The supply of sports market is becoming more and more abundant
When the youth is strong, China is strong.
In recent years, my country's sports industry has developed vigorously, sports consumption has become increasingly prosperous, and young people play an important role in it.
Statistics from the General Administration of Sports of the People's Republic of my country show that the top two age groups in China are 3 to 9 years old and 10 to 18 years old, accounting for 53.4% and 48.6% respectively. The support is relatively high.
In 2022, my country will welcome a number of large-scale international sports events. The Winter Olympics have just ended at the beginning of the year. Chengdu will host the Universiade in June, and the Hangzhou Asian Games will be held in September. People's attention to sports is at an unprecedented level. Youth sports consumption has created a favorable atmosphere.
awakened market
The recently concluded Beijing Winter Olympics set off a boom in ice and snow sports.
"In the just-concluded 2021-2022 snow season, a total of about 110,000 people came to the lush slopes for skiing, including about 11,000 young people, which was better than expected. It can be seen that today's young people are very enthusiastic about sports. "Hu Taomu, general manager of Hubei Enshi Lucongpo Ski Resort Co., Ltd., told reporters that since the ski resort was put into operation, it has signed agreements with 12 surrounding ice and snow schools to provide students of all grades with a theoretical class of ice and snow sports and a day of practice on the snow field every year. class.
Many students have thus mastered skiing skills, and parents will bring them to ski during holidays.
Hu Taomu believes that only by widely mobilizing young people to participate in sports can they develop sports consumption habits in the process of growing up.
After the end of this year's snow season, the Lucongpo Ski Resort is stepping up its transformation and switching to summer sports.
"Parents now revolve around their children and mobilize their interests. Parents are very willing to spend."
According to Wang Xueli, director of the Sports Industry Development Research Center of Tsinghua University, with the implementation of consumption upgrades, the integration of sports and education, and the implementation of "double reduction" policies, parents pay more attention to the cultivation of children's comprehensive quality and are willing to invest more in their children's health and physique. The youth sports consumption market continues to expand.
From the perspective of market size, youth sports consumption is mainly concentrated in three areas: youth sports education and training, sports equipment and sports competition performance.
Among them, the overall scale of the physical education and training industry has exceeded 200 billion yuan, and young people account for a large part. Together with the other two, it is estimated that the scale of youth sports consumption should be more than 100 billion yuan.
From the demand side, the "2021 Mass Fitness Behavior and Consumption Research Report" shows that 76% of parents believe it is necessary to enroll their children in sports training classes.
More and more teenagers also take sports participation as a modern and fashionable way of life.
The "Opinions on Building a Higher-level National Fitness Public Service System" issued not long ago proposed that the national fitness resources will benefit more young people, and further consolidate the mass base for extensive participation in the national fitness movement.
"As my country's per capita GDP approaches the level of high-income countries, according to the general law of the development of the global sports industry, youth sports consumption will usher in a huge space for development. In the future, the market supply will become more and more abundant, and it will be more in line with the consumption characteristics of young people. "Wang Xueli told reporters.
influx of social capital
Chen Lan, who lives in Xicheng District, Beijing, recently gave his high school son an annual card to Zhang Guang'anmen Gymnasium to encourage him to participate in sports.
She told reporters that the children especially like to play football, and they often invite their classmates to play together on weekends.
Despite the heavy academic burden, she believes that learning and sports activities are not contradictory, and it is worthwhile to spend money on sports for children.
In recent years, my country has successively issued documents such as the "Opinions on Deepening the Integration of Sports and Education to Promote the Healthy Development of Adolescents" and "Opinions on Further Reducing the Burden of Students' Homework and Off-campus Training in Compulsory Education", emphasizing the promotion of the coordinated development of youth cultural learning and physical exercise. It has brought huge opportunities for youth sports consumption.
Wang Xueli believes that the introduction of these policies first provides a time guarantee.
If the demand for sports consumption was a spontaneous behavior of students and parents before, it has now become a rigid demand.
