Interview with Sandrine Zerbib: Sport in China, a Reflection of a Changing Society.

At a time when sports consumption in China is holding up despite the broader trend, CGTN Français spoke with Sandrine Zerbib, founder and president of ZW Conseil and former president of Adidas Greater China. Drawing on her unique expertise at the crossroads of the Chinese and international markets, she explains how sport has become much more than just an economic sector: it is now a true reflection of changing lifestyles and social values. She also analyzes the challenges and strengths of major international brands as they face the rise of more agile local competitors.

According to Sandrine Zerbib, sport in China today is much more than just an economic sector. Its development reflects changes in the lifestyles and values of Chinese society. Consumers are placing increasing importance on sport, physical activity, and well-being.

This evolution is also transforming the market. Major international brands must now contend with the rise of Chinese competitors, which are more agile and able to respond quickly to changing consumer expectations. For foreign companies, international brand recognition is therefore no longer enough to maintain a dominant position.

Sandrine Zerbib therefore emphasizes the importance for these brands of gaining a better understanding of Chinese consumers and adapting to the specific characteristics of the local market. They need to keep up with new trends, adjust their strategies, and offer products and services that better match the habits and expectations of Chinese consumers.

Through the sports sector, a broader transformation of Chinese society ultimately becomes visible. The market remains promising, but it is also becoming more demanding and competitive, forcing major international brands to reinvent themselves in the face of increasingly successful local companies.