Meeting the multi-level needs of target groups in terms of function, interests and aesthetics for specific occasions is key to creating hero products. Building strong appeal is becoming crucial for sports and outdoor brands who need to establish themselves and achieve long-term development amid fierce competition.
Blair Zhang, Senior Analyst, China Insights
Market Definitions
Sports and outdoor wear is clothing specifically designed and made for everyday exercise or outdoor activities, offering features such as bodily protection, functionality, adaptability to various activities, durability and the ability to withstand harsh weather conditions. As sports and outdoor activities gradually become integrated into the healthy lifestyles of urban populations, the focus of sports and outdoor wear has also shifted from singular practical functions to fashion and comfort, with such clothing permeating into consumers’ daily lives and becoming a fashion trend.
The sports and outdoor wear brands covered in the report include Nike, Adidas, lululemon, Anta (安踏), Li-Ning (李宁), Arc’teryx, Kolon Sport, FILA, On, Salomon, HOKA, Patagonia and Skechers.
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Executive summary
- Definition
- What you need to know
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Market overview
- The global sportswear industry continues to grow
- The Chinese sportswear market is dynamic and has growth potential
- International brands continue to increase their investment in the Chinese market
- The outdoor wear market has moved from niche to mainstream
- Fashion brands are breaking the monopoly of professional brands by introducing more fashion elements and competition
- In the future, China’s wider sports industry and related consumption will continue to thrive
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Consumer trends
- Over the past year, spending on mainstream sports and outdoor wear continues to rise
- Graph 1: changes in spending on sports, outdoor and casual wear, 2024
- Graph 2: purchase rate of sports, outdoor and casual wear, 2023-24
- High-income earners value quality, while those aged 18-24 focus on value for money
- Graph 3: purchase considerations, 2023-24
- Graph 4: purchase considerations, by monthly personal income, 2024
- High-income earners value quality, while those aged 18-24 focus on value for money
- Male consumers focus on brand and cost-effectiveness, while female consumers pay attention to performance and versatility
- Graph 5: considerations when purchasing sports and outdoor wear, by gender, 2024
- The user base of various brands remains stable across Tier 1-3 cities
- Graph 6: brand purchase rate, 2023-24
- Graph 7: brand awareness, 2023-24
- Mainstream brands have each established a unique image
- Graph 8: brand image associations, 2024
- Niche enthusiast brands are expected to seize market share
- Graph 9: future purchase interest, 2023-24
- The time is now for niche brands
- Niche brands compete on professional performance, and demand for professional equipment is broadest in hiking/mountain climbing, cycling and long-distance running
- Graph 10: requirements for professional functions in clothing/footwear, 2024
- Niche brands compete on professional performance, and demand for professional equipment is broadest in hiking/mountain climbing, cycling and long-distance running
- Niche brands can build on demand for specialised sports products to tap into more segmented consumer markets
- Good reviews and unique designs are crucial for niche brands to gain traction
- Graph 11: purchase drivers for niche sports and outdoor brands, 2024
- Graph 12: premiums for niche sports and outdoor brands, 2024
- Good reviews and unique designs are crucial for niche brands to gain traction
- In the coming year, competition will intensify and brands will be challenged by ‘dupes’
- Graph 13: future purchase plans, 2024
- Solution: enhance product performance and versatility to strengthen the trading-up group
- Graph 14: interest in brand initiatives, 2024
- Graph 15: interest in brand initiatives, by monthly personal income, 2024
- Empower exercisers to ‘vote with their feet’ through strong product capabilities
- Meeting consumers’ various needs – professionalism is both the expansionary and limiting factor
- Graph 16: interest in brand marketing initiatives, 2024
- Meeting consumers’ various needs – professionalism is both the expansionary and limiting factor
- Key opportunities
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Target audience insights
- Gen Z consumers are becoming the main driving force in sports and outdoor consumption
- Graph 17: sports participation rates, by age, 2023-24
- Gen Z aged 18-24: pragmatic, easy-going, eager to connect with brands
- Gen Z aged 18-24 focus on the product itself and are eager to interact with brands
- Graph 18: interest in brand marketing initiatives (first choice), by age, 2024
