Long-distance self-driving, mountain camping, cycling and mountaineering, photography and fishing... When "going out" becomes a new social business card
The outdoor sports industry ushered in a "golden decade"
Our reporter Li Guo
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Compared with spectator sports, participatory sports with national fitness as the core have a broader market prospect.
The continuous increase in the participation rate and consumption power of outdoor sports makes capital more accessible, which in turn promotes the upgrading of the industrial structure and makes the national fitness brand bigger and stronger.
A few days ago, eight departments including the General Administration of Sports, the Development and Reform Commission, and the Ministry of Industry and Information Technology jointly issued the "Outdoor Sports Industry Development Plan (2022-2025)".
It is proposed that by 2025, the total scale of the national outdoor sports industry will exceed 3 trillion yuan and the long-term goal of becoming a sports power in 2035.
After the announcement of the plan, outdoor sports concept stocks were quickly driven up. Sanfu Outdoor, Lisheng Sports had a daily limit, Mu Gaodi, Shuhua Sports, Zhongti Industry, Pathfinder, Laiying Sports, Jinling Sports, etc. rose by more than 5% on the same day.
In recent years, outdoor leisure and outdoor sports in and around cities have grown significantly. Outdoor sports such as camping in the countryside, urban cycling, and night running in parks have become more and more popular. my country has become one of the fastest growing countries in the world for outdoor sports.
Policy support and superimposed rapid economic growth will boost the rapid development of the outdoor sports industry chain and usher in the "golden decade" of industrial development.
The outdoor sports industry has become a new blue ocean
"This year is the fifth year that Keep has participated in 'Double 11'. In the past five years, the domestic sports consumer goods market has flourished. The company's revenue has ranged from 300 million yuan, 600 million yuan to 800 million yuan, reflecting the public's demand for sports and fitness. Growth. We have been fortunate to witness the rapid rise of China's sports industry in recent years, and have also grown stronger in the process." Huang Haidong, a senior researcher at the Keep Sports Research Institute, said excitedly.
On November 13, the reporter came to the "Longshui Lake International Camp" located in Dazu District, Chongqing. The environment here is beautiful, and the camping facilities are complete. The 14.9-kilometer marathon color runway around the lake is more like a jade belt surrounding the 100,000-acre Yulong Mountain National Forest Park.
Li Sha, the person in charge of the camp, told reporters that the project is a microcosm of the local government's promotion of opening up natural resources to outdoor sports and advocating a low-carbon and environmentally friendly outdoor sports lifestyle.
In the past two years since the construction of the camp, more than 100,000 tourists have been received, which has driven a sharp increase in the output value of surrounding consumption, and has been praised by all walks of life.
It is understood that by the end of 2021, the number of outdoor sports participants in the country will exceed 400 million, and a product supply system covering mountains, water, land and air has basically been formed. A variety of online and offline products.
In the past few days, the hot shopping festival consumption atmosphere has driven the hot sales of sports equipment.
From smart hula hoops to spinning bikes, from running sandbags to yoga equipment, the turnover increased by more than 100% year-on-year.
"After more than 20 years of exploration, the domestic sports equipment manufacturing field still lacks brands with international influence. The sports service industry is regarded as the 'main engine' to stimulate the development of the outdoor industry. 'The core idea." Professor Huang Xiaoling from the School of Physical Education of Southwest University said.
According to the data of Tianyancha, as of now, there are 204,000 outdoor sports-related enterprises nationwide, an increase of more than 20% compared with last year. From January to October this year alone, more than 30,000 new registrations were registered, and the consumption was nearly 1 trillion yuan. Employment exceeded 4.4 million.
"The frisbees and gloves we produce are selling very well. In the past three years, the company's average annual growth rate has reached 150%, and last year's sales have reached 60 million yuan." Xu Yingfeng, founder of Yikun Frisbee, said.
According to Kong Fanyong, general manager of Kellerstone, my country's outdoor sports equipment has entered a period of rapid growth with huge growth potential.
"The company's performance has achieved more than 60% growth for two consecutive years." Kong Fanyong said that in the past two years, the company's outdoor equipment exports have nearly doubled.
New outdoor games frequently go out of the circle
In Chongqing Wansheng Black Valley Flying Camp, every weekend and holiday attracts many extreme sports enthusiasts to experience low-altitude paragliding and enjoy the "flying feeling".
