China’s online sports and equipment sales are booming

China – The sports apparel and equipment sector continues to be one of the highest-growth key consumer sectors in China, according to brand agency Hot Pot China’s new digital platform, China Playbook.

Across Tmall, JD.com and Douyin, the sports and outdoor category had a 20% overall growth in Q1 2025 compared to the same period in 2024, reaching £5.4bn (Rmb51.9bn, $7.2bn, €6.4bn)  in net sales. It’s significant growth, especially in comparison to a 24% expansion in the beauty sector and 3% for fashion in Q1, compared to 2024. According to China Playbook, as the weather gets warmer, we can expect higher sales of sportswear in the coming months, particularly for newly launched, premium, high-quality products.

LS:N Global has been tracking the sector – find out more in our Viewpoint interview with anthropologist and brand strategist Enke Huang and our exploration of the country’s outdoor fashion market.

China Playbook is a new platform designed to help brands cut through the noise and make smarter decisions in China. Each monthly edition delivers essential strategic insights, curated for brand leaders and decision-makers who need clear thinking on and sharp analysis of what’s really happening in China – and what to do about it.