Surging Sports Consumption in China

A few years ago, pickleball barely existed in China. Hyrox wasn’t a category at all. Rock climbing was niche. Trail running remained a specialist activity.

Today, each is generating measurable demand across China’s largest e-commerce platforms. Meanwhile, established categories such as tennis, skiing, and badminton continue to attract new participants and higher consumer spending.

This report analyses 13 sports categories across Tmall, JD.com, and Douyin to identify where participation is increasing, which platforms are capturing demand, and where international brands may find the strongest growth opportunities.