The proportion of people who regularly participate in physical exercise in China in 2020 will reach 37.2%
"Internet + Sports" Vigorous and Vigorous (Online China)
"Cloud" reservations for sports venues, distance learning fitness classes, online sports equipment purchases... "Internet + sports" is playing an increasingly important role, effectively boosting the vigorous development of the sports industry.
The State Council recently issued the "National Fitness Plan (2021-2025)", emphasizing the provision of intelligent services for national fitness, promoting the development of online and smart sports events, and supporting the development of new sports such as smart fitness, cloud events, and virtual sports.
How to promote the continuous transformation and upgrading of the sports industry has become a hot spot for the industry.
"Olympic fever" drives the wave of sports consumption
Little yellow duck hairpins, carrot hair ropes, table tennis necklaces... During the Tokyo Olympics, some athletes inadvertently became "top streamers", and their items became "explosive items" on the e-commerce platform.
"Within 3 days, the whole store sold 70,000 pieces of yellow duck issuance cards of the same style as the Olympic champion Yang Qian, which exceeded the normal monthly sales of this product by a hundred times." said the person in charge of an online store.
“I’ve just been online for a while, and the number I wanted is gone.” Ms. Zheng, a citizen of Nanjing, Jiangsu, recently entered the live broadcast room of a domestic sports brand store and found that her favorite product had been sold out.
"I watched the Olympics a few days ago and thought about buying the same shoes of the double champions. I didn't expect it to be so popular."
"With the development of digital technology, more and more people are perceiving sports and participating in sports." Ma Dehao, associate professor of the School of Sports and Health of East China Normal University, said in an interview with this newspaper. It can be seen that digital technology has played a huge role in creating an "attention economy".
Full media coverage will magnify some details of sports stars, which often become hot topics.
A strong product supply chain support is needed behind the "top-of-the-money" and "explosive models", which also proves the strong product production capacity and logistics speed of China's manufacturing industry.
Affected by the enthusiasm of the Olympic Games, the sales of a number of sports-related equipment surged.
According to data from Douyin e-commerce, from July 21 to August 8, sales of sporting goods in Douyin e-commerce increased by 365% year-on-year. Among them, basketball, swimming, badminton, tennis, table tennis and other related products were the most popular.
In the sports brand sales list, domestic brands such as Hongxing Erke, Guirenniao, Li Ning, and Anta rank in the forefront.
Zhang Peili, an associate professor at the School of Economics of Renmin University of China, said that the significant increase in the sales of domestic sportswear brands is mainly due to the continuous innovation of a large number of domestic sportswear brands in recent years, improving product quality, strengthening brand value, and conforming to the new trend of people's pursuit of branded products.
At present, consumers have a high sense of rational consumption. While pursuing high quality and excellent brands, they also pursue high cost performance. Domestic sports brands have outstanding advantages in cost performance.
How to make the consumption boom of domestic sports brands continue to "hot"?
"Under the background of economic globalization, enterprises must have core competitiveness." Yang Zhiyong, deputy dean of the Institute of Financial Strategy of the Chinese Academy of Social Sciences, said in an interview with this newspaper. Need. Brands are not just formal innovations. The high-tech issues behind sports brands cannot be ignored. The high-tech contained in a new product may make the product more popular with consumers. In addition, companies with a sense of social responsibility will get better Respect."
"Internet +" makes sports more interesting
The "Olympic same style" hot selling phenomenon is only a microcosm of the current booming development of sports consumption in China.
The latest data released by the Jingdong Big Data Research Institute shows that from 2017 to 2020, China's per capita sports consumption has continued to increase, with a year-on-year growth of more than 30% in 2020.
From the perspective of age structure, the largest sports consumer group is the 26-35-year-old youth, accounting for more than 40%, followed by the 36-45 and 16-25 year-old groups, accounting for 26% and 22%, respectively.
At present, physical objects such as sports clothing, shoes and hats, sports equipment and equipment are the main body of sports consumption.
The consumption of sports services represented by various sports training, event registration and venue reservations has grown rapidly, and the proportion of consumption has continued to increase.
Yang Zhiyong believes that as people's income levels increase, consumption upgrades, including the increase in the number of sports consumption, and the increase in the quality of sports consumption.
Combining online and offline development is an important path for the future development of the sports industry.
In Ma Dehao's view, the implementation of favorable policies for the sports industry, coupled with the increasing enthusiasm for participation in national sports, is the main driving force for the growth of sports consumption in China.
The "National Fitness Plan (2021-2025)" pointed out that to create a social atmosphere for national fitness, strengthen national fitness incentives, explore the establishment of a unified national "sports bank" system and personal sports codes, develop a unified scientific sports points system, and encourage The masses issue sports vouchers.
Various regions are actively exploring new fitness models that integrate online and offline, and many novel and useful sports experience products and projects have emerged as the times require.
