ABSTRACT
This chapter examines the growing background of Chinese Generation Z and several new trends that have appeared in the Chinese Sports Industry. Coupled with the rapid economic growth and the increase of living standard, Chinese Generation Z has a growing sense of national confidence. Supporting domestic products is a way for them to express patriotism. Surrounded by various kinds of public sports facilities and commercial fitness gyms, sports have been integrated into Chinese Generation Z's daily life. Consumers’ brand association and perceived value are crucial factors for their final purchasing decisions. Generation Z consumers like to display individuality and demonstrate identity through the choices of sports activities and fashion brands. Generation Z have strong aspirations and high expectations for entertainment experiences and social communications during workouts. At the same time, innovative gym brands that represent a modern way of living are required by these young consumers.
