Chinese Sportswear Market: An Analysis
The Chinese sportswear market had seen tremendous growth over the past few years. High growth in this sector has been driven by rising disposable income, substantial improvement in living standard, which has led to higher awareness of healthy lifestyle and of international level sports events such as 2010 Asian Games in Guangzhou and 2011 Universiade in Shenzhen. Along with the unprecedented prosperity of sportswear industry in China, competition is becoming more intense. Domestic sportswear brands are competing with international brands.
The rapid growth of the Chinese economy indicates that the changes are accepted rapidly by the Chinese consumers, including fashion trends, and this means that Chinese consumers are very fickle about fashion. Sportswear has peaked in the wake of the Beijing Olympics and outdoor wear is increasingly the sector where growth is accumulating.
The top players in the Chinese sportswear industry are Nike, Adidas and Li Ning, had experienced negative growth over past few years which was due to the fact that domestic sportswear companies were taking over the top brands in the sportswear market. Given a more competitive landscape in the Chinese sportswear industry, sportswear companies have to spend more on advertising and promotions to strengthen their brands.
The Chinese sportswear market has been directly correlated with GDP per capita, urban population and retail sales. GDP per capita is one of the major factors affecting the Chinese sportswear market. Increasing living standards of people and higher GDP per capita is expected to boost the retail sales of the sportswear industry in china. Due to increase in urbanization, Chinese people are spending more on the leisure and casual sportswear apparels and footwear.
The report analyzes the sportswear market in China. The various drivers, opportunities and the challenges faced by the market are also discussed in detail. The competitive aspect of the market is highlighted and the key players are profiled with their strategies for this market.
By combining SPSS Inc.’s data integration and analysis capabilities with our relevant findings, we have predicted the future growth of the industry. We employed various significant variables that have an impact on this industry and created regression models with SPSS Base to determine the future direction of the industry. Before deploying the regression model, the relationship between several independent or predictor variables and the dependent variable was analyzed using standard SPSS output, including charts, tables and tests.
The rapid growth of the Chinese economy indicates that the changes are accepted rapidly by the Chinese consumers, including fashion trends, and this means that Chinese consumers are very fickle about fashion. Sportswear has peaked in the wake of the Beijing Olympics and outdoor wear is increasingly the sector where growth is accumulating.
The top players in the Chinese sportswear industry are Nike, Adidas and Li Ning, had experienced negative growth over past few years which was due to the fact that domestic sportswear companies were taking over the top brands in the sportswear market. Given a more competitive landscape in the Chinese sportswear industry, sportswear companies have to spend more on advertising and promotions to strengthen their brands.
The Chinese sportswear market has been directly correlated with GDP per capita, urban population and retail sales. GDP per capita is one of the major factors affecting the Chinese sportswear market. Increasing living standards of people and higher GDP per capita is expected to boost the retail sales of the sportswear industry in china. Due to increase in urbanization, Chinese people are spending more on the leisure and casual sportswear apparels and footwear.
The report analyzes the sportswear market in China. The various drivers, opportunities and the challenges faced by the market are also discussed in detail. The competitive aspect of the market is highlighted and the key players are profiled with their strategies for this market.
By combining SPSS Inc.’s data integration and analysis capabilities with our relevant findings, we have predicted the future growth of the industry. We employed various significant variables that have an impact on this industry and created regression models with SPSS Base to determine the future direction of the industry. Before deploying the regression model, the relationship between several independent or predictor variables and the dependent variable was analyzed using standard SPSS output, including charts, tables and tests.
