Exports of sporting goods from Yiwu topped 10 billion RMB in 2025, with the first quarter of 2026 showing a 12% year-on-year increase to 2.83 billion RMB. While the initial procurement wave has crested, merchants report persistent production backlogs as retailers scramble to restock. The market is increasingly defined by cultural souvenirs—plush toys, keychains, and figurines—rather than purely functional sports equipment.
Firms like Kanglewu House Decoration are capitalizing on this shift, investing hundreds of millions of yuan into licensed goods. Their best-selling item, a lamb pendant featuring Lionel Messi’s digital signature, has already surpassed 60,000 units shipped. Similarly, Gahumi Textiles is utilizing high-precision dye-sublimation to meet demand for premium scarves, moving over 200,000 units monthly since the start of the year. For manufacturers like Grey Rabbit Accessories, the surge has pushed order volumes up 30% over previous cycles, forcing some buyers to wait for open production slots as the tournament progresses toward the knockout stages.
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