Boosted by health awareness, increased outdoor interest, and governmental support post-Covid, China’s fitness and wellness market has thrived in recent years. The sportswear market in China — particularly athleisure, known for its versatility — has experienced rapid growth and is projected to reach $82.8 billion by 2024, reflecting a cultural shift towards blending active lifestyles with everyday fashion.
According to Hot Pot China’s E-commerce Data Tracker, the first half of 2024 saw significant growth in athleisure product categories, with sports sweaters (+240%), sports down jackets (+42%), and sports dresses (+39%) leading the charge compared to H1 2023. Sales remained consistent throughout this 6-month period, with slight peaks in January, likely due to the Chinese New Year, and in May, thanks to pre-purchases ahead of the 618 major shopping festival.
Image: A breakdown of athleisure wear sales by product in China in H1 2024
Data from our China Athleisure Wear: H1 2024 E-Commerce Sales Report
Unlike in the West, summer vacations are less common for Chinese consumers. Many have limited paid annual leave, averaging just six days for most workers. Summer holidays primarily cater to children during their two-month school break. For adults, the longest holidays occur in October for National Day and during the Chinese New Year in winter. As a result, active lifestyles are maintained year-round in China, with even the colder months not deterring people from engaging in outdoor activities.
Image: A breakdown of athleisure wear sales in China by platform and month in H1 2024
Data from our China Athleisure Wear: H1 2024 E-Commerce Sales Report
Moreover, the philosophy of “life as the new luxury” has fueled the rise of athleisure wear in China. Chinese consumers are increasingly willing to invest in high-quality warm clothing, such as down jackets, that serve both athletic and everyday purposes. Given China’s diverse climates, where northern regions can experience temperatures as low as -20°C while the south hovers around 10°C, brands must develop year-round strategies to cater to varying weather conditions and evolving consumer preferences.
A notable example is a recent campaign from Bosideng, China’s largest domestic down clothing company, which showcased how to wear its newest layered down jacket in various temperature conditions. This was demonstrated in a TV commercial shown below, effectively showcasing the brand’s versatility and understanding of consumer needs in different climates.
Over the years, beauty standards have evolved, with many young Chinese individuals challenging traditional gender stereotypes, emphasising strength and health over narrow definitions of beauty. This shift in mindset demands diverse offerings from brands, focusing on functional, stylish, and everyday-friendly athleisure wear.
In conclusion, the booming athleisure market in China is driven by a confluence of factors: heightened health awareness, changing consumer behaviours, a cultural appreciation for quality and comfort, increased travel, and the demand for functional, movement-friendly attire. Brands that can adapt to these dynamics and resonate with the evolving desires of Chinese consumers are well-positioned for success in the market.
China Athleisure Wear:
H1 2024 E-Commerce Sales Report
The ever-changing landscape of Chinese commerce makes e-commerce data analysis a fundamental part of any China marketing strategy.
Discover more about China’s athleisure boom with our China Athleisure Report.