China’s sports nutrition market is still small compared to the United States or Japan. That is exactly why it is worth your attention. Sales of vitamins and supplements have grown fast in China over the past years, and the sports nutrition segment is following the same curve, a few years behind. When a market is […]
China was supposed to become the biggest fitness market on the planet. That part is happening. What nobody in 2018 predicted is how it would happen. The annual-membership gym that dominated Chinese cities for two decades is collapsing, and a very different market is growing in its place. If you sell equipment, sportswear, sports nutrition […]
Golf in China is a strange market. It is premium, it carries status, and it also carries political baggage. The government put a moratorium on new course construction years ago, shut hundreds of courses between 2015 and 2017, and the “rich man’s game” image still makes local officials nervous. Yet the sport did not disappear. […]
China’s middle class has more money to spend on leisure than it did a decade ago, and more paid holidays to spend it on since labor law changes that started in 2008. Chinese people travel more, and more often, than before. Millennials in particular want active, sporting holidays rather than the shopping-and-sightseeing trips their parents […]
Football is the biggest spectator sport in China by a wide margin, and the money around it keeps moving. It just does not move where it moved ten years ago. Back when this article was first written, the story was Chinese Super League clubs buying European strikers for huge fees and state-linked conglomerates chasing FIFA […]
Explore China’s fast-growing winter sport equipment and apparel market in 2025, from ski resorts to consumer demand and key insights.
In May I sat in a meeting room in Jing’an with the China team of a European activewear brand, reading return reasons off their Tmall backend, line by line, in Chinese. Out of roughly four hundred returns on leggings, more than half said a version of the same three things: the waist gaps, the calf […]
Around the 2022 Winter Olympics, everyone in this industry repeated the same number: 300 million Chinese people on snow and ice. Four years later, brands still quote it to me in meetings. It is the wrong number to build a business plan on. The real market is smaller, more concentrated, and structured very differently from […]
Almost every conversation I have about bicycles in China starts in the wrong place. People bring up the factories. Or they bring up the shared-bike graveyards, those aerial photos of ten thousand orange and yellow frames rusting in a field outside Xiamen. Both stories are real. Both are also six or seven years old, and […]
China leads the global sports equipment market. Explore opportunities, key trends, and how to market your brand effectively.
The Chinese sports industry keeps growing, but the part almost no foreign brand budgets for is the silver generation. China’s 60+ population is the largest of its kind in the world, and the people retiring right now are not the retirees of ten years ago. They live in cities. They own their apartment outright. They […]
China’s fitness market offers huge potential for global brands. Understand consumer trends, key players, and entry strategies that work.
