2020
0
Sports among the Youth – China – December 2020
2021-01-20T03:03:22+00:00
OX990766
3695
132748
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Report
en_GB
“While sports consumption was negatively affected by COVID-19 in the short term, we’re seeing recovery of the sports industry as social distancing rules relax. Holiday sports such as skiing/snowboarding and…

Sports among the Youth – China – December 2020

£ 3,695 (Excl.Tax)

Report Summary

“While sports consumption was negatively affected by COVID-19 in the short term, we’re seeing recovery of the sports industry as social distancing rules relax. Holiday sports such as skiing/snowboarding and surfing, as the trendiest sports in young consumers’ eyes, are expected to boom after the pandemic is over as sports-themed travelling continues to prevail. In the meantime, the younger generations are embracing new media such as TikTok to watch sports and obtain information, suggesting opportunity for sports players to leverage these emerging platforms to engage with young consumers.”
– Summer Chen, Senior Report Analyst

This report examines the following areas:

  • Leveraging trendy sports to reshape brand image
  • The new trend of sports-themed travelling
  • Leveraging TikTok ingeniously to engage with young sports consumers

Table of Contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Subgroup definition
          • Figure 1: Definition of low/mid/high MHI groups, by monthly household income and city tier
      • Executive Summary

          • The market
            • Sports (consumption) continues to be an national developing priority
              • Niche sports gain popularity
                • Figure 2: Number of ski resort and ski trips, China, 2015-19
              • Ways of watching/engaging sports is changing
                • Future outlook considering the impact of COVID-19
                  • Figure 3: Short-, medium- and long-term impact of COVID-19 on sports and consumers, Dec 2020
                • The consumer
                  • Outdoor sports has become a lifestyle
                    • Figure 4: Niche Sports Participation and Interest, October 2020
                  • Sports with holiday association are considered most trendy
                    • Figure 5: Top Mentioned trendy sports (open-end), October 2020
                    • Figure 6: Trendy sports, word cloud, October 2020
                  • Live TV is still the top choice in watching games
                    • Figure 7: Ways of Watching Sports, October 2020
                  • TikTok is the most popular media channel in terms of user penetration and stickiness
                    • Figure 8: Media Channel Usage, October 2020
                  • High interest in Sports-IPed performance enhancing products
                    • Figure 9: Interest in Sports IP Merchandise, October 2020
                  • What we think
                  • Issues and Insights

                    • Leveraging trendy sports to reshape brand image
                      • The facts
                        • The implications
                          • Figure 10: Fila & Snowboarding, 2020
                          • Figure 11: Nike & Street Dancing, 2020
                        • The new trend of sports-themed travelling
                          • The facts
                            • The implications
                              • Figure 12: Travel agencies featuring original hiking routes, 2020
                            • Leveraging TikTok ingeniously to engage with young sports consumers
                              • The facts
                                • The implications
                                    • Figure 13: Snapshots of video on C Ronaldo’s correct judgment on Higuaín’s penalty kick by Juventus F.C. Official Account on TikTok, 2020
                                • Market Overview

                                  • Sports (consumption) is one of the national developing priorities
                                    • Niche sports gain popularity
                                      • Winter sports
                                        • Figure 14: Number of ski resort and ski trips, China, 2015-19
                                        • Figure 15: SNOW51 Dry Slope, Shanghai
                                      • Outdoor activities
                                        • Street Sports driven by variety shows
                                          • Ways of watching/engaging sports is changing
                                            • Future outlook considering the impact of COVID-19
                                              • Figure 16: Fitness activities participation pre and post COVID-19, June 2020
                                              • Figure 17: Fitness activities participation pre and post COVID-19, June 2020
                                              • Figure 18: Short-, medium- and long-term impact of COVID-19 on sports and consumers, Dec 2020
                                          • The Consumer – What You Need to Know

                                            • Outdoor sports has become a lifestyle
                                              • Sports with holiday association are most trendy
                                                • Live TV is still the top choice in watching games
                                                  • TikTok is the most popular media channel in terms of user penetration and stickiness
                                                    • High interest in Sports-IPed performance enhancing products
                                                    • Sports Participation

