聚焦进博会｜全球运动品牌进博会争锋：谁能在中国市场跑得更快

Core Insights - The China International Import Expo (CIIE) has become a strategic platform for global sportswear giants to launch new products and compete for the Chinese market, driven by a growing demand for sports participation and fitness among Chinese consumers [1][3][9] Market Demand and Growth - Over 300 million people in China participate in fitness activities weekly, representing a significant market opportunity for sportswear brands, with less than 10% being professional athletes [3] - ASICS expects a net sales revenue of 4.88 billion yuan in China for 2024, marking a nearly 30% growth, with a 21.5% year-on-year increase in Q1 of the 2025 fiscal year [3] - Lululemon achieved a 25% revenue growth in the Chinese market in Q2, making it the second-largest market globally for the brand [4] Competitive Landscape - Nike, Adidas, Lululemon, and Skechers are key players in the Chinese sportswear market, with Nike being the largest brand [4][5] - Adidas showcased its latest innovations at CIIE, including the official match ball for the upcoming World Cup, while Skechers reported a projected global sales revenue exceeding $8.9 billion for 2024 [5] Local Market Strategies - Lululemon plans to increase the proportion of new products to nearly 33% each season by next year, while also expanding into second and third-tier cities in China [4] - Nike has established a creative production center in Shanghai and a sports research lab to better understand local athletes' needs, indicating a long-term commitment to the Chinese market [7][8] Global Influence of Chinese Market - The experiences and innovations developed in China are beginning to influence global strategies for these sportswear companies, with local designs gaining recognition in international markets [7][8] - Adidas reports that over 60% of its products sold in China are designed by local teams, reflecting a strong local influence on product development [8] Consumer Trends - A report indicates that 68% of respondents believe that exercise enhances happiness, highlighting a growing trend towards fitness and well-being among Chinese consumers [9]