Core Insights - The Chinese footwear and apparel industry is experiencing significant differentiation in 2025 due to market adjustments and industrial transformations, with the sports and outdoor segment leading the way [1] - Domestic brands are reshaping the market through technological innovation and globalization, while traditional brands struggle with high inventory and rigid channels [1][2] Industry Performance - In the first three quarters, revenue for large apparel enterprises fell by 4.63% year-on-year, with total profits declining by 16.19%, reflecting severe industry pressure [1] - The sports footwear and apparel market is projected to reach a scale of 598.9 billion yuan, with predictions of exceeding 896.3 billion yuan by 2030 [1] Market Dynamics - The market is shifting from incremental expansion to stock competition, with leading companies gaining more influence while smaller brands face shrinking survival space [2] - Traditional brands are struggling, with notable failures such as Fuqiniaos' bankruptcy and Hongqiao's losses, attributed to slow product updates and over-reliance on offline channels [2][3] Brand Competition - Domestic sports brands are gaining market share, with local brands expected to occupy about 60% of the top 20 brands by 2025 [2] - Anta Group reported a 14.3% year-on-year revenue increase to 38.54 billion yuan, surpassing the combined revenue of Li Ning, Xtep, and 361° [2] Consumer Trends - The domestic sports goods market is becoming more concentrated, with the top 20 companies accounting for over 30% market penetration, leading to a widening gap between large and mid-sized firms [3] - Consumers are increasingly favoring high-quality, precise consumption, with a lack of innovation and differentiation leading to brand elimination [9] Channel Innovations - The industry is focusing on two main changes: deep exploration of niche markets and reconstruction of channel models, integrating offline large stores with online instant retail [4][6] - Major brands are opening larger stores, with Anta planning to add 160 "super stores" by 2025, which can achieve 2-2.5 times the sales efficiency of regular stores [5][6] Future Outlook - The industry is expected to see trends of premiumization, globalization, and technological advancement, with a significant reshuffle anticipated [7][8] - Brands that can maintain scale advantages or have precise positioning will likely survive, while small and medium enterprises will face increasing challenges [8]
鞋服行业分化显现：国产品牌领跑 传统企业谋转型
Zhong Guo Jing Ying Bao·2026-01-16 20:15