The outdoor sports market in China keeps growing after Covid

By the end of 2021, more than 400 million people participated in outdoor sports nationwide. After Covid, more and more Chinese people showed interest in outdoor activities including camping, cycling, and ultimate frisbee. According to a survey report from Nanjing Metropolis Daily in 2022 (N=1,033), 69.32% of the respondents participated in outdoor sports at least […]

How China’s fitness appetite grows as exercising becomes the new lifestyle


The sports and fitness market in China has seen exponential growth, from about 500 gyms in 2001 to approximately 50,288 fitness clubs by the end of 2020. According to the General Administration of Sport of China, 67.5% of people aged above 7 participated in fitness at least once a week in 2022, an increase of 18.5% compared […]

The strategy behind the colossal rise of Decathlon in China

Decathlon in China

Decathlon is both a manufacturer and retailer of sportswear and sports equipment based in France. Shipping worldwide, it is the largest sporting goods retailer in the world with 1,696 stores in 59 countries as of December 2020. Among them, China represents a massive market for the company. Present in China since 2003, Decathlon had 313 […]

Survey on fitness beliefs and exercise habits in China

survey on fitness habits in China

The scale of the Chinese sports and fitness industry is exploding. According to data compiled by the Chinese General Administration of Sports, from 2016 to 2025, the number of athletically engaged people in China will grow by 39%, from 360 million to 500 million. Not only will there be more athletes and fitness fans, but […]

Chinese netizens reflections on the Tokyo 2020 Olympics: National pride is alive and well

Chinese netizens reactions to the 2020 Toyko Olympics

Whether China won 38 or 42 gold medals, the Tokyo 2020 Olympics caused a rise of netizens commentary on Chinese social media. Through social media listening we gained a deeper understanding China’s national pride, but also openness and appreciation of other cultures.  Here are the main takeaways from social listening regarding Chinese netizens reflections on […]