China Marketing Sport

China’s Sports Marketing Landscape

A Closer Look at the Challenges and Opportunities in China’s Sports Marketing Landscape


Indeed, the rapid growth of sports marketing in China has been highlighted in a recent article, which delves into the cultural and historical aspects of the phenomenon. While the article provides valuable insights into the factors driving the industry’s development, it is also essential to examine the challenges and opportunities that lie ahead for companies operating in this space.

The Role of E-sports in China’s Sports Marketing Landscape

One aspect not explored in the previous article is the rise of e-sports in China. According to a report by the China Internet Network Information Center, the country’s e-sports market size reached RMB 140.57 billion ($22.2 billion) in 2020. The Chinese government has recognized the potential of e-sports, designating it as an official sport and promoting its growth through investment and infrastructure development.

The growing popularity of e-sports provides ample opportunities for sports marketers. Brands can engage with e-sports enthusiasts through sponsorships, merchandise, and collaborations with popular gamers and influencers.

Challenges Faced by Foreign Brands in China’s Sports Marketing Landscape

While there are numerous opportunities for growth in China’s sports marketing sector, foreign brands also face unique challenges. The rise of domestic sports brands, like Anta Sports and Li-Ning, has intensified competition for market share. Moreover, recent boycotts of well-known foreign brands like Nike have further complicated the landscape for international companies.

To succeed in this competitive market, foreign brands must adapt their marketing strategies to cater to Chinese consumers’ preferences and values. They need to develop localized content, collaborate with local influencers, and leverage popular platforms such as WeChat and Douyin (TikTok’s Chinese counterpart) to engage their target audience.

The Role of Corporate Social Responsibility (CSR) in Sports Marketing

In fact, Corporate social responsibility (CSR) has become increasingly important in China’s sports marketing landscape. As Chinese consumers become more discerning, companies must demonstrate their commitment to social and environmental issues to maintain a positive brand image.

Sports brands can leverage CSR initiatives to strengthen their connection with consumers. For example, they can sponsor community sports programs, promote environmental sustainability, or collaborate with non-profit organizations to improve access to sports facilities and training for underprivileged youth.

The Impact of Intellectual Property (IP) Rights on Sports Marketing

Surely, Intellectual property (IP) rights play a crucial role in the sports marketing industry, especially when it comes to merchandising and licensing agreements. However, IP infringement remains a prevalent issue in China. Counterfeit products and unauthorized use of logos and trademarks can significantly impact brand reputation and revenue.

To mitigate the risks associated with IP infringement, sports brands must diligently enforce their IP rights in China by registering trademarks, working with local legal experts, and collaborating with Chinese authorities to crack down on counterfeit products.


While China’s sports marketing landscape presents numerous opportunities for growth, companies must also navigate a range of challenges to succeed in this highly competitive environment. By staying attuned to the unique dynamics of the market, including the rise of e-sports, the importance of CSR, and the complexities surrounding IP rights, sports brands can effectively adapt their marketing strategies to thrive in the Chinese market.

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Virtual Reality

Will virtual KOLs one day replace real ones?

While the number of actual influencers is increasing and driving significant conversions, the number of virtual influencers is also growing. As the metaverse becomes more widely used, more and more firms are include it in their influencer marketing plans. Are people ready to vanish from TikTok, Instagram, and other social media platforms? Views diverge.

It would appear that being influential doesn’t require being made of flesh and blood. A increasing number of accounts are now using virtual influencers, frequently from Asia, as their muse, which benefits marketers and their followers.

On the numbers side, mixed results

According to a study conducted by Hype Auditor, in collaboration with Virtual Humans, on the 129 most followed virtual influencers on Instagram:

– Virtual influencers have engagement rates almost three times higher than real influencers.

– However, 57% of virtual influencers are slowly losing followers.

The cost, performance, and targeting quality of this group of influencers are the major factors driving marketers’ interest in them. The two American creators of Lil Miquela, a virtual influencer founded in 2016, Trevor McFedries and Sara DeCou, do not hesitate to charge almost $7,000 to advertise goods, services, or even events to its 3 million followers. A significantly lesser fee than true influencers, who can charge up to $250,000 even for those with only one million followers.

Influencers with multiple advantages

Virtual influencers, created with 3D software, provide marketers more control over their tactics and enable them to change their campaigns in a much more flexible way.

In Asia, the virtual influencer industry is expanding quickly and bringing in substantial sums of money. The amount of revenue produced by virtual influencers is anticipated to more than treble in China by 2023, hitting €2.8 billion, according to projections by iiMedia Research.

Virtual KOLs

On the right Mr OU by L’Oréal

and Livi by LVMH

Brands are aiming to reach Generation Z in particular using virtual influencers. Young people who were born between 1997 and 2010 have a strong thirst for virtual worlds that are based on technology and video games.

