从赛道到趋势 上海如何引领中国运动零售市场发展（英语）

shanghai'SRoleas

china'ssportsRetailHub

CBRECHINARESEARCHAUGUST2026

withawarenessaroundhealthandwellnesscontinuingtorise,participationinsportandotherformsofexerciseis

becominganincreasinglyimportantpartofeverydaylifeinchina.sportinggoodsandathleisureretailersare

capitalisingonthistrendbyshiftingfocusfromcustomeracquisitiontobuildinglong-termcustomervalue.Thisphenomenonisspurringtheevolutionofphysicalretailstoresintoplatformsforbrandbuildingandcommunityengagement.

Landlordsarerespondingtothistrendbyshiftingsportsretailersfromasupportingretailcategorytoacoredriveroffoottrafficandakeygrowthengine.Nowfirmlyestablishedasaleadinginternationalconsumptionhuband

strategicmarketforglobalsportsbrands,shanghaicanprovideimportantinsights,experienceandlessonslearnedforthesector'sdevelopment.

Basedonasurveyofmorethan650sportsstoresacrossshanghai,thiscBREreportprovidesvaluableinsightsforretailers,landlordsanddevelopersbyanalyzingtheemergenceofnewsportinggoodssegments;assessingthe

effectivenessofcommunity-ledretailstrategies;identifyingretailers'locationalpreferencesinprimeretaildistricts;andprofilinginnovativeandevolvingstoreformats.

SPATIALTRANSFORMATION

Flagshipclusteringandhigh-streetexpansionare

redefiningtheretailenvironment,withstoresevolvingtobecomeexperienced-ledcommunityhubs

MARKETDYNAMICS

policy,industry,andevent-drivengrowtharereinforcingtheroleofsportsretailasakeytrafficandleasingdriver

CATEGORYEVOLUTION

specialisedsportssegmentsarebecomingmoreprominentandreshapingmarket

competition

FromTracktoTrend:Shanghai’sRoleasChina’sSportsRetailHub

supportedbyongoingpolicyincentivesandapost-pandemicresurgencein

majorsportingevents,shanghaicontinuestoexpanditssportsinfrastructure

andencouragegreaterlevelsofparticipationinphysicalactivity.Government

datashowtheproportionofthecity'sresidentsengaginginregularexercise

increasedfrom43%in2019to50%in2025.Astheeconomicimpactofsportingeventsbecomesincreasinglyevident,theintegrationofsportsandcommercial

activityisgeneratingincrementalfootfallandenhancingconsumptionacrosstheretailmarket,

Theconsumptionofsportinggoodsandactivitiesinshanghaiisevolving

202650%182

beyondtraditionalfitnessneedstowardbroaderobjectivessuchaswellness

management,performanceimprovement,andsocialengagement.Risingdemandformorespecialisedandpurpose-drivensportingactivityiscompellingbrandsandoperatorstorefinetheirproductandactivityoffering,creatingavirtuous

cycleofdemandcreation,productinnovation,experientialretail,andvalue-addedservices.Thisshiftisreshapingshanghai'ssportsconsumption

ecosystemandsupportingthecontinuedgrowthofthesportsretailsector.

4CBRERESEARCH©2026CBRE,INC.

Figure1:sportswear'sshareofNewApparelstoreopeningsinshanghai2023-2025

202320242025

FromTracktoTrend:Shanghai’sRoleasChina’sSportsRetailHub

7CBRERESEARCH©2026CBRE,INC.

FromTracktoTrend:Shanghai’sRoleasChina’sSportsRetailHub

Trend1:

Firststore

reinforce

Asakeygatewayforbothinternationalsportsbrandsandemergingdomesticplayersenteringchina,shanghaicontinuestostrengthenitspositionasaleadingconsumermarketandstrategiclaunchplatform.sportsbrandsareincreasinglyprioritisingshanghai'sprime

retaildistrictsaslocationsforflagshipstores,experientialconcepts,andchinadebuts,usingthecitytotestthemarketresponsetotheirofferingandreinforcebrandpositioning.Thistrendisreflectedinthecontinuedconcentrationofhighprofilestoreopenings.

