The sports division of JD.com, one of the leaders in Chinese Internet-based retailers, and the global data and information company, Nielsen, have jointly launched a report of Internet-based sports consumption in China (2017), indicating that the Chinese sports consumption has reached a prime time.
Data from the report shows that the Internet-based sports consumption in China has reached a record-breaking amount of RMB 194.9 billion (US$29.8b) in 2016, while the amount in 2014 was only RMB 97.3 billion (US$14.9b).
The two sides also found that mega-events could stimulate consumers to purchase sporting goods online. For example, during 2016, the Sanya Marathon race held in Hainan Province, the French Open, the FIFA World Cup, the UEFA Champions League and in the NBA, sales on JD Sports saw greater increases than usual.
Meanwhile, the report indicates that around 70% of Internet-based sports consumers in China are males who range in age from 26 to 45. 70% of the consumers are sensitive to the price of goods, while those who are sensitive to promotion and sales makes up 50% of the total.
Proofread by William Logsdon