The Current Situation And Evelopment Strategies Of Tennis Products Consumption In China From Online Shopping’s Viewpoint

With the improvement of people’s living standards, the increase in leisure time and health awareness, more and more people participate in sports. The values that people spend money on health and enhance the quality of life are forming gradually, so sports consumption has gradually become an important part of people’s lives consumption. Tennis is a sport that let someone have a strong body, relieve mental fatigue, promote social interaction,and regardless of ages and sexes. So it is deeply loved by the masses of fitness enthusiasts. And in recent years Chinese women’s tennis have won brilliant records one after another in international tennis, and tennis has been the focus of attention of the nation. More and more people love tennis, pay attention to tennis, and take part in tennis. It not only increase sport population, but also promote the rapid development of Chinese tennis consumption. On the other hand, advances in technology and the popularity of the Internet lay a foundation for Chinese e-commerce. The relevant documents which are introduced by government also provide the basis for specification of e-commerce and the guarantee of consumers’interests. Internet consumption which is gradually changing people’s traditional consumption thought has become a new consumer channels. As we know that Tennis is a fashionable sport, more and more people must be able to accept this new consumer channel.Based on these two phenomena, This paper will use Taobao and Tmall mall’s sales data in2012and2013for tennis which is65.7%of total shopping sites. Based on sociological theory and consumer behavior, by literature, interviews with experts, the theoretical analysis, analyze the current situation of tennis-kind network consumption. According to the data analysis we can draw the following conclusions:The turnover of tennis racket of2013has rised obviously compared with that of2012,which also indirectly reflects that the tennis sport in our country have a great development. Looking from the distrubution of tennis products consumer market in China, we find that the consumers are mainly distributed in the coastal provinces and some central economic developed cities, but less in the northwest.What’s more, men especially between18and24buy more tennis products than women. Middle-aged people have a rational choice about tennis products, and theyouth tend to choose cheaper one as price is their first consideration. The popularity of the Internet, the electronic commerce system, number of consumers, consumers, experience about online shopping, economic and climate have influenced tennis-kind network consumption of our country. And from the data analysis, we can predict that the consumer groups of tennis-kind network in our country will be growing. Consumers, choices of tennis products online tend to be more rational and teenagers will become the main body of this group. This paper puts forward relevant countermeasures to promote the development of tennis-kind network consumption by combining its status quo with our country’s national conditions.