Fromestablishedglobalbrandstospecialistplayerssuchassalomon,HOKA,andon,manyinternationalsportsbrandshavechosen

shanghaiasthelocationfortheirchinaheadquarters,flagshipstores,andconceptstores.Havingmovedwellbeyondmerelyservingas

internationalbrandsacceleratemarketpenetrationandconsumerawareness.

Figure2:New-to-MarketsportsBrandstoreopenings

Figure3:BreakdownofsportsBrandopeningsinshanghai2023-2025

china

firststore

shanghaifirststore

Asiapacific/Globalfirststore

nInternationalDomestic

source:CBREResearch,August2026

FromTracktoTrend:Shanghai’sRoleasChina’sSportsRetailHub

Figure4:shanghaioutdoorsportsBrandGrowth(TopsixandMarketshare)

Astheshanghaipopulace'sparticipationinoutdooractivitiescontinuestoexpandacrossawider

rangeofpursuitsandbecomeincreasinglyspecialised,theoutdoorclothingsegmentisevolvingfromalandscapedominatedbyahandfulofleadingbrandstoamorediversifiedmarketplace.

whilethenumberofoutdoorclothingstoresinshanghaigrewrapidlybetween2023-2025,the

combinedshareofstoresbelongingtothesixleadingoutdoorbrandsdeclinedfromnearly70%toaround40%.Thisshiftreflectsnotacontractionamongestablishedplayers,buttheacceleratingentryofemergingspecialistbrands.

Brandssuchas,Norrgna,KI⃞ttermusen,salomon,andsnowpeak,whicharefocusedon

nichesegmentssuchasalpinesports,climbing,trailrunning,technicalapparel,andpremium

camping,continuetoexpandtheirpresenceinthecity.Theincreasinginfluxofspecialistbrandsisreshapingshanghai'soutdoorclothinglandscape,drivingthemarketfromscaleledgrowthtowardgreatersegmentationandcategorydiversification.

)

**TOP6refersto:TheNorthFace,columbia,Descente,,kolon,Montbell,kailas.source:CBREResearch,August2026

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FromTracktoTrend:Shanghai’sRoleasChina’sSportsRetailHub

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Figure5:

NikeACGchinaFirstFlagshipstoreBeijingsanlitun

Brandstrategy

Thecontinuedgrowthinoutdooractivityparticipationandexpansionofspecialistbrandsispromptingleadingsportswearcompaniestorefinetheirbrandportfolios,shiftingfromasinglebrandfocustowardamultibrandstrategy.Manysuchgroupsarestrengtheningtheirpresenceintheoutdoorsegmentthroughestablishing

dedicatedproductlinesandsub-brands,includingNikeACG,adidasTerrex,underArmoroutdoor,ANTA

CHAMPION,andLi-NingCOUNTERFLOWTheseinitiativesnotonlybroadentargetconsumerreachbutalsoenableclearerpositioningwithinincreasinglycompetitivenichesegments.

channelandstoreEvolution

Figure6:

UAoutdoorchinaFirstFlagshipstore

shanghaixintiandi

portfoliodiversificationisdrivingchangesatthestorelevel,withbrandsexpandingthroughbothstandalone

conceptstoresandupgradestoexistingflagshiplocations.Newformatsarebeingintroducedtostrengthen

specialistbrandidentityandpositioning,whilelargerflagshipstoresareincorporatingadditionalexperiential

elementstoenhancecustomerengagement.Asaresult,traditionalsportsretailstoresareevolvingbeyond

product-focusedretailformatstowardintegratedspacesthatcombineretail,experience,andcommunity

engagement.Thistransitionisstrengtheningbranddifferentiationwhileprovidingshoppingcentreswithamoreengagingtenantoffering,therebygeneratingstrongerfootfall.

FromTracktoTrend:Shanghai’sRoleasChina’sSportsRetailHub

10CBRERESEARCH©2026CBRE,INC.

Thepostpandemicresumptionofmajor

sportingeventsandgrowingprofileof

professionalathletesareacceleratingthe

expansionofspecialistsportsbrands.Large-scalesportingeventssuchasthe2024

summerolympicsandthe2026FIFAworldcupareservingaskeycatalystsforstoregrowthandbrandexpansion.