1. SPORTSWEAR INDUSTRY
1.1 Overview
1.2 Sportswear Industry - Segments
2. GLOBAL SPORTSWEAR MARKET
Market Value
Growth Rate
3. CHINESE SPORTSWEAR MARKET
Market Size & Growth Rate
Domestic Vs MNC Brands
Advertising Expenditures
Market Segments
4. MARKET DYNAMICS
4.1 Market Trends
4.1.1 Fashionable Sportswear on an Uptrend vs. Functional
4.1.2 Chinese Domestic Companies taking over MNCs
4.2 Market Drivers
4.2.1 Increasing Urbanization
4.2.2 Increase in China’s Minimum Wage
4.2.3 Rapid Growth of Chinese Economy
4.2.4 Growing Disposable Income of Urban Households
4.2.5 PRC Government’s Policies to Support the Sports Industry
5. KEY CHALLENGES
5.1 Rising Price of Cotton
5.2 Economic Conditions
5.3 Entry Barriers
6. COMPETITIVE LANDSCAPE
Brand Comparison – Domestic Vs International
Market Share
Financial Comparison
Key Ratios
Store Expansion & Efficiency Comparison
7. COMPANY PROFILES
7.1 ANTA Sports Products
Overview
Key Financials
Business Strategies
Expansion of Distribution Network
Optimization of Supply Chain
Market and Product Diversification
7.2 China Dongxiang Group
Overview
Key Financials
Business Strategies
Scientific Brand Management Process
Flexible Tailored Supply Chain
Deepening Channel Management
7.3 Li Ning
Overview
Key Financials
Business Strategies
Adapting Multi Brand Strategy
Focus on Brand Building
7.4 Peak Sport Products
Overview
Key Financials
Business Strategies
Increasing the Size of Stores
Brand Promotion and Marketing
Expansion in Distribution Network
Expansion of Production Capacity
8. MARKET OUTLOOK
8.1 Market Forecast
8.2 Forecast Methodology
8.2.1 Dependent and Independent Variables
8.2.2 Correlation Analysis
8.2.3 Regression Analysis
1.1 Overview
1.2 Sportswear Industry - Segments
2. GLOBAL SPORTSWEAR MARKET
Market Value
Growth Rate
3. CHINESE SPORTSWEAR MARKET
Market Size & Growth Rate
Domestic Vs MNC Brands
Advertising Expenditures
Market Segments
4. MARKET DYNAMICS
4.1 Market Trends
4.1.1 Fashionable Sportswear on an Uptrend vs. Functional
4.1.2 Chinese Domestic Companies taking over MNCs
4.2 Market Drivers
4.2.1 Increasing Urbanization
4.2.2 Increase in China’s Minimum Wage
4.2.3 Rapid Growth of Chinese Economy
4.2.4 Growing Disposable Income of Urban Households
4.2.5 PRC Government’s Policies to Support the Sports Industry
5. KEY CHALLENGES
5.1 Rising Price of Cotton
5.2 Economic Conditions
5.3 Entry Barriers
6. COMPETITIVE LANDSCAPE
Brand Comparison – Domestic Vs International
Market Share
Financial Comparison
Key Ratios
Store Expansion & Efficiency Comparison
7. COMPANY PROFILES
7.1 ANTA Sports Products
Overview
Key Financials
Business Strategies
Expansion of Distribution Network
Optimization of Supply Chain
Market and Product Diversification
7.2 China Dongxiang Group
Overview
Key Financials
Business Strategies
Scientific Brand Management Process
Flexible Tailored Supply Chain
Deepening Channel Management
7.3 Li Ning
Overview
Key Financials
Business Strategies
Adapting Multi Brand Strategy
Focus on Brand Building
7.4 Peak Sport Products
Overview
Key Financials
Business Strategies
Increasing the Size of Stores
Brand Promotion and Marketing
Expansion in Distribution Network
Expansion of Production Capacity
8. MARKET OUTLOOK
8.1 Market Forecast
8.2 Forecast Methodology
8.2.1 Dependent and Independent Variables
8.2.2 Correlation Analysis
8.2.3 Regression Analysis
LIST OF CHARTS
Supply Chain of Sportswear Industry
Annual Per Capita Spending On Sportswear - by Country, 2008
Sportswear Industry- Segments
Global Sportswear Sales (2008-2010E)
Sportswear Expenditure Per Capita in Selected Countries, 2008
China’s Sportswear Market Size by Revenue (2000-2009E)
China Sportswear Market Share (2008)
China Sportswear Market Share (2009)
China’s Market Share of MNC versus Local Brands, 2008
Advertising & Promotional Spending in 2009 by Key listed Chinese Sports Brands
Advertising & Promotional Spending in 2010E by Key listed Chinese Sports Brands
Store Efficiency Comparison (2009)
Stores Points of Sales (POS) Numbers of Various Chinese Sports Brands in 2009
Participation Rate of Sports Activities in China, 2009
Forecast Market Size of China’s Sports Shoe Sector, (2008-2012)
