When will domestic sports goods truly stand up?
2021-04-09
Riding on the success of the 2008 Beijing Olympics, Chinese sports brands entered a golden period from 2007 to 2010. During those few short years, the unstoppable enthusiasm of consumers for sports, along with commercial sponsorship, advertising marketing, and listings on the Hong Kong stock market, led to the unstoppable development of many sports brands.
Under the halo of athlete Li Ning lighting the Olympic flame, the sports brand Li Ning became a beneficiary. In 2009, Li Ning's revenue surpassed Adidas, jumping to the second place in the Chinese sports goods market, closely chasing Nike.
However, after experiencing blind expansion and "extensive" development, the entire industry began to show the problem of product homogeneity due to a lack of focus on brand positioning and product characteristics.
Domestic sports brands represented by Li Ning, Anta, and Xtep frequently fell into a vicious cycle of declining profits, store closures, and high inventory rates.
In just the first half of 2012, Li Ning closed 1,200 inefficient stores. It wasn't just Li Ning that was shrinking the market; Peak closed over 1,000 stores, and Anta Sports also reduced 110 stores.
It was also against this backdrop that many sports brands familiar to those born in the 80s and 90s reached a turning point, with some declining and disappearing, while others reformed and transformed to return to the track.
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As sunlight bathed the green field and the laughter of young players mingled with the sound of the ball, a promise of love and dreams arrived as scheduled at the Central Primary School in Zhuxi Town, Xianju County. On May 12, a charitable donation event—part of a rural education‑support initiative jointly launched by Miguel and the Taizhou Branch of Zhejiang Commercial Bank—began with heartfelt warmth.
When sport meets fashion, and passion collides with glory, Miguel, at the recently concluded 2026 Zhejiang (Hangzhou) International Fashion & Sports Week, earned the “Yishang List: Rising Star Award” through his unwavering dedication to quality craftsmanship in sports gear and his bold embrace of cutting‑edge trends. Under the spotlight, he has written a vibrant new chapter for the brand.
Recently, the Miguel brand received a letter of appreciation from the Huanglong Sports Center in Zhejiang Province, which warmly commended our contributions to the “2026 China Fashion Sports Season Launch Ceremony and Zhejiang (Hangzhou) International Fashion Sports Week,” expressing both high praise and sincere gratitude. This heartfelt letter, spanning mountains and seas, is not only an honor but also a testament to Miguel’s steadfast commitment to the sports‑goods sector and its ongoing efforts to drive the integrated development of the sports industry.
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Sanmen Jianlong Sports Goods Co., Ltd.
Zhejiang Province is a large-scale joint-stock enterprise that produces sports balls, mainly producing and selling high-and mid-range basketball, football, volleyball, and gas volleyball products.
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Fax: 0576-83200503
94 Qimen Street, Shaliu Street, Sanmen County, Taizhou City, Zhejiang Province