From 2019 to 2023, foreign sports brands maintained at least half of the market share on Tmall, a Chinese e-commerce platform. Notably, locally operated foreign sports brands have quickly gained their place during the period, from four percent in 2019 to 12 percent in 2023.
Market share of major sports brands on Tmall in China from 2019 to 2023, by origin
only the top 20 sports brands were included in the calculation
Supplementary notes
Locally operated foreign brands include brands that have been acquired by Chinese companies or are operated in China by a Chinese company in a JV or with a licensing agreement.
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McKinsey & Company. (September 25, 2024). Market share of major sports brands on Tmall in China from 2019 to 2023, by origin [Graph]. In Statista. Retrieved December 23, 2024, from https://www.statista.com/statistics/1537309/china-major-sports-brands-market-share-on-tmall-by-origin/
McKinsey & Company. "Market share of major sports brands on Tmall in China from 2019 to 2023, by origin." Chart. September 25, 2024. Statista. Accessed December 23, 2024. https://www.statista.com/statistics/1537309/china-major-sports-brands-market-share-on-tmall-by-origin/
McKinsey & Company. (2024). Market share of major sports brands on Tmall in China from 2019 to 2023, by origin. Statista. Statista Inc.. Accessed: December 23, 2024. https://www.statista.com/statistics/1537309/china-major-sports-brands-market-share-on-tmall-by-origin/
McKinsey & Company. "Market Share of Major Sports Brands on Tmall in China from 2019 to 2023, by Origin." Statista, Statista Inc., 25 Sep 2024, https://www.statista.com/statistics/1537309/china-major-sports-brands-market-share-on-tmall-by-origin/
McKinsey & Company, Market share of major sports brands on Tmall in China from 2019 to 2023, by origin Statista, https://www.statista.com/statistics/1537309/china-major-sports-brands-market-share-on-tmall-by-origin/ (last visited December 23, 2024)
Market share of major sports brands on Tmall in China from 2019 to 2023, by origin [Graph], McKinsey & Company, September 25, 2024. [Online]. Available: https://www.statista.com/statistics/1537309/china-major-sports-brands-market-share-on-tmall-by-origin/
