The sports apparel market in China has long been dominated by American and European brands but in recent years, consumers, especially young people, are now shown more interest towards Chinese brands. One such brand is Li Ning. This sportswear brand was launched in 1990 by Li Ning, a gymnast and gold medalist. Anta is another Chinese sportswear brand rapidly gaining popularity.

Both Li Ning and Anta are enjoying strong earnings. In the first six months of 2021, Li Ning’s sales were up 60 per cent from a year earlier, while Anta also posted a 60 per cent sales increase. Behind the two brands’ brisk earnings is support from people from the GenerationZ -- or those born after the mid-1990s who are currently in their late teens and early 20s. Li Ning brand represents Chinese culture and elements and is enhancing Chinese consumers’ empathy towards their country. The China logo is written in Chinese on Li Ning shirts. In China’s market for sports apparel, excluding shoes, Anta and Li Ning have shares of 11.9 per cent and 8.2 per cent.

However powerful Western brands, such as Nike and Adidas, remain formidable even in the Chinese market. Li Ning and Anta still need to improve the quality of their products.