With the Olympic games soon coming to an end, in this article we will zoom in on the booming outdoor sports industry in China.
Team China participated in the Paris Olympics with 405 athletes, including 136 male and 269 female athletes, competing in 236 events across 30 sporting events. China has consistently finished in the top three position in the Olympic medals ranking since the Sydney 2000 Olympics, and this trend continues in Paris. At the Tokyo 2020 Olympics, China finished second behind the US. For Paris 2024, China is projected to finish second on total medals as well.
Growing popularity of outdoor sports
These numbers are an indication of the growing popularity of sports in China, including outdoor sports. In the past, outdoor sports were almost non-existent in China, largely due to severe pollution and limited infrastructure. However, in the past decade, China has experienced a remarkable transformation. The government’s ambitious environmental policies have significantly improved air quality and reduced pollution levels. This resulted in the rapid expansion of green spaces, national parks, and dedicated sports facilities across the country. If you travel to Chinese today, not only will you see much less smog-filled skies, you will also notice more people dancing or playing sports in parks, riding bicycles, and so on. Nowadays it’s not uncommon to view cyclists in helmets pedalling premium bikes in cities in China, also in tier-2 and tier-3 cities.
As a result, outdoor sports have witnessed exponential growth. Activities such as hiking, cycling, rock climbing, and trail running have become increasingly popular among all age groups. Events such as marathons, cycling tours, and mountain festivals are now regular events, increasingly attracting both domestic and international participants. The successful hosting of international events, such as the 2022 Winter Olympics in Beijing, has further strengthened China’s reputation as a growing center for outdoor sports. Moreover, outdoor sports gained momentum during the pandemic period and worked as an alternative to constrained domestic or international travel. And finally, social media has played a crucial role in this shift, with platforms like WeChat, Douyin, Xiaohongshu and Weibo buzzing with communities sharing their outdoor adventures and encouraging others to join.
Economic impact
The economic impact of this trend cannot be overstated. Outdoor sports have stimulated growth in related industries, including tourism, sports equipment, and hospitality. Consumer spending in the outdoor sports industry revolves around two key categories: outdoor sports services and outdoor sports products. The latter even includes products such as sunscreen creams, masks and hats and sports shoes, each showing 3-digit growth rates in the past years.
Foreign brands have been targeting the growing Chinese market for quite a number of years. Currently, some international sports brands are recognized for their quality and impact on lifestyle, expanding their market beyond traditional sports products. However, international brands need to be mindful of competition from their Chinese counterparts, leveraging the guochao (‘China chic’) trend. In recent years, the resurgence of national pride among younger consumers has prompted domestic companies to offer more cost-effective alternatives to foreign products. Esteemed Chinese brands such as Anta and Li-Ning have successfully capitalized on the guochao trend, further solidifying their market positions.
Opportunities for Belgian companies
Belgium’s strong reputation in football, cycling, tennis, and its rich tradition in jumping horses, not only offers opportunities for the sales of products (such as racing bikes), but also possibilities for collaboration, talent development, and sports tourism. Chinese investments in sports infrastructure and events create a fertile ground for Belgian expertise in coaching, infrastructure know-how, sports science, and management. Additionally, Belgium’s success in international competitions can inspire brand partnerships and fan engagement. By leveraging cultural exchanges and sports diplomacy, the Belgian sports industry can establish a robust presence in China’s expanding sports market.
Please contact the Belgian-Chinese Chamber of Commerce (BCECC) in case you need more information.