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SPORTS PARTICIPATION - CHINA - MAY 2018

Published By :

Mintel

Published Date : May 2018

Category :

Sports Equipment

No. of Pages : N/A

The fast-growing sports participation market brings opportunities for not only the sports industry but also brands in other categories. Launching more varieties of sports activities and making sport more fun will attract a larger participant base, and sports data created by participants could work as positive feedback as well as sports motivations. Since generally consumers trust sports stars, their endorsement of brands may achieve a better effect on building brand images.

Table of Contents

OVERVIEW
What you need to know
Covered in this Report
Excluded
EXECUTIVE SUMMARY
The market
Another fast-growing market other than sports retailing
Figure 1: Best- and worst-case forecast for sports participation spending, China, 2012-22
Figure 2: Sports played in the past six months, January 2018
Spectator sports see strong growth
The consumer
Fewer limitations on equipment and space bring more participation?
Figure 3: Sports competition taken part in in the past two years, January 2018
Anticipate a healthy living status
Figure 4: Reason for participating in sports, January 2018
Watching sports programmes online becoming increasingly popular, and participants leverage various media to engage with sports
Figure 5: Sports media usage, January 2018
Talking and eating the most popular concurrent sports watching activities
Figure 6: Activities while watching sports events, January 2018
Nuts/seeds more welcomed to accompany sports programmes watching
Figure 7: Foods eaten while watching sports event, January 2018
Mobile applications lead the most interested and used sports tools
Figure 8: Interest and usage of sports tools, January 2018
In general people think competition results and sports star endorsements are trustworthy
Figure 9: Trust in sports, January 2018
What we think
ISSUES AND INSIGHTS
Make sports participation easy, fun and meaningful
The facts
The implications
Everyone could be a sports data creator
The facts
The implications
Transference: sports stars and brand images
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
A burgeoning market
Big sports events drive attention, and settlement of broadcasting rights indicates a maturing spectator sports market
Chinese consumers are witnessing more varieties of sports activities
Smart features and e-sports empower attractiveness of sports
MARKET SIZE AND FORECAST
Double-digit growth is expected to maintain
Figure 10: Best- and worst-case forecast for sports participation spending, China, 2012-22
The willingness and interest in sports participation are high
Figure 11: Sports most interested in, January 2018
MARKET FACTORS
A rising awareness of health and fitness
A rising focus on promoting sports industry
2018 a ‘big year’ for spectator sports
Broadcasting rights are concentrated to several major players, but will sports short videos be more popular in the future?
LAUNCH ACTIVITY AND INNOVATION
NFL is expected to make another attempt to enter China soon
More running varieties to launch in China
Sports stadiums being smarter
Attracting new audience via e-sports
THE CONSUMER – WHAT YOU NEED TO KNOW
Badminton the most participated in sports type
Anticipation of being healthy drives Chinese consumers to do sports
Online sports programmes penetrating all age groups, while consumers embrace diverse usage of sports media
Chat and eat while watching sports most often, nuts/seeds the most popular food companion
Sports mobile application the most popular tool for better sports participation
In general people think sports competition results and sports star endorsements are trustworthy
SPORTS PARTICIPATION AND INTEREST
Nine in 10 respondents have played sports in the last six months
Figure 12: Sports played in the past six months, January 2018
Ping-Pong for competing more than playing
Figure 13: Sports competition taken part in in the past two years, January 2018
Gender stereotype remains for sports participation
Figure 14: Sports most interested in, by gender, January 2018
Participating in sports seems to be a sophisticated and family leisure activity
REASON FOR SPORTS PARTICIPATION
Do sports to pursue better health condition
Figure 15: Reason for participating in sports, January 2018
Tier one sports participants are more likely to be self-starters
Figure 16: Reason for participating in sports, by city tier, January 2018
SPORTS MEDIA
Online sports programmes penetrating to all age groups
Figure 17: Sports programmes watching occasions, January 2018
Figure 18: Sports programmes watching occasions, by age, January 2018
Diverse usage of media channels
Figure 19: Sports media channels usage, January 2018
Figure 20: Usage of social media and traditional media, by gender, January 2018
Figure 21: Sports social media usage, by age, January 2018
CONCURRENT SPORTS WATCHING ACTIVITIES
A need for company, either emotional or for stomach
Figure 22: Activities while watching sports events, January 2018
Figure 23: Activities while watching sports events, by gender, January 2018
FOOD CHOICES WHILE WATCHING SPORTS
Nuts and seeds most favourable companions
Figure 24: Foods eaten while watching sports event, January 2018
More females prefer snacks while watching sports events
Figure 25: Foods eaten while watching sports event, by gender, January 2018
Figure 26: Eleme soccer-themed ad poster, December 2017
Nuts/seeds and salty puffed snacks are equally attractive to consumers aged 20-24
Figure 27: Foods eaten while watching sports event, by age, January 2018
Figure 28: World cup – Germany-themed chips, April 2018
USAGE AND INTEREST IN SPORTS TOOLS
Interest and usage of sports tools and services are high
Figure 29: Interest and usage of sports tools, January 2018
Figure 30: Usage in sports tools – any usage, January 2018
Figure 31: Interest in sports tools – current interest, January 2018
More females interested in fitness applications and courses
Figure 32: Usage and interest in sports tools, by gender, January 2018
Figure 33: Usage and interest in sports games, by gender, January 2018
Smart gadgets are popular among tier one consumers
Figure 34: Usage and interest in sports tools, by city tier, January 2018
Younger generations are likely to be early adopters
TRUST IN SPORTS
Not much change in trust in sports
Figure 35: Trust in sports, January 2018
Sports stars may better attract target audience
Online selling of sports lottery is not likely to relaunch, but more niche demands still need to be fulfilled
MEET THE MINTROPOLITANS
More active in sports participation
More devoted to sports media
Figure 36: Sports media usage, by consumer classification, January 2018
Similar concurrent sports watching activities, but more likely to take snacks
Figure 37: Foods eaten while watching sports event, by consumer classification, January 2018
Active users of sports tools, and continuously seeking something better
Figure 38: Usage of sports tools – using now, by consumer classification, January 2018
Figure 39: Usage of sports tools – have used before but not now, by consumer classification, January 2018
Willing to grant more trust in sports
Figure 40: Trust in sports, by consumer classification, January 2018
APPENDIX – MARKET SIZE AND FORECAST
Figure 41: Market forecast for sports participation spending, China, 2012-22
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations

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