POP MART在中国：它如何成为一个让人印象深刻的品牌

New directions in summer sports trends2.About us6.The summer sports effect on other industries3.Heavy hitters and rising stars4.CONTENT OUTLINEHypotheses on the future of summer sports5.The pulse of summer sports in China1. 103219243004 We analyzed social media data to uncover new trends and evolving preferences in summer sports, identifying emerging opportunities andmarket dynamics in China. We sought to understand which sports people are doing, with whom, why they do them, and their preferredbrands.About our social listening analysisOver 134 million postsanalyzedOver 60 summer sportsincludedDistribution of posts about summer sports by platformDouyin50.9%Weibo41.3%Xiaohongshu7.7% 2.8 million postsmentioning 105athletes from China andaround the world26.224.324.626.432.7Mar-24Apr-24May-24Jun-24Jul-24March-July 2024 posts about engaging in summer sportsin million mentionsOver 3.4 million postsmentioning more than90 different sportinggoods brands Thepulseofsummer sports inChina The sports market in China is experiencing significant growth, with the market size reaching USD 461 billion in 2022, a 6% year-over-yeargrowth. Moreover, social media posts related to summer sports reached 134 million between March to July 2024, 34% y-o-y growth.Withmore government support and evolving consumer demands, there are more opportunities for brands to tap into.Evolving demand and government/brand support drives summer sports synergySource:People’s Daily Online, Global Times, WeChat,DaxueConsulting social listening analysisEvolving consumerdemandSports brandsGovernment supportGrowing sports diversity andemerging consumer groups:Consumers are open to exploring newsports, and interest in outdoor sportsis expanding from tier-1 and tier-2cities to lower-tier citiesExamples:骑马Horseback riding and溯溪river tracingRising sophistication:Consumerdemand is becoming more refined, andthere is growing expectation for multi-function, multi-purpose, and smartproductsExamples:防风windproof,防水waterproof,and速干quick-dryingsportwearAthlete/event sponsorships:Brands endorse eventsand athletes, known for sportsmanship and widevisibility and are less prone to scandals thancelebrities.Examples: Nike sponsors ZhengQinwenafter her goldwin and launched custom T-shirts, and Anta sponsoredthe official uniform for the Chinese team at Paris 2024Sports events:Organizing activities for deeperconsumer engagement and encourage brand loyaltyExample: lululemon #夏日乐挑战Summer Sweat Gameswith 10,000+ participants across 40+ citiesGovernment support:The government aims to buildChina into a sporting powerhouse by 2035Example: Hosting of international events such as theHangzhou Asian Games in 2022 and the Chengdu FISUWorld University Games in 2023Local governments and revitalization:Attractingconsumers to travel and do outdoor sportsExamples: Local government contributes to Hainanbecoming a surfing destination through competitionsand business collaborations©2024 D AXUE CONSULTINGALL RIGHTS RESERVED Driversfordoing sportsareshifting in ChinaAccordingtosociallistening,among1.7millionpostsonuserssharingwhytheydosummersports,recreationandleisureisthekeydrivingfactor.Thisshiftopensupthemarkettoawealthofcasualathletes.©2024 D AXUE CONSULTINGALL RIGHTS RESERVEDRecreation &leisureRelationshipbuildingRecreation &leisureRelationshipbuildingTop motivations for summer sports participation in Chinaand mention percentagesHealth &wellbeingHealth &wellbeingSelf-development &competitionsSelf development &competitionsWhile Chinese people do summer sports mainly for recreational andleisure purposes, a key trend in 2024 is that people do them toget closerto nature. Outdoor sports like hiking have gained particular attention.Summer sports are viewed as methods ofgrowth and achievements.People join sports competitions like marathons and share on social mediapictures of their workout results.While the ranking dropped, people still prioritizehealth and wellbeingthrough summer sports. Physical health is the main driver, followed byemotional, mental, and spiritual.Summer sports are a way toto build relationshipswhilecultivating asense of belonging. While its importance is smaller compared to otherfactors, it remains a key driver in summer sports participation.Mar 2023–Jul 2023Mar 2024–Jul 2024Data source: Daxue Consulting social listening analysis25%21%60%28%39%5%7%14% 6 The focus of sports is shifting from achievement to enjoymentChinese people are increasingly seeking joy in sports, as reflected in the growing trend of engaging in activities with others and creatingshared memories, rather than solely focusing on achieving good results.©2024 D AXUE CONSULTINGALL RIGHTS RESERVEDAmong individual sports,indoorsports have generally been morepopularthan outdoor sport dueto government investment inindoor sports infrastructure,along with consumer preferencefor controlled environments andgreater accessibility to thesesports.Chinese consumers areplacing more importance on the processrather thanthe