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MZ Generation in China Shifts Focus to Sports
Changing Consumption Trends Among Young Consumers

Recently, the interest of China's MZ generation (Millennials + Generation Z) in a healthy lifestyle has led to growth in the sports industry. In China, luxury consumption, once regarded as a symbol of wealth, is decreasing, while consumption related to outdoor and sports goods is increasing.

Annual per capita spending of Chinese sports enthusiasts ranked in the order of skiing, cycling, and camping. Photo by Getty Images

Recently, Chinese media outlet Xin Jing Bao reported, "Young people are moving away from luxury goods and turning their attention to outdoor consumption. Wearing sports brand clothing has become a fashion trend," introducing the changing consumption trends of the MZ generation.

Due to economic slowdown, real estate market stagnation, and rising youth unemployment, a consumption trend emphasizing personal health and values is spreading among young people in China. Sharing exercise routines and continuing exercise challenges have become popular on social networking services (SNS), establishing a culture. Additionally, the Chinese government's policies to foster the sports industry have positively influenced market growth.

Outdoor products sold in China. Captured from Baidu.

According to the "China Outdoor Market Outlook Report" released by the China Commercial Industry Research Institute, experts predict that the outdoor market size will surpass 100 billion yuan (approximately 19.865 trillion KRW) by 2028. The market size, which was 67.5 billion yuan (about 13.4088 trillion KRW) in 2019, exceeded 90 billion yuan (17.8785 trillion KRW) last year, and with continued growth, surpassing 100 billion yuan is imminent.

The General Administration of Sport of China stated in the "China Sports Industry Development Report (2023-2024)" that "the average annual per capita expenditure on sports among sports enthusiasts is at a high level of 2,000 to 5,000 yuan (approximately 400,000 to 990,000 KRW)." Annual per capita spending by category includes skiing at 4,910 yuan, cycling at 4,033 yuan, and camping at 3,323 yuan. The consumer age groups (as of the first half of 2024) show that those born in the 1980s and 1990s account for 35% and 34%, respectively. The report noted, "The generation born after 2000 accounts for 12%, making them an important core force in future outdoor and sports goods consumption."

Looking at the "Consumer Industry Development Report" released by Chinese e-commerce company JD.com, the sports-related product market is rapidly growing. In 2024, sales of cycling apparel increased by 75% compared to the previous year, while sales of surfing and swimwear rose by 309%. Sales of rock climbing anti-slip powder and climbing shoes also increased by 210% and 52%, respectively, compared to the previous year. Sales of equestrian whips and boots rose by 232% and 66%, respectively.

Chinese news reports that sales of riding whips and riding boots have grown by 232% and 66%, respectively. CCTV broadcast

Experts are optimistic that China's sports craze will also contribute to economic growth. Professor Zheng Zhiqiang of the Department of Physical Education at Jimei University emphasized that the growth of the sports industry should be a cornerstone for economic development, stating, "Encouraging mass sports leads to increased social vitality. The rise in sports goods consumption will positively impact economic growth."

Fashion industry insider Xue Yun advised, "In the fiercely competitive outdoor brand market, collaborating with or acquiring overseas brands could become a new growth point."

Meanwhile, as China's middle class tightens their wallets, luxury brands' sales performance is plummeting. Consulting firm Digital Luxury Group predicted that China's luxury market, which had rapidly grown over the past few years, shrank by up to 15% last year. LVMH, which owns the Louis Vuitton brand, saw sales decline by 16% in regions including China, and Kering Group, which owns brands such as Gucci and Saint Laurent, also experienced decreased profits. China accounts for about 30% of the global luxury market.

This content was produced with the assistance of AI translation services.