National fitness fever sports consumption fire

  With the rise of national fitness as a national strategy, people’s demand for exercise and fitness is getting stronger and stronger. The scale of sports consumption in China is also gradually expanding, and the increase of personalized and experiential consumption is obvious. China Olympic Corps competed for gold and silver in Tokyo Olympic Games, and sports consumption reached a new climax. From watching sports events to participating in sports activities, online and offline sports consumption patterns are increasingly rich, and the huge potential of the sports consumption market is being continuously stimulated.

  Liu Mincheng, who lives in Guangwai Street, Xicheng District, Beijing, loves playing badminton. After his children went to primary school, he developed the habit of taking their children to play ball every weekend. "Exercise is good for adults and children. In the process of exercise, you can spend parent-child time with your child and cultivate his interest in sports from an early age." Liu Min Cheng said.

  Take street dance classes, practice yoga, learn skiing, and experience go-karting … … In the eyes of Du Shiyun, a post-90s girl who works in an Internet company in Haidian District, Beijing, sports means trying and challenging new things and learning new skills. Every time a new experience is opened, it is full of infinite fun.

  Product sales are booming.

  According to a sports consumption report released by JD.COM Big Data Research Institute, in recent years, the sports consumption market in China has continued to expand. From 2017 to 2020, the per capita sports consumption has been increasing, with a year-on-year increase of over 30%. In the upsurge of "buying in buy buy", sports products have contributed a lot. At the recently concluded "618" online shopping festival, outdoor sports, together with household appliances and 3C digital, became the three fastest growing categories of transactions this year. According to the data provided by Tmall, in 2021, the pre-sale turnover of Guochao sports brand increased by over 500% compared with last year, and the membership increased by over 60% compared with last year.

  "The sports that can be experienced now are more and more abundant, and the related sporting goods are even more varied. You can’t stop once you buy them." Du Shiyun said that yoga clothes and running shoes have already become a part of her daily expenses. In order to monitor the changes of heart rate during exercise at any time, she bought a smart watch and set up several somatosensory sports games at home to make herself "stay at home" healthier. "Since I fell in love with skiing, I specially bought a set of skiing equipment, and I want to go to Chongli next winter to feel the charm of the Winter Olympics."

  Driven by the concept of "sports is for a better life", more and more people take the initiative to include sports in their daily consumption list. At the same time, new gameplay and new technology promote the high-quality development of sports consumption, and the unique sports social environment drives consumers from simple experience to deep participation, promoting the growth of gymnasiums, sports malls and platform economy.

  "It is better to meet a big meal and work out together." According to China Fitness Industry Data Report 2020, the number of fitness members in China is about 70.29 million. With a total population base of 1.4 billion, the penetration rate of fitness population is 5.02%, up 3.19% from the previous year. From the trend, the gap between China and the United States and Europe is gradually narrowing.

  There are fewer vehicles and the city is quiet, but the gym under the night is in full swing. At 8 o’clock in the evening, the reporter went to Lecheng Fitness Center Store located in an office building in Chaoyang District, Beijing. People were sweating profusely beside sports equipment and enjoying the happiness brought by fitness. Manager Cai Pengjie told reporters that the gym is open 24 hours a day, and it is the busiest time in the store from 6: 30 to 8: 30 in the evening. Compared with the traffic at noon, there are 50% more customers who exercise in the early hours of the morning. "Most of the people who come to exercise are office workers around, and there is a strong demand for night fitness. We will set up more sports courses in the evening according to the different needs of members and fitness habits. "

  "Sports+"is full of charm.

  Daily physical exercise and sports experience are in full swing. Some people focus on stimulating the public’s various sports consumption needs. The extension and expansion of "sports+"drives the sports consumption market to expand and improve quality.

