Sports economy, how to move from faster to stronger
In the Tokyo Olympics women's windsurfing RS: X-class competition, Chinese athlete Lu Yunxiu won the championship.
Xinhua News Agency
Participants compete fiercely in the track cycling event.
Xinhua News Agency
Yang Qian won the first gold medal in the Tokyo Olympics.
Xinhua News Agency
【Economy Interface】
When Chinese people paid attention to the 21-year-old female air rifle athlete Yang Qian who won the first gold for the Chinese team in the Tokyo Olympics, Chen Gengping, the owner of zozo hair accessories Taobao shop, keenly discovered that the little yellow duck hairpin on the champion's head was unique.
"This hair clip is sure to be red!" Chen Gengping immediately arranged the sales team of Yiwu Small Commodity Market to quickly collect tens of thousands of small yellow duck hairpins into the bag.
One hour after winning the championship, Yang Qian issued a card with the same little yellow duck and put it on the store shelves; 10 minutes after it was put on the shelves, the number of shoppers increased to four or five hundred; one hour after it was put on the shelves, the sales volume had exceeded 10,000...
In the next few days, along with the spread of news reports and hot searches, small businesses in Yiwu ushered in a peak in the sales volume of small yellow duck issuing cards. In recent days, during the peak period of issuing small yellow ducks from Yiwu, the daily average is over 500,000, an average of 6 per second.
Similar stories are numerous in the recent Olympic economy.
"Higher, faster, stronger" interprets the soul of the Olympic spirit. How to make the sports economy "faster" but also "higher and stronger", with endurance at the same time as explosive power? All kinds of questions inspire new thinking.
1. Product strength
"Hourly" customization and China's speed
[Data] How popular is the little yellow duck issuing card? According to Taobao data, from July 24th to 30th, the daily search volume of "Yang Qian Same Style" Little Yellow Duck issuance card on Taobao platform soared by 4,237.37%, and the search volume of carrot hair rope increased by 2115.67%. Many Taobao stores have also specially set up the "Yang Qian same style" little yellow duck hairpin and carrot hair rope combo package, and the cumulative sales have exceeded 10,000 pieces.
These hot products, from brewing to offline, only takes one hour!
In Yiwu, Zhejiang, such "hour-level" customization has become the norm in the industry chain.
And like this, the hot story of "selling with time" is being staged every day.
At present, there are at least more than 2,000 high-quality factories and merchants in Yiwu, and 150,000 jewelry practitioners follow the "hot search". The "ability" of Chinese factories and the "fastness" of the Internet indicate the speed of product manufacturing in China.
In addition to hair accessories and clothing, the famous sayings of the Olympic athletes and the time to break the world record have also become a source of inspiration for small and medium-sized businesses, and they have rapidly developed new products that attract the attention of the "national tide".
Cai Yongxun, the founder of the new brand Hao Chao, is the “second generation” of a ceramic company in Chaozhou, Guangdong. Unlike his father, who has been engaged in ceramics foreign trade for a long time, he is different from the production and processing of internationally renowned ceramic brands. Products are under the spotlight of young people to create Chinese "fashion" products.
Taking advantage of the Olympic Games, he quickly launched an Olympic golden sentence noodle bowl in 3 days, and concentrated the Olympic champion buzzwords on each noodle bowl, starting the "national wave" consumption boom.
There are many other businesses like Cai Yongxun who have innovated the "national tide": "My time is here" T-shirts, "He can't beat me" canvas bags, "As long as the motherland needs me" pillows, "stable" mobile phone cases... refused The same consumers are more and more willing to pay for their individuality.
Products with distinctive designs show the Chinese speed of the sports economy.
The vitality and development quality of small and medium-sized enterprises are the "barometer" of the development of the national economy, and their performance in the sports economy also shows the momentum of national industrial development.
According to Hu Qimu, the chief researcher of the digital economy think tank, the "fastness" of the Internet and the "ability" of Chinese factories will eventually allow social hot spots and ideas to be quickly implemented in products, and people's enthusiasm for consumption is fully released.
On the Olympic stage, the power of digital products trained in Chinese factories has added new ways to open up the sports economy.
Market data provides a new footnote for the fiery Olympic economy.
In the week after the opening of the Olympic Games, the turnover of table tennis rackets increased by 59% year-on-year, the turnover of swimming supplies increased by 105%, and the turnover of gymnastics springboard increased by 1422% year-on-year...Pointing to a commodity sales growth chart, Jingdong Big Data Research Liu Hui, Chief Data Officer of the Academy, analyzed to reporters that the Olympic Games has played a significant role in the sales of sports products. Chinese brands have ushered in a sales peak, and the equipment used by the Chinese team has also become a popular target for sports enthusiasts.
