2022
0
China Sports and Fitness Wear Market Report 2022
2023-03-07T03:02:43+00:00
OX1100955
3695
161129
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Report
en_GB
“Consumers increasingly prefer professional and specialised sportswear and shoes, even if they cost more. Basic functions and comfort of sportswear is still considered a priority, while consumers crave for more…

China Sports and Fitness Wear Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Consumers increasingly prefer professional and specialised sportswear and shoes, even if they cost more. Basic functions and comfort of sportswear is still considered a priority, while consumers crave for more multi-functional products. Domestic sportswear brands have become Chinese consumers’ favourites. They can continue to enhance their brand influence by delivering a unique experience to consumers through their DTC channels.”
– Helen Ren, Research Analyst

Key issues covered in this Report

  • Consumers’ spending preferences and the important functions they pay attention to when purchasing sportswear and shoes.
  • Consideration factors consumers have for sportswear brands, both domestic and international.
  • Brand activities to gain consumers’ favours.
  • Consumers’ current and future sportswear brand preferences.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definitions
        • Executive Summary

            • The market
              • National policies and sporting events impact the market favourably
                • Outdoor fitness activities continue to recover
                  • Companies and brands
                    • Nike and adidas continue localisation
                      • Anta and Li Ning increase investment in product development
                        • Specialised sports brands perform well
                          • Retailers and fast fashion brands launch own sports brands
                            • Brands spokespeople balance professionalism and mass appeal
                              • Sports brands entering the metaverse
                                • Marketing in conjunction with sporting events
                                  • Online professional sports courses and time-limited challenges to raise interests
                                    • Promote sustainability in sportswear
                                      • Specialised products for niche sports categories
                                        • Physical products launched in collocation with their digital versions
                                          • The consumer
                                            • Consumers have spent more on professional products
                                              • Figure 1: Purchased sports and fitness wear by category, 2022
                                            • Consumers still value basic functions
                                              • Figure 2: Important functions of sports clothing, 2022
                                            • Comfort is priority, followed by functionality
                                              • Figure 3: Important functions of sports shoes, 2022
                                            • Domestic sports brands on par with international brands in products while need to catch up in brand building
                                              • Figure 4: Consideration factors for domestic and international sports brands, 2022
                                            • Multiple things brands can do to win consumers over
                                              • Figure 5: Brands activities to earn favours from consumers, 2022
                                            • Consumers prefer domestic brands and specialist sports brands
                                              • Figure 6: Preference of select sportswear brands, 2022
                                            • What we think
                                            • Issues and Insights

                                              • Specialised and professional sportswear products and brands are in demand
                                                  • Figure 7: lululemon sports shoes collection designed for women, March 2022
                                                • Bringing unique experiences and lifestyles via direct-to-consumer channels
                                                  • Figure 8: Saturnbird WeChat mini-program “The Hidden World”, 2022
                                                  • Figure 9: Fila House Hotel announced in 2022
                                              • Market Factors

                                                • National policies advocate public fitness activities
                                                  • The Winter Olympics drives popularity of winter sports and products
                                                    • Outdoor fitness activities continue to recover
                                                    • Key Players Performance

                                                      • Nike and adidas continue localisation
                                                        • Anta and Li Ning increase investment in product development
                                                          • Specialised sports brands perform well
                                                            • Retailers and fast fashion brands launch own sports brands
                                                            • Marketing Activities

                                                              • Brands spokespeople balance professionalism and mass appeal
                                                                • Figure 10: Keep officially announced Yuyi Xiao as its spokesman for protective gears, May 2022
                                                                • Figure 11: Maia Active launched variety show and product campaign with common consumers, 2021and 2022
                                                              • Sports brands entering the metaverse
                                                                • Figure 12: Anta held a fashion show in the metaverse, 2022
                                                                • Figure 13: adidas launched Three Stripes Studio, 2023
                                                              • Marketing in conjunction with sporting events
                                                                • Figure 14: Advertising film themed the World Cup “Footballverse” launched by Nike, 2022
                                                                • Figure 15: “Footballverse” in WeChat account, 2022
                                                                • Figure 16: Anta’s fashion show paying tribute to the Beijing 2022 Winter Olympics, 2022
                                                              • Online professional sports courses and time-limited challenges to raise interests
                                                                • Figure 17: Under Armour introduced boxing courses and a time-limited challenge, 2022
                                                            • New Product Trends

