Entering the Sports Industry in China: Tennis Training
With Li Na’s 2014 French Open victory, tennis gained significant attention in China. Today, China has the world’s second-largest tennis population, and the youth tennis training market is booming.
The Rapid Development of Tennis in China
Tennis training is rapidly growing in China. According to the WTA Tour, China now has 30,000 tennis courts and 14 million regular players, up from 1 million in 1988.
- Economic Growth and Middle-Class Rise
China’s economic growth and rising middle class make tennis a status-enhancing sport for many families, driving participation. - Government Investment
Investments from the International Tennis Federation and the China Tennis Association in grassroots tennis have improved facilities, offered more competition opportunities, and increased training resources. - Beijing 2008 Olympics
The Beijing Olympics boosted China’s sports image and increased nationwide interest in sports, making tennis more popular.
An Expansion Project in China? We Can Help You!
Tennis Training in China
In 2024, the China Tennis Association launched the “Seedling Program” to promote youth tennis development, showing tennis’s strategic importance in China.
- Growing Youth Tennis Training Market
China’s youth tennis training market is expanding, with parents as the main consumers. Many training institutions have emerged to meet this demand. The Association certifies training institutions and implements the CTN technical rating system, aligning with ITF standards to standardize the market and improve service quality. - Local vs. Foreign Coaches
- Local Coaches: Cost-effective and good communication, suitable for beginners, especially those with national or provincial team backgrounds.
- Foreign Coaches: Ideal for children wanting to improve further, providing international perspectives and laying the groundwork for overseas training and competitions.
Choosing Social Media for Tennis Training in China
Selecting the right local social media platforms is crucial for market entry and visibility.
With over 1 billion active users, WeChat is China’s most widely used social platform. Its multifunctionality includes Moments, public accounts, and mini-programs. Tennis training institutions can use public accounts for course information, coach introductions, and student stories. Mini-programs allow for online registration, payment, and course management. Moments ads target specific users, increasing brand exposure. WeChat groups facilitate communication among students and parents, sharing training updates and achievements.
Douyin (TikTok China)
Douyin’s short videos are perfect for showcasing training clips, matches, and student progress. Its active user base and intelligent recommendation system expand influence quickly. Tennis training institutions can post coaching videos, student growth records, and tennis tips to attract different user levels.
How to use Douyin (TikTok China) ?
Xiaohongshu (Little Red Book)
Xiaohongshu, focusing on lifestyle sharing, is trusted by users and suitable for tennis training experiences and insights. Its strong community atmosphere helps build its brand reputation. Detailed graphical content can introduce course content, teaching environments, and student reviews. Xiaohongshu’s users are mainly young, high-income women with strong spending power and educational investment awareness, making them a prime target audience. User sharing and interaction can further build brand trust.
Let’s see the consumer trends and operation Strategy of Xiaohongshu in 2024
For more information on entering the Chinese market and leveraging Chinese social media, contact the professional international digital marketing team at STAiiRS.
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