Are virtual influencers on the verge of completely replacing human influencers because they are adaptable, stylish, and multipliable?

These imaginary individuals provide identity and credibility issues, according to Nicolas de Dianous, associate director of the company We Enjoy Travel, who was recently interviewed by the media outlet “We require empathy and imperfection even more in light of the health issue.

An ethical risk exists as a result of this societal easing “He clarifies. He views the appearance of these characters, who are unaware of jet lag, migraines, or mood swings, as an invention rather than a step forward. A human will have experiences that a virtual influencer will never have.

So, it is the responsibility of brands to disclose when they are working with virtual influencers and to be open about it.

Find out more about chinese influence. 

Sources :


Analytics China Culture Marketing

The use of citizens’ data

China’s social credit system is a nationwide program officially launched in 2014 to improve the country’s trust and social stability by incentivizing good behavior and punishing bad behavior. It’s a complex system that uses a variety of methods to assess the trustworthiness of individuals and organizations, including financial reputation, legal records, and even social media activity. The system has drawn a lot of attention inside and outside China, with some praising its potential to create a more honest and trustworthy society, while others have raised concerns about its potential for abuse and lack of transparency.

At its core, the social credit system uses data and technology to create a more efficient and just society. The system is designed to be comprehensive, using information from various sources to calculate the social reputation of an individual or organization. These sources include financial credit scores, legal documents, and even social media activity. The social credit score is then used to determine whether an individual or organization is eligible for certain privileges or penalties.

An example of an application of a social credit system is in the financial sector. In China, individuals and organizations with high social credit scores often qualify for lower loan rates, while loans with lower scores may be rejected outright. This is because the social credit system is designed to incentivize good behavior and punish bad behavior, with those who score higher considered more trustworthy and responsible.

Another example of the use of social credit systems is in the tourism industry. In China, people with higher social credit scores are generally more likely to book travel arrangements, while those with lower scores may be denied a flight or train ticket. That’s because the social credit system is designed to encourage good behavior and discourage bad behavior, with people with higher scores considered more trustworthy and responsible.

Social credit systems are also used to punish individuals and organizations for bad behavior. For example, people with low social credit scores may be excluded from certain types of jobs or denied access to certain services. Organizations with low social credit scores may be denied a license or a license to operate.

While the social credit system has the potential to create a more trustworthy and accountable society, it also raises concerns about its potential abuse. There are concerns about the lack of transparency in the system, as it is not always clear how an individual’s or organization’s social credit score is calculated. There are also concerns that the system could punish individuals or organizations or suppress dissent for political reasons.

There are also concerns about the possibility of using the social credit system to discriminate against certain groups. For example, there are concerns that the system could be used to discriminate against individuals or organizations on the basis of their religion, ethnicity, or political opinion.

Despite these concerns, the social credit system has gained widespread support in China, with many applauding its potential to build a more trustworthy and responsible society. It remains to be seen how the system will evolve over time and whether it will achieve its goals.

Based on this line of thought, we will then ask ourselves:

Is the Chinese social score system applicable to Western countries despite their cultural differences?

Thanks to the study we made above we can continue on the fact that the major difference between China and the western countries is found in the interpretation of the methods used rather than the real application of the tools. As seen for the online rating of accommodations or restaurants, the reason for such a difference in mindset is the culture and the way the tool is perceived by society. We will see if this Chinese social score system is transposable to Western countries and if it is not already the case. What is the next step? Will security, climate issues, geo-political tensions, the growing gap between social classes, be accelerators of the use of personal data of the population by the governments of Western countries like China?

China Chinese E-Commerce Plateforms Events

The ” 520 & 521 ” Days : the e-Valentine’s Day in China.

The 520 & 521 Days are important days in China but what do they represent ?


Well, they simply represent love. 

Indeed, May 20th and 21st, are the occasion for the Chinese to celebrate what they callthe virtual Valentine’s Day” or “the e-Valentinein China during the 520 & 521 Days. The choice of the dates is not random, on the contrary there is a logical explanation to it : May 20th sounds phonetically similar to “Wo Ai Ni” which means “I love you” in Chinese.
May 20th is therefore, in tradition, the occasion for men to offer gifts that would symbolize the love that carries to the women who share their lives. And on May 21st , it would be for women to respond to this declaration of love by offering something in return.
This love festival is virtual and very trendy on social networks such as Wechat or Douyin. Indeed, unlike the February 14th celebration, here, the declaration of love is usually done through a screen, which can be easier for some people, which makes this day so popular.


"30-second Teaser Video with 'link card' on the bottom left. Master Kang's Jasmine Tea '520' Douyin Campaign" 
“30-second Teaser Video with ‘link card’ on the bottom left. Master Kang’s Jasmine Tea ‘520’ Douyin Campaign”


So what does this have to do with e-commerce ?


