2024解码中国年轻人群的体育运动消费观-vogue-202409.docx

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2024解码中国年轻人群的体育运动消费观-vogue-202409.docx

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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