Chinese Sports Consumer Values – Whitepaper Series

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ISPO and Trendbüro evaluated 7.7 million posts on the popular Chinese social media platforms Sina Weibo and WeChat. The result: a multi-faceted portrait of values that strongly influence sports consumers in China.

The 7-part whitepaper series builds on Trendbüro’s Chinese Consumer Value Index (CCVI) 2019, which is the first-ever quantitative and qualitative analysis of Chinese consumer values. Now, an international team of researchers applied the CCVI’s findings to the Chinese sports and outdoor industry, complete with best practice examples and business implications.

Benefit from the results.

Chinese Sports Consumer Values – Whitepaper Se-ries
Chinese Sports Consumer Values – Whitepaper Series

The topics of the seven-part whitepaper series at a glance:

Each whitepaper gives you a clear understanding of why this value is important to Chinese consumers and how the sports industry is already responding to these needs - including detailed best practice examples. Additionally, every paper contains up to three ISPO business advices to give you guidance for your business success in China.  

  1. Simplicity 

  2. Health 

  3. Nature

  4. Community

  5. Success 

  6. Recognition 

  7. Freedom

The whitepaper series is aimed at all brands, companies and agencies in the sports business that want to better understand Chinese consumers. The analyses and examples can provide inspiration for your product development, give impulses for marketing in China and give you an overall better feeling for this rapidly developing market. 

Download the results of the study now for free using the form below.

In addition to sending you the download link for the paper you have requested, we will use your e-mail address to inform you by e-mail about similar products / services provided by Messe München GmbH. You can unsubscribe from these e-mails at any time via e-mail to without incurring any costs other than the transmission costs according to the basic charges. Your data shall be processed in line with the privacy policy of Messe München GmbH.
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