In 2022, Nike ranked first in the Chinese sportswear market, with a market share of 22.6 percent.
Moreover, while Nike remains a popular brand with Chinese retailers, the company is continuing a push into direct to consumer sales, which showed a year-over-year increase, even as revenue from its wholesale slipped.
Anta. Anta Sports, which owns Anta, Descente, Korea-born Kolon Sports and internationally renowned label Fila among others, is currently the leading sportswear group in China with numerous high performing brands in its stable.
Nike dominates the global sneaker market with a 65.9% market share, while Adidas has a 14.7% market share. This statistic is a powerful indicator of Nike's dominance in the global sneaker market. It shows that Nike has a clear lead over Adidas, with more than four times the market share.
Q3 revenues in Greater China grew 1%, with Nike direct sales in the region up 3% and digital sales down 11% as more consumers ventured to physical stores as the country reopened.
“We are concerned about reports of forced labor in, and connected to, the Xinjiang Uyghur Autonomous Region (XUAR),” Nike said in a statement. “Nike does not source products from the XUAR and we have confirmed with our contract suppliers that they are not using textiles or spun yarn from the region.”
Adidas is the largest sportswear manufacturer in Europe and the second-largest in the world after Nike. Formerly known as “The Dassler Brothers Shoe Factory”, the company was founded by Adolf Dassler and Rudolf Dassler in 1924.
adidas was the most popular sports and swimwear brand in Germany in 2020, based on purchases made by customers in the last 12 months at the time of the evaluation. That year, almost 22 percent of respondents had bought adidas products. Nike and Puma rounded up the top three.
It has the most and best classics in its archive.
Decades before Nike launched its first running shoes, adidas was already innovating and making sports history. The brand has created classics in various fields like the Gazelle, the Superstar, the Samba and more even before Nike was officially founded.
With a value of $204.38 billion, tech giant Tencent takes the crown as the most valuable brand in China, according to the 2022 Kantar BrandZ Top 100 Most Valuable Chinese Brands ranking.
Football earns one of the highest television ratings of any sport in the country and has been one of the most well supported sports in China ever since it was introduced in the 1900s. There is also written evidence that a game similar to football, Cuju, was first played in China around 50 BC.
With a brand value of 1.04 trillion yuan ($150 billion), Kweichow Moutai has become the most valuable Chinese brand for the fifth consecutive year, according to Hurun Most Valuable Chinese Brand 2022 ranking.
Breakdown of the sportswear market in China 2022, by brand
In 2022, Nike ranked first in the Chinese sportswear market, with a market share of 22.6 percent. Anta, the local sportswear brand, overtook Adidas to come in second with approximately 20.4 percent market share that year.
The low wages and talented manpower in China encouraged Nike to shift some of its production from other countries to China. However, Philip Knight, one of the founders of Nike saw China as a huge market for Nike. The consumer presence of Nike in China started in 1981.
Nike makes most of its money in North America, which generated over $18 billion for Nike's leading brand—followed by EMEA, with $12.5 billion, Greater China, with over $7.5 billion, and almost $6 billion in the rest of the world.
Adidas is the largest sportswear manufacturer in Europe, and the second largest in the world, just behind Nike, with a brand value of approximately 14.6 billion U.S. dollars.
This statistic displays a ranking of the most popular sports shoes and trainers brands in Great Britain in 2021. In this year, an estimated 8.2 million people bought Nike branded sports shoes. Ranked second and third were Adidas and Converse. Sports shoes and trainers are the most popular Adidas product .
With its originality, quality, and price; Adidas beats out Nike in a landslide. Even though no company compares to Nike's endorsers and marketing strategy, Adidas' products are provided the consumer with a better experience. With that, Adidas is the better lifestyle brand.
Every great story has a beginning. This one started in a small town in Bavaria, Germany. After starting out in his mother's wash kitchen, Adi Dassler registered the 'Gebrüder Dassler Schuhfabrik' in 1924 and embarked on his mission to provide athletes with the best possible equipment.
Adidas was probably one of the first manufacturers that started shipping such clothes to Eastern European countries after the Iron Curtain was lifted a bit in the 80s so the brand soon became very popular as de facto standart of quality sportswear.
European brands in China
H&M mainly produces its garments in China which facilitates the company's development in this country. Among the most popular global brands in China, there are also two French chains, Carrefour and Sephora, each with around 200 stores in China.
In 2022, Nike still ranked first in China's sportswear market with market share of 22.6 percent. However, Anta surpassed Adidas to secure second place with market share of 20.4 percent. Li-Ning came in fourth with 10.4 percent market share, according to Statista.
AliExpress is arguably the most well-known Chinese online store. With revenues of over $55 billion, it's also the largest; it earns more than five times more money than eBay. Unlike Amazon, AliExpress doesn't sell any products itself.