China: outdoor sports worth $90 billion by 2025
20/05/2022
What the report framed as higher end outdoor sporting pursuits such as scuba diving, skiing, surfing and rock climbing were all singled out as areas of significant growth in recent years. These categories, in particular, are expected to continue to advance domestically, as the market matures and diversifies.
Its authors analysed earlier data on the development of the Japanese sports industry as a basis for their predictions, specifically how a rise in per capita gross domestic product (GDP) would impact Chinese consumers’ uptake of different sports activities. They further studied both the macro environment in China and Tmall’s own research into consumer behaviour, category distribution and more.
Managing director and partner at Kearney Greater China, Sherri He, cited the impact of Beijing 2022 and recent health policies, such as last year’s national fitness plan, as inspiration for increased public enthusiasm when it comes to sports. Ms He also observed that consumer demand for outdoor sporting activities had become more diversified and refined over time, adding that emotional experience, as opposed to just product functionality, was now a key driver in shoppers’ purchasing decisions.
Read more about international winter sports brands’ strategies around Beijing 2022 in WSA here.
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