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Sportswear sales breakdown on Tmall China 2017-2023, by brand
In 2023, Nike accounted for 7.9 percent of the sportswear sales value on China's e-commerce platform Tmall, returning to the top of the platform's list of leading sportswear brands. Meanwhile, Adidas had a market share of only 4.7 percent, plummeting from 12.8 percent in 2019. By contrast, FILA saw a steady growth from 1.1 percent in 2017 to 6.1 percent in 2023.