China's sports industry continued to thrive in 2023 amid an increased focus on personalized services and a boom in both elite and grassroots events.

A notable trend at this year's China International Sporting Goods Expo was that a growing number of domestic businesses have shifted their focus from manufacturing and selling sports equipment to providing comprehensive services to a wide range of customers, from schools to clubs and communities.

Personalized services, as well as the integration of user demographics and usage scenarios, have been given greater consideration.

Gao Yunqing (front, C), a CrossFit instructor, explains as CrossFit starters learn how to use the rowing machine in southwest China's Chongqing Municipality on May 13, 2023. (Xinhua)

"Fitness is a personalized activity, so there is a huge market. Personalized services will be a driving force of the sports goods industry," said Luo Jie, vice-president and secretary-general of the China Sporting Goods Association.

Many companies are accelerating their transformation and upgrading efforts to broaden their market prospects, he added.

Making strides

In 2023, China witnessed a resurgence in the popularity of marathons. A total of 133 road races across the country were registered between January and June, according to the Chinese Athletics Association. On the weekend of Nov 25-26, for instance, over 20 official races took place in China.

The Beijing Marathon, considered the country's flagship marathon, attracted over 130,000 applicants hoping to bag one of the 30,000 places on offer in the race ballot.

Running fever has delivered a huge economic impact. The Nanchang Marathon, for instance, generated revenue of 125 million yuan (about $17.6 million).

"Hosting marathon races has become a key driving force for economic and social development in Jiangxi province," said Li Xiaoping, director of Jiangxi Provincial Sports Bureau.

Major international events like the Chengdu Universiade and the Hangzhou Asian Games, as well as professional leagues such as soccer's Chinese Super League (CSL) and the Chinese Basketball Association (CBA), have also stimulated local economic growth.

Even amateur sports events in rural areas have carved out success.

"Cun Chao", a village soccer league established in Rongjiang county, Southwest China's Guizhou province, attracts average crowds of 50,000 per game.

Basketball and volleyball have their own rural tournaments, too.

"Whether in urban or rural settings, sports are playing an increasingly pivotal role. Sports are forging closer ties between people and cities, as well as between people and villages. This mirrors the continual progress in rural development," said Wang Xueli, director of Tsinghua University Sports Industry Development Research Center.

Out is in

Outdoor sports in general have been on the rise in China this year. From urban streets to countryside trails, people enjoyed the likes of hiking, running and cycling.

In Southwest China's Yunnan province alone, the number of people engaging in outdoor activities at least once a week surpassed 22 million, according to Yunnan Provincial Sports Bureau.

"This is a positive social phenomenon, indicating people are placing increasing importance on their physical and mental health, and connecting with nature," said Huang Jin, an official at the General Administration of Sport of China.

"It also underscores the improvement of relevant infrastructure in China."

The China Outdoor Sports Industry Development Report (2022-23) revealed a 79 percent increase in outdoor sports-related orders in the first half of 2023 compared to the same period in 2022, and a surge of 221 percent compared to 2019.

The Action Plan to Promote the Construction of Outdoor Sports Facilities and Service Enhancement (2023-2025), released in October by the National Development and Reform Commission together with GASC and other departments, set a target of 3 trillion yuan for the outdoors industry by 2025.

"Policy support will focus on cultivating outdoor sports brand projects, actively introducing more high-profile events, and advancing multiple initiatives to propel the vigorous growth of outdoor sports," said Yang Xuedong, director of the economic department of GASC.

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