The sneaker industry in China – The Things You Don’t Know.

The sneaker industry in China - The Things You Don't Know.

When Nike’s father, Phil Knight first arrived in China in 1980, the vast country was still far below its current position, but he realized the enormous potential of the company. This populous country. After China recovered from the Cultural Revolution and began to open the door to trade with the world, Nike immediately stepped in and established a strong foundation with the people by developing basketball and harmony. blend its products with Asian culture here.

Thank you for reading this post, don't forget to subscribe!

However, things have been different in recent times. China has risen to become an economic powerhouse, enabling dozens of sportswear brands to emerge in the hope of doing what Nike used to do. The numbers are of course on the US brand’s side. In 2016, the US market reached 103 billion dollars, while the Chinese market was only 28 billion dollars. But do not forget that the US economy is already near saturation and depends heavily on markets other than the US. While the population of the Asian country is 4 times larger. Imagine what would happen if China’s GDP doubled today?

And yet, think Chinese people will favor local brands or Nike (or even adidas / Under Armor)? Especially when Anta, Li-ning, Peak are doing too well. If you follow the NBA regularly, it may not be difficult to recognize in the middle of a forest of Nike, adidas, there are still Chinese names somewhere, something that makes not only Chinese people but also Asian countries. with pride.

See more:  Is Legit really necessary in the sneaker world?

So are these brands a major threat to Nike or adidas? And if so, where? The short answer is yes, and for now, it is only within China.

Looking at the chart below, it’s easy to see that Nike and adidas dominate the sportswear market here. But Anta, a big brand in China also excelled, brought in 1.9 billion dollars (1/2 Nike) and if all the sales of the top 5 Chinese sports brands would be more than Nike. and adidas. (based on 2016 data).

Contrary to the “relative” positive sales situation, the brand awareness level is significantly different.

In fact, any brand today (including Under Armor) to compare it with Nike and adidas is a bit lame, and what Anta, Peak, Li-ning show is extremely positive. So let’s find out a little bit about the top 3 top 3 sportswear brands in China today.

1. ANTA

Representative athletes: Klay Thomspon, Rajon Rondo, Manny Pacquiao

Featured product line: Anta KT (Klay Thompson Signature Line)

As the biggest startup and sportswear brand today, Anta has many reasons to become the Nike of China today. Meaning “Take a safe step”, the brand originated from a factory in the waters of Xiamen, Fujian province.

Anta has focused exclusively on developing low-cost, diversified sourcing products for medium and low income customers in China. Its products always follow the latest trends and technologies in the market. Because of that, Anta’s weakness or “copy” becomes the point of criticism. However, since Robbie FullerFormer adidas basketball designer joined Anta, and Klay Thompson signed on to cooperate, the brand’s products suddenly improved to see, a typical example is the Anta line. KT.

See more:  nike-air-max-97-silver-europe-and-us-release-dates

2. Peak

Representative athletes: Tony Parker, George Hill, Dwight Howard, Carl Landry, Kyle Singer

Featured product line: Tony Parker, Dwight Howard

As a very popular brand in Vietnam, especially with basketball fans, it is not difficult to understand why Peak has achieved such great success. Also focusing mainly on low-cost products, but what Peak offers is really good and worth it.

In fact, compared to Anta or Li-ning, Peak is almost the smallest name with a turnover of only 450 million USD. Interestingly, people always see Peak as a “name for the championship” as every NBA Final champion in the past seven years has owned athletes from the brand.

3. Li-ning

Representative athletes: Dwayne Wade, Evan Turner

Featured product line: Way of Wade

Widely known as China’s most innovative brand today, Li-ning is blessed with the support of the nation by the athlete founder with 6 gold medals at the 1984 Summer Olympics. One thing few people know is that the Li-ning logo is quite similar to Nike, and the slogan “Anything is Possible” is considered as a plagiarism of adidas.

However, whatever it is, Li-ning really made waves in the online community with a $ 10 million contract with Dwayne Wade and officially robbed him from Jordan Brand’s hands. Since then, the “Way of Wade” shoe line was born. Li-ning products are extremely popular in China because of their reasonable price and relatively good quality. Especially thanks to Wade that its name in both China and America has emerged significantly. Currently, 12 athletes in the NBA wear Li-ning shoes and seven of them wear the WOW line.

See more:  adidas Originals Tubular Shadow “Black Pirate” - The adidas Yeezy Boost 350 version with price $ 120 USD

After years of trial and error, Chinese brands are no longer struggling to survive, but more precisely, they are attacking with the primary target of the domestic market. This is not difficult and in fact will happen, it is only a matter of time. The important thing is whether there is a day when Anta, Li-ning, Peak will be able to compete with Nike, adidas or Under Armor? Let’s wait and see.

Comment


Source: The sneaker industry in China – The Things You Don’t Know.
– Eachshoes.com

Affiliate Disclosure - Disclaimer - Privacy Policy