Leisure Market in China: Don’t Miss the “Train”

In the society you live in, there are everyday things that you do for entertainment and fun. These things may vary from one community to another depending on their values and culture. In extension, there is a difference in what you do as fun depending on your age. China is not an exception to this.

What you Should Know about the Chinese Millennial Preferences?

Chinese people have, for a long time, been considered a society of consumption, this is now changing into a more healthy and balanced society. Indeed, the consumption hub is shifting progressively from brand chasing and materialism in the past to taste, personal style and leisure experience. One of the main reasons is that urban middle-class people are working longer hours and they are in need of something new and different to release stress. The number of outbound and domestic tourists in China increases year after year.

According to some research, more than 1/3 of Chinese millennials spend their leisure time reading and only 1/6 watch TV programs to spare their leisure time. But also with the development of new technologies, surfing online becomes quite easy and popular where there are also 2/3 people chatting or doing other activities on the Internet through their mobile or laptop. Moreover, Chinese millennials like to spend their money on social activities.

  • Shopping is really popular in China. Women, in particular, take pleasure in this pastime and consider a day of trying on multiple outfits and haggling over prices without purchasing anything a productive day.
  • Karaoke is also a common social activity in China. Alcohol is often involved, and skill in singing is not a prerequisite.
  • Dining-out. The other leisure-related area that has been growing is dining out, particularly “fast food” with many of famous American and other foreign brands entering the Asian markets alongside homegrown brands. Quick-service restaurants are the name of the game in China and have experienced a compounded annual growth rate of 25%; more than half of Millennials living in the first cities eat out at least once every week and in bustling urban metro areas, the number is also rising.

Outdoor activities for the younger generation

People in China, like anywhere else in the world, are fun-loving and enjoy themselves in several different ways. Chinese leisure time is filled with a lot of activities that young people fancy engaging in depending on preference, ability, and availability. China has some beautiful cities in the world, amazing landscapes, natural features, ancient texts, and the largest population in the world. Young people have several ways of enjoying themselves owing to the different kinds of games, sports, and recreational facilities at their disposal.

  • Hiking

        You will find many of Chinese young people walking and hiking in the famous Chinese parks and recreation facilities. Chinese young people walk around their beautiful cities chatting with their friends and enjoying the beautiful scenery. Others take a hike in the beautiful Chinese nature, such as mountains and caves. Visiting ancient temples which are mostly found on top of hills and mountains is part of the leisure for Chinese people.

  • Martial Arts

Many young Chinese people take part in martial arts training since many of them are vibrant and active. Young people enjoy participating in martial arts such as Kung Fu and Tai Chi for self-defense, flexibility, and physical fitness. There are several martial arts schools in China for those wishing to participate, showcase, and up their ability. Tai Chi Chuan is also used as a form of body relaxation and a means of reducing body and mind stress.

  • Majiang

This game is one of the most popular sports with most Chinese people. Elderly people mostly play the game but young people also have a stake in the game. It is played on a board with playing tiles instead of cards, and it involves four players. The players even use it to bet, and the winner walks away with the stake. It is widely played, and it is available in homes and public parks. It is a common way that many young Chinese people use to derive their fun.

  • Painting

Painting is another common activity that most young people do for fun. The calligraphy industry in China is very developed, and it even attracts competition that earns the painters some cash. The artists draw ancient traditional elements or characters that accentuate Chinese culture. You will find young people doing painting in public parks and even at home. Painting is a common way of delivering fun in China

Leisure Market in China:  A Great Opportunity to Grap

As incomes rise for the Chinese population, the “good life” is becoming about much more than just being able to afford material objects and activities for leisure time is a trend in China. So it seems legit for the companies of this sector not to miss the opportunity to enter the market, but what really matters is to know how to reach possible clients.

Must have a quality online presence

It is commonly known that Chinese consumers are hyper-connected. They spend more than 40 hours per week on the Internet. If a brand wants to have a chance to break through the Chinese leisure market, it must be visible on the Internet. In fact, it’s the place where the Chinese seek information.

Optimize for Chinese search

Google is heavily censored and has limited reach in China. Instead, over 70% of online searches in China happen on Baidu. If you want Chinese consumers to find your website and marketing materials, your SEO should be geared towards Baidu, not Google. There are slight differences in Baidu’s page ranking algorithms compared to Google. Things like meta keywords and tags are emphasized slightly more while the quality of links takes on slightly less weight. The most important difference really is the language.

Baidu only indexes simple Chinese characters. Obviously, you’ll need to have a Chinese language version of your site to market in China. To get a good ranking on Baidu, all the text on your site needs to be in these simple characters, not in any regional dialect or pinyin.

Weibo and Wechat

Weibo and WeChat are the most popular social networks right now in China. Interaction and discussion are the keys to conquering the Chinese n social media.

Weibo is a website for micro-blogging, actually, it is the most used in China. Launched in 2010 Weibo, is considered Twitter in our countries. It’s a unique platform in China, where users can express themselves. However, Weibo is more evaluated than Twitter because you can write a long post (10.000 characters) and customize your post, adding videos, and pictures. It’s a social media very appreciated by users and also by celebrities and businesses. They can share their activities with their followers, creating trust and interaction. A Brand’s Weibo page is also a reference for its consumers.

WeChat allows the company to talk directly to its followers in a more intimate manner, almost as if they were friends.WeChat is really the undisputed king of marketing platforms in China with over 850 million active monthly users? There are many different avenues to consider what can be thought of as the ‘Facebook of China’.Firstly you set up an official account which you use to promote content and encourage the user to user sharing on their ‘moments’, this is equivalent to their news feed.

KOLs partnership

Engaging KOLs or influential bloggers is one of the most effective ways to promote a brand or industry. KOLs can assist through content creation, online campaigns, voting in contests, or live streaming. They have their own follower bases and their opinions and suggestions are considered credible and informed.


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