Lockdowns lasting months in some areas have unsettled consumers in China. The apparel market has not escaped this. The NPD Group provides an overview of the biggest winners and losers – sports brands among them – on the most important e-commerce platform in China, Tmall.
Overall, the apparel market fell 33 percent year-over-year in April 2022. Activewear fell another two percentage points compared with the overall apparel market.
Of particular interest is that Nike doubled its sales from April 2021. Lululemon’s sales also grew. Uniqlo saw sales fall sharply, although it remains the most important brand for consumers on Tmall.
You can find more information on NPD’s Apparel tracking here.
