Olympic games, health concern, Stress, governement incentive China’s market for sports continues to expand in 2022. As the Chinese economy has continued to grow, so too has the demand for sportswear brands. While many western companies have been able to make inroads in China, there are still some major opportunities that remain untapped. In this blog post, we will take a look at what these opportunities are, and how sportswear brands can capitalize on them. So without further ado, let’s get started!
The sportswear market in China is just booming
China’s market for sports continues to expand. In 2019, the total market was worth RMB 2.95 trillion and experienced a 10.9% annual growth rate. Among them, the sports service market reached 1,493-billion-yuan, accounting for 50.6%, and the sports goods market reached 1,361.4-billion-yuan, accounting for 46.2%. In the coming years, China’s sports market will expand at a rapid pace. The Chinese sports market will reach 5 trillion yuan by 2025.
Social media and the power of communities for sportwear brand
Leverage Social Media through Chinese platforms WeChat, Weibo, and Xiaohongshu. China has its own digital ecosystem. Therefore, using different social networks compared to western countries. Companies have to adapt their digital strategy to these apps/websites if they want to succeed in China.
Work with a local partner
The Chinese market can be very frightening, working with local partners who know China and the Chinese market, it can prove to be unparalleled support. Especially as with the guanxi culture (business relations go through a personal relationship) the links are often tightened with the Chinese spokesperson.
Word of mouth effect in China for sportswear brand
The development of beauty criteria is leading this fitness sports trend. A filiform body but with more curves than before for women, large shoulders, and a slender body for men. These bodies require more training than a simple diet, and it pushes the Chinese to go to the gym. On Xiaohongshu, many young women turnes into gym addicts, they sometimes become KOL and grow a community around their passion: fitness.
So more and more of these ‘fit girls’ are putting themselves in the position of a coach, they give tips to their community on gym training and outfits. But they also represent an excellent means of communication for sports brands who wish to market their product to Chinese fitness addicts.
While it is sometimes difficult for international brands to set up in China, this market represents many opportunities. What’s more, there are some facts allow international brands to gain a bit of a competitive edge.
Chinese consumers naturally associate quality with an international brand. Therefore, a European brand often will be better welcomed than a local brand.
E-Commerce Cross-border makes it possible to start selling its products in China, includes global Tmall Global & JD.
Social Networks strongly influence Chinese users in the decision process. Therefore, a good strategy can help foreign brand set up their business in China.
Our agency: cost effective to get results in China
Deep Digital China is specializing in the Chinese Market and Digital Marketing. We work with brands wishing to launch their business in the biggest market in the world.
Do not hesitate to contact us to get more information and get in touch with our local expert!