COMPETITIVE LANDSCAPE
Anta draws closer to Nike with strong strategies
In the footwear competitive landscape, Nike (China) Inc and Anta (China) Co Ltd maintained their leading positions in retail value terms in 2025. With sales and share growth for Anta, and decline for Nike, the lead of Nike over Anta continued narrowing.
On’s strategic expansion drives its growth in China
Footwear is witnessing the growth of newer players, such as On AG, a Swiss sports brand that entered the Chinese market in 2019, making its mark with its unique cushioning technology. Its share in footwear has been rising strongly from a low base, and this continued in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Footwear industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Footwear industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Footwear in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Footwear in China?
- Which are the leading brands in China?
- How are products distributed in China?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Footwear in China?
- Where is future growth expected to be most dynamic?
Footwear in China - Category analysis
KEY DATA FINDINGS
Moderate growth driven by innovation, sustainability, and evolving consumer trends
Growth is sustained by rising spending power and consumer confidence
Women's footwear leads sales, but children’s footwear leads growth
Chinese urbanites embrace Birkenstock's casual lifestyle appeal
Growth set to continue, with new national standard impacting green products
Brand-building will be increasingly important to attract younger consumers
Rising health consciousness will make sports footwear more popular across categories
Anta draws closer to Nike with strong strategies
On’s strategic expansion drives its growth in China
Retail e-commerce leads distribution as consumers seek convenience
New retail concepts emerge, with innovative store formats
Tariffs and supply chain shifts drive changes in distribution mix
Fila's innovative product launches boost its brand image and sales
Apparel and Footwear in China - Industry Overview
Apparel and footwear navigates consumer comfort, sportswear boom, and digital retail
Growth is driven by economic conditions, rational purchases, and technological innovation
Sportswear drives growth in apparel and footwear through innovation
Market polarisation affects value growth
Rising incomes, DTC strategies, and sustainability expected to drive growth
Functional and athletic apparel set to gain further popularity among women
Niche brands to drive growth in footwear through innovation
Anta's multi-category coverage, brand strategy, and distribution extend its leading position
In a stable environment, opportunities for enhancing products and marketing
Interest-based e-commerce platform Douyin takes share from Tmall
Quick commerce gains traction with 30-minute delivery
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Footwear
- Children's Footwear
- Men's Footwear
- Women's Footwear
Footwear
This is the aggregation of children's footwear, men's footwear and women's footwear. Includes all men’s, women’s and children’s outdoor and indoor shoes made of materials as leather, fabric or plastic. Outdoor shoes includes all dress shoes, trainers, sports shoes, sandals, boots, pumps, and high heels. Indoor shoes includes house-shoes and slippers. Items must be new when sold to the consumer; second-hand/used footwear is excluded. Antique and/or vintage footwear is also excluded. Sports footwear (broken out as a separate category) is included in total footwear figure. One pair of footwear constitutes one volume unit.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Footwear research and analysis database.
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