“The COVID-19 pandemic has had a profound impact on consumer behaviour, with the right to enjoy leisure time being especially recognised, leading to a significant rise in the length of leisure time for both city and rural residents. Businesses in the leisure industry with a mindset that aligns with consumers’ growing and comprehensive interests in health and wellness, self-development, culture heritage, nature, and environmental protection are seen to have a promising outlook.”
– Shannon Liu, Senior Research Analyst
Key Issues covered in this Report
- An overview of the main drivers of the leisure market – from policies and consumer perspectives – and their implications to business operators.
- Highlighting the innovative and successful strategies/practices, and the reasons behind based on Mintel’s observations and expert opinions.
- Classify consumers into different categories depending on their distinctive leisure needs, and deep dive into the profile pictures of each consumer segment.
- Investigating consumers’ leisure behaviours (ie time allocation), activity preferences both at home and out of home, consideration factors when choosing leisure venues, and identifying the changes and emerging trends after COVID.
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Overview
- What you need to know
- Key Issues covered in this Report
- Covered in this Report
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Executive Summary
- The market
- Figure 1: Annual leisure hours, China, 2019 and 2022
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- Figure 2: Forecast for consumer expenditure on leisure and entertainment, 2017-27
- Companies and brands
- Expand user groups and usage occasions via cross-leisure scenes marketing
- Strengthen emotional engagement with consumers via interest-based community operations
- Rediscovery of local heritage
- Immersive at-home recreational space
- Enhancing the entertainment experiences with digital scent technology
- Video streaming platforms expanding offline business leveraging high-quality IPs
- The consumer
- Four types of leisure consumers
- Figure 3: Types of consumers, 2023
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- Figure 4: Attitudes towards leisure activities, by consumer segment, 2023
- Homes will remain a key element of people’s recreational lives post-pandemic
- Figure 5: In-home leisure activities that consumers will spend more time on, 2020 and 2023
- Enthusiasm for outdoor sports and exercise and pleasure-driven activities grows
- Figure 6: Out-of-home leisure activities that consumers will spend more time on, 2020 and 2023
- Inclination to invest money in acquiring sports skills is strong
- Figure 7: Interested subjects for learning skills & knowledge, 2023
- Wellbeing, social interaction and connection with the natural world are gaining importance
- Figure 8: COVID-19 pandemic’s impact on consumers’ attitudes/behaviours regarding leisure activities, 2023
- Prioritising hygiene and accessibility when selecting leisure venues
- Figure 9: Factors for choosing an in-city leisure activity, 2020 and 2023
- What we think
- The market
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Issues and Insights
- Farm-themed leisure venues see opportunity among young families
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- Figure 10: Donghe Jiugu Happy Farm located in Chongming, Shanghai, 2022
- Driving revenue growth via incorporating ideas and services from other industries
- Figure 11: Out-of-home leisure activities that consumers will spend more time on in the next 6 months, by consumers who will spend more time on selected out-of-home activities in the next 6 months, 2023
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- Figure 12: M+Blackstone Music-themed Block in Shanghai, 2023
- Respond to consumers’ self-development demand
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- Figure 13: Audiobooks from Haruki Murakami launched by NetEase Cloud Music and Shanghai Translation Publishing House, 2023
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Market Factors
- Awakening consciousness of leisure right
- Figure 14: Annual leisure hours, China, 2019 and 2022
- Leisure and holiday spending surges with the easing of COVID-19 pandemic prevention policy
- Figure 15: Consumers who have increased leisure and holiday spending compared to last months, 2020-23
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- Figure 16: Forecast for consumer expenditure on leisure and entertainment, 2017-27
- Short-distance, high-frequency and enriched leisure consumption scenes
- Figure 17: Proportion of leisure hours spent in places within 3km of home, China, 2019 and 2022
- Figure 18: Social media* analysis on leisure venue, China, June 2023
- The government has taken great initiatives to boost the high-quality development of cultural recreational industry
- Growing attention to health & wellness leading to the rising enthusiasm in sports and outdoor recreation
- Figure 19: Participation rate of ways of exercise, 2020-23
- Interest in cultural-themed recreational activities is rising
- Figure 20: Attitudes towards heritage: Describes me very well/somewhat describes me, China, 2019-23
- Awakening consciousness of leisure right
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Marketing Activities
- Expand user groups and usage occasions via cross-leisure scenes marketing
- Figure 21: The game level of Eggy Party themed by NetEase Cloud Music village, 2023
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- Figure 22: TV version NetEase Cloud Music on cars collaborated with FAW-Volkswagen, 2022
- Strengthen emotional engagement with consumers via interest-based community operations
- Figure 23: Baseball and frisbee activities held by Keep, 2022
