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Chinese sport is showing resilience in spite of sluggish economy | WARC

Chinese sport is showing resilience in spite of sluggish economy Sports Greater China Strategy As consumer demand in China continues to show signs of weakness, sports brands in the country are benefiting from higher-profile events, investment in outdoor infrastructure, and increasing health awareness among the middle class. Why Chinese sport matters  Sports is significant […]

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Chinese sport is showing resilience in spite of sluggish economy


Sports
Greater China
Strategy

As consumer demand in China continues to show signs of weakness, sports brands in the country are benefiting from higher-profile events, investment in outdoor infrastructure, and increasing health awareness among the middle class.

Why Chinese sport matters 

Sports is significant to China’s marketing landscape for two reasons, notes a 2024 consumer report from Aperture China – and that’s government support and investment, as well as a grassroots movement that emerged out of the pandemic. This has spurred an interest in sports as a whole and urban outdoor sports in particular. 

Moreover, China’s sports ecosystem is changing. More young athletes are competing and training abroad and they’re emerging as dynamic personal brands that embody trustworthiness. One recent example is that of Olympian Eileen Gu, who has gone on to strike lucrative deals with the likes of Louis Vuitton.

In order to forge deeper connections, brands should consider partnering with relatable Chinese Gen Z athletes that have a growing influence among a sizable, young consumer market. This low-risk, high-reward approach is fast becoming a strategic cornerstone.

What’s happening 
  • Shanghai hosted 178 sports events last year, generating approximately 11.378 billion yuan (US$1.58bn) of economic returns, reports Shine, quoting a report released by the Shanghai Sport Bureau.
  • The Formula 1 Chinese Grand Prix, held in March, drew a record 220,000 spectators, 15% of which were international, spurring consumption and foot traffic.
  • Families are spending more on their children’s sports training, Yu Shiping, an official from the Shanghai Sport Bureau, tells Shine, with children outspending adults.
  • Major sports events such as the recent Paris Olympics have helped boost the profile of Chinese athletes, with some striking deals with fashion and luxury brands, including Louis Vuitton and Tiffany and Co. 
  • China has plans to build 100 outdoor high-quality sports venues by 2030, boosting what is already a high-growth outdoor sports sector – it’s expected to top 3 trillion yuan ($413bn) this year, notes China Daily Asia. 
  • Leading Chinese brands Anta and Li-Ning are capitalising on the trend for sportswear that is both functional and fashionable, and are expanding their footprint globally by leaning into their Chinese heritage. 

Sourced from Shine, Jing Daily, China Daily, WARC

[Image: Getty]



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