eBay releases the "Guide to Overseas Expansion of Sports and Outdoor Products", and China's sports and outdoor products are facing a $100 billion overseas business opportunity

July 26, 2022, Shenzhen –   Recently, eBay grandly released the "eBay Sports and Outdoor Category Overseas Expansion Guide" (hereinafter referred to as the "Guide") at the 2022 Shenzhen International Outdoor Sports Expo , focusing on the high-potential category of sports and outdoor in the overseas market, sharing insights into the overseas expansion of popular categories, helping Chinese sellers to gain in-depth insights into overseas markets, and accelerating the overseas expansion of Chinese sports and outdoor products and brands with manufacturing advantages .

Figure: The launch of the " eBay Sports and Outdoor Category Overseas Guide" at the Outdoor Expo

With the changes in the overseas epidemic prevention and control situation and the resumption of outdoor activities, online consumption trends have changed. More people go out to participate in various sports activities, including camping, cycling, fishing and many other outdoor sports categories. The demand for online purchases has risen strongly. According to data from Statista , a global market and consumer data research organization, the global bicycle and sports equipment market will exceed US$ 230 billion in 2024. Outdoor sports products have become a popular search category on cross-border e-commerce platforms , and the market demand in economically developed regions such as North America and Europe is particularly strong.

China is a major manufacturer and exporter of sports and outdoor products, and the sports and outdoor manufacturing industry is welcoming huge overseas market opportunities. In order to help Chinese sellers seize the overseas business opportunities of this popular category, eBay has released the "eBay Sports and Outdoor Category Overseas Guide ", which analyzes eBay platform data, shares current high-potential sports and outdoor categories and overseas trends, and helps Chinese sellers plan and select products in advance.

As the stay-at-home economy fades, all categories of Chinese sports and outdoor products are selling well overseas

As the impact of the stay-at-home economy fades and people's living standards and health awareness improve, outdoor sports are becoming more and more popular, and sports and outdoor products have become a rapidly expanding blue ocean market. The Guidelines point out that subcategories such as bicycles, electric scooters and other two-wheeled sports, indoor fitness, camping and hiking, fishing, golf and water sports have great potential for overseas sales. China's full range of sports and outdoor products has great manufacturing cost advantages, a strong supply side, and the appeal of Chinese brands is also increasing day by day.

From complete vehicles to parts, there is strong demand for two-wheeled sports categories: bicycles , electric bicycles and electric scooters are the main categories of two-wheeled sports. Statista predicts that their global market will exceed US$100 billion within 5 years. China is the world's major bicycle producer, and its output value has ranked first in the world for many consecutive years. In 2021 , the sales of bicycle parts sold by Chinese sellers on the eBay platform increased by 60% compared with the same period in 2019 , and electric bicycles increased by 67%. From complete vehicles to parts, there is a huge demand in the overseas market. Bicycles, electric bicycles and their brakes, chains, flywheels, wheels, etc. are all popular development categories recommended by the "Guidelines" in 2022 .

Four major indoor fitness categories have attracted much attention: Global consumers have paid more attention to home exercise since the outbreak of the epidemic. According to Statista's forecast, the global indoor fitness market will exceed US $14 billion in 2025. In 2021 , the sales of strength training equipment and aerobic training equipment by Chinese sellers on the eBay platform increased by 230 % and 135 % respectively compared with 2019. Strength training products, aerobic training equipment, yoga products and smart wearable products have attracted much attention. Popular development categories include treadmills, dumbbells, barbell plates and sports bracelets.

Camping has become a new leisure activity, and related categories are experiencing a sales boom: Outdoor camping is becoming a new and rapidly emerging leisure activity. On the eBay platform, one camping lamp is sold every 13 seconds and one camping cooker is sold every 20 seconds; in 2021 , the number of camping tables and chairs sold by Chinese sellers on eBay increased by 85% compared to 2019. Given that consumers also engage in other sports such as fishing while camping , eBay recommends that sellers combine scenarios with data for product development , which is expected to bring more sales opportunities . Popular development categories include tents, insulated refrigerators, sleeping bags, camping stoves, etc.

· Huge demand for overseas fishing equipment market: Fishing is one of the preferred leisure activities for European and American families, and the demand has been strong for many years. Allied Market Research, a US market research and consulting company , predicts that the global fishing market will reach US$ 16.1 billion in 2027. China is the world's major fishing tackle manufacturing and exporting country. Nearly 80% of the world's fishing supplies are " Made in China ". With mature industrial chains and supply chains throughout the country, it is expected to enjoy huge industrial dividends brought by cross-border e-commerce exports . Popular development categories include fishing rods, baits, fishing boxes, etc.

· Overseas golf sales continue to rise: Golf is popular in Europe and the United States, and more and more middle-class and female consumers are participating in this sport. Allied Market Research predicts that the golf market will exceed US$10 billion in 2030. One golf club is sold every 9 seconds on eBay . In 2021 , sales of golf training equipment from Chinese sellers on eBay increased by 70 % compared to 2019 .

· The rise of water sports, new hobbies bring new demand growth: After the epidemic, people expanded their outdoor activities , water sports emerged, and the innovation of water sports brought new sales opportunities. Water sports are seasonal and diversified, including coasts, lakes and swimming pools; popular development categories include surfboards, kayaks, goggles, life jackets, etc.

Four strategies to help sellers win overseas

The development of cross-border e-commerce has opened up new channels for Chinese sports and outdoor products companies to expand their business overseas. How to build long-term competitiveness and sustainable development is a challenge faced by all Chinese companies. The eBay Sports and Outdoor Products Overseas Expansion Guide summarizes four major overseas expansion strategies for Chinese sports and outdoor products companies to help cross-border e-commerce companies layout overseas markets and win overseas expansion.

Focus on products and deeply develop scenarios: Through in-depth insights into the consumption habits of the destination market , develop products around consumption scenarios and related scenarios , occupy the minds of consumers, improve customer experience and drive sales .

· Compliance management : Product compliance certification is the first step to establish a good trust relationship between buyers and sellers, and is also the foundation for sellers to establish a long-term reputation in the destination market. When expanding their business, sellers need to comply with the product compliance requirements of government regulations in the locations of eBay sites.

· Overseas warehouse layout : Overseas warehouses can help sellers better adapt to the strong seasonal characteristics of sports and outdoor products, ensure timely delivery, and improve buyer experience.

Strengthen brand building: With China's massive supply and the quality assurance of a large number of OEM manufacturers, Chinese sellers are experiencing a great opportunity to move from low-price exports to product upgrades and brand creation. Sellers can leverage the international influence of the eBay platform to build their corporate brands into truly internationally influential brands, thereby gaining long-term competitiveness and higher user loyalty.

The booming development of cross-border e-commerce has injected new impetus into the overseas expansion of China's manufacturing industry and brought unprecedented development opportunities to Chinese sports and outdoor product manufacturers . eBay hopes to help China's high-quality sports and outdoor products and brands successfully go overseas and gain more favor from overseas consumers.