                                                      • Overall sports participation slightly dropped compared with 2 years ago
                                                        • Figure 19: Sports Participation, October 2020
                                                      • Gender stereotype is diminishing
                                                        • Figure 20: Selected Sports Participation, by gender, October 2020
                                                      • Sports participation among the youth
                                                        • Figure 21: Selected Sports Participation, by gender and age, October 2020
                                                      • Winter sports see great gap in sports watching and participation
                                                        • Figure 22: Sports played and watched, October 2020
                                                    • Niche Sports Participation and Interest

                                                      • Outdoor sports are becoming mainstream
                                                        • Figure 23: Niche Sports Participation and Interest, October 2020
                                                      • High potential for holiday sports
                                                        • Extreme sports and street sports find it hard to retain participants
                                                          • Figure 24: Niche Sports Participation and Interest, retention and interest rate, October 2020
                                                        • Young women under 30 especially interested in street sports
                                                          • Figure 25: Interest in Skateboarding*, by age and gender, October 2020
                                                          • Figure 26: Interest in Street Dancing, by age and gender, October 2020
                                                      • What is a Trendy Sport?

                                                        • Skiing and surfing are the most mentioned trendy sports
                                                          • Figure 27: Top Mentioned trendy sports (open-ended), October 2020
                                                        • Mainstream sports less associated with trendiness
                                                          • A wider range of sports preference among the youth
                                                            • Figure 28: Trendy sports, word cloud, October 2020
                                                        • Ways of Watching Sports

                                                          • Winter Sports is the most watched sports game
                                                            • Figure 29: Sports Competition Watched (net of usage penetration across all surveyed channels), October 2020
                                                          • Winter sports appeals most to young females
                                                            • Figure 30: Selected Sports Competition Watched among youth, by age and gender, October 2020
                                                          • Live TV is still the top choice in watching games, but gap between live TV and live webcast is small
                                                            • Figure 31: Ways of Watching Sports, October 2020
                                                          • The younger generations prefer non-live sports content
                                                            • Figure 32: Ways of Watching Sports, Non-live (including video clips), by age, October 2020
                                                        • Media Channel Usage for Sports Information

                                                          • Variety Shows among top used media channels
                                                            • Figure 33: Media Channel Usage, Penetration and User Stickiness, October 2020
                                                          • TikTok sees a commanding lead in user stickiness
                                                            • Figure 34: Media Channel Usage Frequency, October 2020
                                                          • Young consumers have higher stickiness in most channels
                                                            • Figure 35: Selected Media Channel Usage, user stickiness, by age, October 2020
                                                        • Interest in Sports IP Merchandise

                                                          • Performance enhancing products are the most popular
                                                            • Figure 36: Interest in Sports IP Merchandise, October 2020
                                                          • Opportunity for casual wear to target women and sports IP arts and crafts to target men
                                                            • Figure 37: Interest in Sports IP Merchandise, by gender, October 2020
                                                            • Figure 38: LEGO & Manchester United Stadium, 2020
                                                          • Young consumers are in general less interested in purchasing sports IP merchandise then middle-agers
                                                            • Figure 39: Selected Interest in Sports IP Merchandise, by age, October 2020
                                                          • …, however they prefer entertainment products in particular
                                                            • Figure 40: Interest in Sports IP Merchandise, by gender and age, Games (including online games, mobile games, and video games) designed according to my favourite sports activities, October 2020
                                                            • Figure 41: Interest in Sports IP Merchandise, by gender and age, Movies/documentaries (including tickets/DVD) telling the story of my favourite sports club/athlete, October 2020
                                                        • Meet the Mintropolitans

                                                          • Sports lovers
                                                            • Figure 42: Sports Participation, by consumer group, October 2020
                                                          • Heavy users of all media channels
                                                            • Figure 43: Media Channel Usage, penetration and user stickiness, by consumer group, October 2020
                                                        • Appendix – Methodology and Abbreviations

                                                          • Methodology
                                                            • Abbreviations

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