Secondly, some niche sports programs that were not originally included in the school physical education syllabus also have the opportunity to enter the vision of young people, enrich their after-school life, and also bring business opportunities to relevant training institutions.
Some schools that do not have such sports training resources will purchase relevant training services from the society, and local governments will also provide corresponding support, which is equivalent to increasing the number of youth sports consumption groups.
For example, the Wuhan Municipal Sports Bureau has launched summer camp swimming public welfare services for 13 consecutive years. It selects qualified swimming venues in the city to provide free open services for young people for 20 days by purchasing services from the government. In 2021, the number of benefited young people will be 230,000.
Zheng Zhiqiang, vice president of the China Sports Industry Association and professor of the School of Physical Education at Jimei University, said that Fujian Province is exploring a long-term mechanism for sports consumption coupons to guide youth sports preferences and expand the scale of sports consumption.
Including cultivating youth sports habits, creating a sports atmosphere, constantly creating youth sports brand events, establishing a sports competition system in universities, middle schools and primary schools that integrates intra-school competitions, inter-school leagues, and selective competitions, and building city and district school sports competition systems and Selection competition (summer camp) system, etc.
Favorable policies and positive responses from various places have injected a boost into the youth sports consumption market.
According to Tianyancha data, there are currently more than 345,000 physical education and training-related enterprises in China.
From the implementation of the "double reduction" policy in July 2021 to March 2022, my country has added more than 54,000 sports education and training-related enterprises.
"From an investment point of view, the youth sports training market has stable cash flow and is a blue ocean of investment. However, it should be pointed out that physical education and training is an industry with offline as the main training method, so the speed and span of enterprise growth are both It will be restricted by multiple factors such as region and teachers, which is why most sports training companies are regional leading companies, and it is difficult to create a national unicorn company." Wang Xueli said.
Jin Xing, founder of Dongfang Qixing Sports Education, believes that as long as physical education and training institutions do their own course products and provide better services, they can drive more consumption in off-campus training and realize commercialization.
need further specification
In recent years, the youth sports training industry has developed rapidly, and the training market for niche sports such as equestrian and fencing has become increasingly prosperous.
However, there are also some problems in the market, such as the lack of professionalism of training institutions and the serious homogeneity of courses. The arrival of the epidemic has accelerated the process of "shuffling" the industry.
Wang Xueli pointed out that this is related to the immaturity brought about by the rapid development of the youth sports consumption market.
Judging from the current situation, the level of specialization, standardization and scientificity in the market is not high. For example, the most important education and training industry in youth sports consumption and the competition and performance industry are seriously unbalanced, with more teaching and less competition.
The standards and norms for youth sports are relatively lacking, and the curriculum system, standard system and grade system for related training are also incomplete.
Wang Xueli said that off-campus physical education institutions should no longer focus on enlightenment, but more need to improve children's mastery of a sports skill.
Teenagers can also feel the charm of sports and the sense of achievement of growth through participating in the events of the projects they have learned.
In order to achieve such a goal, physical education institutions need to have a good ability to integrate resources in the industry and its surrounding areas, present professional products, high-quality services, and perfect guarantees, so that children can gradually change from liking a certain sport to loving a certain sport. Do some sport.
In addition, the legal rights and interests in sports training are violated from time to time.
Teenagers are often young and their guardians are unable to understand the relevant terms of service in a timely manner and lack of understanding of the project, which leads to an increase in legal rights protection issues.
In this regard, Zheng Zhiqiang pointed out that it is necessary to further improve the system and strengthen the supervision of the youth sports consumption market.
For example, the management and supervision of sports business activities can be included in the random inspection items, and the inspection results can be collected on the credit information sharing platform in the form of "red and black lists" to realize dynamic management.
"In recent years, due to the epidemic, the youth sports consumption market has been affected, but this is also a process of rushing through the sand. In the end, only companies with relatively strong strength can be left, and the operation of the entire market will be more standardized in the future." Wang Xueli said.
(Common sense of Economic Daily reporter)