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[report on decoding china’s young people’s sports consumption views in 2024] report produced by: vogue

after the epidemic, from running, mountain climbing, skiing, to camping, cycling and even citywalk, more and more consumers have integrated sports into their lifestyles, and sports brands have also ushered in the most vigorous historical development in china. opportunity. chinese young people who like to pursue unique self-expression in sports and consumption are looking for sports products that meet their functional needs and aesthetic tonality.

for this white paper, we conducted a round of quantitative research on new generation consumption among the chinese readers of vogue business, with a sample size of 1,123 consumers (17% of whom were alpha generation, 41% were generation z, and 41% were millennials. the first generation accounts for 42%), covering both genders and city levels equally. in addition, 75% of the respondents in this survey participate in fitness and sports at least twice a week. survey questions include understanding consumers’ lifestyles, sports product consumption scenarios, information channels, purchasing considerations, brand preferences and product needs, etc.

at the same time, we also invited four senior chinese sports consumers to have in-depth conversations using videos as a carrier on topics such as the significance of sports in life, fashionable sports styles, sports product consumption, brand preferences and product needs.

regular exercise has become a lifestyle for young people; sportswear has also become part of daily life

continuing to exercise regularly every week and maintaining good exercise habits has become a lifestyle for most young people. 75% of consumers regard exercise as the main way to maintain physical health, and another 68% and 52% respectively do so for " exercise to "relieve stress, change your mood" and "build your ideal body".