Report | Download China’s Summer Sports Recap

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China’s summer sports market is experiencing significant growth, driven by interest and sophistication in a wide range of sports, along with the government’s ambition to build a sporting powerhouse by 2035. Despite low post-COVID-19 consumer confidence affecting some categories, Chinese consumers continue to seek experiences and products that enhance their quality of life, including travel, health goods and services, and sports apparel. This is not only limited to sporting goods and fashion but extends to travel, hospitality, and beauty.  In the first half of 2024, spending on sports and recreational articles was the second fastest growing category after telecom times, with a growth of 11.1%. With most other categories of spending experiencing flatline or minimal growth.  In this report, we analyzed 134 million posts of social media data to uncover new trends and evolving preferences in summer sports, identifying emerging opportunities and market dynamics in China. We sought to ………………………………