  Riding the "national tide" east wind, Xtep accelerates the process of youthfulness and fashion. In June last year, Xtep held a mountain gate show in Shaolin Temple, which sparked a spark between modern sports brands and traditional Shaolin culture. Four months later, Xtep moved the Shaolin series products to Shanghai Fashion Week. Since then, the Shaolin series has been put on the market in large quantities, and the omni-channel sales revenue exceeded 16 million yuan within one week.

  Tencent, which has successively obtained live broadcast copyrights of NBA events, the Tour de France and the Champions League, has formed a powerful sports content matrix, expanding the boundaries of IP development of events to games, social media and other aspects, so as to open up more business and revenue growth points.

  Various sports variety shows, timely and rich live broadcast packages, and cross-border integrated sports culture performances & HELIP; … With a large number of social capital entering the sports field, the sports industry has added new kinetic energy to the transformation and upgrading of consumption. The minority movement has also begun to "smell the wind", and more practitioners in the sports industry, especially small and medium-sized enterprises, have begun to explore the rich growth space.

  Hubei Zhongjing Sports Culture Communication Co., Ltd., which has been engaged in the execution of events for many years, became the "agent" of Wuhan canoeing in 2017. "In the past, we focused on the promotion of water sports. Many parents led their children to experience it, but it was difficult to form secondary consumption. After all, water sports is not a mainstream sport, and the number of participants is limited. It needs more opportunities for display and standardized system training." Jiang Jinsong, general manager of the company, said.

  With abundant water resources, the company is determined to promote water sports to the public. "Now everyone’s sports consumption demand is developing in a personalized direction, and they are willing to master a skill while exercising. The more unpopular the project, the more eager it is ‘ Stage ’ 。” Jiang Jinsong plans to build a kayak marathon around the lake with a duration of at least one week in three to four years, and design more tracks with different characteristics, with the goal of becoming a city brand and expanding water sports consumers.

  Release market vitality

  On the one hand, there is a high enthusiasm for mass sports consumption, on the other hand, the per capita sports area is small, the outdoor sports infrastructure gap is large, especially the lack of accessible fitness facilities, which makes it difficult for many people to maintain the habit of long-term exercise. "I have already set up annual cards for two gymnasiums, but every evening and holidays, if I want to find a place with good time, place and venue to play badminton, I have to queue up." Liu Min Cheng said.

  "At present, China’s sports industry is in a period of rapid development. The consumption of sports services represented by various sports training, event registration and venue reservation is growing rapidly, but there are still some shortcomings in the supply of public services such as stadiums and facilities." Cai Yongjun, member of the Chinese Olympic Committee and secretary general of the Asian Roller Skating Federation, said.

  A few days ago, the State Council issued the National Fitness Program (2021— In 2025), it is proposed to increase the supply of national fitness venues and facilities, extensively carry out national fitness events, improve the level of scientific fitness guidance services, and promote the sustained and healthy development of the sports industry.

  Under the dual promotion of policy support and the strong rise of domestic sports industry, all kinds of sports fitness facilities and sports training resources will be more open and rich. The sports consumption market is playing an increasingly irreplaceable role in meeting people’s growing needs for a better life.

  To promote the transformation of sports consumption market from "high-speed development" to "high-quality development", it is still necessary to further release sports consumption enthusiasm and market vitality. Cai Yongjun suggested that we should promote the pan-entertainment transformation of sports, develop younger trend sports and create immersive consumption scenes; Expand "internet plus Fitness", use big data and AI to create "smart sports", improve the intelligence, informationization and digitalization of public services for national fitness, and lead the comprehensive upgrade of national fitness content and scenes; Encourage the multi-dimensional cross-border integration of sports, enrich the new format of "sports+"personalized consumption, and explore in depth the concept design, content channels, platform scenarios and business models; Integrate existing resources, inject local cultural characteristics, enhance the interaction between sports and events, introduce and create high-quality sports IP, and promote the healthy development of sports service consumption. (Economic Daily-China Economic Net reporter Guo Jingyuan Intern Liang Shuo)