The Chinese Women’s Sports Market: Untapped Potential and Opportunities
Traditional sportswear brands have historically focused on the male market, leaving significant gaps in the female sports product segment. This has opened doors for innovative brands to cater to this underserved demographic.
Source：艾媒数据中心
For instance, the 2021 Tokyo Olympics saw the Chinese women’s 3×3 basketball team win a bronze medal, sparking interest among girls to play basketball. Yet, at that time, few brands offered basketball shoes designed for women. Similarly, during the pandemic, niche activities like road cycling gained popularity, driving demand for sportswear suited to outdoor activities. Post-pandemic, ultimate frisbee and flag football brought tight-fitting sports pants from gyms to outdoor spaces, marking a shift in fitness fashion trends.
The Challenges Facing Emerging Overseas Sportswear Brands
1. Over Reliance on Imitating Lululemon’s Strategies
Lululemon’s community-driven KOC (Key Opinion Customer) model has inspired a wave of imitation among both domestic and international brands. Companies such as On Running, Allbirds, Sweaty Betty, Maia Active, and NEIWAI Active have adopted similar strategies, leveraging communities and hosting sports events to build brand loyalty. Platforms like Xiaohongshu and Instagram have become key battlegrounds for these brands. However, this repetition has led to market saturation, raising concerns about sustainability.
2. Organizational Challenges in the Chinese Market
While the pandemic boosted demand for online fitness products, many brands faced logistical disruptions. For instance, strict lockdowns in Shanghai in 2022 affected operations, delaying shipments despite high demand. Additionally, economic uncertainty has made Chinese consumers more conservative, posing risks to smaller niche brands struggling to survive before gaining traction.
3. The Risks of Market Diversification
Emerging brands often envy the stability of established players, while larger brands seek innovation to capture new growth opportunities.
“Why not just buy Nike at the same price?” is a question many consumers might ask, given that niche brands often don’t come cheap. Niche brands that reach the scale of Lululemon inevitably face challenges such as “balancing dual demands” and the “evaporation effect.” The once-loyal niche audience may hesitate to embrace their beloved brand’s shift toward the mainstream. For die-hard fans, the dilution of exclusivity might prompt them to seek out the next emerging brand that aligns with their individuality. This cycle is a natural part of industry evolution, providing fertile ground for new niche brands to take root.
Both emerging and established brands find themselves in a state of “mutual envy.” For brands looking to expand without compromising their original identity, pursuing a multi-brand strategy, like ANTA’s acquisition of FILA, could offer a path forward.
Strategies for Overseas Niche Sportswear Brands Expanding in China
Targeting the Right Consumer Demographics
Lululemon revolutionized women’s sportswear by capitalizing on trends like yoga, with 68% of female fitness enthusiasts participating in the activity by 2020. Brands catering to consumers seeking high-quality, stylish clothing while avoiding price competition have found room to grow. Examples include Gymshark for bodybuilders, Reebok for Les Mills enthusiasts, and Nobull for CrossFit athletes.
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Providing Emotional Value to Consumers
Niche brands stand out with their unique designs and distinctive character, providing emotional value that fosters strong customer loyalty and higher repurchase rates. In China’s highly competitive footwear and apparel industry, technological barriers are no longer the greatest challenge. The real test lies in a brand’s ability to identify and address the core needs of its target audience through its products. Over the past decade, China’s rapidly growing middle class has shifted from fulfilling basic needs to using sports to express their lifestyles.
As sports activities become more specialized and diverse, solely focusing on appealing to women is not a sustainable strategy. The future of brand growth depends on effectively understanding and meeting the core needs of the core audience.
