Zhong Guo Jing Ying Bao·2026-01-19 12:26Core Insights - The Chinese footwear and apparel industry is experiencing significant differentiation in 2025 due to dual influences of market adjustment and industrial transformation, with the sports and outdoor segment leading the way [1][2] - Domestic brands are reshaping the market landscape 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] Brand Dynamics - Traditional brands are facing significant growth challenges, with examples like Fuqiniaos declaring bankruptcy and Red Dragonfly reporting losses [2] - In contrast, domestic sports brands are rising, with local brands expected to hold about 60% of the market share among the top 20 brands by 2025 [2] Market Concentration - The market is shifting towards concentration, with the top 20 companies accounting for over 30% market penetration, leading to a widening gap between large and small enterprises [3] - Adidas reported a 10% year-on-year revenue increase in the Greater China region, while Nike faced a 17% decline in revenue, highlighting the contrasting fortunes of international brands [3] Channel Innovation - The industry is witnessing a shift towards deep exploration of niche markets and a reconstruction of channel models, with a focus on offline large stores and online instant retail [4][6] - Major brands are opening large stores, with Anta planning to add 160 new "super stores" by 2025, which can achieve 2-2.5 times the sales efficiency of regular stores [6] Globalization and High-End Trends - The industry is expected to see trends of high-end, global, and technological advancements, with brands needing to differentiate and operate finely to survive [7][8] - Domestic brands are increasingly expanding overseas, with companies like Semir and HLA establishing over 100 stores in Southeast Asia, although many are still in the early stages of international branding [7] Consumer Behavior - Consumers are becoming more mature and rational, seeking high-quality and precise consumption, which poses a threat to brands lacking innovation and differentiation [9] - There remains untapped potential in the mass and middle-aged markets in China, indicating areas for future growth [9]