Today, the Black Valley Flying Camp receives up to 20,000 tourists a year, and visiting Wansheng to experience extreme sports has become a new choice for many people.
According to Zhang Jun, the head of Dongba Outdoor, the former niche sports such as mountain camping, mountain biking, land-based skateboarding, and frisbee paddle boards have already become popular among young people.
"Outdoor sports can be done by two or three people, and solo heroes can also play, so it has achieved unprecedented development in the past few years."
Wu Zhiguo, head of the Black Valley Flying Camp, told reporters that Wansheng Yuzi New District has a comfortable and pleasant climate and a long annual flying time. The development of low-altitude tourism has unique natural advantages, and low-altitude paragliding has innovated the way tourists experience sightseeing, and has been favored by more and more people. A favorite of young people.
"Under the epidemic, local travel and surrounding travel have become mainstream, and outdoor sports have once again ushered in a bright moment, especially the popularity of emerging games such as exquisite camping, ice and snow sports, and Frisbee continues to rise." Dr. Li Wenjian, a researcher at the Chongqing Sports Research Institute, said that different Due to the extreme pursuit of "professionalism" and "challenge" in traditional outdoor sports, consumers are increasingly expecting opportunities for leisure and social interaction, and the participants are becoming younger, more urbanized, and more feminine.
As a purely grassroots IP, "Play All over Chongqing" has held more than 10,000 social football matches, with more than 300,000 participants.
As a private non-profit organization in Chongqing, the "Play All over Chongqing" Super League created by Chongqing Youlian has realized the three-dimensional integration of "football + tourism" through the football exchange of "playing with the game".
The person in charge of Chongqing Youlian Company said frankly that due to its own hematopoietic insufficiency and the economic downturn in recent years, social football has been tested for survival. Only breaking the circle and crossing borders is the correct direction for the development of social football.
The urban marketing effect brought about by the "football + tourism" model is far greater than that of a single IP.
Break the development bottleneck
The plan released this time pointed out that my country's outdoor sports industry is still in the early stages of development, and there are still some shortcomings and weak links.
It also proposes to promote the opening of natural resources to outdoor sports, guide small, medium and micro outdoor sports enterprises to develop in the direction of "specialization, specialization and innovation", and improve the digital and intelligent level of outdoor sports.
Chongqing Wansheng used to be an old mining area. With the depletion of coal, the transformation and development of the tourism industry had no obvious effect at one time. However, in the past five years, the local area has integrated extreme sports into tourist attractions and quickly gained an advantage.
Take the famous local Ordovician project as an example. At the beginning of its opening, the annual ticket revenue was only 7.6 million yuan, but with the introduction of cliff swing, rock climbing, bungee jumping, high-altitude walking and other projects, the ticket revenue quickly soared to more than 100 million yuan.
As "outdoor camping +" has become a new trend, the market popularity of portable energy storage products has shown explosive growth in recent years.
"When taking the whole family out to play, a large-capacity energy storage device is necessary. Because it allows you to meet your needs such as cooking and grinding coffee. In summer, you can also bring an integrated air conditioner, which can add a lot of fun to travel." Chongqing Mr. Ran, an outdoor sports enthusiast, said so.
At present, there are still a series of system and mechanism obstacles in the development of my country's outdoor sports industry, and there are not many new technologies to promote outdoor sports product innovation and scene expansion.
Professor Mo Yuanming from Chongqing Technology and Business University suggested: "It is urgent to take reform as the driving force, strengthen the top-level design of the outdoor sports industry, innovate mechanisms, policies and management methods, break the bottlenecks and problems that restrict the development of the outdoor sports industry, create a new industrial model, and cultivate new industries. point of economic growth.”
In fact, driven by favorable supply and demand, outdoor sports equipment companies are speeding up their quality upgrades.
For example, the one-piece down jacket of Kaileshi can withstand the extreme cold of the mountains above 8,000 meters above sea level, and the hard-shell jacket can keep it breathable while preventing rain to the maximum extent.
Another example is the camping canopy produced by Toread, which has an unfolded area of more than 20 square meters. It only needs 6 wind ropes and 2 pillars, and it can be erected within 10 minutes.
Han Ye, vice president of the brand of Toread Group, said that the company cooperates with Rhino Smart Manufacturing to use big data, artificial intelligence and other technologies to upgrade production scheduling, manufacturing, logistics and other links, which can accurately understand consumer demand and help launch more new products. product.
(Worker's Daily)