YOUTH CONSUMERS & LEISURE TRENDS IN CHINA: A MARKET ANALYSIS

SUMMARY

DESCRIPTION

This report covers consumer behaviour amongst youths and urban professionals (aged 16-40) in China, with regard to sports, product purchasing andawareness of alternative sports.

EXTRACT FROM INTRODUCTION

Areas of interest include:

 Patterns of consumer behaviour among the young and urban professionals defined as between 16-40 years of age. Their purchasing poweron sports and leisure products and activities Their purchasing criteria in terms of brand, price point, self-image and current fashions/trends Themajor retailers (department stores etc) retailing casual wear in China\'s leading cities, wholesalers supplying them and concessionary rental termsat major retailers Consumer access to product information in terms of advertising/marketing channels used and media consumed. Brand preferences &price points (focusing on foreign brands) Awareness of and interest in alternative sports Specific information on the cycling market covering safetyregulations, standards, brands, prices, distribution, style trends etc

TABLE OF CONTENTS

Table of Contents:

China Contact 1

Contents 2

1 Introduction 7

1.1 Definitions & Report Coverage: 7

1.2 Other Relevant Access Asia Reports: 8

1.3 Executive Summary 9

2 China' s Consumers 11

2.1 China' s Consumers: Overview 11

2.2 China' s Consumers: Response to Political Change 11

2.3 China' s Consumers: Response to Economic Change 12

2.4 China' s Consumers: Changes in Lifestyle & Expectations 13

2.4.1 Livelihood 13

2.4.2 Housing 14

2.4.3 Possessions 14

2.4.4 Entertainment 15

2.4.5 Gyms and Personal Fitness 16

2.4.6 Travel: Holidays & Tourism 17

2.4.7 Individual Loans 18

2.4.8 Taboos 19

2.5 China' s Consumers: Youth Consumer Groups 20

2.5.1 Urban Professionals 20

2.5.2 Teenagers and Twenty-Somethings 22

2.6.1 Purchasing Criteria 25

2.6.2 Total Consumer Expenditure 27

3 Market Size 29

3.1 Market Size: Leisure-Related Products 29

3.1.1 Leisure-Related Product Sales: Value Trends 29

3.1.2 Leisure-Related Product: Value Growth 29

3.1.3 Total Non-Food Sales: Percentage Breakdown 30

3.2 Market Size: Urban Non-Food Sales 31

3.2.1 Urban Non-Food Sales: Value Trends 31

3.2.2 Urban Non-Food Sales: Percentage Breakdown 31

3.2.3 Urban Non-Food Sales: Ownership of Major Durable Goods 32

3.2.4 Urban Non-Food Sales: Major Durable Goods Ownership Growth Trends 33

3.2.5 Urban Non-Food Sales: Sales of Youth Consumer Goods 35

3.2.6 Urban Non-Food Sales: Sales of Sporting Goods 35

4. Sports/Leisure Clothing in China 37

4.1 Sports/Leisure Clothing in China: Overview 37

4.2 Sports/Leisure Clothing: Consumer Preferences 38

4.2.1 Brand Preferences 38

4.3 Sports/Leisure Clothing: Total Market Size 39

4.4 Sports/Leisure Clothing in China: Foreign Companies 40

4.4.1 Foreign Companies: adidas-Salomon 40

4.4.2 Foreign Companies: Benetton 41

4.4.3 Foreign Companies: Decathlon 42

4.4.4 Foreign Companies: Fila 43

4.4.5 Foreign Companies: Nautica Enterprises Incorporated 44

4.4.6 Foreign Companies: Nike 45

4.4.7 Foreign Companies: Reebok 46

4.4.8 Royal Sporting House (RSH) 47

4.4.9 Foreign Companies: The Athlete' s Foot 48

4.5 Sports/Leisure Clothing: Hong Kong Companies 49

4.5.1 Bossini International Holdings Limited 49

4.5.2 Dickson Concepts (International) 50

4.5.3 Giordano International 51

4.5.4 Lai Sun Garment (International) 53

4.5.5 Marathon Sports 55

4.5.6 Mirabell International Holdings Ltd 55

4.6 Sports/Leisure Clothing: Local Companies 57

4.6.1 Local Companies: Li Ning 57

4.6.2 Local Companies: Quest Sports 57

4.6.3 Local Companies: G-Weat 57

4.7 Sports/Leisure Clothing: Retail Venues 58

4.7.1 Sports Equipment and Sports Clothing Shops 58

4.7.2 Sports/Leisure Clothing Shops 59

4.7.3 Concept Shops 60

5 The Sports Market in China 61

5.1 Sports Market in China: Mainstream Sports 61

5.1.1 Football 61

5.1.2 Basketball 63

5.1.3 Table Tennis 64

5.1.4 Golf 65

5.2 Sports Market in China: Alternative Sports 67

5.2.1 Mountain Biking 67

5.2.2 Skiing and Snowboarding 68

5.2.3 Skateboarding 69

5.2.4 In-Line Skating 70

5.2.5 Sports Climbing 70

5.2.6 White Water Rafting & Kayaking 71

5.2.7 Diving 71

5.2.8 Bungee Jumping 71

5.2.9 Hiking 72

5.2.10 Extreme Events 72

5.3 Sports Market in China: Alternative Sports Retail Outlets 73

5.3.1 Hiking and Camping Stores 73

5.3.2 Specialist Sports Stores 73

6 SWOT Analysis 75

6.1 Strengths 75

6.2 Weaknesses 76

6.3 Opportunities 77

6.4 Threats 78

7 Market Background 79

7.1 Fast Facts 79

7.2 Regions of China 80

7.3 Demographics 82

1.3.1 Demographics: Total Population 82

7.3.2 Demographics: Population by Location 83

7.3.3 Demographics: Population Breakdown by Location 84

7.3.4 Demographics: Population by Province 84

7.3.5 Demographics: Population Density by Province 85

7.3.6 Demographics: Population Concentration 86

7.3.7 Demographics: Population by Gender 88

7.3.8 Demographics: Population by Age Group 89