- Graph 19: sports and outdoor wear purchase considerations, by age, 2024
- Leverage social networks – communities are the new normal for engaging young people
- Blend diverse fashion cultures to create a sporty-chic party
- 18-24 year old Gen Zs are more willing to trade up in the sweatshirt/hoodie category
- Graph 20: future purchase plan for hoodies and sweatshirts, 2024
- Graph 21: change in spending on hoodies and sweatshirts, by age, 2024
- Casual sportswear/outdoor outfits are penetrating everyday occasions, showcasing younger people’s lifestyles and fashion attitudes
- From stores to outdoors, shift the location of brand events to relaxed and fun youth culture settings
- Gen Z aged 18-24 have low awareness and high acceptance of niche brands, making them worth engaging
- Graph 22: awareness of niche brands, 2024
- Graph 23: future purchase interest in niche brands, by age, 2024
- Partner with brands and cultural IPs with strong personalities to open a space for dialogue with younger people using fashion
- Gen Z aged 25-29: emotion-driven, rational and willing to pay for professional value
- Gen Z consumers aged 25-29 have broad interests and are easily influenced by recommendations
- Graph 24: considerations when purchasing sports and outdoor wear, by age, 2024
- Celebrity endorsements that bring traffic and a sense of quality strengthen brand voice and reach the younger consumer market
- Create emotional value for Gen Z aged 25-29 with fashionable designs, personality-forward marketing creatives and immersive experiences
- Gen Z aged 25-29 has broad trading-up demand for sports and outdoor wear
- Graph 25: changes in spending on various categories – spend more, by age, 2024
- Niche brands entering China can focus on hiking/mountain climbing, functional training and yoga pants, highlighting professional features to attract 25-29s
- Graph 26: requirements for professional functions in clothing/footwear, by age, 2024
- Graph 27: attitudes towards niche sports and outdoor wear brands, by age, 2024
- Communicate efficiently with target consumers through physical flagship stores
- Well-off women: indulgent and loyal to themselves
- Their strong drive to trade up has made well-off women the focus of the market
- Graph 28: changes in spending on various categories – spend more, by gender and monthly household income, 2024
- Graph 29: spent less in any category over the past year, by gender and monthly household income, 2024
- Dual demand for functionality and professionalism place well-off women in the ‘gear geek’ community
- Graph 30: top three brand initiatives of interest (first choice), by gender and monthly household income, 2024
- Graph 31: considerations when purchasing sports and outdoor wear (ranked higher and above average), by gender and monthly household income, 2024
- Enter the premium sports fashion sector with new lines or brands
- Collaborate with designers/artists to redefine the aesthetics of outdoor fashion
- Well-off women show strong interest in niche professional brands…
- Graph 32: potential customer rate (haven’t bought but interested in buying), by gender and monthly household income, 2024
- … …and are eager to understand their unique philosophies and the professional features of their products
- Graph 33: attitudes towards niche sports outdoor brands, by gender and monthly household income, 2024
- Niche brands establish deep connections with target consumers through experiences and services
- Tap into brand archives to expand well-off women’s multidimensional brand associations
- Shifting their focus from the external to the internal, well-off women are seeking inner harmony and progress through exercise
- Graph 34: motivations for participating in sports and exercise, by gender and monthly household income, 2024
- Meet the material and spiritual needs of well-off women
- Celebrate women-focused days and festivals, address diverse real-world issues and refocus on women’s core values
- Key opportunities
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Future opportunities
- 2024 China Consumer Trend ‘Relationship Renaissance’
- Evolution of the trend
- Delve into relationships, making brand experiences a reliable tonic for consumers
- 2024 China Consumer Trend ‘Positive Perspectives’
- Evolution of the trend
- Choose local, choose community, choose life
- Rooted in local culture, respond to consumers’ demand for vibrant lives
- Using extreme outdoor scenarios, empower both physical and spiritual breakthroughs
- 2024 China Consumer Trend ‘New Green Reality’
- Evolution of the trend
- Develop brand distinction with environmental concepts, continuously build on sustainability topics
- Brands need to develop sustainable business cooperation models
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What we think
- Keys to success
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Appendix – methodology and abbreviations
- Methodology
- Abbreviations
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