In recent years people’s lifestyle changes and diversified particularly after successfully held of 2008 Olympic game in Beijing, more and more people like sports fitness and varieties of sports activities that boost the growth of demand for sportswear.
With demand increasing in domestic market the competition between foreign sports brands and internal brands becomes more intense. As impacts of economic recession in 2008, sales for foreign brands of Nike and Adidas saw a big decline in greater China, Adidas reported a 16% fall on profits for 2009.
While domestic brands like Lining, Anta, Peak and Qiaodan has increased their strength and influence in the world market. For instance in 2009 Lining brand gained more market shares than Adidas in China, with the sale revenue of 8.387 billion yuan, franchise stores increase to 7200 by 2009. Anta is another big sports goods brand in China, in 2009 it achieved sale income of 5.8 billion yuan, up 23%, and opened 6600 retail stores in China.
Compared to sports goods giants Qiaodan is a new native brand that performs remarkable in recent ten years, founded in 2000 and grew to a large scale sports goods brand ranking fifth national wide on sale value, and opened 5000 retail stores.
