China is often considered the crucial market for footwear companies looking to establish global dominance. But in recent months, home-grown shoe brands such as Anta Sports and Li-Ning have threatened the growth of international players in the region.
Consumers in China increasingly prefer their own homegrown brands as opposed to international brands like Nike and Adidas, according to a December report from The NPD Group, which analyzed the Chinese footwear market in Q3 of 2021.
According to the data, six of the top ten footwear brands in China in Q3 were domestic brands, up from four in Q3 of 2020.
In running, seven of the top ten brands were Chinese, with Anta in the lead. Some international brands saw sales decline in Q3 of 2021 compared to 2020. In the sports leisure category, Adidas was the top brand in China, followed by Warrior, a domestic brand. Nike nabbed the third sport and was followed by two more domestic brands, Anta and Fila. (Anta owns Fila in China.) Both of these brands saw double-digit year-over-year growth rates in Q3 2021. Erke, another domestic Chinese brand, nabbed the sixth spot and had a year-over-year growth rate that exceeded 400%.
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