The inclusion of climbing in the Olympics has not just popularized the sport but also sparked a cultural movement among Chinese youth. This shift presents unique opportunities for brands to engage with a dynamic and health-conscious demographic.
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Once relegated to a small cohort of enthusiasts, climbing in China underwent a rise following its inclusion in the Olympics in 2016. The momentum gained during the 2020 Tokyo Olympics further accelerated this trend. Statistics from the Chinese National Climbing Association reflect this exponential growth, with the number of climbers soaring from around 20,000 in 2014 to several hundred thousand by 2021.

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The Rise of Climbing as a Lifestyle

Climbing in China has evolved beyond a mere athletic pursuit to become a significant lifestyle transformation. The sport embodies values such as perseverance, adventure, and continuous personal growth, providing a sense of accomplishment and a break from the digital, often sedentary, lifestyle prevalent among today's youth.
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The China Mountaineering Association's ‘2018 China Climbing Industry Data Report’ provides a clear profile of climbing enthusiasts: fashionable, high-spending, and highly educated individuals who view sports as a statement of lifestyle.

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Xiaohongshu, often referred to as the 'Instagram of China,' has played a crucial role in popularizing niche sports like climbing. The platform's focus on lifestyle and sharing has made it a hub for young, health-conscious individuals. Luo Zhilu, an 18-year-old climbing sensation, has already gained 13,000 followers within less than a month of registering her XHS account. On XHS, many other bloggers are taking photos with her and creating content introducing her.

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This shift is also evident in the communities formed around a shared love of sports. The number of climbing gyms in tier-1 cities is growing at a rate of 25% to 30%. In 2023, Beijing has around 30 climbing gyms, while Shanghai, the city with the most climbing gyms in the country, has approximately 60 to 70. In 2016, this number was just over 20. These spaces are social hubs where like-minded individuals gather, share experiences, and build a lifestyle-oriented community.

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Future Trends and Predictions

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As the Paris Olympics draw closer, climbing and other sports are expected to continue their ascent, further intertwining with the cultural fabric of Chinese youth. Brands that align with these trends can position themselves at the forefront of the dynamic overlap between sports and lifestyle.

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Chinese audiences' views on the Olympics

The Olympics are often tied to patriotism, but as sports become a lifestyle, people's connection with them becomes more personal. During the Tokyo Olympics, discussions about the Chinese weightlifting team shifted from gold medals and celebrating the effort behind them to their body shapes and performance, starting among fitness enthusiasts and spreading online.

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Brand Engagement and Athlete Sponsorship

Brands are increasingly recognizing the overlap between their target audience and sports enthusiasts, leveraging the intersection of sports and lifestyle. Underwear brand Neiwai's sponsorship of Luo Zhilu, along with endorsements of athletes like sprinter Wu Yanni and tennis player Yuan Yun, exemplifies this strategy. These partnerships with athletes align with the everyday use scenarios of the brand's products and their suitability for sports and also align them with the values of health and vitality.

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Community and Social Hubs

When sports become a lifestyle, they shift from being just about competition and athleticism to integrating into thedaily lives and communities of individuals, offering brands an opportunity toform close connections with consumers. In addition to the well-known Nike"Run Hai Lane," emerging sports brands are also capitalizing on theopportunity presented by lifestyle-related sports and communities. Forinstance, Neiwai partners with cycling communities to organize "SunsetBike" events, tapping into the growing trend of urban biking.

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The ascent of climbing as a lifestyle phenomenon in China mirrors broader shifts in consumers' relationship with sports and the Olympics. As brands navigate this evolving landscape, understanding the nuanced interplay between sports, community, and identity is crucial, especially when strategizing marketing efforts during the Olympics.

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