China’s weight-loss drive: What it means for brands

What happened “Weight management” became a trending topic across Chinese social media this week. During China’s 14th National People’s Congress, held from March 5 to 11, Lei Haichao, director of the National Health Commission, announced that a three-year “Year of Weight Management” campaign would be launched to promote healthy lifestyles and prevent chronic diseases linked to poor diet and lifestyle habits. The new weight loss programs in China aim to curb rising obesity rates by 2030. Dr. Zhang Wenhong, a celebrity doctor who rose to prominence during the Covid-19 pandemic, said in an interview that “big bellied” people should be the primary target for weight loss. While some netizens believe that food safety is a more fundamental health issue, most support maintaining health through weight control. In 2024, the National Health Commission published a document highlighting alarming predictions: if current weight trends continue unchecked, China’s adult overweight and obesity rate could reach 70.5% by 2030, while the rate among children could rise to 31.8%. The Jing Take Since the pandemic, China’s fitness market has grown explosively. From online workouts to skiing, hiking, and yoga, fitness has become a key aspect of daily life for many consumers. Even amid a sluggish luxury market, high-end sports brands have thrived. Take Amer Sports-owned Arc’teryx, for example. The brand’s 2024 revenue in Greater China rose 53.7% to $1.3 billion. Its signature products’ tags have even become collectibles, fetching up to 200 RMB ($28) each. Meanwhile, Adidas also achieved impressive performance, with its 2024 revenue increasing by 12% YoY to 23.68 billion euros ($25.7 billion). The Greater China region rebounded to double-digit growth, exceeding expectations. AI, sportswear, and fitness: China’s weight-loss shift The “Year of Weight Management” initiative is a game-changer for weight loss programs and China’s fitness boom, creating new market opportunities for sportswear brands. As policies shift consumer behavior from “passive fitness” to “active health management,” brands have a chance to tap into emerging demand. To capitalize on this, they must go beyond traditional offerings and precisely target niche segments: high-performance gear for athletes, stylish yet functional apparel for women, or safety-enhancing fitness solutions for the elderly. Smart fitness technology is already revolutionizing China’s outdoor recreation industry. Last month, three hiking “gadgets” were tested at Huangshan Scenic Area, including a highly praised exoskeleton. This innovative equipment features ergonomic design and a multi-modal perception system that intelligently recognizes various movements, such as walking and climbing stairs, automatically providing assistance with a battery life of six to eight hours. Many users reported feeling like they were “floating” while wearing it, making even steep climbs effortless. The other innovations included a smart patella band, which automatically identifies the wearer’s movement and adjusts pressure to protect the knee joint. China’s weight-loss drive: What it means for brands Beyond products, brands must actively integrate into the broader health management ecosystem. Collaborating with gyms, medical institutions, and community organizations can help create a seamless connection between products and services. Custom health solutions and tech-driven experiences will be essential in capturing consumer interest and loyalty. Additionally, the government’s “Year of Weight Management Activity Implementation Plan” outlines a vision for establishing a supportive environment within three years. This includes improving professional weight management services, enhancing technical capabilities, and educating the public on healthy lifestyles. The plan emphasizes scientific weight management strategies to address abnormal weight trends. A crucial aspect of this initiative is the emphasis on AI and big data in weight management. This signals a clear direction for sports brands: smart fitness equipment, personalized health plans, and data-driven services will be key to market success. Brands that innovate in fitness technology, AI-driven weight management, and sportswear trends will likely dominate China’s growing wellness market. To seize the opportunities presented by this policy, sports brands must closely study the evolving regulatory landscape and proactively align with national initiatives. Those that innovate, adapt, and prioritize consumer health will be best positioned to lead in this evolving market. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

China’s weight-loss drive: What it means for brands

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Published March 13, 2025

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China’s weight-loss drive: What it means for brands