For example, the Sports Bureau of Jinhua City, Zhejiang Province, etc. launched the "Jinhua Sports Bank" online platform.
Through the "Jinhua Sports Bank", citizens can not only find local sports venues and pay for entrance fees, but also exchange "sports card coins" generated by sports for sports equipment, video courses, movie tickets, taxi tickets, etc.
Sports coupons that benefit merchants and residents also effectively stimulate sports consumption enthusiasm.
Since the beginning of this year, Beijing, Shanghai, Guangdong, Jiangsu, Hebei, Shandong, Liaoning and many other places have issued sports special consumption coupons.
Among them, the second "8.8 Beijing Sports Consumption Festival" sponsored by the Beijing Municipal Bureau of Sports and others was launched a few days ago. The event planned four distinctive sections: Citizens provide smart and convenient sports consumption experience.
It is reported that consumers can directly use coupons to "buy online" their favorite sports equipment, and book thousands of stadiums in the city through "online ordering" discounts. "Online tournaments" provide online event registration services. "The section can learn sports courses from sports stars for free.
"The issuance of sports vouchers makes sports consumption more affordable for citizens and at the same time helps sports venues to increase their popularity. It can be said to serve multiple purposes," said the person in charge of a gym in Beijing.
Many places have also launched sports public service platforms. Users only need to use their mobile phones to fulfill various fitness needs such as stadium reservations, sports vouchers, event training registration, and fitness map guides.
For example, the "Zheli Lian" sports public service platform developed by Ningbo City, Zhejiang Province opens up multiple links such as online and offline booking, sales, and payment, optimizing the convenience and experience of sports, and effectively improving the management efficiency of stadiums.
"Sports enthusiasts and sports workers seem to have powerful super coaches." Someone commented.
Large space for upgrading and development of the sports industry
The mass base is the key to sports consumption, and further expansion of national participation in physical exercise is an important means for the sustainable development of the sports consumption market.
According to data from the National Bureau of Statistics, in 2020, the proportion of people who are 7 years old and above who regularly participate in physical exercise has reached 37.2%.
The National Fitness Plan (2021-2025) clarifies that by 2025, the public service system for national fitness will be improved, the people will be more convenient to exercise, and the enthusiasm for fitness will be further improved. The number of participants in various sports activities will continue to increase. ), townships (streets), administrative villages (communities), three-level public fitness facilities and community 15-minute fitness circles have achieved full coverage. There are 2.16 social sports instructors per 1,000 people, driving the total scale of the national sports industry to 5 trillion yuan.
In order to mobilize the enthusiasm of various cities in the development of sports, the State Sports General Administration launched the construction of the "National Sports Consumption Pilot City" last year.
Xi'an, Xiamen, Chengdu, Zhangjiakou and other places are promoting relevant construction plans to promote sports consumption model innovation and product innovation.
Among them, Xi’an supports the “sports + technology” new business format, encourages enterprises to use virtual reality, artificial intelligence, Internet of Things and other technologies to develop the R&D and manufacturing of smart wearable devices in the sports field. Integrated classification and accurate real-time management of sports resources.
Xiamen encourages companies to use VR, big data, cloud platforms, 5G and other new technologies to cultivate new formats such as digital sports, live fitness, online training, and innovate sports consumption scenarios.
Chengdu is committed to implementing the sports consumption innovation project and creating a new demonstration scene of sports consumption.
Zhangjiakou promotes the integrated development of "sports + Internet" and plans to develop a unified public service network platform for sports benefiting the people throughout the city.
The "National Fitness Plan (2021-2025)" pointed out that to promote the digital transformation of the sports industry, encourage sports companies to "go to the cloud and use numbers to empower intelligence", and promote data-enabled coordinated transformation of the entire industry chain.
Vigorously develop the sports industry, actively cultivate sports industries such as outdoor sports and smart sports, and give birth to more new products, new formats, and new models.
In this regard, Ma Dehao believes that advancing the digital transformation of the sports industry can meet the different needs of consumers for sports products and services, and help accurately match the supply and demand sides of sports products.
From the demand side, digital technology can provide consumers with personalized sports products and services; from the supply side, digital technology can help companies gain insights into consumers’ sports consumption preferences through big data, so that they can cooperate with upstream and downstream companies. , Marketing control of products and services, and a clear positioning of investment scale and capacity planning.
According to industry insiders, under the dual promotion of policy support and industrial upgrading, various sports fitness facilities and sports training resources will be more open and abundant. Whether it is daily physical exercise or further improvement of special sports skills, various sports consumption needs will be more open and abundant. Inspiration will drive the continuous expansion and quality improvement of the sports consumer market. Sports consumption will develop to a larger scale and higher quality, and the sports industry will usher in a broad space for upgrading and development.
Overseas Network Li Xueqin