The Great Pivot: Navigating China’s Sports Retail Maze in 2026
If you’re waiting for the "gold rush" era of China’s sportswear market to return, you might want to pull up a chair. The latest data from late 2025 and early 2026 shows a market that is no longer just "growing" - it’s maturing, fragmenting, and getting a lot pickier.
From the latest "Double 11" (Singles' Day) jitters to the rise of technical "expert" brands, here is what’s actually happening on the ground.
1. The Vibe Check: Is the Party Over?
The 2025 "Double 11" was the longest in history, yet online sales for sports apparel were essentially flat. After a 18% jump in 2024, this stagnation felt like a cold shower for the industry.
The Macro Drag: Consumer sentiment remains cautious. December 2025 continued the downward trend, and January 2026 isn't showing a "New Year, New Me" rebound yet.
The Growth Shift: We are officially entering the "Single Digit Era." While the industry used to sprint, it’s now settling into a steady jog, with a projected CAGR of about 6% through 2030.
Taobao/Tmall Platform Sales by Category (YoY % Growth)
Period | Sports Apparel (Sales Amt) | Sports Apparel (Sales Qty) | Sports Shoes | Sports Shoes (Sales Qty) |
July 2025 | 18% | 14% | 57% | 64% |
Aug 2025 | 11% | 12% | 12% | 9% |
Sept 2025 | 28% | 27% | 44% | 52% |
Oct 2025 | -10% | -14% | 63% | 56% |
Nov 2025 | -10% | -11% | -31% | -31% |
Oct+Nov 2025 | -10% | -13% | 7% | 4% |
Dec 2025 | -4% | -1% | -27% | -11% |
25Q3 | 19% | 18% | 35% | 38% |
25Q4 | -9% | -10% | -3% | 0% |
2. Generalists are Out, Specialists are In
The most fascinating trend? Market share is migrating. Big, "do-it-all" brands are losing ground to "technical experts."
The Winners: High-end "specialist" brands like Arc’teryx, Descente, and Salomon are crushing it. Why? Because they sell a specific lifestyle and high-tech authority that consumers are willing to pay a premium for.
The Strugglers: Generalist giants like Nike are facing a "coolness" crisis with Gen Z and inventory headaches. Even Adidas, despite a decent recovery through localization, is feeling the heat.
The FILA Playbook: FILA is the comeback kid. By pivoting toward "Sport-Luxury" narratives (tennis, golf) and lifestyle storytelling, they’ve managed to stay relevant while others fade.
Brand Sales Growth on Taobao/Tmall (YoY %)
Brand | Sept 2025 | Oct 2025 | Nov 2025 | Dec 2025 | 25Q4 |
Nike | 42% | -21% | -6% | -13% | -15% |
Adidas | 46% | 42% | 26% | 9% | 30% |
Li-Ning | 26% | 14% | 6% | 10% | 10% |
Anta | 27% | -21% | 0% | -1% | -8% |
FILA | 36% | 9% | 27% | 26% | 19% |
Salomon | 217% | 64% | 73% | 166% | 88% |
Descente | 72% | 130% | 9% | 38% | 68% |
Kolon | 165% | 118% | 58% | 56% | 83% |
Maia Active | 66% | 8% | 5% | 19% | 9% |
Arc'teryx | 117% | 87% | 102% | 173% | 111% |
Asics | 65% | 81% | -4% | -11% | 31% |
Puma | 3% | 94% | -22% | -26% | 17% |
Xtep | 36% | 0% | -6% | -3% | -3% |
Lululemon | 197% | 118% | 48% | 80% | 81% |
3. Brand Showdown: Anta vs. Li-Ning
Feature | Anta (The Diversified Giant) | Li-Ning (The Professional Purist) |
Current Performance | Anta's main brand is struggling (first negative growth in 25Q4), but its portfolio is saving the day. | Core categories (running/basketball) make up 2/3 of sales. Running is strong; basketball is facing headwinds. |
The "Secret Sauce" | Diversification. While the Anta brand is slow, FILA, Descente, and Kolon are firing on all cylinders. | Professional IP. Relying on star power (NBA's Yang Hansen) and high-performance running shoes. |
The Risk | Reliance on the main brand's turnaround and the high cost of retail "Super Stores." | Lack of "backup" brands to offset the general market slowdown. |
4. Three Takeaways for Global Brands
Narrative is the New Discount: Consumers don't want "just a tracksuit." They want technical credibility and a lifestyle claim. If you can’t explain why your fabric is better or what community you represent, you’re just a commodity.
The "Mass Market" is a Battlefield: In the mid-to-low tier, growth is hard. To survive here, you need "Value for Money" + "Constant Innovation." If you stop innovating, you become the next brand to disappear from the mall.
Go Niche or Go Multi-Brand: The "One Brand to Rule Them All" strategy is dying in China. You either need to be the undisputed king of a niche (like Lululemon in Yoga) or own a stable of brands that cover different price points and sports.
The Bottom Line
China’s sports market isn't "bad" - it’s just sophisticated. The brands winning today aren't the ones with the biggest billboards; they are the ones with the best tech stories and the most agile retail execution.
