China Sportswear: Online Sales Tracker (Jun 2026) – Slight Recovery From April

Research evidence excerpt

China Sportswear: Online Sales Tracker (Jun 2026) – Slight Recovery From April

Deutsche Bank

Research

Asia Industry Date

China 16 July 2026

China Sportswear

Consumer Industry Update

Textiles, Apparel & Luxury

Goods

Online Sales Tracker (Jun 2026) – Slight

Recovery From April

Sammi Xu

Note: Our monthly China Sportswear Online Sales Tracker covers top-selling sports

Research Analyst

brands in mainland China and their sales on Taobao, Tmall, and Douyin. The data +852-2203-5415

covers: (1) industry data: sports footwear, sports apparel, outdoor and hiking, yoga,

gym and other accessories; and (2) brand data: all categories. Data in this report

represents end-market online GMV (sell-through), taking into account returns/

refunds, while store-/platform-wide subsidies are not factored in for Taobao and

Tmall. Sell-through data shown in this report does not represent brands' revenue.

Data in excel is available upon request

May/Jun-26 review: demand improved vs April, but recovery remains uneven

China's online sportswear sales improved in May/June after a soft April, though

demand remained uneven across categories and brands (Figure 1). The earlier

2M26 rebound was likely driven by the later timing of CNY, which shifted holiday

purchases from 4Q25 into early 2026. While April data was weak, the May/June

numbers showed better momentum among leading domestic and international

brands. Based on our channel checks, the overall spending environment remains

soft despite the slight improvement, mainly due to weak consumer sentiment and

a disappointing macro backdrop. As a result, discounts have deepened both online

and offline as brands seek to drive traffic and sales.

For previously high-growth categories such as outdoor and running (Figure 2), we