Latin America: International Brands And Local Brands Stand Side By Side.

In Brazil, Nike leads the sportswear market, occupying 11% of the total market.

Sales of Nike sports shoes rose rapidly after Brazil's per capita disposable income increased.

In the past, Nike shoes were one of the high-end products pursued by Brazilians.

After raising the per capita income and purchasing power, Nike shoes flew into the homes of ordinary people in Brazil. Many middle-income Brazilians had a pair of Nike shoes in their wardrobe.

Not only that, Nike has also set a new development target: by 2020, sales in the Brazil market have doubled.

In October 2013, Nike opened its own brand online retailer, and announced that it would soon launch a customized sports apparel service on the website, which is just right in Brazil, the soccer kingdom.

In addition, Brazil's local brands Mizuno and Olympikus account for second third of the market, Mizuno's share of the market is 7%, and Olympikus is 4%.

The two major local brands have adopted medium pricing strategies, sales channels and conditions are very good, and recently launched a series of running shoes products.

Running becomes

The second most popular sport.

There are about 4 million 500 thousand running enthusiasts in Brazil.

Brazil's runners are very willing to pay high price for this professional sportswear, and the market prospect is still very broad.

In addition, cycling is becoming more and more popular. Some streets in St Paul, Brazil, are closed every Sunday, specially used to host a variety of bicycle races, which have a very large growth in the sports clothing market.

Of course, this good market prospect contains market risks.

At present, the biggest risk is the consumer credit bubble.

Brazil's economic growth is mainly driven by consumption rather than investment.

It is easy to get credit, which is the main driving force for domestic consumption growth in Brazil. Many Brazilians pay for sports clothing by monthly installments.

These debt laden consumers will have a big negative impact on sportswear consumption as long as they tighten their belts.

Moreover, many Brazilians who earn a lot of money often go abroad to purchase large quantities of one-off sportswear to avoid their high import taxes.

Finally, on the market

Many, though not able to predict the impact of these counterfeit products, can be sure that counterfeit goods still have a market. When the lower income Brazil consumers have no choice, they will buy these counterfeit goods.

But on the whole, Brazilians prefer to buy genuine products.

Like Brazil, the increase in sales of sportswear in Mexico also benefited from rising per capita disposable income and raising health awareness.

The government of Mexico has introduced several measures, such as levying taxes on soft drinks and encouraging people to strengthen physical exercise, so as to enhance the health of the whole population.

These encouraging policies of the government have greatly increased the enthusiasm of Mexicans in sports.

This will greatly improve the sales of sports apparel in the future.

Although Mexicans' brand awareness is not as strong as Brazilian, the popularity of running sports also promotes the sales of brand sports shoes.

According to statistics, in 2013, the sales growth of brand shoes in the Mexico market ranked first among all sportswear.

Unlike Brazilians, runners in Mexico usually choose cheaper sportswear, rather than the Brazilian people choose the world famous brand of professional sportswear.

Nike and

Leading the sportswear market in Mexico.

Unlike Brazil, the market share of Mexico's local brands is much lower.

In this case, other well-known international clothing brands have entered the Mexico market. For example, H&M recently launched a series of sportswear monopoly in Mexico.

The market share of Mexico's local brands is negligible.

From the point of view of sportswear prices, the price of Nike and Adidas in Mexico market is undoubtedly the most expensive.

However, for the consumers in Mexico, the price of these two sports brands is higher, so they tend to lower the ordinary brand or fashion brand.

For higher priced brands, it is impossible to raise prices in the Mexico market to become an obstacle to the development of these brands.

Therefore, for the sportswear brand of ordinary price and fast fashion sportswear brand, the market space of Mexico is very large, much better than that of Brazil market.

According to Ou Rui International forecast, the Latin American sportswear market will continue to grow by 28% in 2018, and its growth will be as high as 6 billion 800 million US dollars in all parts of the world.

Despite all possible risks, but with the expansion of the middle class in Latin America and the young population structure, Latin Americans have a very good sense of sports, health and enjoying life. There is no doubt that the Latin American sportswear market is a risky market for sportswear manufacturers.