Li Ning, the eponymous company created by a former Chinese gymnast who won three gold medals at the 1984 LA Olympics Games, and other sportswear domestic manufacturers, such as China Hongxing Sports, Anta, Peak and Kangwei, may lag behind global giants like Nike and Adidas. But they are catching up fast.
Chinese sports brands may have an advantage as they understand the Chinese market better than newer international players, and their prices are often lower. Li Ning, for whom Shaquille O'Neill is a highly-paid brand ambassador, is the leading domestic sportswear brand, largely because it started earlier than the others and built up significant market momentum. Some analysts say the sportswear sector offers a prime opportunity for investors to benefit from China's surging consumer boom. Retail sales in the country rose 17 per cent last year, to USD1.3 trillion.
China's sportswear market is expected to grow to USD7.2 bn in 2009, from USD3.84 bn in 2006, according to Shanghai-based market brand strategists ZOU Marketing. In 2006, Nike controlled around 16.7 per cent of China's sportswear market, compared to Adidas' 15.6 per cent. Li Ning sat in third place, with a 10.5 per cent slice, and Anta was fourth with four per cent, But those figures are climbing as aggressive marketing lifts their brand recognition. Come the Olympics, it will not just be the athletes that are locked in fierce competition - the makers of their high-tech sports gear will also be seeking some
associated golden glow.
News & Interviews 
(0 vote)
