Sports Brand Collective "Rejuvenation" Campaign No Longer Belongs To The Elderly Alone.

This weekend has just been the most tangled weekend for many runners, and the marathon in nine cities such as Chengdu and Dunhuang has been held. Beijing, Dalian, Nanjing and other more than 20 road races have gathered together, which fully demonstrates the fanaticism of national fitness.

Under the sports consumption market, the participants are becoming more and more popular, and the consumption categories are more and more complete. The sports ground has become a blind spot and a social field. Many enterprises are developing themselves by the east wind of the sports industry.

Insiders estimate that the domestic outdoor sports industry market is probably equivalent to the level of the 70s and 80s of the last century in Europe and the United States, and there is much room for improvement. The value of the domestic running market is only around 30 billion yuan.

Considering the number of Chinese population, the growth rate of outdoor market in the next 5 to 10 years will reach 10% to 15%.

In 2022, Beijing is going to host the Winter Olympic Games. This also brings opportunities for the vigorous development of outdoor sports industry.

After the State Council issued some opinions on accelerating the development of sports industry to promote sports consumption, more than 30 provinces and municipalities promulgated the landing measures.

The State Sports General Administration said that the total goal of the sports industry in 2025 was nearly 7 trillion yuan, breaking through the 5 trillion yuan development target proposed by the State Council document.

According to statistics, from 1 to June this year, there were 302 kinds of running events in all parts of the country, including marathon, cross-country running and other long-distance running events.

In particular, road race and cross-country race events are booming, and the number of participants and finish races has increased by more than 100% over the same period in the first half of 2014.

Last month, the marathon race in Beijing was due to the popularity of registration, and even the phenomenon of high priced reselling.

With the coming of the national fitness campaign, the age groups of the participants are constantly enriched, and the office workers are paying more and more attention to sports.

According to the 2014 China running white paper released by the movement of Gudong, the more people in the more developed areas participate in running the country, the more important the white-collar workers are, and the executives, private entrepreneurs and administrators become leaders.

This is also verified in real life.

Mr. Miao is a night bus driver, because the working hours are concentrated in the night until four or five in the morning, the passengers on the train are mainly drivers and morning exercises.

But the last two years have changed, Mr Miao said. Now passengers on their cars are getting younger, and there are more middle-aged and young people. Many of them are early in the park to run.

In the early morning, when the Olympic Forest Park turns around, this feeling will be more intense. The young runners run from time to time on the red plastic runway and parents who have jogging with their children can hear the runners' footsteps and wheezing in the quiet park.

Similarly, in the most prosperous office buildings in the downtown area, there are many white-collar workers walking around in the middle of lunch time.

During the rush hour and rush hour, more and more riding figures appeared in the crowded traffic flow. They dashed through the traffic lights and disappeared in the torrent of private cars.

When sports become a fashion of public participation, people will consciously explore different fields, especially the young and vigorous generation of post-90s, and expand the sports venues to the outside world.

Du Longzheng, who is studying in the central Chaoyang Branch of the National People's Congress, is only 17 years old. In the past summer, the boy climbed to the summit of the roof of Africa's Kilimanjaro with Chen Erdong, a graduate of Yale University.

According to the report, the US market in the past year

Sales fell by 6 percentage points while sales of "casual sports pants" increased by 7%.

With the love of sports such as running, riding, mountain climbing and other sports, sports equipment has become a hot selling product.

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Take running shoes as an example. Before, most consumers were a pair.

"Running the world", whether running, climbing or playing, is wearing a pair of ordinary sports shoes.

Now, demand is becoming more and more detailed.

On foot, there are hiking shoes, mountaineering mountaineering shoes and special badminton shoes.

Sportswear is also multifarious, riding a breathable riding suit. Running has a compression garment that supports muscles and provides support. Running with arms and LED lights at night, and pressure socks, waist bags, ankle protector and sweaty bands to prevent varicose veins.

Mr. Jiang, who works in public institutions, is a typical equipment party. He has not started exercising yet.

In the summer, Mr. Chiang and his friends met for a trip to Tianjin. Before they set out, they bought Decathlon's riding gear, lock shoes, helmets, gloves, ankles, riding lights and so on. They bought six hundred or seven hundred yuan for all, and this is only the primary equipment purchased.

Decathlon has entered the Chinese market since 2003, and now it has 46 cities throughout the country.

In 2014, the sales volume of Decathlon in China increased by 39%, to 47% in August 2015. It was not affected by the economic slowdown, but on the contrary, it was on the rise.

According to the first half performance report released by Anta, the company's revenue increased by 24% to 5 billion 110 million yuan; Lining's income in the first half of the year increased by 16.1%; XTEP's net profit in the first half of the year was 343 million 500 thousand yuan; the net profit of PEAK in the first half of the year increased by 45.39%.

In the context of the national sports movement, sports groups sprang up like mushrooms. Everyone came together because of their common interests and showed new characteristics of sports and social interaction.

The sport is currently a relatively large sport social networking software in China. Its data released in February showed that about 25 million registered users, of whom 58% chose to run, the proportion of walking and riding was 22% and 13% respectively.

After opening this application, there is a slogan in the slogan: "play sports and bask in sports".

In the application of "dynamic" column, everyone shows sports beauty, sun movement track, share running experience, and photograph the scenery along the way, because it is a running friend, strangers will encourage each other and cheer on each other.

Now, it is the most beautiful autumn in Beijing. Many running enthusiasts take photos of the leaves gradually changing in the roadside, the lights in the night, and share the dribs and drabs in the movement.

In the group of cycling activities organized by riders, the topics we discuss are various. In addition to discussing more professional topics such as bicycle equipment, cost performance and so on, some people recommend food in the group. Introducing decoration companies and finding jobs is just like a rich social field and family.

Nowadays, young people generally have the problem of being small and difficult to find objects. The sports group is sometimes a special "matchmaker", providing a platform for everyone to know each other.

Under the background of economic downturn, sports brands have gone through an ascending "red line" in the consumer market. There is a view that running has become a new "religion" of the middle class.

The shopping malls also did not let go of this business opportunity, and introduced sports clothing and sports equipment brand shops. The rowing machine in the hit American drama "card house" appeared in the newly opened long Ying Tian Street shopping center, and the family exercise equipment such as treadmills and dumbbell in the store began to sell well.

In fact, not only are sporting goods open to market through the trend of sports, but other areas are starting to take a free ride to create their dynamic image.

The results of physical fitness such as abdominal muscles and pectoral muscles have become the symbol of a star's image. Yuan Shanshan's "vest line" is the classic example of her success in losing weight and losing weight.

Because of the popularity of the marathon, even cosmetics, restaurants and sports products that are not much associated with sports are coming together to promote promotional products. The advertisements advertised by the Xibei oats village in the subway are marked by their own official designated restaurants in the Beijing marathon. Mentholatum is advertising for a deep moisturizing cream and is also on the name of recruiting polar explorers.

For a time, watching sports became a new fashion.