- Expand user groups and usage occasions via cross-leisure scenes marketing
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Market Highlights
- Rediscovery of local heritage
- Chengdu teahouses – a public social space where Chinese folk culture blends with new social scenes
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- Figure 24: Teahouses in Chengdu, 2023
- Immersive at-home gaming space
- Figure 25: Immersive at-home gaming space jointly launched by PlayStation and IKEA, 2023
- Digital scent technology energises entertainment experience through olfactory sense
- Figure 26: Scentrealm’s products and their usage occasions, 2023
- Streaming video service companies are leveraging high-quality IPs to expand their offline business
- Figure 27: X-META by iQIYI and M-CITY project by MGTV
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Consumer Segmentation
- Four types of consumers in leisure activities
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- Figure 28: Types of consumers, 2023
- Characteristics of each consumer segment
- Special troops
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- Figure 29: Demographic distribution of each consumer segment, by generation, 2023
- Steady aspirants
- Lifestyle gurus
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- Figure 30: Demographic distribution of each consumer segment, by household income, 2023
- Lie-down cohort
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- Figure 31: Demographic distribution of each consumer segment, by gender and household income, 2023
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- Figure 32: Attitudes towards leisure activities: strongly agree/agree, by consumer segment, 2023
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Leisure Time at Home
- Family and self-development activities are at the core of consumers’ leisure time at home
- Figure 33: Changes in the amount of time spent on leisure activities at home, 2023
- Home remains an integral part in consumers’ leisure scenes in post-pandemic world
- Figure 34: In-home leisure activities that consumers will spend more time on, 2020 and 2023
- In-home cooking/baking, reading and trending toys appeal to high earners
- Figure 35: In-home leisure activities that consumers will spend more time on, by income level, 2023
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- Figure 36: In-home leisure activities that consumers will spend more time on, by age, 2023
- Special troops hold a wide variety of interests while lifestyle gurus focus around parent-kid activities
- Figure 37: In-home leisure activities that consumers will spend more time on, by consumer segmentation, 2023
- Family and self-development activities are at the core of consumers’ leisure time at home
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Leisure Time Out of Home
- Enthusiasm in out-of-home sports/exercise maintains rising momentum
- Figure 38: Changes in the amount of time spent on leisure activities out of home, 2023
- Interest in cinemas, travels and live performance increases most significantly after pandemic
- Figure 39: Out-of-home leisure activities that consumers will spend more time on, 2020 and 2023
- Interest varies by income, gender and age
- Figure 40: Out-of-home leisure activities that consumers will spend more time on, by household income, 2023
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- Figure 41: Out-of-home leisure activities that consumers will spend more time on, by age and gender, 2023
- Lifestyles gurus are the group who know how to enjoy pleasant leisure time the most
- Figure 42: Out-of-home leisure activities that consumers will spend more time on, by consumer segmentation, 2023
- Enthusiasm in out-of-home sports/exercise maintains rising momentum
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Factors for Choosing an In-city Leisure Activity
- Hygiene remains a critical factor in post-pandemic world
- Figure 43: Factors for choosing an in-city leisure activity, 2020 and 2023
- Lifestyle gurus are drawn by unique themed events
- Figure 44: Selected factors for choosing an in-city leisure activity, by consumer segmentation, 2023
- Hygiene remains a critical factor in post-pandemic world
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Leisure Trends after the Pandemic
- Health and wellness, interpersonal connection and close to nature hold rising appeal
- Young females and high earners are most eager to re-embrace the crowd
- Senior males and parents of more than one child remain concerned about the crowd
- Figure 45: COVID-19 pandemic’s impact on consumers’ attitudes/behaviours regarding leisure activities, 2023
- Lifestyle gurus show the biggest attitude change impacted by the COVID-19 pandemic
- Figure 46: COVID-19 pandemic’s impact on consumers’ attitudes/behaviours regarding leisure activities, by consumer segment, 2023
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Interested Subjects for Learning Skills & Knowledge
- Consumers are most willing to pay for learning sport skills
- Figure 47: Interested subjects for learning skills & knowledge, 2023
- Interested subjects vary across gender and age groups
- Young males (25-29) would like to learn cooking/baking skills
- Females aged 18-24 the most explorative consumer group
- Figure 48: Interested subjects for learning skills & knowledge, by gender and age, 2023
- Lifestyle gurus are turning to learning to help enhance their healthy and enjoyable lifestyle
- Figure 49: Interested subjects for learning skills & knowledge, by consumer segment, 2023
- Consumers are most willing to pay for learning sport skills
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
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