Sports shoe sales breakdown on Tmall China 2017-2023, by brand
In 2023, Nike returned to the top of the list of leading outdoor athletic footwear brands on China's e-commerce platform Tmall in terms of sales value, with a market share of 13.3 percent. Adidas, on the other hand, had lost ground since 2020, ranking behind domestic brands ANTA and Li-Ning in 2023. Notably, FILA, another brand of Anta Sports Products Limited, saw a steady increase in market share from 0.6 percent in 2017 to 8.2 percent in 2023.