Behind the hot sales of these brands, Chinese consumers are becoming increasingly proud of and identifying with Chinese brands.
Behind the data, it can be seen that the economic impact of the Olympic Games has long been beyond the venue.
Whoever can keenly smell the Olympic business opportunities and who can launch related products first will get a bigger Olympic economic "cake".
The sales of the same models of Olympic champions have soared, and the "cloud" watching the Olympics has caused the sales of projectors and TVs to soar... Watching the global Olympic economy, the Chinese landscape is ushering in a different kind of popularity.
2. Innovation
"Invisible Champion" and China's Intelligent Manufacturing
[Story] At the opening ceremony of the Tokyo Olympics, the appearance of a spinning bike made Pan Yanjun's heart beat faster. "The bike is exactly the same shape as its own brand vehicle. After repeated confirmations, this world-famous bike is produced in-house." The founder of Zhejiang Jinhua sports equipment company Yijian excitedly posted a circle of friends: "It comes from Zhejiang, China. "Pan Yanjun is a business in the fitness industry of Jinhua, and his company is also the "hidden champion" in the field of fitness equipment. Why did your own products win the favor of the opening ceremony? In this regard, he concluded that the reason lies in the technological innovation of businesses driven by strong domestic consumption power.
Pan Yanjun said that the huge potential of the domestic market and ever-changing consumer demand have strengthened the company's determination to "work hard on product innovation."
"Our treadmill is like a robot. It can distinguish whether you are 30 kg or 100 kg in one second. Do you want to jog 6 kilometers or walk 6 kilometers quickly, and the running belt will automatically give feedback and adjust the vibration frequency." , Yijian has two R&D centers in Shanghai and Shenzhen.
In the fitness equipment industry, companies spend an average of 2% of their revenue into technological innovation.
In Yijian, there is no upper limit for this investment.
At the Olympics, weightlifting dumbbells, mountain bikes, archery stand system, 3×3 basketball floor...many products come from China.
With the advent of the mobile Internet and 5G era, China's sports fitness equipment industry has increased investment in scientific research and innovation. While moving toward intelligence and digitalization, it has also emerged from many "hidden champions."
In the digital torrent, Made in China is moving towards "Made in China".
The constant demand for innovation and change in the consumer market is bringing new challenges to the economic supply of traditional sports.
What development puzzles are still facing the sports economy represented by the Olympic economy?
"From the perspective of innovation, my country has fewer sports product brands, and there is still room for improvement in product quality, packaging, and after-sales service. There is a certain gap in cultural attributes and technological content compared with foreign products." Hong Yong, an associate researcher of the Institute of Electronic Commerce of the Ministry of Research, said frankly.
Liu Hui believes that with the increasingly clear trend of segmentation and specialization of China's sports consumer market, the trend of digitalization and intelligence of the sports economy has become increasingly prominent.
"Users' demand for sports technology and sports value-added products will continue to expand, and smart sports products with value-added service attributes have a broad market space. The market for technological sports products such as smart bracelets and smart treadmills has grown significantly. In research Among them, 80% of users' demand for sports technology products lies in their ability to effectively monitor their exercise physiological indicators and protect their health." Liu Hui said.
Facing the trend of consumption upgrading, Hong Yong believes that we should adhere to government guidance and market leadership, increase capital and technology investment, improve the synergy of Internet platforms and small and medium-sized enterprises, cultivate a number of small and beautiful sports brands, and attach importance to intellectual property rights in the e-commerce field. Protect and improve the company's scientific and technological research and development capabilities, create new national trends with better quality, stronger innovation, and higher levels of intelligence, continue to explore a number of "hidden champions" in the field of sports economy, and use intelligent manufacturing to lead the future of sports economy.
Liu Fumin, Director of the Department of Economics of the State Sports General Administration, said that we must strive to seize the major opportunities of the new round of information revolution and technological revolution, and fully rely on new technologies such as 5G, Internet of Things, big data and artificial intelligence to empower the sports industry and improve the sports industry. Big data accelerates the growth of online sports consumption, making smart sports an important driving force for the development of the sports industry.
3. Fusion
"Additional Industry" and Cross-Border Penetration
[Data] For Tokyo, the significance of hosting the Olympics is far beyond a mere sports event. Statistics show that the current size of the Japanese sports market is as high as 50 billion U.S. dollars. By 2025, this figure will reach 150 billion U.S. dollars. As a sports power, Japan's sports industry accounts for 2.5% of GDP, and per capita sports consumption ranks among the top in the world.