Sportswear Ex-Factory Revenue in PRC (2004-2008)
China’s Real GDP, YoY Change (2003-1012E)
China’s CPI, YoY Change (2003-2012E)
Chinese Urban Population (2003-2008)
Nominal GDP and Nominal GDP per capita of Chinese Households (2003-2008)
Disposable Income of Chinese Households (2003-2008)
Growth of Sportswear Retail Sales in China (2002-2009E)
Market Share - International Brands VS China Domestic Brands in 2008
Market Share - International Brands VS China Domestic Brands in 2006
Global Sportswear Brand Owners’ Gross Profit Margin as a Percentage of Sales, 2008
Global Sportswear Brand Owners’ SGA Expenses as a Percentage of Sales, 2008
Global Sportswear Brand Owners’ Net Profit Margin, 2008
Anta’s Wholesale Average Selling Price (ASP’s), (2004-2010E)
Anta Revenue Breakdown by Segments (2009)
China Dongxiang Revenue Breakdown by Segments (2009)
Li Ning’s Revenue (2005-2009)
Peak Sport Products Revenue, Segment Wise (2008-2009)
Chinese Sportswear Market Forecast (2003-2014E)
Supply Chain of Sportswear Industry
Annual Per Capita Spending On Sportswear - by Country, 2008
Sportswear Industry- Segments
Global Sportswear Sales (2008-2010E)
Sportswear Expenditure Per Capita in Selected Countries, 2008
China’s Sportswear Market Size by Revenue (2000-2009E)
China Sportswear Market Share (2008)
China Sportswear Market Share (2009)
China’s Market Share of MNC versus Local Brands, 2008
Advertising & Promotional Spending in 2009 by Key listed Chinese Sports Brands
Advertising & Promotional Spending in 2010E by Key listed Chinese Sports Brands
Store Efficiency Comparison (2009)
Stores Points of Sales (POS) Numbers of Various Chinese Sports Brands in 2009
Participation Rate of Sports Activities in China, 2009
Forecast Market Size of China’s Sports Shoe Sector, (2008-2012)
Sportswear Ex-Factory Revenue in PRC (2004-2008)
China’s Real GDP, YoY Change (2003-1012E)
China’s CPI, YoY Change (2003-2012E)
Chinese Urban Population (2003-2008)
Nominal GDP and Nominal GDP per capita of Chinese Households (2003-2008)
Disposable Income of Chinese Households (2003-2008)
Growth of Sportswear Retail Sales in China (2002-2009E)
Market Share - International Brands VS China Domestic Brands in 2008
Market Share - International Brands VS China Domestic Brands in 2006
Global Sportswear Brand Owners’ Gross Profit Margin as a Percentage of Sales, 2008
Global Sportswear Brand Owners’ SGA Expenses as a Percentage of Sales, 2008
Global Sportswear Brand Owners’ Net Profit Margin, 2008
Anta’s Wholesale Average Selling Price (ASP’s), (2004-2010E)
Anta Revenue Breakdown by Segments (2009)
China Dongxiang Revenue Breakdown by Segments (2009)
Li Ning’s Revenue (2005-2009)
Peak Sport Products Revenue, Segment Wise (2008-2009)
Chinese Sportswear Market Forecast (2003-2014E)
LIST OF TABLES
China Sportswear Market Analysis 2009
Discount given by Brand Operators to Distributors
Sportswear Market: Functional vs. Fashionable
Comparison of Top Brands Market Share in China (2006-2008)
China’s Minimum-Wage Increases by Province/City
Main Points of China State Council’s Guidelines to Develop the Sports Industry
Store Expansion Plan for some Key Brands
National Brands Acquiring New Brands
Financial Position of the Key Players (2009)
Anta Turnover Breakdown by Region (2008-2009)
Peak Sport Products Revenue, Segment wise (2008-2009)
Dependent & Independent Variables (2003– 2009)
Correlation Matrix
Model Summary – Coefficient of Determination
Regression Coefficients Output
China Sportswear Market Analysis 2009
Discount given by Brand Operators to Distributors
Sportswear Market: Functional vs. Fashionable
Comparison of Top Brands Market Share in China (2006-2008)
China’s Minimum-Wage Increases by Province/City
Main Points of China State Council’s Guidelines to Develop the Sports Industry
Store Expansion Plan for some Key Brands
National Brands Acquiring New Brands
Financial Position of the Key Players (2009)
Anta Turnover Breakdown by Region (2008-2009)
Peak Sport Products Revenue, Segment wise (2008-2009)
Dependent & Independent Variables (2003– 2009)
Correlation Matrix
Model Summary – Coefficient of Determination
Regression Coefficients Output