Thistrendisreflectednotonlyintherisingnumberofstores,butalsoinevolving

locationstrategiesandstoreformats.yogabrandssuchasLululemon,Aloyoga,and

vuori,alongsideemergingcyclingandtennisbrands,areexpandingtheirpresencein

primeretaildistrictswhileintroducing

experientialandcommunityorientedstoreconceptstodeepenconsumerengagement.

Asshanghai'ssportingretailmarketevolves,retailersareincreasinglyshiftingfrom

traditionalretailoutletstomulti-functional

spacesthatintegrateretail,sports

experiences,andcommunitybuilding.BY

convertingevent-driventrafficintolong-

termcustomerrelationships,theseformatsareenhancingbranddifferentiationwhile

providingshoppingcentreswithamore

compellingtenantofferingtocapture

demandgeneratedbymajorsportingevents.

Figure7:TotalNumberofpro-sportsBrandsinshanghai,2023-2025

RunningyogauTennisacyclinguskiing

source:CBREResearch,August2026

Trend3:

RetailFormatInnovation

Thisdual-levelformatisincreasinglypopularamongsportsbrandsandcombinesretail,

experienceandcommunityengagement.Thegroundfloordrivesconversionthroughproductdisplaysandsocialinteraction,whiletheupperfloorfocusesonimmersiveexperiencesand

memberactivation.Themodelextendsbeyondtransactionstocustomerrelationshipbuilding,supportingbothsalesconversionandlongtermbrandloyalty.

content

FromDisplay&salestoscenarios,content&community

MemberLounge/Eventspace

productDisplay

Area

Fitnessstudio

NutritionBar&caf⃞

service

1F/180SQ..2F/120SQ..

BrandExperiencewall

customerservice&

checkout

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FromTracktoTrend:Shanghai’sRoleasChina’sSportsRetailHub

Assportsconsumptioninshanghaicontinuestomoveupmarketand

becomemorelifestyle-oriented,brandsareplacinggreateremphasisonsecuringlocationswithinprimeretaildestinationstoenhancebrand

visibilityandstrengthenconsumerawareness.Inadditiontoproviding

accesstoaffluentconsumersandtrendconsciousaudiences,primeretaildistrictsofferanidealplatformforflagshipstoresandcomprehensive

productshowcases.

Amidslowergrowthintraditionalfashionretail,landlordsincreasingly

regardsportsbrandswiththeirstrongcommunityengagementand

consistentcustomertrafficasvaluableadditionstotenantportfolios.

Leadingretailprojectsareassemblingadiversemixofsportsbrands

spanningurbanlifestyle,outdoorrecreation,andperformancesports,

supportingtenantdiversificationandenhancingoverallconsumerappeal.

Drivenbybothbrandexpansionstrategiesandlandlorddemand,premiumsportsbrandsarebecomingincreasinglyconcentratedwithinshanghai'sprimeretaildistricts.

Figure8:DistributionofsportsApparelBrandstoresinshanghaibyRetailHub

Numberofstores

303540

Figure9:sportsApparelBrandMixinkeyshanghaishoppingcentres

0510152025

FromTracktoTrend:Shanghai’sRoleasChina’sSportsRetailHub

driversofretailleasingactivityinshanghai,

andareplayingamajorroleinextendingretailvitalitybeyondprimedistrictsandinto

communityandalternativeretaildestinations.

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FromTracktoTrend:Shanghai’sRoleasChina’sSportsRetailHub

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sportsbrandexpansioninshanghaiisincreasinglyextendingbeyondprimeretaildestinationstonon-standardandcommunityretailprojects.Theseformatsofferdifferentiatedexperiencesandgreateroperational

Figure10:LocationDecisionFramework:primeRetailvs.AlternativeFormats

primeLocationLandmarkshoppingcenters

Non-standard/specialtystreetDistricts

corepositioning&strategicvalue

Dedicatedtocreatinglandmarkcommercialdestinationswithcitywideornationalreach,providingbrandswiththehighestlevelof

institutionalendorsement.

