The First Five Years Plan For Sports Industry

"The average annual growth rate is 15% to" The 12th Five-Year At the end of the year, sport industry The added value is more than 400 billion yuan, employing more than 4 million. Recently, the sports industry "12th Five-Year plan" issued by the State General Administration of Sport (hereinafter referred to as the "planning") was clearly put forward for the first time. Quantitative index 。

According to the analysis of relevant experts, if China's per capita sports consumption can reach half of the per capita sports consumption in Europe and the United States, China will form a huge market of RMB 2 trillion yuan per year.

How much can Jinjiang share in such a huge market? How should Jinjiang eat such a big cake? As the first county sports industry base in China, how can Jinjiang take this opportunity to seek a new breakthrough? All kinds of problems need to be answered.

　　 270 huge market space for Anta

During the "11th Five-Year" period, China's sports industry was developing rapidly. In 2008, the number of employees in the sports industry reached 3 million 170 thousand, and the added value was 155 billion 500 million yuan, which accounted for 0.52% of the GDP in that year. From 2006 to now, the sports industry has increased by more than 16% per year.

But compared with developed countries, there is still a big gap. Data show that the contribution of the US sports industry to the US economy accounts for 11%, while the contribution of China's sports industry is only 0.7%.

However, analysts pointed out that this also means that China's sports industry development space is huge. According to the plan, by the end of 12th Five-Year, the added value of sports industry exceeded 400 billion yuan, which means at least double the current output value.

According to the analysis of relevant experts, the average annual sports consumption in Europe and the United States is between 300 and 500 dollars, while China's per capita annual sports consumption is less than 100 yuan. If the per capita sports consumption reaches half of Europe and the United States, it will form a huge market of 2 trillion yuan per year. Anta sports last year sales of 7 billion 400 million yuan, the market space is equivalent to the annual sales of 270 Anta.

　　 The good of leading enterprises

In May 19th, Ding Shizhong, chairman of Anta sports board of directors, sent out such a message on micro-blog: the outline of the twelfth five year plan, which was adopted soon, clearly put forward that we should vigorously develop fitness and leisure sports, develop sports competitions and performance markets, develop sports services, physical education intermediaries and venues operation services, and promote the coordinated development of sports and sports industry. The micro-blog was forwarded by nearly two people in just a few days, and hundreds of people gave their comments. It is worth mentioning that among the people who forwarded the micro-blog, there are many sporting goods practitioners including Shu Hua, President of China (limited), Zhang Weijian. To be sure, Jinjiang's leading enterprises are concerned about the first five year plan for the sports industry.

For these leading enterprises, the "planning" did give clear opinions: to cultivate a number of backbone enterprises in various sectors of the sports industry, to enhance the overall strength and international competitiveness of our sports industry; to adhere to government guidance, market operation, scientific planning and rational layout, to select a group of sports enterprises or enterprise groups with strong growth and competitiveness, to increase policy support, to promote cross regional and cross industry joint or reorganization, to expand the scale of enterprises as soon as possible, to raise the level of intensive management, to promote resource integration and structural adjustment in sports fields, to encourage and guide qualified sports enterprises to enter capital market financing, to cultivate a group of strategic investors in sports field, and to provide financial support for further strengthening and strengthening various sports enterprises.

In fact, in Fujian province's implementation opinions on speeding up the development of sports industry in April this year, it also proposed to encourage leading enterprises to set up sports industry groups, take Quanzhou as the center of sporting goods manufacturing industry belt, and Jinjiang and Shishi are the backbone force to promote industrial belt development.

It is gratifying to have good profits, but for leading enterprises, what is more important is how to turn good profits into real interests. We may be able to see some clues at the body Expo held recently: Anta focuses on its relevance with the Chinese Olympic Committee, uses the award winning equipment of the Chinese sports corps to explain the concept of the nation and the journey of national brands; the 361 degree vigorous sports arena demonstrates a strong rising force and internationalization ambition; Shuhua expands the exhibition area into an experience area, so that the negotiable customers can feel the charm of healthy life.

Take Shu Hua as an example, this year's sports Expo, Shu Hua's two series of intelligent running machines and the European tower massage chairs have been unveiled for the first time. The new posture of "winning in innovation and winning the brand" has become the focus of the sports Expo. So Mizuharu, vice president of Shu Hua and general manager of marketing center, said Shu Hua has been insisting on product diversification in recent years. Its products include intelligent treadmill, comprehensive training device, outdoor path and small sports equipment.

As Zheng Jie, President of Anta sports brand, said, the cooperation with the Chinese Olympic Committee and the Chinese sports delegation provided an ideal platform for Anta to develop advanced technology and materials, so as to establish a good foundation for the future use of new technologies in the mass market. In the past series of events, Anta has strengthened the relevance between Anta and the Chinese Olympic Committee and the Chinese sports delegation, and narrowed its distance from the public through its continuous and effective publicity campaign. Perhaps this is the important reliance of Anta as a leader and turning good profits into interests.

　　 New direction

For the first county sports industry base in Jinjiang, a clause in the plan may be their concern: we should speed up the construction of sports industry base, promote the compound operation of sports industry and related industries, expand the sports industry, and promote the development of sports tourism, sports exhibition, sports culture, sports publishing, sports media, sports creativity and other related formats. For Jinjiang, which has won the national sports industry base on the traditional sporting goods industry, perhaps we should see a new direction -- the direction of the extension of the industrial chain.

"This extension should be of two levels: one is the development of the traditional sporting goods industry, such as creative industries and industrial tourism; the other is that as a national sports industry base, Jinjiang can consider introducing more high-quality sports resources and promoting sports events." Bao Mingxiao, director of the sports and Social Sciences Research Center of the National Sports Bureau, Department of physical education, said. Bao Mingxiao, who visited Jinjiang many times, knew the overall situation of Jinjiang's sports industry.

Bao Mingxiao's view coincides with that of the Jinjiang industry. According to the insiders, the sports industry itself has a great driving force. The "sign" of the national sports industry base is conducive not only to the development of sports industry clusters in Quanzhou, but also to the creation of sports brands, and the combination of sports industry and tourism, leisure and other related industries.

In fact, Jinjiang is already trying this way. In April 17th this year, the foundation laying ceremony of the national badminton, swimming and diving training base was held in Jinjiang. "This will greatly increase the connotation of Jinjiang's state-level sports industry base." At the foundation laying ceremony, Liu Wenru, mayor of Jinjiang, was the foundation of the evaluation project.