The dynamics of sports consumption in China are witnessing a significant transformation, especially among young consumers. A recent survey conducted by VOGUE Business in May 2024 provides in-depth insights into the changing preferences, consumption patterns, and brand inclinations of Chinese youth towards sports and fitness activities.
The research targeted a total of 1,123 respondents, including Generation Alpha (17%), Generation Z (41%), and Millennials (42%), ensuring a balanced representation of both genders and city tiers. Notably, 75% of the respondents engage in sports or fitness activities at least twice a week, reflecting a strong commitment to maintaining an active lifestyle.
KeyFindings
Health-Driven Consumption and Lifestyle Preferences
A significant 75% of respondents indicated that maintaining physical health and preventing ageing or disease are primary motivators for engaging in sports activities. This is followed by 68% who view sports as a means to relieve stress and enhance emotional well-being. Notably, 52% of respondents cited "achieving an ideal body shape" as a key reason, showcasing a trend towards embracing stronger, healthier body aesthetics over the traditional slender physique.
The Rise of "Sports Tourism"
The combination of "travel + sports" is gaining traction among the affluent Chinese demographic. As the high-net-worth group increasingly favours immersive travel experiences centred around sports activities, the trend of travelling to cities for specific sporting events or experiences has emerged as the new go-to leisure choice. According to the 2024, Hurun Best of the Best - China’s High-Net-Worth Individual Brand Preferences Report, the overall enthusiasm for sports activities among high-net-worth individuals has increased by 20%, with outdoor sports being the second most popular choice after fitness centers.
Fashion-Forward Approach to Sports
The fusion of sports and fashion is more pronounced than ever. The trend of "sports as fashion" is visible on social platforms like Xiaohongshu, where #Fitness and #BodyShaping have amassed over 540 million views and more than 2 million related posts in June 2024 alone. Young consumers are not just looking for functional sportswear but also for stylish, photogenic attire that aligns with their personal aesthetics and boosts their social media presence.
Key Considerations When Purchasing Sports Products
Functionality
Different categories have unique feature demands, such as technological advancements in sneakers, while hiking shoes prioritize anti-slip properties, water resistance, and lightweight design.
Increasing Demand for Versatile and Stylish Designs
The growing outdoor trend is pushing the sports industry towards younger and more fashion-oriented offerings. Apart from material functionality, Chinese youth are looking for versatile, classic designs that cater to various scenarios and exhibit a strong sense of style.
Influential Information Channels and Purchase Preferences
Young Chinese consumers primarily rely on Douyin (45%), Xiaohongshu (44%), and fitness apps like Keep (31%) for sports product recommendations. Offline stores and recommendations from peers also play a significant role. Female consumers show a higher preference for Xiaohongshu influencers' reviews, whereas males lean towards Bilibili and search engines like Baidu and Google.
Preferred Shopping Channels
E-commerce remains the dominant purchase channel, with brand flagship stores on platforms like Tmall and JD.com leading the way. Official brand websites and offline experiential stores follow closely, indicating the importance of a cohesive online-offline strategy for sports brands targeting the Chinese market.
Impact of Olympic Marketing on Brand Perception
The research reveals that 72% of young Chinese consumers develop a favourable impression of brands that engage in Olympic-related marketing activities. Furthermore, 23% adjust their brand preferences based on specific marketing content. Thus, aligning with global sports events such as the Olympics could significantly influence consumer perception and loyalty.
Spending Patterns and Future Outlook
Approximately 30% of the respondents reported spending between RMB 5,000 and 10,000 on sports activities in the past year, while 12% spent between RMB 10,000 and 20,000. Looking ahead, 61% plan to maintain their spending levels, 23% intend to increase their investment, and only 7% foresee a reduction. These findings suggest a positive outlook for China's sports consumption market, with the potential for sustained growth as sports and fitness continue to resonate with young consumers.
Conclusion
The survey underscores the diverse and evolving sports consumption landscape among Chinese youth. The shift towards a healthier lifestyle and a desire for functional yet fashionable sports products present significant opportunities for brands. By leveraging omnichannel strategies, aligning with influential platforms like Douyin and Xiaohongshu, and participating in global sports events, brands can effectively capture this dynamic demographic’s attention and spending power. With sports consumption expected to remain stable or increase in the coming years, the future looks promising for brands that can adapt to these emerging trends and preferences.
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