February 17, 2023

2022 China's Trendy Sports Advertising & Consumer Insight and Sports Marketing Analysis

In recent years, trendy sports have gradually emerged in China, sports include cycling, surfing, rock climbing, frisbee, e-sports, etc. Among these various niche sports segments, hip-hop, skateboarding and skiing are more mature. Trendy sports are more fun and socially, diverse, easy to learn, more casual and flexible, so many enthusiasts are willing to try them. According to the “2022 China Trendy Sports Consumption Development White Paper” published by Analysys and Migu Data Research Institute, we have summarized the development status, consumer insights and trend outlook of trendy sports.

Development status

The main driving factors for the continuous development of the trend movement and the continuous expansion of the audience range include:

The guidance and support of national policies have created a good environment for the development of trendy sports, such as strengthening the construction of venues, increasing people’s willingness to participate, and cultivating professional talents.
Residents’ awareness and participation in sports are higher, and they are willing to try more diverse sports, and actively explore interesting or novel projects. TOP5’s trendy sports are hiking, cycling, e-sports, frisbee and hip-hop.

Trendy sports can show the self-personality and independence of young people, and through the extension of internet communication channels, it is more extensive, which promotes the popularization of trend sports. Douyin, Migu Video and Weibo are the TOP3 content platform communication channels, and multi-form cross-sector cooperation has accelerated the popularization of trendy sports.

With the increased attention and participation in trendy sports, advertising and marketing, education and training, sports events and sporting goods have become the main business models at present. For example, title sponsorship in advertising and marketing, event suppliers, and derivative economies such as ice and snow tourism, blind box peripherals, etc.

Consumer insights

The survey shows that there are more followers than participants in trendy sports, but participants are higher than followers in the 18-24 age group, and the audience portraits prefer cool tricks and sports star content, pay more attention to the content and the frequency of watch is higher. They also pay more attention to sports and social networking and like to invite friends to participate, of which men accounted for about 55%. As high as 88.4% have purchased trend sports-related products, while 46.6% focused on brand values and young trends when purchasing.

37.9% of Migu video users follow at least 1-2 times a week, and 19.9% follow almost every day
TOP 5 content attention types: live broadcast, on-demand or highlights, sports star related information, trend sports variety show, sports teaching/follow-up/sports courses, character interviews
TOP5 reasons to follow trend sports: love trendy sports, be influenced by online communication activities, follow a player, follow a club/team, and follow local events

The TOP 3 ways to watch content are mobile phone (74.8%), desktop (37.8%), and tablet (28.7%)
Most followed platforms: Douyin (36.5%), Migu Video (25.1%), Huya Live (21.1%)

As trendy sports become more standardized and people are more accepting, many young parents are more inclined to support children to participate in trendy sports. In addition, trendy sports consumers are basically willing to pay for their hobbies and the annual consumption is concentrated in about 1,000 – 5,000 yuan, while the types of purchased goods are concentrated in sportswear and sports venues. The main consideration for consumers when purchasing related products is the quality of the product, followed by the brand’s youthful trend value.

Overall, Migu Video users often pay more attention to sponsored brands and the acceptable advertising forms are also diversified, including APP open screen ads, studio title/implantation, video pre-roll ads, short videos, interactive ads and more. Clothing and accessories are the main types of daily consumption focus, while 3C digital and automobiles can have better marketing effects when watching trendy sports content.

Trend outlook

Sports direction: Accelerate the standardized layout, establish the norms of the organization of sports events, competition rules, referees and athletes related to trendy sports, and build a professional development system.
Trend direction: Trendy sports have become one of the manifestations of trendy lifestyles, which can promote the interaction and prosperity of trendy sports and cultural formats through diversified lifestyles, such as trendy sports + content, trendy sports + tourism, trendy sports + new technology or trendy sports + community activities.
Industry direction: The existing business model will gradually develop and improve, and industry innovation will bring more new models, such as digital collections, trendy sports theme experience space, and the superposition of multiple models, etc. so that this industry has greater potential for development.

The above is an excerpt of the content from the data report. If you are interested in advertising marketing or content operation, please contact us with the form below for more information.