As mentioned earlier, this holiday is an opportunity to exchange gifts, however, the person to whom we offer the symbol of our love is not only restricted to his / her partner, but also to friends and family. This makes even more potential sales for companies that see in this holiday, the perfect opportunity to see their turnover increase.
There are major players in China actively participating in this event, such as Tmall, Taobao, that will adapt their marketing to this holiday. They will set up marketing strategies especially for this holiday such as discounts, exclusive products in limited edition.


We also find a large number of so-called luxury brands that seize the opportunity and launch new marketing campaigns.


Here is an example of a marketing campaign designed for this special day in China :



Givenchy campaign for the 520 & 521 days in China


Givenchy campaign for the 520 & 521 days in China 


The brand Givenchy launched a limited edition collector’s box containing multiple beauty products such as perfume, makeup and others … All this with a packaging that suggests this spirit of romance.



Sources :


Blog de Mya. 2020. Le 520 Day, la Saint-Valentin chinoise version e-commerce. Consulté le 08 Novembre 2022.



HyLink Europe. 2021. 520 : Tout savoir sur cette célèbre fête de l’amour chinoise. Consulté le 08 Novembre 2022.








A.I China Marketing Réseaux sociaux

5 facts about China’s virtual influencers

Trustworthy opinion leaders, who never get into scandals, never complain, have no limitations and are always up for the job. This is the promesse carried by the new generation of virtual influencers in China. 

But who are those virtual influencers, loved by brands and threatening to overtake KOLs completely ? Discover 5 facts you might not know about this new wave of opinion leaders through my video, which you can watch here.

Sources :

  • Jing Daily : Introducing China’s Top Virtual Idols: Ayayi and Luo Tianyi, 2021
  • That’s Mag : Meet Ayayi: China’s First ‘Meta-human’ Virtual Influencer, 2021
  • Dague Consulting : The many faces of virtual influencers in China: Vocaloids, KOLs, KOCs, idols and brand ambassadors, 2021
A.I China COVID-19 Marketing

La Chine et les robots: Un futur automatisé

La Chine est en plein essor technologique grâce au développement de l’intelligence artificielle et de la robotique. Robots accueil, livraisons par drones, robots serveurs, la Chine a rattrapé les grandes entreprises américaine et ne compte pas s’arrêter là. Le pays désire en 5 ans améliorer ses capacités d’innovation industrielle.


Les applications les plus utilisées en Chine en 2022

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L’Écosystème digital Chinois

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Le secteur digital chinois est un écosystème unique de plateformes en ligne. Il n’est comparable à aucun autre dans le monde tend ses chiffres paraissent hors normes. Les statistiques ne sont pas les seules choses qui sortent de l’ordinaire. Les habitudes des utilisateurs locaux sont aussi bien différentes des nôtres.En effet presque toutes les applications populaires sont à fonction sociales, et d’entre elles sont des solutions ultra complètes nommées “super app” qu’on ne trouve pas ailleurs.
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Découvrez dans cette vidéo le top 5 des applications les plus utilisées en Chine en ce début d’année 2022. Un top dominé par les mastodontes du digital chinois que sont Tencent et Alibaba.

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Top 5 des applications les plus utilisées en Chine

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Vous souhaitez en savoir plus sur les “Super-app” et leur fonctionnement ? Cet article de Géraldine Petiet est fait pour vous.

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China Chinese Digital Business Gaming Marketing MBADMB

Promouvoir ses produits par le biais de partenariats n’est pas nouveau. Que ce soit via des influenceurs ou entre deux marques, cela a toujours été un bon moyen pour vendre ses produits. Cependant, certaines entreprises souhaitant conquérir le marché chinois se sont tournées vers des partenariats un peu moins communs mais toujours aussi efficaces : les jeux mobiles. Un jeu mobile n’est-il pas le meilleur moyen de faire la publicité de son produit lorsque celui-ci est joué par de nombreuses personnes et permet d’atteindre sa cible rapidement et efficacement ?


Pour en savoir plus: lire l’article

China Chinese Marketing Sport

Un bilan mitigé pour les Jeux Olympiques de Pékin 2022

Ce dimanche 20 février 2022, la ville de Beijing a éteint la flamme olympique, symbole de la fin de la compétition internationale.

Malgré un contexte non favorable à l’accueil de cette compétition : un boycott diplomatique de plusieurs états en raison du non-respect des droits humains dans le pays, des enjeux environnementaux importants, la crise sanitaire mondiale ; la Chine a réussi à mener au terme son projet.

Pour plus d’informations sur l’organisation et les enjeux de la Chine pour cet évènement, il est possible de consulter l’article Les chinois à l’assaut des sports d’hiver.

Sources :


JO 2022 : le boycott diplomatique des Jeux de Pékin s’annonce très parcellaire

JO de Pékin : un bilan en demi-teinte pour des jeux sous cloche​

Beijing 2022 : Un système de refroidissement sur les sites des sports de glace réduira l’emrpunte carbone des Jeux Olympiques,de%2026%20000%20000%20kg).

