China’s Sporting Goods E-commerce Retail Sales Hit RMB 230.575 Billion in H1 2026

Source：CHINA SPORTING GOODS FEDERATIONRelease time：2026-09-30Clicks：

According to data from the National Bureau of Statistics of China, total retail sales of consumer goods reached RMB 24.8722 trillion in the first half of 2026, marking a 1.3% year-on-year increase. Online retail sales of physical goods, meanwhile, rose 4.8% year on year to RMB 6.4296 trillion.

Tracking data from major e-commerce platforms including JD.com, Taobao, Tmall and Douyin shows that sporting goods retail sales reached RMB 230.575 billion in H1 2026, up 14.2% from the RMB 201.869 billion recorded in the same period last year. This growth rate significantly outpaces that of overall physical goods online retail sales.

By quarter, sporting goods e-commerce retail sales hit RMB 108.765 billion in Q1 and RMB 121.809 billion in Q2, delivering respective year-on-year growth rates of 17.93% and 11.10%, with both quarters sustaining solid double-digit expansion.

Sportswear and Outdoor Products Drive Headline Growth

The full sporting goods product portfolio is categorized into six segments: sports footwear; sports, yoga, fitness and fan merchandise; outdoor, mountaineering, camping and travel products; sportswear and casual apparel; bicycles, cycling gear and accessories; and sports bags, outdoor bags and related accessories.

Most of the six segments posted positive growth in the first half of the year, with sportswear & casual apparel, and outdoor, mountaineering, camping & travel products emerging as the top two growth drivers.

The strong performance of sportswear reflects the increasingly blurred line between sports scenarios and daily life: jerseys and fan apparel are now widely adopted not just for athletic activities, but also for daily commuting and casual outings. At the same time, the sustained popularity of hiking, camping and travel activities continues to underpin robust online demand for corresponding outdoor products.

Fitness equipment also maintained relatively strong growth momentum. Treadmill sales across major e-commerce platforms reached RMB 1.465 billion in H1 2026, up 21.7% year on year, while sales volume jumped 36.2% to 728,100 units.

Sports Footwear Remains the Largest Single Segment

Sports footwear retained its position as the largest category, accounting for 29.5% of total sporting goods e-commerce retail sales in the first half of the year. Outdoor, mountaineering, camping and travel products ranked second, making up 28.7% of the total.

Sportswear and casual apparel took an 18.5% share, while sports, yoga, fitness and fan products accounted for 17.2%. Bicycles, cycling equipment and accessories, and sports & outdoor bags and accessories represented 3.6% and 2.5% of the market respectively.

Overall, China’s sporting goods online retail sector maintained steady growth throughout H1 2026. The data highlights sustained expansion in outdoor activity, casual sportswear and home fitness-related categories, alongside the continued dominant market share of the sports footwear segment.