JD.com Data: Sporting Goods Consumption in China


by Xiaoqian Han

Sales of yoga and dance-related products have grown at a remarkable rate in recent months, according to a new trend report from JD’s Consumer and Industry Development Institute. Yoga stretchers, yoga shoes, dance shoes, yoga balls, and yoga bags all saw annual growth of 868%, 816%, 700%, 110%, and 104%, respectively.

In addition to yoga and dancing, the report also noted that the most popular sports activities for JD consumers over the past month include ball games, fishing, fitness training and cycling.

Here are some of the key takeaways from the report:

  • Specialized training is popular

  • Consumers are more likely to workout at home

  • North China consumers prefer to exercise indoors

  • Sports protection products are popular among 26 to 35 year olds

Ball products and specialty training products

According to the data, badminton, basketball and table tennis-related products were among the top three sports categories in terms of revenue, perhaps because ball sports have an important social dimension. People can make friends while playing and exercising. At the same time, specialized training devices, such as equipment to strengthen the muscles of the abdomen and legs and develop arm strength, are very popular.

Equipment for domestic use

Exercising at home has become a popular approach to maintaining a healthy lifestyle. Consumers prefer to exercise at home, which is why exercise equipment, yoga and dance equipment, and other similar items are in high demand. In addition, many consumers have acquired a variety of sports accessories suitable for them, such as sports shoes, skirts, underwear, etc.

Consumers in Northern China vs. Northeast

According to the report, consumers in different locations have varying fitness needs. Consumers in Liaoning, Heilongjiang and Jilin Provinces Prefer Home Appliance Fitness Equipment; consumers in Tianjin, Beijing and other provinces in northern China prefer balls for indoor sports; consumers in Ningxia and Inner Mongolia Autonomous Regions purchased a large number of cycling equipment products for outdoor tourism; and consumers in Hunan and Hubei provinces purchased a large number of fishing leisure sports products. Guangdong, Jiangsu, Beijing, Sichuan and Shandong are the top five provinces and municipalities in China that purchase sports equipment.

Sports protective gear

Ball sports products are preferred by consumers aged 16-25, fishing products are preferred by consumers aged 26-35, and cycling sports products are preferred by consumers aged 36-45 . Consumers aged 16 to 25 prefer to buy sportswear, shoes and bags, while those aged 26 to 35 tend to buy a lot of sports protection products, according to the report.

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