How Decathlon adjust to new consumer trends in China
Decathlon opened its first store in Shanghai in 2003 and has been an integral part of China’s retail scene. As the consumer landscape evolves, Decathlon has shifted its strategy. From focusing on expanding its store count, the company now aims to increase profitability and strengthen its connection to local communities. With competition heating up and […]
Living and exercising with style in the sportswear market in China
Even though the broader apparel market in China is slowing, growing only by 0.8% year-over-year in January to June 2024, sportswear is an exception. As Chinese consumers prioritize health and leisure, they are spending more on sportswear. In 2023, the sportswear market in China reached RMB 492.6 billion (USD 68.8 billion), and it is projected […]
From indoors to the great outdoors: The surging outdoor sports market in China
Chinese people have long favored indoor sports, such as badminton, table tennis and calisthenics. However, increasingly more are becoming more interested in outdoor sports. According to a survey report from Nanjing Metropolis Daily in 2022, 69% of the 1,033 respondents participate in outdoor sports on a regular basis. In the rapidly growing outdoor sports market in […]
Outdoor pursuits, personalized experiences, and digital shifts are reshaping the Chinese fitness market
In recent years, the growth of the sports and fitness market in China has been exponential. The fitness population reached approximately 374 million people at the end of 2022, with an increase of 9.6% since 2016, and generating a revenue of more than RMB 941 billion (USD 132.4 billion) in the same year. The latest […]
From local success to global player: ANTA’s strategic blend of tradition, innovation, and sustainability
ANTA(安踏), a prominent player in the Chinese sportswear market, has secured a notable position second only to Nike with revenue reaching RMB 29.6 billion in 2023. The sale is mainly from sports apparel and footwear segment. The company recorded a substantial revenue of RMB 11.1 billion from sports apparel sales, marking a notable increase from […]
Hupu: More than just a sports forum
Hupu (虎扑) is a popular sports forum in China that keeps attracting more users. It started as a website covering basketball news, has since expanded to become a broader sports forum and later a sports news website. The platform offers its audience access to event news, live broadcasts, videos, and other data, both connected to […]
How international sports leagues like the NBA and Champions League continue to soar in popularity in China
In 2014, the State Council issued the “Several Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption”, and various provinces and cities have issued plans for the development of the sports industry, aiming to reach ¥5 trillion RMB in 2025. Policy development becomes the most direct incentive to the development of […]
Turning “tiger moms” into soccer moms: How to tap into China’s youth sports market
Up until late August 2021, most Chinese students’ after school hours were spent bent over the books at tutoring classes. This was largely due to the academic pressure created by an exam-oriented learning culture and parents’ well intentions to set their children up for success. However, with the signing of the Double Reduction policy in […]
Survey on fitness beliefs and exercise habits in China
The scale of the Chinese sports and fitness industry is exploding. According to data compiled by the Chinese General Administration of Sports, from 2016 to 2025, the number of athletically engaged people in China will grow by 39%, from 360 million to 500 million. Not only will there be more athletes and fitness fans, but […]
Chinese netizens reflections on the Tokyo 2020 Olympics: National pride is alive and well
Whether China won 38 or 42 gold medals, the Tokyo 2020 Olympics caused a rise of netizens commentary on Chinese social media. Through social media listening we gained a deeper understanding China’s national pride, but also openness and appreciation of other cultures. Here are the main takeaways from social listening regarding Chinese netizens reflections on […]
Out-of-home entertainment in China is becoming both more active and more high-tech
With the growing middle class in China comes a greater emphasis on the quality of life. Families are willing to spend more money on leisure time to unwind from work and school. According to iResearch, the market size of out-of-home entertainment in China has a steady growth rate at around 15% in the past years, […]
Chinese reactions to Kobe Bryant’s death show influence has no boundaries
When news of the NBA legend Kobe Bryant’s death broke on Sunday, January 27th, 2020, his death was mourned around the world, especially in China. Chinese reactions to Kobe Bryant’s death shows how he was beloved to the nation. The hashtag about Kobe Bryant’s death (#科比去世#) on Sina Weibo had accumulated about 6.5 billion views […]