Ask Yourself Why … by NORRIE WILLIAMSON
ASK YOURSELF WHY …
Ask Yourself Why … by NORRIE WILLIAMSON
The Chinese Revolution
The global market for running shoes looks set to experience a dynamic change with the introduction of a number of hi-tech Chinese running brands .
With a population of 1.46 billion , China is a massive market for any industry , including running . In 2023 , the country hosted 65 World Label events , including 12 Gold and 2 Platinum-status events . Most races in China are seriously oversubscribed , often attracting over 100,000 applications submitted for just 20,000 to 30,000 places , which means many runners are forced to compete in lesser events . In 2019 there were over 1900 races with over 800 participants , and an estimated 7.1 million runners . However , the Chinese Athletics Association is said to have the fastest-growing sport in China , so that number is probably closer to 10 million for 2023 .
The point is that this is both a viable and sustainable market for any local shoe manufacturer , particularly when many are also producing the shoes for the major international brands such as Nike , Adidas and Saucony , and even the local Mr Price Sports . There are now half a dozen major Chinese brands , which not only sponsor the prestigious events in that country , but also the top Chinese athletes and the national team . Anta , X-tep , Erke , 361 and Li-Ning are amongst the top brands .
Sidenote : Interestingly , Li-Ning is owned by Chinese Olympic gymnast Li Ning , who won six medals at the 1984 Olympics , and famously and stunningly opened the 2008 Beijing Olympics by being hoisted high into the air with cables and appearing to run around the inner roof of The Nest stadium with the Olympic torch in hand .
These are major companies , many of which manufacture shoes and gear for multiple sports codes and disciplines , as well as exporting the contracted ( licenced ) international products . Until recently , these companies really didn ’ t need to export their own products and brands outside their national market , as the sales in China were substantial , but the winning ways of the world ’ s best marathon and distance runners is impacting on the Chinese market , which seems to be prompting an innovative rethink , which in turn has the potential to benefit runners everywhere in the world .
Competing by Co-operating
One local innovative action in the last couple of years is that while a Chinese event may be sponsored by one brand , say X-tep , another brand , say Anta , contacts the race and offers to bring in the elite field . Anta will then pay all travel , accommodation and appearance fees for the required eight to 20 Gold Label / Elite athletes for the race . The athletes ’ contract will include wearing Anta branding and shoes , with time or position incentives .
This apparent conflict of interests actually benefits all , and is accepted by all in Chinese running circles . The organisers effectively have another sponsor , as do the elite athletes , X-tep gets all the venue , route and television branding ( and often , exclusive rights to sell its products at the event ), while Anta gets the team and awareness branding , and is seen to have the ‘ winning shoes .’
Sidenote : This level of co-operation between brands seems to work well in China , whereas in South Africa , we often see brands demanding exclusivity at events
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ISSUE 165 | www . modernathlete . co . za The running boom in China is not just seeing more people running in races , but also leading to Chinese shoe brands making a bigger impact on the global running market