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Attitudes towards Fitness - China - May 2018

“Participating in sports is no longer just for the development of physical strength, but also seen as a trendy lifestyle choice. Driven by fear of missing out, people are eager to go with this tide as shown by the fast-growing desire for splurging on sports gear and apparel, going to fitness centres and building home gyms.”

- Alina Ma, Associate Director

This report will look at the following areas:

  • Fitness should be an holistic, mindful experience
  • The rising popularity of smart fitness

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The consumer
            • Healthy eating vs exercise, which contributes more to overall health?
              • Figure 1: Attitudes towards role of healthy eating vs doing sports and health benefits and social benefits of doing sports, January 2018
            • Do people really love sports or just follow the fitness fever?
              • Figure 2: Attitudes towards benefits of sports, % any agree, by consumer group, January 2018
              • Figure 3: Preferences towards varied sports types, % any agree, by consumer group, January 2018
            • Looking good vs improving fitness, which claim lures people to spend?
              • Figure 4: Purchase changes of sports-related products and services compared to six months ago, January 2018
              • Figure 5: Purchase changes of paying to watch live sports, January 2018
            • How to generate more profits by tapping into the ‘right’ sports?
              • Figure 6: Sports that consumers spend time on following vs sports that consumers have played in the last six months, January 2018
              • Figure 7: Attitudes towards doing varied sports and playing e-sports, January 2018
            • What prevents people from doing sports (especially in gyms)?
              • Figure 8: Reasons for reducing frequency of doing sports in the last six months, January 2018
              • Figure 9: Changes of where to do sports, January 2018
              • Figure 10: Reasons for reducing frequency of doing sports in sports and exercising venues in the last six months, January 2018
            • Chinese vs foreign brands, which are people’s favourite?
              • Figure 11: Top 15 favourite brands of sports products, January 2018
            • What we think
            • Issues and Insights

              • Fitness should be an holistic, mindful experience
                • The facts
                  • The implications
                    • The rising popularity of smart fitness
                      • The facts
                        • The implications
                            • Figure 12: Examples of North-western University’s sweat patch and L’Oréal UV sensor
                        • The Consumer – What You Need to Know

                          • Meaning of doing sports is beyond health
                            • Ball games and outdoor sports attract more people
                              • It has been a good year for the sportswear market
                              • Attitudes towards Sports and Exercise

                                • Involvement in fitness is relatively lower in China
                                  • Figure 13: Frequency of participation in sports and fitness activities in the last 6 months, by country, July 2017 in China, July 2016 in the US, July 2016 in the UK, January 2017 in Canada
                                • Eating right is more important than exercising
                                  • Figure 14: Attitudes towards role of healthy eating vs doing sports played in staying healthy, January 2018
                                • Health improvement is far more than doing sports
                                  • Figure 15: Attitudes towards health benefits of doing sports, January 2018
                                • Sports topics are a new social currency
                                  • Figure 16: Attitudes towards social benefits of doing sports, January 2018
                              • Consumer Segmentation

                                • Diversified motivators in life: food, fashion and function
                                    • Figure 17: Consumer groups segmented based on their attitudes, January 2018
                                  • Consumer profile of Sports Enthusiasts
                                    • Strongly hold belief in the great importance of doing physical sports
                                        • Figure 18: Attitudes towards benefits of sports, % any agree, by consumer group, January 2018
                                      • Focused and single-minded when watching sports events
                                        • Figure 19: Sports-related things done in the past 12 months, by consumer group, January 2018
                                        • Figure 20: Things done when watching a sports event, by consumer group, January 2018
                                      • Prefer playing sports that are popular, diversified and team-oriented
                                          • Figure 21: Attitudes towards preferences towards varied sports types, % any agree, by consumer group, January 2018
                                        • Tend to go out of home to do sports
                                          • Figure 22: Having done sports more often in different locations, by consumer group, January 2018
                                        • Have a practical mindset when purchasing sports-related products
                                          • Figure 23: Selective sports-related services that are being used now, by consumer group, January 2018
                                          • Figure 24: Having spent more money on sports apparel and shoes compared to 6 months ago, by consumer group, January 2018
                                          • Figure 25: Attitudes towards the importance of healthy eating vs doing sports, % any agree, by consumer group, January 2018
                                          • Figure 26: Having spent more on sports-related food and drinks compared to 6 months ago, by consumer group, January 2018
                                      • Most Popular Sports

                                        • Badminton and basketball make it a two-horse race
                                          • Figure 27: Sports consumers spend time on following, January 2018
                                          • Figure 28: Sports played in the last six months, January 2018
                                          • Figure 29: The proportion of sports lovers (ie who not only are interested in following news about the sport but also play the sport), January 2018
                                        • Marathon and cycling likely to continue to be popular sports
                                          • E-sports are not an enemy to a healthy lifestyle
                                            • Figure 30: Attitudes towards e-sports, January 2018
                                          • Relationship between different sports
                                            • Figure 31: Attitudes towards doing varied sports, January 2018
                                            • Figure 32: Sports played in the last six months, by sports played, January 2018
                                            • Figure 33: Strongly agree that ‘Doing different types of sports is better for health than sticking to one type’, by sport lover, January 2018
                                            • Figure 34: Strongly agree that ‘Sports topics are helpful in building friendship’, by sport lover, January 2018
                                          • Influencing factors of sports preferences
                                            • Figure 35: Sports played in the last six months, by gender, January 2018
                                            • Figure 36: Sports played in the last six months, by generation, January 2018
                                        • Barriers to Doing Sports

