According to China Customs data, China’s sporting goods exports reached USD 14.78 billion from January to July 2025, marking a year-on-year increase of 3.07%. This growth, though slower than in previous periods, reflects resilience amid global trade headwinds. In July alone, exports totaled USD 1.979 billion, up 4% year-on-year but down 8.89% month-on-month.

1. Overall Export Performance

China’s export landscape for sporting goods continued to evolve in early 2025:

• North America: Cumulative exports fell to USD 5.031 billion, down 4.56% year-on-year.
• Europe: The standout performer, with exports rising 14.53% to USD 4.12 billion.
• Belt and Road countries: Exports climbed to USD 4.831 billion, up 6.77%.
• RCEP region: Under pressure, with exports dropping 4.74% to USD 2.628 billion.
• Emerging markets: Latin America (+13.46%) and Africa (+6.44%) both posted solid growth.

The top 10 destinations remained stable: the United States, Germany, the United Kingdom, Japan, Canada, the Netherlands, Russia, France, South Korea, and Australia. Together, these markets accounted for USD 8.8 billion, or about 60% of China’s total sporting goods exports, with a modest increase of 0.47% year-on-year.

2. Key Market Analysis

• United States

From January to July 2025, exports to the U.S. totaled USD 4.553 billion, down 6.31% year-on-year. July shipments reached USD 617 million, down both year-on-year (-1.44%) and month-on-month (-8.32%).

Tariffs and pricing pressures weighed heavily, with significant declines in treadmills (-30%), optical sights (-28%), and golf balls (-34%). By contrast, other fitness and rehabilitation equipment grew strongly, with exports rising 30% in volume and 15% in value. Fishing tackle also showed robust performance, reflecting continued outdoor leisure demand. Despite underlying demand, tariffs and intense price competition are creating mounting challenges for Chinese exporters.

• Europe

Europe delivered the strongest growth. Exports to major Western European markets all recorded double-digit gains:

Germany +23.77%

UK +14%

France +17%

Spain +12%

Italy +14%

The Netherlands, acting as a re-export hub, grew by 9%. Eastern Europe also performed well, with Poland (+21.37%), Sweden (+17.09%), and Russia (+6.24%) all expanding. Growth was driven by demand for fitness and rehabilitation equipment and treadmills, alongside exporters’ strategic pivot toward Western Europe to offset U.S. tariffs.

• Emerging Markets

Exports to Belt and Road countries grew unevenly.

Southeast Asia remained a key growth driver: Indonesia (+25%), Vietnam (+7.71%), and Thailand (+4.04%) rose steadily.

Other ASEAN markets declined: Malaysia (-23.03%), the Philippines (-11.14%), and Singapore (-33.97%).

Central Asia surged, led by Kazakhstan (+41.57%).

3. Product Category Highlights

Fitness Equipment: Exports hit USD 5.589 billion, up 11.12%, making it the largest growth engine.

Treadmills: Volumes surged (+39.71%), while values grew (+12.74%) amid a 19% drop in unit prices. U.S. demand fell (-30%), but European and Asian markets boomed: Germany (+110%), France (+143%), Indonesia (+105%), and Poland (+78%).

Other fitness & rehabilitation equipment: Exports rose 32% in volume and 20% in value. Strong growth in the U.S. (+15%), UK (+40%), Germany (+48%), and Brazil (+54%).

Fishing Tackle: Exports totaled USD 1.231 billion, up 7.8%.

Rods (+17% volume, +15% value), reels (+25%, +17%), and hooks (+22%, +6%) all climbed.

Kazakhstan stood out with triple-digit growth.

Protective Gear: USD 3.4 billion, down 1.29% year-on-year. General gymnastic/sporting goods remained flat in volume but fell in value (-5.31%). Outdoor play and swimming pool items grew modestly (+0.6% in price).

Sports Balls: USD 1.2 billion, down 3%.

Tennis racquets surged (+41% volume, +23% value), driven by the U.S., Germany, France, and Japan.

Table tennis exports saw rising volumes but declining prices.

Football, basketball, and volleyball slipped (-13% in value, -12% in unit price).

Skating & Winter Sports Equipment: USD 1.583 billion, down 6%.

Scooters (78% of the category) declined in value (-7.41%) despite slight volume growth (+1.41%).

Ice skates grew strongly (+37.36% volume, +9.19% value).

Golf Equipment: USD 728 million, down 2.71%.

Golf clubs held steady in volume and rose in value, supported by high-end demand.

Golf balls fell sharply, hit by mid- and low-end competition.

Shooting Equipment: USD 348 million, down 8.81%.

Traditional firearms and scopes declined.

By contrast, airguns, batons, and pellets rose significantly, with average prices climbing.

4. Conclusion

Despite mounting global trade pressures, China’s sporting goods exports grew moderately in the first seven months of 2025, supported by robust demand in Europe and emerging markets. Fitness equipment led the charge, particularly in European markets where growth more than offset declines in the U.S.

Looking ahead, exporters must navigate U.S. tariff barriers and price competition while seizing opportunities in Europe, Central Asia, and high-growth Southeast Asian markets. With global fitness trends driving demand for equipment and outdoor leisure products, China’s sporting goods sector remains well positioned, though structural adjustments and diversification will be key to sustaining momentum.