China Chinese comportement Culture Empowerment Marketing Traditions in China Countryside

The marriage crisis in China

In one of the most digitized country in the world, tradition still prevails. And in China, less and less couple are getting married. In 2020, there was a 12% drop from 2019 in weddings, a rate which has fallen every year since 2013. This is due to a staggering gender imbalance in the Chinese population. Decades of the one-child policy has made a tremendous impact on the society, and Chinese people have slowly eliminated the desire for marriage and children. We have now identified a true marriage crisis in China.

Leftover women 

In China, they call single educated women aged over twenty-seven years old, « Sheng-nu ». This literally means ‘leftover women’. The label is now an entire social status in the society. This is due to conservative beliefs that unmarried women past 30 are less desirable and committing a moral transgression. In the media, they are portrayed as lonely, desperate and flawed. This stigma has put tremendous pressure on many women to get married. But women are fighting back this derogatory term. These women don’t protest, they use their economic power to prove their worth and importance in the society. They try to break the stigma that they have a miserable life by highlighting the perks such as their freedom.  The financial freedom especially helps them redefine their place in the Chinese society. They use their money to buy themselves things or purchase gifts for their parents. This way they positively transform their image in the eyes of their parents.

Leftover men

There is approximatively 35 million more single men than women. Mainly attributed to China’s one-child policy, in effect from 1979 to 2015, this has created a major gender imbalance over generations. This problem is even more alarming in the country side. Women often move away to marry men with better situation in more metropolitan areas. ‘Leftover men’ or  « shengnan » are also called « guang gun ». This literally means bare branches, it refers to men who do not marry and thus do not add ‘branches’ to the family tree. And while leftover women willingly put off marriage to focus on their career, education and enjoy their status, leftover men in China are eager to get married. Chinese men face strong economic pressure as well as traditional family stress. They feel a huge guilt and fear to disappoint their parents by ending their lineage.

The government’s pressure

The government has noticed this marriage crisis and has been continually taking actions to stimulate dating. More recently, they have put in place rather agressive campaigns to remedy the situation of those leftover men and women. The local government of Xiangyin, a rural Hunan county even created a plan to urge women to stay and marry their local bachelor. They specify that leftover men’s situation are a ‘social issue’ that requires ‘urgent attention’.

“Education and guidance should be provided to make women born in rural regions feel passionate about their hometowns and willing to improve the environment they grew up in”

The government promised to simplify the marriage registration process. Through these actions, they hope to popularize a new wave of “modest” dating and marriage in rural China. In addition, over the past few years, campaigns have been surfacing to warn women against the dangers of becoming a leftover women and pressure them into marriage. 

Singles day

Despite the efforts of the government and the pressure from their peers, women in China are more and more confident about their legitimacy in the society. Women between 24 and 34 have become one of the largest contributors to the country’s growth. Indeed, women are responsible for 41% of China’s GDP, the largest proportion in the world. The Chinese market has noticed this trend and is capitalizing on the upsurge of single hood through the economy. In 2009, e-commerce powerhouse Alibaba invented the « Single’s Day ». This celebration is an anti-valentine’s day, whose goal is to empower single people. The celebration, held on 11/11, became the biggest shopping festival in the world, surpassing by far Black Friday. For women, the economic power is a way to have a voice. They get the chance to spent money on themselves and their loved ones, which transforms and redefines their single hood has something they can be proud of. They promote an image of leftover women as successful, financially independent, morally honorable, and upright citizens.

SK-II #changedestiny campaign

Japanese beauty and skincare company SK-II has started a campaign named #changedestiny in order to empower the ‘leftover’ women to own their power and their place. The movement, based on female empowerment, focuses on particular pressures faced by women in their daily lives. Through a series of videos and articles, they encourage women to fight these stereotypes and overcome the pressures. This year, SK-II has been focusing on athletes and olympians to star in their campaigns. They highlight the stories of six successful female athletes in China, with the first one being Chinese swimmer Liu Xiang. This campaign represents a long running success that keeps reinventing and refreshing itself all the while sending strong messages of empowerment and taking a social stance for women everywhere. 

The marriage crisis in China highlights a major social imbalance that remains in the country. Years ago, the gender imbalance promoted the uprising of men through the one-child policy. Now however, women seem to have the upper hand. When the bachelor crisis pushes men in rural area to desperately get married, women enjoy a new found economical power and freedom and do see marriage as a priority. ‘Leftover women’ promote themselves as morally upright, economically independent, successful citizens. ‘Leftover men’ are powerless and under tremendous guilt and pressure. This showcases the contrast between the authority of Chinese tradition and culture against the global power of modernisation. And single women seem to be winning that battle.