                                          • Is cold weather the fundamental barrier to doing sports?
                                            • Figure 37: Reasons for reducing frequency of doing sports in the last six months, January 2018
                                          • Why people lapse usage of sports/exercising venues?
                                            • Figure 38: Reasons for reducing frequency of doing sports in sports and exercising venues in the last six months, January 2018
                                            • Figure 39: Examples of workout pod
                                        • Where to Do Sports

                                          • Prefer outdoor or indoor?
                                            • Figure 40: Changes of where to do sports, January 2018
                                            • Figure 41: Having done more sports in different locations compared to 6 months ago, by gender, January 2018
                                          • The growing market of home gyms
                                            • Figure 42: Frequency of doing sports in different locations, December 2017
                                            • Figure 43: Examples of exercise desk
                                          • Lower motivation to use fitness centres frequently
                                            • Figure 44: Frequency of doing sports in different locations, December 2017
                                            • Figure 45: Frequency of doing sports in different locations among self-claimed professionals in sports and exercise (eg athlete, coach), December 2017
                                          • Sports location preferences across company type
                                            • Figure 46: Having done more sports compared to 6 months ago in different locations, by company type, January 2018
                                        • Purchase Trends

                                          • Most consumers spend the same on varied sports-related categories
                                            • Figure 47: Purchase changes of sports-related products and services compared to six months ago, January 2018
                                          • Optimisation opportunities for sports-related drinks
                                              • Figure 48: Attributes associated with different types of sports-related drinks brands, January 2017
                                              • Figure 49: Consumption of different sports-related foods, January 2018
                                            • Fitness classes and equipment preferences across age and gender
                                              • Figure 50: Having spent more money on home gym equipment vs fitness classes compared to 6 months ago, by age and gender, January 2018
                                              • Figure 51: Living status, by age, January 2018
                                            • Desire for paying for live sports
                                              • Figure 52: Purchase changes of watching live sports, January 2018
                                              • Figure 53: Having spent more on paid live sports competitions, by consumer group, January 2018
                                          • Favourite Sports Brands

                                            • The top three brands account for the lion’s share
                                              • Figure 54: Spontaneous answers to favourite brands of sports products, January 2018
                                            • Are Chinese brands doing well?
                                              • Figure 55: Top 15 favourite brands of sports products, January 2018
                                            • Consumer preferences of the top three
                                              • Figure 56: Spontaneous answers to favourite brands of sports products, by age, January 2018
                                              • Figure 57: Personal income, by age, January 2018
                                              • Figure 58: Spontaneous answers to favourite brands of sports products, by number of children, January 2018
                                              • Figure 59: Spontaneous answers to favourite brands of sports products, by city tier, January 2018
                                              • Figure 60: Spontaneous answers to favourite brands of sports products, by occupation, January 2018
                                              • Figure 61: Personal income, by occupation, January 2018
                                              • Figure 62: Lifestyle statement, by occupation, January 2018
                                          • Different Sports Lovers’ Preferences

                                            • Sports programmes watching behaviours
                                              • Figure 63: Sports programmes watching preferences, by ways of watching sports, January 2018
                                              • Figure 64: Having spent more on watching live sports compared to 6 months ago, by sport lover, January 2018
                                              • Figure 65: Sports popularity ranking, January 2018
                                            • Social media following behaviours
                                              • Figure 66: Sports following preferences, by sport lover, January 2018
                                            • Food and drinks purchase
                                              • Figure 67: Having spent more on sports-related food and drinks compared to 6 months ago, by sport lover, January 2018
                                            • Fitness classes and equipment purchase
                                              • Figure 68: Having spent more on fitness classes and equipment compared to 6 months ago, by sport lover, January 2018
                                            • Apparel and shoes purchase
                                              • Figure 69: Having spent more on apparel and shoes compared to 6 months ago, by sport lover, January 2018
                                          • Meet the Mintropolitans

                                            • More into sports participation due to passion not social pressure
                                              • Figure 70: Consumer segmentation based on their attitudes, by consumer classification, January 2018
                                              • Figure 71: Having done more sports in different locations compared to 6 months ago, by consumer classification, January 2018
                                              • Figure 72: Having spent more money on fitness classes and equipment compared to 6 months ago, by consumer classification, January 2018
                                            • Which sports-related categories will see better performance?
                                              • Figure 73: Having spent more money on sports-related clothing and food compared to 6 months ago, by consumer classification, January 2018
                                              • Figure 74: Sports played in the last six months, by consumer classification, January 2018
                                          • Appendix – Methodology and Abbreviations

                                            • Methodology
                                              • Abbreviations

                                              Attitudes towards Fitness - China - May 2018

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