Xiamen trade office says China's sports market to top 2.70 trillion yuan in 2026

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Summary · why it matters

The Office of Commercial Affairs in Xiamen, China, reported that China's sporting goods market is set to keep growing, with market value reaching 2.49 trillion yuan in 2025, an expansion of 8.73 percent, and expected to rise to 2.70 trillion yuan in 2026. E-commerce is a key engine: data from Moojing Market Intelligence shows that sports product sales through JD.com, Taobao, Tmall and Douyin totaled 449.394 billion yuan in 2025, up 15.89 percent. The outdoor, climbing and camping category recorded sales of 142.372 billion yuan, surging 22.22 percent, while the bicycle and parts category posted sales of 18.431 billion yuan, down 5.56 percent. On foreign trade, China's sports goods exports in 2025 stood at 28.163 billion US dollars, slowing 0.82 percent under pressure from US tariff measures, prompting some brands and manufacturers to shift production bases to Southeast Asia, while Chinese manufacturers must pivot toward European and emerging markets and accelerate building their own brands, led by Anta, Li-Ning, Xtep and 361°. Fujian province serves as the manufacturing hub, especially the cities of Quanzhou and Jinjiang. Fujian's sports industry output in 2025 reached 774.146 billion yuan, accounting for 20.15 percent of the national total. Meanwhile, imports of sports equipment from Thailand under HS Code 9506 in 2025 were worth 35.45 million US dollars, up 4.33 percent from 2024. The Xiamen trade office advises Thai operators to use Fujian as a springboard to build business networks and jointly develop products in OEM/ODM formats through the Tmall, JD.com, Douyin and Xiaohongshu platforms.

Impact on stocks 1

Consumer Discretionary▲ · 1 stocks
Jd Com Inc
9618
▲ PositiveDemandrelevance

JD.com is named as a key e-commerce channel where sports product sales grew 15.89% in 2025, boosting platform demand.

Off-coverage companies 3

ByteDancePrivate▲ Positive
Demandrelevance

Douyin is cited as a major e-commerce platform for sports goods sales, which rose 15.89% in 2025.

Moojing Market IntelligencePrivate± Mixed
relevance

行吟信息科技（上海）有限公司 (Xiaohongshu / RED)Private± Mixed
relevance

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