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China Sports News: As the demand for outdoor activities continues to rise, an increasing number of shoe manufacturers are shifting their focus from casual and sports shoes to this emerging market. According to data from an outdoor expo in Asia, the total sales of outdoor sportswear and equipment in China have reached tens of billions of yuan, with an annual growth rate of 50%. This rapid expansion has attracted both domestic and international players looking to capitalize on the booming sector.
To better tap into the outdoor market, many Chinese shoe companies are either launching their own outdoor brands or becoming agents for well-known international labels. One such example is Le Deng Sporting Goods Co., Ltd., a leading outdoor product manufacturer based in Quanzhou. The company has partnered with U.S.-based Camel to compete in the domestic and outdoor sports market. Recently, Li Ning and French brand Aigle International S.A. formed a joint venture, ECO (China) Outdoor Sporting Goods Co., Ltd., with equal 50% ownership. This new entity is responsible for the production, marketing, and sales of Aigle products in China.
Quanzhou-based Paton Shoes Co., Ltd. has also secured the exclusive distribution rights for Jubilant outdoor footwear in China. Many companies are now collaborating with foreign designers and local senior designers to create innovative products. By leveraging their own strengths and partnering with global brands, these firms are rapidly expanding, with offices now established in major cities like Beijing, Shanghai, and Hangzhou.
However, challenges remain. Many outdoor equipment companies in Jinjiang, a rising hub in Quanzhou, faced financial difficulties after entering the market. Despite investing over half a year, one such company eventually went bankrupt, highlighting the risks of blindly following trends without a solid foundation. This case serves as a warning for other companies that rush into the outdoor market without proper R&D capabilities.
According to Mr. Wang, a regular outdoor enthusiast, the price difference between local and branded outdoor shoes is significant. While most hiking shoes in Quanzhou sell for under 200 yuan, a pair of high-end brand like Columbia can cost up to 800 yuan. After multiple outdoor trips, he noticed that the quality of local products deteriorates more quickly. He explained that while Quanzhou's outdoor products include jackets and hiking shoes, they often lack the advanced research and development and production techniques needed to match international standards. As a result, their durability and performance fall short, making it hard for them to compete on quality.
Despite the growing number of outdoor brands in China—over 400 in total—only one out of every three top-selling brands is domestically produced. This indicates that while the market is expanding, there is still a long way to go before Chinese outdoor brands can truly stand on equal footing with global competitors.
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September 29, 2025