Top Performing Athleisure Brands on China’s E-commerce Platforms

In the first half of 2024, China’s athleisure market continued its upward trajectory across e-commerce platforms. The top 20 brands collectively accounted for 65% of total athleisure net sales, generating $1.46 billion across Tmall, JD.com, and Douyin. Narrowing down to the top 10 brands, they captured 56% of the market, totalling $1.25 billion.

Notably, eight of the top 20 brands were local, with Li-Ning leading the way, despite experiencing a 7% decline in H1 2024 compared to last year. Among international brands, Lululemon (47%) and Nike (32%) were the fastest-growing compared to the first half of 2023.

In this article, we delve into the top six athleisure brands of H1 2024, exploring the strategies, growth, and standout products that set them apart.

Image: A breakdown of the top six performing athleisure brands on China's biggest e-commerce platforms in H1 2024
Data from our China Athleisure Wear: H1 2024 E-Commerce Sales Report

2. Li-Ning: Local Leader Despite Slowing Growth

• Performance: Despite a 7% year-on-year decline in H1 2024, Li-Ning retained its status as the top local brand, generating $188 million.
• Why It’s Winning: Li-Ning’s appeal lies in its ability to resonate with younger consumers by blending streetwear with traditional Chinese elements (guochao 国潮). Founded by former Olympic gymnast Li-Ning, the brand has become synonymous with youth culture and national pride.
• Key Focus: Collections like Li-Ning 1990 and collaborations with other designers have kept the brand at the forefront of Chinese fashion. Its focus on premium lifestyle collections continues to solidify its market position.

3. Adidas: Struggling but Staying Relevant

• Performance: Adidas also recorded $188 million in H1 2024, marking a gradual rebound in its China operations since Bjørn Gulden took over as CEO in 2023.
• Why It’s Still Relevant: Adidas has seen its market share in China shrink since Covid, as Chinese consumers become more discerning, prioritising cost-effectiveness and product performance over brand names alone. Additionally, Adidas has been slower to introduce locally tailored innovations for the Chinese market. However, the brand remains relevant due to the enduring popularity of its retro styles, which continue to resonate with consumers seeking nostalgic yet stylish athleisure wear.
• Key Focus: Despite facing challenges, Adidas has a strong foundation in the market with its vintage designs. Future recovery and growth will hinge on how well the brand adapts to the domestic market while leveraging its product heritage.

4. Nike: Innovating for the High-end Market

• Performance: Nike achieved 32% growth in H1 2024, bringing in $142 million.
• Why It’s Winning: Nike’s success has been driven by its focus on premium lines, particularly in children’s and women’s products, which performed exceptionally well in the first half of 2024.
• Key Focus: Nike’s premium strategy, including initiatives like the Jordan World of Flight and the Sports Research Lab in China, combined with cutting-edge product innovation, continues to differentiate the brand and elevate its standing in the Chinese market.

5. Anta: Transforming to a DTC Model

• Performance: Alongside its sister brand Fila, Anta's main brand is part of a diverse portfolio owned by the same group, which includes premium brands like Arc'teryx and Maia Active. Anta’s main brand alone reported $137 million in H1 2024.
• Why It’s Winning: Anta’s transformation to a DTC model has been a key driver of its success. The company’s financial reports highlight this shift, which includes direct-operated stores, a growing e-commerce platform, and leveraging private individual sellers. By adopting new technologies, Anta has reduced costs and improved efficiency, allowing it to respond more quickly to market demands.
• Key Focus: The DTC model is at the core of Anta’s strategy, enabling the brand to connect more closely with its customers and adjust its approach in real time based on consumer preferences and behaviours.

Image: Lululemon's year-on-year growth on China's major e-commerce platforms
Data from our China Athleisure Wear: H1 2024 E-Commerce Sales Report

6. Lululemon: Dominating the High-Value Market

• Performance: Lululemon experienced a 47% year-on-year growth, making it the fastest-growing international athleisure brand in H1 2024, with net sales of $125 million across Tmall, JD.com, and Douyin. At higher price points (products priced above $75), Lululemon was the top-performing brand, generating $77 million, which represented 28% of total athleisure net sales in H1 2024 across platforms.
• Why It’s Winning: Lululemon’s dominance in premium comfort wear is evident, with sweatpants making up 36% of its athleisure sales. The brand’s expansion into lower-tier cities and focus on community-driven events have helped it reach a broader consumer base.
• Key Focus: Lululemon continues to lead in sales with its iconic yoga wear and sweatpants, while further diversifying its offerings in women’s and lifestyle products.

How to Win?

Understanding these top-performing brands provides invaluable insights for luxury executives looking to navigate the competitive athleisure market in China. For detailed data and competitor analysis, reach out to our team at nihao@hotpotchina.com.

China Athleisure Wear:
H1 2024 E-Commerce Sales Report

The ever-changing landscape of Chinese commerce makes e-commerce data analysis a fundamental part of any China marketing strategy. 

Discover more about China’s athleisure boom with our China Athleisure Report.

Header image via Fila