拿下“最强省运会” 鸿星尔克凭什么又一次跃升？

This article analyzes the core logic behind Chinese domestic sportswear brand Erke's recent brand elevation after securing official partnership with the Guangdong Provincial Games, and shares key insights on current trends in China's sportswear market for general consumers.

1. China's sportswear market has shifted from catering to a small group of elite athletes to serving mass consumers' daily fitness needs. Driven by the national fitness initiative, China's sports industry is projected to reach a total market size of 7 trillion yuan by 2030, with 40% of the population expected to exercise regularly, making sports a mainstream lifestyle in the country.

2. Everyday sports enthusiasts can access Erke's multi-tiered sports services: On the product side, it offers the Zhijing carbon-plated running shoes for professional runners, the new K-series arch-support running shoes for daily jogging and fitness tests, and a new casual sportswear line that works for commuting, exercise and leisure, meeting multiple daily needs with a single piece. Erke also hosts low-threshold public sports events such as city park runs and the CFC National Fitness Competition, plus科普 on sports injury prevention, making professional-level sports services accessible to ordinary people.

Drawing on Erke's case, this article shares new insights on brand marketing and product development for sportswear brands amid the national fitness boom, and outlines future consumer trends.

1. In terms of consumer trends, the growth center of China's trillion-dollar sportswear market has shifted from elite competition to full-scenario daily sports for ordinary consumers. Policy tailwinds will add more than 3 trillion yuan in incremental market size to China's sports industry by 2030, when 40% of the population will exercise regularly, making mass sports demand the core growth driver going forward.

2. For brand marketing, unlike the common industry strategy of pouring money into top-tier elite events for short-term exposure, Erke has forged a new path: It pursues a two-way strategy of claiming positioning in elite professional competition while deepening roots in the mass market. It refines products through professional events, then builds a full-scenario sports ecosystem for the general public, turning short-term event buzz into a long-term, cycle-resistant brand foundation.

3. For product development, brands need to build products around the actual needs of Chinese consumers, iterate on craftsmanship and materials based on user feedback collected from professional events, and develop full-coverage, full-scenario product lines with tailored designs that fit Chinese body types, to meet diverse needs ranging from professional competition to daily commuting.

This article analyzes new shifts in China's domestic sportswear and apparel track, and outlines new growth opportunities and actionable lessons for all types of sports sellers.

1. For market opportunities, driven by the National Fitness Plan (2026–2030), China's sports industry will reach 7 trillion yuan in size by 2030, adding more than 3 trillion yuan in incremental market. The market landscape has shifted from foreign domination by Nike and Adidas to fine-grained, ecosystem-focused competition among domestic brands, leaving significant room for growth for domestic brands that focus on deepening local mass demand.

2. Operational takeaways: Instead of only chasing short-term traffic from top international events, sellers should adopt the two-way approach of refining products professionally and serving the mass market: Verify and improve product performance through professional events, then adapt professional technology to meet mass consumers' needs across different sports scenarios, build a complete value chain from professional competition to mass fitness, and convert event traffic into long-term user word-of-mouth and a solid brand foundation.

3. Demand opportunities: Consumers have strong demand for multi-scenario compatible products. Items suited for daily jogging, fitness tests, and multi-use for commuting and sports are particularly popular, and products tailored to Chinese body types and usage habits easily generate organic word-of-mouth spread.

Drawing on Erke's brand development practice, this article outlines changing product demand, new business opportunities and key takeaways for sportswear manufacturing and processing factories.

1. Product design and manufacturing demand has shifted: The market no longer only needs single-function products for professional competition. Instead, it demands products covering all ages, all scenarios, and all user groups. These products need to meet the high performance standards of professional competition, while also delivering the comfort and multi-scenario adaptability required for daily exercise and casual commuting. Designs also need adjustments to fit the body characteristics of Chinese consumers.

