Sports
Brazil's Running Shoe Market: Velocità's View & Chinese Brands
Rodrigo Carneiro, Velocità's founder, details 30 years in the market and the arrival of Chinese running shoe brands in Brazil.
In this episode of Stemma China, Rodrigo Carneiro from Velocità shares his extensive experience in the running retail market. He analyzes market evolution, shoe technology, and the challenges Chinese brands face entering Brazil, including the impact of tariffs and business models.
On the Stemma China program, hosts Fabio Bessa and Carlos Gueiros welcome Rodrigo Carneiro, co-founder of Velocità, for an in-depth conversation about Brazil's running shoe market and the growing presence of Chinese brands. With 30 years of experience, Carneiro offers a unique perspective on the dynamics of an ever-evolving sector.
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Velocità: Three Decades of Running and Strategy
Velocità, founded in 1996, celebrates three decades of operation, initially as a general sports retailer. However, Rodrigo Carneiro's strategic vision quickly directed the company towards running, identifying a gap in technical knowledge and a promising market. The store closely followed running "booms," such as the emergence of sports advisory services in the 90s, which transformed the sport in Brazil. Today, with five strategically located stores near important running spots in São Paulo, such as Ibirapuera and Ceret, Velocità solidifies its presence and proximity to the running community.
The Technological Evolution of Running Shoes: The End of the "Gait Analysis Test"?
One of the discussion's highlights was the obsolescence of the "gait analysis test" and the division between shoes for pronation and supination. Rodrigo explains that while traditional brands like Asics (with its GT 2000 and Kayano models) still maintain these lines due to a loyal user base, younger brands like On Running are already approaching shoe design differently, focusing on neutrality and scientific evidence that questions the effectiveness of gait correction in injury prevention. This shift in technological paradigm impacts how products are developed and sold.
The Arrival of Chinese Brands: Challenges and Opportunities
The entry of Chinese brands into the Brazilian market is a central theme. Velocità has already tested partnerships with 361 and Qodan. 361, which sponsored the Rio 2016 Olympics (targeting the Chinese, not Brazilian public, according to Carneiro), offers technically good products and some residual brand appeal. However, distribution and the speed of new product launches (every three months) present challenges. Qodan, on the other hand, faces pricing issues, matching Western brands, and lower brand visibility.
A major obstacle for Chinese running shoes is the anti-dumping tariff imposed on footwear from China. This fixed import duty makes entry-level products more expensive and competitively unfavorable. Furthermore, Brazil's commercial model, traditionally focused on multi-brand stores (unlike, for example, direct car sales), and strong competition from national brands like Olympikus (from Vulcabras) hinder penetration. Rodrigo also mentions giant Chinese players still little known in Brazil, such as Anta, Li Ning, and Xtep, with Anta even acquiring a significant portion of Puma, demonstrating a strategy of established brand acquisition.
Smartwatches and The Running Event: Market Trends
In the wearables segment, the conversation addresses the rise of brands like Huawei, Samsung, and Apple in the smartwatch market, competing with giants dedicated to sports such as Garmin, Polar, and Coros. Ease of integration with platforms like Strava and Training Peaks is crucial for athletes. Rodrigo also highlights the importance of The Running Event, a fair in the USA that, from an event restricted to American retailers, has transformed into a global running gathering. For Velocità, the event is an opportunity to see new product launches in advance, network, and reinforce its position as a relevant retailer in Brazil.
Brazil's running market and the entry of Chinese brands are complex, but the expertise and adaptability of companies like Velocità are essential for navigating this dynamic landscape. The combination of technical knowledge, relationships, and careful observation of global trends shapes the future of the sport in the country.
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