2014-2023年，国产运动品牌市占率逐步提升

1 Nike 14.3% 15.5% 16.9% 18.2% 18.7% 18.8% 20.1% 18.1% 17.5% 17.9% 3.6% -2.0% -0.9%

2 安踏 7.0% 7.8% 8.1% 8.4% 9.0% 9.1% 8.6% 9.8% 10.8% 10.2% 3.2% 1.2% 1.1%

3 李宁 6.6% 6.9% 6.6% 6.2% 6.0% 6.5% 6.8% 9.3% 10.4% 10.1% 3.5% 2.5% 3.6%

4 adidas 14.8% 15.3% 16.1% 18.3% 19.2% 18.8% 16.6% 15.0% 9.8% 9.0% -5.8% -1.6% -9.8%

5 Fila 1.5% 2.0% 2.2% 2.5% 3.7% 5.4% 6.5% 7.3% 7.4% 7.4% 5.9% 0.8% 2.0%

6 特步 6.6% 6.3% 5.6% 4.5% 4.7% 4.8% 4.6% 5.0% 6.1% 6.1% -0.5% 0.4% 1.3%

7 Skechers 0.6% 1.8% 3.0% 3.9% 4.9% 5.3% 5.9% 6.6% 5.9% 6.0% 5.4% 0.7% 0.7%

8 Jordan 2.2% 2.5% 2.9% 2.9% 3.0% 3.9% 4.5% 4.3% 4.5% 4.7% 2.5% -0.2% 0.8%

9 361° 4.3% 4.3% 4.2% 3.8% 3.1% 2.9% 2.7% 2.7% 3.3% 3.4% -0.9% 0.0% 0.5%

10 乔丹 2.3% 2.4% 2.5% 2.6% 2.5% 2.3% 2.0% 2.0% 2.1% 2.2% -0.1% 0.0% -0.1%

CR10 65.2% 67.8% 69.8% 71.8% 74.8% 77.8% 78.3% 80.1% 77.8% 77.0% 11.8% 1.8% -0.8%

资料来源：欧睿运动服饰行业数据库，申万宏源研究

化妆品行业近几年国产品牌崛起趋势明显，国产品牌在产品力、渠道运营等方面均在赶超

•2014-2023年十年维度：珀莱雅/薇诺娜品牌市占率+1.8pct/2.3pct，2023年市占率同比继续提升；而兰蔻/雅诗兰黛/SK-II品牌在2023年市占率降低。