China's health-conscious consumption is thriving as more consumers start prioritizing their well-being, which fuels the growth of the health market and shapes a healthier life.
China has recently unveiled a plan on specific initiatives to boost consumption, with a focus on health-related consumption, offering new policies to support the health market.
At a sports store in Beijing, many customers were browsing and shopping for products, even though it's a weekday.
"Bicycles are a major expense for me, costing around 2,000 yuan (about 276 U.S. dollars) each year," said consumer Tian Zifan.
"I like fitness and hiking and often buy outdoor gear like outdoor jackets. Now, more people start to embrace sports and outdoor activities. I think this is a very positive trend," said consumer Zhang Xu. Beyond the basic functionality of a sports product, consumers now also care about the emotional satisfaction and experiences that it offers.
"As more people focus on health and make sports a part of their lives, we, as a sports equipment company, have been innovating to meet their changing needs. We've moved from just selling products to offering a complete experience that includes products, services, and supportive communities, giving customers a well-rounded sports experience," said Li Xin, deputy general manager for business in Beijing region at the sports retailer Decathlon.
In addition, some sports brands have developed a new marketing model by creating real-life communities where sports enthusiasts can come together, connect, and enjoy their activities.
"I have been part of the sports community for over a year and have make a group of like-minded friends. When I'm engaged in sports, I feel completely focused and nothing else crosses my mind," said He Jingjing, a member of a sports community.
Weight control in China was once a solitary battle. Now, the government is offering a helping hand.
The National Health Commission (NHC) recently announced plans to establish more weight management clinics at medical and health facilities, helping people shed pounds safely and pivot to healthier lifestyles.
Increasingly more people, especially younger generations, are turning to hospitals for professional guidance on scientific methods to lose weight and stay fit.
I gained 44 pounds this year, and neither dieting nor exercise seemed to help. I learned through some channels that the nutrition department here could help with weight loss, so I decided to come and see the doctor," said Pei Li, a patient at the Peking Union Medical College Hospital.
"To manage weight effectively, we need to make adjustments in all areas, including diet, exercise, psychological wellbeing, sleep, and even the surrounding environment. It's also important to consider overall health, such as any underlying conditions, chronic diseases, or psychological factors. Addressing all of these aspects is key to successful weight management," said Yu Kang, director of the Department of Clinical Nutrition at the hospital.
"Our focus should shift from diagnosing and treating diseases to preventing them and promoting overall health. Weight management is the first step in this process, as it helps reduce the risk of chronic diseases. Our goal is to move from treating illnesses to preventing them," said Fei Yunyun, executive deputy director of the Health Care Department at the hospital.
China's growing health-conscious consumption shapes new life
