With the increasing trend of global sports fashion and the proposal of national fitness slogan, the national awareness of sports health has been significantly improved, and the participation of sports has been significantly improved, which has led to the rapid growth of the market demand for sports shoes and clothing in China.

According to the "Research Report on the Development of China's Sportswear Industry in 2018" issued by the New Sijie Industry Research Center, China's sportswear market has rapidly recovered to double-digit growth after the integration of 2012-2013. In 2014, the size of China's sportswear market was 148.4 billion yuan, an increase of 10% over the same period of last year; in 2015 and 2016, the market size was 1670 and 188.7 billion yuan, respectively, with an increase over the same period of last year. By 2017, the size of China's sports shoes and clothing market was 22.2 billion yuan, an increase of 12% over the same period last year. China's sports shoes and clothing market is growing rapidly.

Compared with general shoes and clothing, sports shoes and clothing products have strong functionality, relatively high barriers to entry, relatively low fashion of sports shoes and clothing, strong convergence of terminal consumer demand, more prone to scale effect, so the concentration of sports shoes and clothing industry in China is relatively high. From 2012 to 2017, the market concentration rate of the top five brands of sports shoes and clothing in China increased from 59% to 69%, and the industry concentration rate was significantly higher than the overall level of the clothing industry.

Among the top 20 brands in China's sports shoes market share, in 2012, the domestic brand market share was 41%, while the foreign brand share was 35%. In 2013, the domestic brand market share dropped to 36%, and the foreign brand share rose to 39%. For the first time, the domestic brand market share was surpassed by foreign countries. By 2017, the proportion of domestic brand market has decreased to 32%, while that of foreign brand market has increased to 50%. In China's sports shoes and clothing market, the domestic brand share has been declining year by year, while the foreign brand occupies a larger share.

Among the top ten sports shoes and clothing brands in China, foreign brands occupy six places, while domestic brands only occupy four places, and the market share of foreign brands is more than twice that of domestic brands. The influence and competitiveness of Nike and Adidas are strong, and their market share is expanding. Under the impact of foreign brands, the market share of domestic brands, such as Li Ning, Tebu, 361, Hongxing Erke and Pike, has declined in varying degrees, except that Anta has gradually increased to 8% after strategic adjustment. China's sports shoes and clothing market competition is fierce.

With the gradual change of consumption concept, Chinese consumers'professional pursuit of sports shoes and clothing products is weakening, and their sensitivity to fashion is constantly improving. Sports and fashion begin to merge in sports shoes and clothing products. Some small and exquisite sports brands conform to the upgrading of market demand, specializing in fashionable sports shoes and clothing products, and the market scale rapidly expands. Fashionalization of sports shoes and clothing may be an important development direction of the market in the future.

According to industry analysts in New Thought, the competition in China's sports shoes and clothing market is very fierce. Foreign brands have great influence and strong competitiveness. Domestic brands have relatively weak competitiveness and their market share is declining. With the reduction of consumers'professional requirements for sports shoes and clothing and the promotion of fashion requirements, the local sports shoes and clothing brands in China can develop to the field of fashion sports shoes and clothing. Under the background that national sports fitness is included in the national strategic level, the future development potential of sports shoes and clothing market in China is huge.