How to seize new opportunities for sports consumption?
"Every evening and holidays, the sports venues here are always full, and you have to line up for a long time if you want to play." On August 23, Chongqing Jiangbei Shizishan Sports Park Security Master Wang said.
The reporter saw in the park that the 12 table tennis courts were all occupied. Uncle Liu Hongbing and his wife brought their grandson to play table tennis. He told reporters that after the epidemic, the whole family "moved". His son and his wife like rock climbing, and his grandson likes playing table tennis. Just buying sports equipment cost thousands of yuan. .
Ms. Ran from the Sports Life Plaza of Rhine Sports (Chongqing Panlong) said that the best way to improve immunity is to exercise. In her opinion, after the epidemic, national fitness awareness will greatly increase, and the sports fitness industry is bound to see explosive growth.
E-commerce platform data shows that in the first half of this year, sports retail sales did show explosive growth. Sales of treadmills and yoga products increased by 168% and 135% year-on-year. Some new fitness equipment, such as electric hula hoops, rowing machines, etc. have also become hot sellers. Product. In addition, the rapid development of new formats such as sports live streaming, cloud fitness, and cloud events has also allowed the sports industry to derive more new growth points.
The epidemic hits the sports industry hard
In 2020, the new crown pneumonia epidemic broke out globally, sports events were completely suspended, and the sports industry belt encountered a huge crisis. More than 20,000 sports events around the world were forced to be cancelled due to the epidemic.
Sanfu Outdoor, a listed company, is one of the sports industry companies most affected during the epidemic. In the first quarter of 2020, the company's net profit loss was 13.5904 million yuan, compared with a net profit of 1.0327 million yuan in the same period last year; the company's pathfinder, also an outdoor products company, saw its revenue in the first quarter dropped by 39.7%; Lisheng Racing, which is mainly engaged in racing competition operations, In the first quarter, operating income fell by 45.38%; Jinling Sports' operating income fell by 25.75% in the first quarter.
Zhang Tao, CEO of sports training organization World Sports, said that since the beginning of the epidemic, World Sports has suffered a monthly loss of tens of millions of yuan, mainly due to rent, employee salaries, social security, provident funds, and amortization of fixed assets.
Yuan Shaolin, president of Chongqing Haipai Fitness Group, said bluntly that the epidemic has a great impact on enterprises, and there are impacts and inspirations. During the epidemic, one-to-many online fitness classes with live teaching were launched. After work resumed, one-to-one online training camps were launched, hoping to open up more online products. In the future, we will also explore more convenient scenarios for member fitness, such as community-based and other small fitness venues, so that citizens can also exercise at home.
Nevertheless, due to the high certainty of long-term investment in the sports industry, it has attracted a large amount of capital deployment. Since 2014, sports investment and financing have heated up. In 2016, there were the most investment and financing incidents, with a total of 313. In 2018, investment and financing incidents decreased, but investment and financing increased significantly, with the amount of investment and financing reaching 68.699 billion yuan. Sports investment and financing cooled down in 2019, with 117 investment and financing incidents, with an investment and financing amount of 21.089 billion yuan.
Online fitness and home sports bring new growth
In recent years, emerging consumption such as culture and sports has begun to show strong growth, becoming a new driving force for economic development. Especially under the epidemic situation, the formation of new consumption habits such as online fitness and home sports has gradually become a new growth point in the sports consumer market, driving the recovery of the economy.
According to the sports consumption big data jointly released by Suning.com, Suning Sports, and PP Sports, in the first half of the year, sports retail sales increased by 152% year-on-year, and home sports equipment such as fitness equipment and treadmills increased significantly, with year-on-year growth of 280.6% and 179 respectively. %.
The reporter found that consumers' enthusiasm for sports consumption continues to grow, whether they choose to exercise for health preservation or because of "retaliatory exercise" caused by long-term homestay. In Suning's live broadcast for the brand, the adidas live broadcast set a record of 2.92 million viewers, 22,500 paid orders, and sales of 5.82 million yuan; in the Skechers special, sales growth reached 663%.
2020 is the first year of live sports to bring goods. The sports circle is following the upsurge of live broadcasting, and sports companies have started live broadcasting of goods. The joining of celebrities and fitness bloggers helped make the live video "Cloud Fitness" earn a lot of money. 15,000 yoga mats were sold out in Li Jiaqi's live broadcast room for more than 30 seconds. Li Na brought maternal and baby products, Marbury personally went live to bring the goods, and PP Sports repeatedly pressed the live broadcasting button. The live broadcasting has become a new marketing model in the sports circle nowadays.
Trillion-level consumer blue ocean market
At present, the added value of my country's sports industry only accounts for about 1% of the entire GDP, but in developed countries, the added value of the sports industry usually accounts for 2% to 3% of GDP. In other words, the scale of the domestic sports industry market still has huge room for value-added.
He Wenyi, director of the Sports Industry Research Center of Peking University, said in an interview that the idea of "platform + content + derivative economy" will be a future direction of China's sports industry. How to integrate various resources together to achieve substantial value-added is all The problems that practitioners in the sports industry need to think about and face.
A marathon is a sports event, but it can connect the related industries behind it and bring economic benefits such as registration income, sportswear, smart wear, and tourism. "At present, China's marathon industry chain has matured. The upstream of the industry chain has event training and organization institutions, the midstream includes event promotion and operation, and the downstream includes event peripherals and value-added services." iiMedia Consulting analyst Wang Qinglin said.
Yang Guishan, deputy director of the Chongqing Sports Bureau, said that the selection, planning and construction of 300 kilometers of fitness trails in the city have been implemented, and 10,000 kilometers of fitness trails will be built in the city as soon as possible. The Chongqing Sports Bureau is in accordance with the overall requirements of "make Chongqing move and citizens move", launching relevant measures "on promoting national fitness and sports consumption, and promoting high-quality development of the sports industry".
"In the 5G era, the power of policy + capital will once again give birth to a large number of sports content (mainly short videos and games), smart wearables (big health concept), venue operations (5G coverage), VR glasses (sports games/videos), etc. New companies or new brands in the field." Researcher Mo Yuanming from Chongqing Yangtze River Economic Research Institute said, the first domestic 5G full coverage marathon/cross-country race, the world’s first 5G ski resort, a fully intelligent unmanned sports store, 5G+8K live broadcast The Chinese Super League has completely exploded the demand for sports and fitness.
According to the "State Council's Several Opinions on Accelerating the Development of Sports Industry and Promoting Sports Consumption", by 2025, the total scale of China's sports industry will reach 5 trillion yuan. According to the data from the company check, the number of registrations of sports-related companies in my country has grown rapidly in the past decade. In 2019, the number of company registrations reached 1.566 million, a year-on-year increase of 109%.
According to the report released by the China Business Industry Research Institute, China's sports consumer demand has shifted from the initial consumption of traditional sports manufacturing products to entertainment consumption and ornamental consumption. The essence of sports industrialization is the integration and development of other industries. Driven by the "Internet +" sports, the integration of sports and technology, education, culture, tourism, medical care, information and other industries has been further deepened around people's growing consumer demand for various sports, and many innovative product formats have been derived.
Li Guo