Can Sports Become A Pillar Industry Of The National Economy?

According to the target set by the State Council in 2025, China's total output value of sports reached 5 trillion yuan, China will be in the next 10 years.

The annual growth rate must exceed 20%, which will exceed GDP growth.

Can sports become a pillar industry of the national economy?

In August 3rd, twenty-first Century, the Economic Research Institute joined the Jingdong in sports.

The big data platform officially released the report on the 2016 China sports consumption ecology report, which is a series of sub industry reports released after the two countries released the first big data of mother and child consumption.

The report points out that since 2015, the number of retail sales of sports and entertainment products has risen to the 0.40% level for the first time since the beginning of this century, due to many factors, such as residents' income growth, consumption structure upgrading and favorable national policies.

According to international standards, when the per capita GDP reaches 5000 US dollars, the sports industry will show a "blowout" trend. At present, China's per capita GDP has reached the level of US $more than 8000, but per capita sports consumption is only equivalent to the global average level of 1/10. With the change of consumption from survival to development, the potential of sports consumption in the future will be released to a greater extent.

The report predicts that the annual growth rate of China's sports industry will exceed 20% in the next 10 years, according to the target set by the State Council in 2025 that China's total sports output value reaches 5 trillion yuan, which will exceed GDP growth.

1. 80 after becoming the sports consumption gold generation

The post-80s generation showed great strength in sports consumption.

Consumption of sports clothing, sporting goods, riding sports, fitness training, outdoor equipment, outdoor footwear and fishing articles, etc., accounted for more than 51% of the consumption of the 26-35 year olds. For example, 68.97% of the fishing consumers were 80.

The report predicts that by the year 2020, the post-90s group will enter 30% of the urban population in China and will become an important force for future sports consumption.

2. sports costs per capita in Zhejiang, Sichuan and Hebei lead the country.

In 2105, 31 provinces and municipalities across the country issued sports development plans, of which 27 provinces set the blueprint for the total scale of sports industry to exceed 7 trillion by 2025.

Specific to the regional consumption map, sports people are mainly concentrated in the mature markets of the eastern coastal areas. Among them, the per capita consumption index of Zhejiang, Hebei, Guangdong, Fujian and Liaoning leads the whole country, while Sichuan province leads the west by the strength of the national per capita sports consumption index second. In the central region, the most popular sports consumption area is Hubei, and the per capita consumption index is second only to Liaoning and ranks seventh in the whole country.

However, as far as consumption potential is concerned, the growth of sports consumption in central provinces is the fastest, and the proportion in the whole country has increased by 4.5% over the past two years, thanks to the channel sink and the popularity of mobile Internet.

Guizhou, Jiangxi and Anhui provinces have become the most powerful potential areas for sports consumption demand in the past 6.3 years, with the growth rate of 6 times and 5.7 times as fast as the past two years. Hunan, Shanxi, Henan, Shandong and other places followed by nearly 5 years.

On the whole, the provinces with fast consumption of online sporting goods (except Shandong, Zhejiang and Fujian) are all located in the emerging markets of central and Western China, which is related to the improvement of local consumption level, the sinking of e-commerce channels and the rapid rise of online consumption.

3. sports consumption advanced: outdoor, riding, fishing becoming popular

The sports buy and buy trajectory of people has gone out of a clear upgrading path.

In the past 2013-2015 years, the proportion of sports shoes and fitness training products was the largest, but the proportion of basic sporting goods consumption showed a significant downward trend, which reflected the current situation of sports consumption upgrading.

Sports clothing, riding sports, swimming supplies, fishing supplies four categories, although their consumption scale is small, but their total consumption proportion goes upward, from 15.4% in 2013 to 24.1% in 2015, especially in fishing products and cycling sports consumption growth is the fastest, indicating that meet the needs of specific groups of people sports needs, is gradually becoming a hot trend.

Riding and fitness training are the most "absorbing gold".

Reflected in all kinds of sports input, in 2014, the consumption index of each user on cycling and fitness training products increased by 16% and 10.3% compared with 2013, while the sports products such as basic sports decreased by 2.5%, reflecting the rising trend of the new generation outdoor sports craze.

4. marathon regional economic vitality new wind direction

Benefiting from the opening of the examination and approval authority, the number of Marathon events has increased from 22 to 134 in 2011-2015 years, and the number of participants has increased from 400 thousand to 1 million 500 thousand in the five years.

According to the National Association of parks and sports associations, by 2020, the number of Marathon events in China will exceed 800, and the number of participants should reach 10 million. In 2020, the revenue of the marathon in 2014 will be 261 million yuan.

Moreover, the marathon is gradually becoming a way of life for the middle class.

The "2015 Chinese runner survey" shows that among many runners, undergraduate education and higher education account for 70%, and annual income from 5 to 150 thousand accounts for about 50%. Runners who earn more than 150 thousand earn about 20%, indicating that the marathon runner is characterized by middle and high income groups.

The marathon has also become the new trend of regional economic vitality.

Regardless of where the marathon matches are held, the 1/4 iron powder is from Guangdong and Beijing, while the consumers of the marathon from Qinghai, Gansu and the three eastern provinces are relatively low, reflecting the characteristics of Marathon consumption and regional economy.

5., the European Cup detonated the consumption craze, while watching the "late night canteen" pattern.

Major events often drive beer, big screen TV, projector and other hardware and software products to sell hot.

Take the just concluded European Cup as an example. During the knockout period of June 25th -28, Jingdong users from 5 to 0 at the next day, shopping is completely unstoppable rhythm, and the peak shopping peak appeared near 10 p.m. during the same period, the sales volume of all kinds of food on Jingdong platform increased significantly. Among them, the fastest growth rate of the chain was barbecue snack and snack snacks, the growth rate was 56% and 87% respectively, which satisfied the taste buds of the fans.

But the "late night cafeteria" in every place has its own characteristics. Beijing, Chongqing and Hangzhou love red bull refreshing. Shenzhen and Wuhan love to brush their night with peanuts and melon seed snacks; Guangzhou, Ningbo and Tianjin are senior beer parties, which reflect the great potential of major sporting events.

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6. world class sports Ecos Corporation is coming out.

Internet companies are busy creating sports consumption scene sales closed loop: through the online entry entry, embedded Internet financial products, and at the same time, promote sports products sales, which will subvert the sports industry dominated by sports apparel and equipment in the past. Instead, the scenario service consumption will become the core content of sports consumption. Specialization, customization and intelligent service will become a trend. This will affect the emergence of one or two world-class sports Ecos Corporation in China.

At present, Jingdong sports completed 15 sports events in the public.

Its 2016 JD RUNNING annual event has four stations, including the first stop, "countdown 100 days - running to Rio 2016 JD RUNNING light cross-country race", second stations "2016 JD RUNNING Hey, Shanghai, Rock Run+ Rock Party", third stations "2016 JD RUNNING, the dash of the race" and "take off! Teenagers! Public welfare run" and fourth station "2016 Mountain Marathon race - Green Chi Wu cross-country running Festival". Through the holding of offline events, the single physical product sales mode is changed into a scene marketing mode, thus maximizing the utilization of the brand value of the event.