The Sports Craze Has Arrived. How Does The Shoe And Clothing Brand Excavate 7 Trillion Business Opportunities?

Sports events have entered the pluralistic era of competitive sports, national fitness and sports industry from the "competitive discipline" period.

As of October 2015, the State Council document No. 46 has been issued for one year. At present, 30 provincial governments have issued opinions on the implementation of the 46 document of the State Council.

It shows that the total goal of sports industry in 2025 is nearly 7 trillion yuan, which has exceeded the target of 5 trillion yuan proposed by Article 46.

At the same time, it is the reform of administrative examination and approval of sports events in China.

At present, sports events have entered the pluralistic era of competitive sports, national fitness and sports industry going hand in hand in the era of competitive sports.

Business opportunities: Chase 7 trillion yuan business opportunities

The popularity of the national sports has attracted more and more attention from all walks of life.

In October 2014, the State Council issued several opinions on accelerating the development of sports industry to promote sports consumption. The publication of this document is known as "the assembly of China's sports industry".

According to the document, the total scale of sports industry will exceed 5 trillion yuan by 2025.

Liu Peng, director general of the State General Administration of sports, said at the national sports industry working conference in October 12th that more than 30 provinces and cities issued landing measures after issuing some opinions on accelerating the development of sports industry to promote sports consumption.

The total goal of the sports industry in 2025 is nearly 7 trillion yuan, which has exceeded the target of 5 trillion yuan proposed by the document.

In developed countries, the proportion of sports industry added value to GDP generally reaches 1% - 3%, while the added value of sports industry in China currently accounts for only 0.63% of GDP.

According to 2% of the general level of developed countries, there is still much room for development of China's sports industry.

Just last month, the state issued the statistical classification of the national sports industry, which was interpreted by the media, indicating that the sports industry statistics were formally incorporated into the national statistical classification system.

At the beginning of this year, the China Track and Field Association cancelled the approval system of marathon race, to a certain extent, contributed to the warming of the running economy, which is also considered as an important reason for the dramatic increase in the number of Chinese marathons in 2015.

In August of this year, the football association was removed from the General Administration of sports. Cai Zhenhua, the president of the Football Association, declared that he was willing to give up the ministerial treatment of the Deputy ministerial level and participate in the election of the president of the Football Association. This is also regarded as a landmark event in the further professionalization of China's competitive sports.

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Inflection point: the arrival of national sports consumption

Pan Hongyuan, Secretary General of Fujian footwear industry association, told reporters that "in 2014, the marathon began to be popular in China.

By 2015, long-distance running has been popular throughout the country.

He pointed out that with the improvement of people's living standards, fitness programs such as road running and other low threshold and low cost have become the "pet" of people's sports fitness.

In addition, business leaders and other people with certain social influence also run their voice through the public social platform to a certain extent, leading the social trend.

According to public information, in the first half of 2015, the total number of marathon runners increased by 67%, and the half marathon data was 172%.

In the second half of the year, the marathon fever remained undiminished. From September to December, the registered marathon race had reached about 70 games.

With the expansion of the overall scale of the event, the scale of individual events has also increased. In 2014, 34 marathon and related sports events were held throughout the country, covering around 70%.

In 2011, there were 22 marathon events registered in the field, 33 in 2012, 39 in 2013 and 53 in 2014.

From corporate executives to entertainment stars, to multimedia, financial and other industries, a magazine said, "running is a religion of the middle class". In fact, long-distance runners have spread across all walks of life.

Xu Rongsheng, chairman of the outdoor brand of lion brand, is a fitness person who takes 70 thousand steps every week and runs 35 kilometers or more.

Xu Rongsheng also has a special liking for outdoor hiking. He told reporters that "this year, the outdoor club has made a hiking route, and organized several quotient teams to climb Meili Xue Shan in Yunnan to experience outdoor life and get close to nature."

Road running,

The rapid rise of heat marks the rise of people's sense of spontaneous fitness, and also contains tremendous business opportunities in the fitness industry.

Pan Hongyuan told reporters that sports consumption consists of three main categories, including physical consumption for sporting goods. It is used to watch all kinds of sports, activities, exhibitions and ornamental consumption, as well as various sports activities, fitness training, health care and other participatory consumption.

Huang Yutang founded the Black Belt Taekwondo gymnasium in Quanzhou for ten years, and he witnessed that Quanzhou sports entered the era of national fitness and sports industry going hand in hand.

"Enrollment in the past year is about 200 people. As of October, more than 400 students had been enrolled this year.

Advocating fitness for all is not only the popularity of mass sports such as running and basketball, but also the rise of other sports such as Taekwondo.

Business people with a keen sense of smell have also seen business opportunities in Quanzhou.