Deeplyrootedinspecificneighbourhoodsor

subculturecommunities,emphasisingresonahce

。

spatialFormat&physicalAttributes

standardised,largescale,inward-facing

Flexible,non-standard,outward-facing

Targetcustomerprofile

Broadcatchment,businessprofessionals,destinationshoppers

verticalenthusiasts,high-net-worthlocalresidents,communityloyalcustomers

sports/outdoorBrand

"BuildImage":omni-channelshowcasesand

"cultivatecommunities":concepttestingand

LocationRequirements

benchmarkproductlineup

deepuserinteraction

TenantMixEcosystem

High-profilepositioning,majorbrandsynergy

Independentnichebrands,complementaryaesthetics

AssetManagement&LeasingLogic

Highrentpremiumwithstrongsales-per-sqmbenchmarks

Flexibleleasesandcocreatedtraffic

Typicalshanghai

、、

GateM,AnfuRoad,yongyuanRd,xiansuo,

BenchmarkExamples

style,etc.

columbiaclub,ROCKBundandetc.

source:CBREResearch,August2026

Figure11:salomonstoreonAnfuRoad

Figure12:ONRunningstoreatwestBund

FromTracktoTrend:Shanghai’sRoleasChina’sSportsRetailHub

BrandDiversificaticon

n

n

Event&participantEvolution

n

n

vlulti-scenarioExpansion

n

n

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FromTracktoTrend:Shanghai’sRoleasChina’sSportsRetailHub

retaildestinations

shoppingmallsareevolvingbeyondtraditionalbrand-ledmodelstowardsassetsfeaturinggreaterspace

efficiencyandmixed-useintegration.Bycreatingmorediverse,all-dayconsumerandsocialexperiences,

projectssuchassingapore'SFunanandBangkok'SEmsphereoffervaluableinsightsintothefutureofassetactivationanddestinationenhancementinshanghai.

Funan

singapore

Bangkok

underutilisedcommonareasinFunanweretransformedintodestinationspacesthroughtheintegrationofamulti-levelindoorcyclingtrackandanatriumclimbingwall,enhancingbothspaceefficiencyandproject

identity.Thissports-leddesignstrategyhassupportedhighervisitationfrequency,longerdwelltimesandstrongersynergieswithadjacentretailuses,contributingtoimprovedperformanceacrossthemall.

Emsphereintegratesasports,retailandentertainmentofferingtocreateadiversifiedlifestyledestination.

Extendedoperatinghoursandsociallydrivenbrandconceptsfurtherenhancecustomerengagementand

visitationfrequency.Themodelexpandssportsconsumptionbeyondfunctionaldemandintosocialand

entertainmentexperiences,attractingyoungerconsumerswhilestrengtheningoperationalresilienceandassetperformance.

shanghai'sretailprojectsarewellpositionedtoenhancedifferentiationthroughthesystematicreconfigurationofspaceandtheintegrationofdiverseuses.Byfosteringhigh-frequencyvisitationandimmersiveexperiences,projectscanoptimisefootfallquality,improveconversionefficiencyandstrengthencustomerengagement.Thesestrategieswillsupportresilientoperatingperformanceandreinforcelong-termassetvalueamidanincreasinglycomplex

marketlandscape.

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ivy.lu@

sam.xie@

yuhan.zhou@

zino.helmlinger@cbre.com

©Copyright2026.Allrightsreserved.Thisreporthasbeenpreparedingoodfaith,basedonCBRE’scurrentanecdotalandevidencebasedviewsofthecommercialrealestatemarket.AlthoughCBREbelievesitsviewsreflectmarketconditionsonthedateofthispresentation,theyaresubjecttosignificantuncertaintiesandcontingencies,manyofwhicharebeyondCBRE’scontrol.Inaddition,manyofCBRE’sviewsareopinionand/orprojectionsbasedonCBRE’ssubjectiveanalysesofcurrentmarketcircumstances.Otherfirmsmayhavedifferentopinions,projectionsandanalyses,andactualmarketconditionsinthefuturemaycauseCBRE’scurrentviewstolaterbeincorrect.CBREhasnoobligationtoupdateitsviewshereinifitsopinions,projections,analysesormarketcircumstanceslaterchange.

Nothinginthisreportshouldbeconstruedasanindicato