Rising Interest in Health & Wellness
Healthcare awareness is increasing, with more users prioritizing medical care, wellness, and informed consumption.
The life cycle of electronic sports games is long, and rejuvenation creates high-quality IP.
Esports gaming products in China boast long lifecycles, exemplified by popular games such as Honor of Kings and Identity V, which have thrived for over 10 years. Developers consistently innovate, introducing new gameplay and competitive strategies. However, unlike traditional sports, esports games are significantly influenced by developers or operators, highlighting the evolution of esports towards recognized formal sports.
The 19th Asian Games in Hangzhou in 2022 will introduce esports as an official event, featuring seven gold medals in esports events like Honor of Kings, Peacekeeper Elite, League of Legends, DOTA 2, Three Kingdoms Rush, FIFA Online 4, and Street Fighter V. China’s esports industry has made progress in establishing competition standards and standardizing talent selection.
The esports industry in China has seen significant progress in research and management, with the establishment of the first national-level Esports Research Institute by the Central Radio and Television General Station the China Esports Industry Research Institute by the China Audio-Video and Digital Publishing Association and the Jing’an District People’s Government.
The internet era has led to the expansion and deepening of content distribution channels for esports, with new media channels enhancing market influence and social awareness. Traditional media, self-media, and offline venues are also joining the discourse, integrating esports with traditional Chinese culture.
The esports industry’s increasing influence has led to more third-party companies organizing esports events, enhancing event operators’ capabilities. This is due to intense sponsorship competition and high costs, as well as the convenience of event authorization by gaming companies like Tencent and NetEase.
Esports clubs are diversifying revenue models to focus on tournament performance, establishing their intellectual property, creating brand value, and expanding revenue streams through peripheral products and diversified entertainment content. As regionalization in the industry continues, more clubs are expected to have their home venues.
IP and eSports are embracing innovative models to engage younger demographics. These models include co-branded products, co-created content, themed events, and immersive experiences, extending beyond traditional sponsorships to create a competitive arena for brands.
The emerging esports industry is undergoing organic integration, leveraging technologies like 5G, VR/AR, AI, IoT, and cloud computing. This integration not only enhances the consumer experience but also opens up new development opportunities and economic benefits for the industry
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MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
Healthcare awareness is increasing, with more users prioritizing medical care, wellness, and informed consumption.
The share of per capita consumption expenditure relative to disposable income can be divided into two phases: before 2019 and the “post-epidemic period” after 2020.
Introduction Thai brands targeting Chinese consumers—whether residents or tourists—need to shift to a data-driven, content-focused strategy, which is key to successful Chinese marketing.
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