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UNDERSTANDINGCHINA’SSPORTSMARKETIN2024
Silverliningamidshiftingmentality
Itseemslikewe’reinforachallengingyear
of2024,withashakyeconomy,political
uncertaintyandenvironmentalconcernsstill
looming.ButtheChinesesportsconsumptionmarketishellbentonprovingitsmettlethroughresilienceandcreativity.
Comparedtotheluxuryfashionindustry,
thesportinggoodssectorisonaclearrouteofsteadyrecoveryaftergoingthroughthehazy2023,whenfallingconsumerdemand,partlycausedbyexcessinventoryandsteepdiscounts,failedtomeettheindustry’sloftyexpectations.
Entering2024,brandsandconsumershave
adjustedtheirexpectationstobemore
grounded.Insteadofconcentratingonshort-
termbuzzandgains,brandsloweredtheirsalesambitionstofocusonproducingqualitygrowth.AnincreasingnumberofplayersarereachingouttoChineseshopperswithbrandingeffortsandcommunity-buildinginitiatives.Likethe
ZendayacollaborationswithOnRunningand
Nike’smostaudiblevoiceinyears,“Winningisn’tforEveryone”.
Thereisalsoashifttowardsembracingthe
originalsportsspirit,asChineseconsumersarebecomingmorediscerningandvaluedriven.
Theyarenowlookingforbrandsthatofferbothvalueformoneyandcompellingstorytelling
thatresonatesonanemotionallevel.
Nowadays,itsconsideredagiventhatthe
growinginterestinhealthandwellnessamong
Chinasupper-middleclasswilldrivethe
countryssportssectorforward.Ourresearchshowsthatthefactorsdrivinggrowthare
holdingstrong,includingpurchasingintent,sportingbehavioursandpersonalstyleallplayingarole.
Inthefirsthalfofthisyear,growthofthe
sportsindustryoutpacedmostotherconsumercategories,includingluxury,fashionandbeauty.Thesportsandentertainmentcategorysawayear-on-yeargrowthrateof11.2%fromJanuarytoJune,asreportedbyChinasstatistics
bureau.Whilelargesportswearcom
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