The strong strength of the sports industry is not only derived from Japan's familiar experience in hosting various sports events, but also from the continuous drive of the ascendant sports supplementary industry.
As one of the "world animation industry centers", Tokyo has deeply integrated sports and animation industries early on. Sports animation works such as "Slam Dunk" and "Captain Tsubasa" are all the rage. Derivative products attract many young fans and create a higher economy. value.
At the same time, sports grafting to the tourism industry also makes more additional worthy manifestations.
"Sports can make good use of natural resources to create new consumer demand." As Professor Harada Souhiko from the School of Physical Education at Waseda University in Tokyo said, "A river is just a river without kayak events. With sports events , It can attract more sports enthusiasts and young people to go, and then become a surging economic river."
In contrast to my country, the "stones of other mountains" in the development of the Japanese sports industry can be used for reference.
Taking advantage of the Winter Olympics, the "blueprint" for the development of the domestic sports industry has been drawn up-the National Fitness Plan (2021-2025) issued by the State Council recently stated that the total scale of the national sports industry will reach 5 trillion yuan by 2025.
According to data from the State Sports General Administration, the total scale of the national sports industry in 2019 is 2.9 trillion yuan. Based on this calculation, the annual compound growth rate of the sports industry in the next five years will reach about 8.8%, far exceeding the current GDP growth rate.
An average annual growth rate of 8.8%, how to solve the problem?
Experts believe that the key lies not only in product strength and innovation, but also in vigorously exploring integration.
It is gratifying that such exploration has already begun.
In Duyun, Guizhou and other places, sports and tourism are combined through boutique competitions such as car venue leagues, and ethnic cultural elements are incorporated to build a global sports tourism pattern, which is vigorously promoting the transformation and upgrading of local tourism, making the sports industry increasingly show its unique charm .
At the Olympic Games, China Mobile Migu Company launched a new attempt to integrate sports and entertainment-not only created the first Tokyo Olympic cheering song "Ready", but also created a rich collection of documentaries, talk shows, humanistic interviews, and real-time connections. Olympic self-made program.
The integration of sports and entertainment will usher in a broader industry space.
In the face of the trillion-yuan blue ocean, the "Sports+" project has huge room for development.
"We must continue to explore the integration of sports and tourism, integration of sports and education, and integration of sports and medicine, and promote the continuous growth of sports consumption scale and the continuous upgrading of consumption structure. Through continuous optimization of the development environment of the sports industry, the creation of sports service complexes, and the issuance of sports consumption coupons, etc., Innovate and guide the people to expand sports consumption." Liu Fumin outlines a new picture for the future sports industry.
Competition performances, smart sports, sports finance...Under the concept of "sports+" integration, the road of China's sports industry will become wider and wider.
(Reporter Li Hui)
Link
"Sports+" integrated development case
Chamonix
From mountain sports to mountain vacation life
Chamonix is located on the east side of central France, adjacent to Italy and Switzerland, and is a small mountain town at the foot of Mont Blanc, the main peak of the Alps.
After more than a hundred years of development, alpine sports and professional services have gradually matured. A worldwide ski instructor training center has also settled here, and Shamoni has become a professional alpine sports education and training base.
Montebelluna, Italy
Agglomeration of Sports Characteristic Industries
The town of Montebelluna is located in the province of Treviso in northern Italy. It has a long history of handmade shoes and is a world-renowned production base for sports shoes related to ice and snow sports.
The gathering of a large number of production enterprises has promoted the improvement of urban functions such as commerce, residential and public services, and has formed a development framework of "sports shoe production cluster + urban service function".
Queenstown, New Zealand
Integrated development of tourism and sports
Queenstown is located on the north shore of Lake Wakatipu in the South Island of New Zealand. It is a small town surrounded by the Southern Alps. It is named after "New Zealand's most famous outdoor paradise" and is recognized as the "Adventure Capital" in the world.
The industrial development model of symbiosis of tourism and sports has formed a leisure and vacation industry chain integrating tourism and leisure, extreme sports, high-end vacations, wedding planning, and event tourism.
Hebei Huailai Sports Recreation Town
Promoting rural revitalization with sports towns
Hebei Huailai Sports and Health Town is located in the radiation area of the Winter Olympic Games.
At present, the local area is being built into a four-season sports and recreation town that integrates sports, health care, leisure and vacation and other functions under the guidance of the ski industry. Promote local villages to achieve industrial prosperity, ecological livability and prosperity.
(Organized by Li Hui)