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The sports consumption market in China has undergone remarkable expansion, driven by the increasing disposable incomes of its population and a growing emphasis on health and fitness. This article delves deeper into the multifaceted evolution of this industry, tracing its journey from its inception to its present state, which is characterized by a dynamic and multifarious landscape. Importantly, this transformation signifies a noteworthy shift in consumer priorities, with a stronger focus on personal well-being and active sports engagement. While the potential for growth within this market is substantial, it is not without its share of challenges. Among these challenges are issues related to inadequate sports infrastructure and less-than-optimal marketing strategies. This study adopts a comprehensive research approach, combining qualitative interviews and quantitative data analysis, to thoroughly investigate these hurdles and propose viable solutions that can facilitate sustainable growth. By contextualizing the historical development of the sports consumption market in China and analyzing the ongoing shifts, this study equips industry stakeholders with invaluable insights. These insights empower stakeholders to make informed decisions regarding the future trajectory of the market. As the sports consumption landscape continues to evolve in response to changing consumer behaviors and market dynamics, this research serves as a vital resource for navigating this complex terrain, ultimately fostering the continued development and expansion of the industry. In essence, it offers a roadmap for realizing the full potential of the Chinese sports consumption market while addressing its inherent challenges.
Chen et al. (Tue,) studied this question.