China'S Local Sports Brand Is Born To Be Afraid Of Nike.

According to foreign reports, Li Aihua, a student at South China Agricultural University, though he has a pair of slightly worn Lining sports shoes, is proud of his face.

"Lining is China's Olympic gymnastics champion, Lining is also China's most famous brand, so I am willing to support domestic products," Li Aihua said on the nine commercial street in Guangzhou.

With the Olympic Games approaching, more and more young consumers are willing to buy Lining, Anta and other brand goods.

Lining, Anta, Hongxing Erke, PEAK, Conway and other domestic businesses are also working hard to catch up with the gap between the international sports giant Nike.

"Compared with other international competitors, they naturally know more about China's domestic market, and they also have price advantage," said JP Morgan analyst Wu Rui. "Lining is undoubtedly the leader of the Chinese market because they founded the earliest".

Analysts say sporting goods are an excellent way for investors to make profits in China's surging consumer demand.

More people began to pay attention to the quality of life. In 2007, the total retail sales in China amounted to 1 trillion and 300 billion US dollars, up 17% over the same period.

Shanghai forward consulting company expects that the total revenue of China's sports market will rise from 384 million yuan in 2006 to 720 million yuan in 2009.

According to the company, Nike occupied 16.7% of China's sports market share in 2006, followed by Adidas and 15.6%.

Lining and Anta ranked 10.5%, 4%, third and fourth respectively.

But with the gradual recognition of state-owned brands, their rising space is still very large.

A new 5 year peace treaty was signed between Li Ning Co and heavyweight O'neal in 2006.

Lining also sponsored NBA player Damon Jones and Hayes.

Other domestic brands have followed suit, signing foreign players to seek a place in the international market.

The Rockets' 3 players were signed by Anta, and Battier was signed by PEAK for $4 million.

They are aiming at more than the US market.

Anta has tried to sell its products in the Middle East and South Africa; Lining has sponsored the Sultan track and field team; the DPRK delegation will wear the clothing of Hongxing Erke to appear at the Beijing Olympic Games.

Some analysts have warned that the profit margins in the sports market have been sharply compressed due to excessive competition.

According to Swiss bank statistics, the wages of garment industry workers have been forced to increase by 10-20 percentage points after repeated pressure from trade unions.