It's no longer just Nike and Adidas at the top. Chinese giants like Anta and Li-Ning are now dominating key sub-categories like running shoes. These local brands are innovative, technologically advanced, faster to market and often offer better prices. Coupled with a nationalistic young consumer base, their rise is undeniable.
Global brands: your logo isn't enough anymore. It's time to elevate your game, or risk being left behind. And don't be surprised when these Chinese powerhouses start making moves on the global stage.
Image: 4 out of the top 10 running shoe brands are domestic. Anta was the fastest-growing local brand in the top 10 (+19%)
Data from our China Sports Footwear: 2024-25 Ecomm Report
2. Douyin's Fragmented Sales Power
Douyin (China's TikTok) is a force to be reckoned with, but it operates differently from Tmall. Forget the single, full-range flagship strategy. Douyin thrives on fragmentation, with sales driven across multiple touchpoints – from segmented stores focusing on specific product lines (e.g., footwear only) to strategic partnerships with third-party retailers like Topsports 滔搏运动. This shift might even open doors for multi-brand retailers in what was traditionally a mono-brand market. Brands need a nuanced Douyin strategy to win.
Image: Top 10 stores accounted for 26% of total Sports Footwear net sales across Tmall, JD.com and Douyin in 2024 ($2.5bn)
Data from our China Sports Footwear: 2024-25 Ecomm Report
Counter-intuitive in a perceived downturn? Not in China. The $100+ sports footwear segment was the fastest-growing in 2024. Consumers may be spending less frequently, but when they do, they're willing to pay for quality, innovation, and uniqueness.
Specialist brands like Hoka are seeing massive growth by offering premium products. For global brands, this means bringing something truly special and authentic to the market. Emotional connection and community are also key to justifying higher price points.
Image: Sports Footwear sold above $100 was the fastest-growing price bracket with 21.4% growth in 2024
Data from our China Sports Footwear: 2024-25 Ecomm Report
Looking to strengthen your strategic approach to China? Contact the Hot Pot team at nihao@hotpotchina.com to book a consultation today.
In partnership with Sporting Goods Intelligence Europe, this report offers a deep dive into the fast-moving sports footwear market in China, with a special focus on running shoes.
Explore platform trends, category growth, brand performance and pricing insights across Tmall, JD.com and Douyin.
Download now to unlock exclusive insights into China’s sports footwear market and how your brand can stay ahead.
Have you checked out our ebook deconstructing success in China for the fitness market? Discover real data, proven strategies and expert insights to help brands unlock growth in China with our interactive ebook.