Analysis of Chinese Sport Shoes Market in 2006

After china has successfully bid for Olympics, people in China run up to workout and exercise than ever before, and sport consumption has become a new hotpot of people’s consumption. Meanwhile, people’s aspiration of building bodies to avoid illness is generally transformed to be a large sport consumption market. All these make sport equipments and sport clothing sell like hot cakes, and sport goods industry and even all industries related with health are greeting a new development chance. Sport equipment suppliers home and aboard are expecting this chance and increase devotion in Chinese market, each sport shoes manufacturer makes no exception, and sport shoes industry is coming to a time of contending for hegemony.

As Stat. reports, Nike, Adidas, Anta, Li-ning and Pepsi has become the five brands of sport shoes most highly evaluated by customers. And the whole concern proportion of these five brands reaches 77.8%, thereinto, concern proportion of the brand Nike is even as high as 44.84%, which reveals a high concern centralization. Customers love nike dunks, jordan shoes, nike air force one of Nike in particular.

Taking a look at their structure distributing, we can know Nike is at the top of the pyramid, and rank the first among brands enjoying the highest customer value, with the percentage of 44.84%. Nike has a strong ability of Research and Development, its new style is always fashionable in appearance and professional in function, e.g. nike dunks, jordan shoes, nike air force one and so on. Its one-up design plus its spotless quality make it enjoy people’s reputation, especially people like sports over the world. Moreover, another reason of its success is the strategy of its star goods. That is to provide excellent athletes their products with advanced technology and create its leading status when professional sportmen create sport miracles. This brand has become a symbol of God and social status, thus won wide fancy of sport lovers.

Following Nike, the second sport brand enjoying the highest customer value is Adidas which locates between middle and top of the pyramid. Compared with Nike, Adidas has a percentage of 12.72% in customer value. Anta, Li-ning and Pepsi are in the middle of the pyramid, they have some strength, however, at present the leading position of Nike will not vibrate. Among them, Anta gains the third place of brands enjoying the highest customer value, and has 8.04% customer support. The next is Li-ning winning the forth place, and its customer support is 6.90%. The fifth is Pepsi and its customer support is 5.29%. But the latter 4 brands have never produced so famous and classical styles such as nike dunks, jordan shoes, nike air force one etc.