skewed to specialised, international and popular brands
                                                                            • Figure 35: Product preference, June 2018
                                                                          • Loyal to certain brands and don’t hesitate showcasing logos
                                                                            • Figure 36: Brand loyalty, June 2018
                                                                          • What are attractive to heavy sports participants?
                                                                            • Figure 37: Preference for purchasing sportswear goods, by type of participant, June 2018
                                                                        • Meet the Mintropolitans

                                                                          • More active in sports participation and sportswear purchase
                                                                            • Mintropolitans are early adopters, and less of them are attracted by sales
                                                                              • Figure 38: Reasons for purchasing sportswear, by consumer classification, June 2018
                                                                            • The biggest gap between Mintropolitans and non-Mintropolitans lies in premium services
                                                                              • Figure 39: Offline store visit trigger, by consumer classification, June 2018
                                                                          • Appendix – Market Size and Forecast

                                                                              • Figure 40: Market value of sportswear retailing market, China, 2013-23
                                                                          • Appendix – Methodology and Abbreviations

                                                                            • Methodology
                                                                              • Fan chart forecast
                                                                                • Abbreviations

                                                                                Sportswear Retailing - China - October 2018

                                                                                US $4,460.00 (Excl.Tax)