2. For business opportunities, the national fitness boom has opened up more than 3 trillion yuan in new market space, and demand for mass sports products continues to surge. Domestic brands that follow the right strategic path are seeing stable growth, driving sustained rising demand for upstream manufacturing. Factories focused on the domestic market can access more stable order opportunities.

3. Key development takeaways: Factories can partner with domestic brands that focus on deepening local mass demand, refine craftsmanship and optimize materials based on the actual sports needs of the public, continuously iterate products based on user feedback from professional events collected by partner brands, improve their own manufacturing and R&D capabilities, keep up with industry upgrading trends, and achieve long-term growth.

This article analyzes new development trends in China's sports industry, outlines core industry pain points, and points out new business directions for sports-related service providers.

1. Industry development trends: The growth center of China's sports industry has shifted from elite competition to mass national fitness. Brands are no longer just event sponsors and equipment suppliers; they have transitioned to co-builders of the national sports ecosystem, leading to a sharp increase in demand for full-link supporting services.

2. Core industry pain points: Most brands currently face two key problems: First, they struggle to convert short-term traffic from events into long-term stable brand equity, with buzz fading quickly once events end. Second, they struggle to bridge the scenario gap between elite sports and mass sports, and cannot meet the full-scenario product and service needs of different consumer groups.

3. Directions for business solutions: Service providers can build their布局 around the mass sports ecosystem: First, they can offer supporting services including public sports event execution, mass tournament operation, and sports knowledge科普 to help brands connect with ordinary consumers. Second, they can provide supporting services for full-scenario product development, including material R&D and design support, to help brands meet the diverse needs of all user groups.

Drawing on Erke's brand upgrading case, this article shares actionable insights on brand partnership, operation management, and risk mitigation for sports-related platforms.

1. New brand demands on platforms: Domestic Chinese brands are generally transitioning toward building a mass sports ecosystem. They not only need traffic support from platforms, but also require platforms to connect them with offline mass event and sports scenario resources, to help brands convert event traffic into long-term user assets and a solid brand foundation for sustained growth.

2. Platform招商 and布局 priorities: Platforms should prioritize onboarding domestic brands like Erke that focus on deepening local national demand and adhere to a long-term strategy. These brands enjoy high user recognition and strong user stickiness, can bring sustained stable traffic to platforms, and align with the development trend of national fitness.

3. Risk mitigation guidance: Platforms should avoid brands that only rely on short-term traffic, spend heavily on top-tier event exposure but lack solid product capabilities; these brands lose popularity quickly and bring cooperation risks to platforms. At the same time, platforms can proactively build sports scenarios that connect brands and mass consumers, help brands execute public sports activities, and achieve a win-win outcome for both platforms and brands.

Taking Erke's brand elevation via securing the official partnership for the 2026 Guangdong Provincial Games as a case study, this article sorts out new trends in the development of China's sports industry and domestic Chinese brands, summarizes a new business model, and provides a typical case for industry research.

1. New industry trends: The growth center of China's sports industry has completed its shift, moving from the competitive arena for a small elite group to daily fitness for hundreds of millions of ordinary people. Policy推动 will bring China's sports industry to a 7 trillion yuan market size by 2030, adding more than 3 trillion yuan in incremental market. China's race and event market has shifted from foreign domination to fine-grained, ecosystem-focused competition among domestic brands. Meanwhile, domestic Chinese brands have entered the 3.0 development stage: after the manufacturing advantage of 1.0 and the national trend supply chain dividend of 2.0, they have moved into 3.0, focused on deepening national demand and building ecosystems.

2. Summary of the new business model: Domestic Chinese sportswear brands have developed a new growth model: a two-way growth system of "claiming positioning in elite professional competition up top, serving national fitness at the grassroots". This ultimately builds a complete, multi-dimensional service system integrating top-tier events, mass sports and professional training, which can convert short-term event buzz into long-term brand equity and build differentiated long-term strategic barriers, providing a new solution for growth for domestic Chinese brands.