                                                              • Promote sustainability in sportswear
                                                                • Figure 18: Nike Forward Collection, 2022
                                                                • Figure 19: CQT Carbon Critical Technology by 361°, 2022
                                                              • Specialised products for niche sports categories
                                                                • Figure 20: Nike introduced new skateboard shoes and shoes for women street dancers, 2022
                                                              • Physical products launched in collocation with their digital versions
                                                                • Figure 21: Nike and RTFKT introduced Web 3.0 sneaker Cryptokicks iRL, 2022
                                                                • Figure 22: 361°“ I am the Future of the East” series, 2022
                                                            • Spending on Sportswear

                                                              • Consumers have spent more on professional products
                                                                • Figure 23: Purchased sports and fitness wear by category, 2022
                                                              • New moms spent more on yoga pants and leggings
                                                                • Figure 24: Have purchased yoga pants/leggings, by family structure, 2022
                                                              • Protective gear can target consumers aged 25-39
                                                                • Figure 25: Have purchased protective gear, by age, 2022
                                                            • Focused Functions of Sports Clothing

                                                              • Consumers still value basic functions
                                                                • Figure 26: Repertoire analysis on focused functions of sports clothing, 2022
                                                                • Figure 27: Important functions of sports clothing, 2022
                                                              • Female consumers care more about UV protection while males emphasise smooth material
                                                                • Figure 28: Important functions of sports clothing, by gender, 2022
                                                              • Pet owners take waterproof as an important function for sportswear
                                                                • Figure 29: Important functions of sports clothing, by living situation, 2022
                                                              • Well-educated consumers tend to have higher requirements
                                                                • Figure 30: Important functions of sports clothing, by education, 2022
                                                            • Focused Functions of Sports Shoes

                                                              • Comfort is priority, followed by functionality
                                                                • Figure 31: Important functions of sports shoes, 2022
                                                                • Figure 32: Repertoire analysis on focused functions of sports shoes, 2022
                                                              • Multi-generation families emphasise health and safety aspects
                                                                • Figure 33: Important functions of sports shoes, by living situations, 2022
                                                            • Consideration Factors for Sports Brands

                                                              • Domestic sports brands on par with international brands in products while need to catch up in brand building
                                                                • Figure 34: Consideration factors for domestic and international sports brands, 2022
                                                              • Single consumers emphasise good cost performance, while those with families pay more attention to eco-friendly products
                                                                • Figure 35: Selected consideration factors for domestic and international sports brands, by living situation, 2022
                                                            • Brand Activities to Gain Consumers’ Favours

                                                              • Multiple things brands can do to win consumers over
                                                                  • Figure 36: Brands activities to earn favours from consumers, 2022
                                                                • Online sporting communities/clubs attract those who have spent more on sportswear
                                                                    • Figure 37: Brands activities to gain favours from consumers, those who have spent more on sportswear vs total, 2022
                                                                • Brands Preferences

                                                                  • Consumers prefer domestic brands and specialist sports brands
                                                                    • Figure 38: Preference of select sportswear brands, 2022
                                                                  • Domestic sports brands enjoy higher brand loyalty
                                                                    • Figure 39: Consumers purchasing the same sports brands in the future, 2022
                                                                  • Young consumers particularly favour domestic sports brands
                                                                    • Figure 40: Purchased sportswear brands, by age, 2022
                                                                  • Pet owners prefer professional brands
                                                                    • Figure 41: Selected sports brands purchased and interested in purchasing in the future, by living situation, 2022
                                                                  • Consumers having multiple children more interested in international sports brands
                                                                    • Figure 42: Sports brands consumers are interested in purchasing in the future , by family structure, 2022
                                                                • Appendix – Methodology and Abbreviations

                                                                  • Methodology
                                                                    • Abbreviations

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