ISPO series offers insight into Chinese consumer - sportstextiles: Lea SportsTextiles

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ISPO series offers insight into Chinese consumers

27/11/2019
ISPO series offers insight into Chinese consumers
Organisers of trade fair ISPO and consulting company Trendbüro have published a ‘white paper’ series for sports brands on how to appeal to Chinese consumers.

Researchers evaluated 7.7 million posts on the most popular Chinese social media channels, micro-blogging service Sina Weibo and WeChat app to produce the study, called Chinese Sports Consumer Values.

Elena Jasper, exhibition director of ISPO Beijing and ISPO Shanghai, said: "By understanding Chinese consumers in this depth, we as ISPO can align our engagement in China more specifically to the predominant needs.

“The added value for both producers and brands is even clearer. The findings will help them to better understand the Chinese market, avoid possible complications in advance and fully benefit from the existing business potential."

The series is available online and can be downloaded for free.

Image credit: ISPO


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