China’s Fitne$$ Boom

- Is China’s booming sports and wellness industry the next big opportunity for global brands?



- How do two multinationals tap into China’s $35 billion outdoor sports market?



- Can they survive the rise of local sportswear giants?


- And how do multinational brands resonate with Chinese consumers through localisation and community strategies?

Summary In this episode of China Bizz two leaders of multinational sports brands; Taylor Price, GM of Specialized and Robin Trebbe, former GM at InterSport and VP at Adidas explore the dynamic growth of the wellness industry in China, focusing on the evolving consumer behaviour, the importance of authentic community building in sports, and the strategies brands must adopt to succeed in this unique market.

Takeaways

· The wellness industry is booming in China, with a significant rise in health-conscious consumers.

· Building authentic communities in sports requires more than just organizing events; it demands ongoing engagement.

· Consumer behavior in China has evolved, with a growing interest in health and fitness activities.

· Brands must participate in communities rather than trying to own them to foster loyalty.

· The commercial success of sports brands in China reflects the booming market and increased consumer spending.

· Navigating brand strategies in China requires a deep understanding of local consumer preferences and behaviors.

· Physical retail spaces are evolving to provide experiences rather than just transactions.

· The premium market in China is thriving, with consumers willing to invest in high-quality products.

· Adapting products for the local market is crucial for international brands to succeed in China.

· Listening to consumers and gathering insights is essential for brands to remain relevant and competitive.

Links: China’s Fitness Boom Spells Opportunities for Multinational Brands:

WeChat: 15800761226 (Jacob Johansen)

LinkedIn: https://www.linkedin.com/in/jacobjohansen/

Disclaimer: Jacob Johansen is a strategy consultant with PwC China and a board member of the Danish Chamber of Commerce in China. However, China Bizz is a personal, independent and non-profit imitative.

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