There have been many new Taekwondo centers in Quanzhou over the past two years. There are only twenty or thirty Taekwondo museums in the urban area.

Mode: sports achievement and city marketing

In recent years, the marathon race has been developing very fast in China.

According to statistics from relevant departments, China held 53 marathons and related events in 2014, and the number of participants was over 900 thousand, hitting a record high.

Marathon is not only a sports competition, but also a carnival, which is full of different needs, such as improving the popularity of the city, promoting local tourism, sponsoring the sponsors and so on.

"On October 17th and 18, this weekend became the most tangled weekend for many runners. The marathons in nine cities such as Chengdu and Dunhuang were concentrated, and the 37 road races in Beijing, Dalian and Nanjing reached a peak.

This fully illustrates the fanaticism of the national fitness. "

Liu Xiang told reporters that in the large market of sports consumption, the population involved is becoming more and more wide, and the consumption category is becoming more and more complete.

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Marathon fever is only a microcosm of the national movement. Rock climbing, Ono Ho, riding and other activities are also becoming popular.

In October 24th, the 361 degree Cup opened the third China Jinjiang bicycle open.

It is understood that the local well-known brands 361 degrees, Jingong machinery, pan food and other real estate, automobile, business, association and village total of 94 units sponsoring the tournament through various forms.

Ke Jinding, general manager of Shanxi engineering machinery, Hong Qinming, general manager of Mingwei shoes and clothing, and other entrepreneurs inspired the event, calling out the slogan "I am Jinjiang Lang, I speak for cycling race".

"The vitality of the city of Jinjiang is becoming increasingly apparent, not just in the economic sphere.

With the development of the city and the hosting of various large-scale professional events, the name of Jinjiang's national sports industry base will become louder and louder.

I believe that when we talk about Jinjiang in the future, we will have a more three-dimensional and comprehensive sense.

Cai Jinchai, executive director of Pan Pan food group, said in an interview with the media.

Industry predators layout sports industry

Nowadays, sports are standing on the draught of capital.

Wanda, Tencent, Alibaba, music and other giants have been investing in real gold and silver to catch up with the sports industry.

It is the rhythm of China's sports industry to usher in the new draught behind the purchase of copyrights, the annexation of upstream resources, the strong alliance and competition for users.

The giants are focusing on the "gold mine" of the top sports event copyright.

In the business game of burning money, the copyright records of Premier League, La Liga, NBA and F1 have been refreshed in the past two years.

In January of this year, Tencent beat Sina and music video for 5 years 500 million dollars to win the right to broadcast NBA in mainland China.

In August, PPTV of Suning's cloud merchants announced that it won the exclusive exclusive media copyright in the 2015 to 2020 season in China at the price of 250 million euros.

The move also forced CCTV to repurchase the copyright of the Premier League after a lapse of ten years.

In September, Le sport gained exclusive rights in the 3 Premiership of Hongkong Premiership from 2016 to 2019.

The Internet giant's real gold and silver pinned on them.

The good anticipation of development.

As Xie Yuefeng, general manager of business cooperation and marketing of Tencent sports information department, said, "China's per capita GDP has reached 7575 US dollars last year, and the economic development has entered a new stage. However, the proportion of sports industry in GDP is only 0.6%, far below the global average of 2%, which means that China's sports industry is about to enter the outbreak period."

As early as 2011, real estate companies, which had always been sensitive to policies, began to "foot".

Almost at the same time, Hengda and Fuli two real estate giants coincidentally launch a high-profile attack on the sports industry and invest in two football clubs.

Wanda, who has abundant financial resources, seems to have chosen a way to solve copyright competition from the source.

In February of this year, Wanda announced that it would acquire 68.2% of the shares of Swiss surplus sports media group for 1 billion 50 million euros and become the largest shareholder of the company.

It is understood that Ying Fang sports has 25 sports broadcast rights, in football, including the world cup, including 26 Asian countries and regions football matches broadcast exclusive sale rights.

In August, Wanda amounted to 650 million dollars to buy World Triathlon Corp (World Triathlon Corporation).

The company accounts for 91% of the world's long distance triathlon sports and has the copyright of triathlon.

Ali's follow-up is slightly more cautious.

In September of this year, Alibaba announced the establishment of Alibaba sports group. Through the Tmall platform, it collaborates with world-class clubs including Real Madrid, Bayern, and tries to draw its own share on the big cake of sports consumption by virtue of its huge advantages in user accumulation and payment platform.

Yan Qiang, a well-known sports economic expert, said that with the entry of Internet companies such as Alibaba, Tencent, and music, the sports industry will become an industry in the future with a large number of Internet based and Internet based business models.

But we should also guard against homogenization competition.