Now, with the improvement of living standards, people have more requirements for healthy physique, and more and more people are willing to pay for physical exercise. On the road, in the swimming pool, on the greenway, in the gym, on the court... People who are exercising can be seen all the time, and everyone's exercise methods are becoming more and more personalized and diversified, which also reflects the popularity of sports consumption.
To say that it is hot, in this summer vacation, a hot "village competition" has "ignited" many people's summer nights. 20 country teams, 98 games... The "village super" in Rongjiang County, Guizhou, broke the circle across the border and played a world-class event experience.
The competition is fierce on the field, and the enthusiasm off the field is high. The "village BA" of Taipan Village, Taijiang County, Guizhou, which lasted for more than half a month, made this village of only more than 1,000 people attract 600,000 tourists from all over the country to "rush" to come. The popularity of "Village BA" made the local government see the huge market for sports consumption, and with the popularity of the event, they launched the "Village BA" offline experience store.
"Village BA" offline experience store staff Ou Zhengshuang: Basketball clothing, ball bags, basketballs, and village babies are selling well. Basketball, first the trademark of "Village BA", then has our landmark Guizhou Taipan.
These products combine basketball with local ethnic minority culture, which is both practical and distinctive, and the experience store has become a must-visit place for basketball lovers to watch the local game.
Now, the popular sports are no longer limited to running, swimming and other traditional sports, some emerging trend sports with social attributes, such as cycling, skateboarding, frisbee, etc. are also particularly popular, naturally, these "tide sports" equipment also continue to sell.
Yang Yang, Operation Manager of Decathlon Beijing Changying Store: There are more users of cycling sports, in addition to bicycles, there are more consultations on paddle boards this summer, the more niche and more special sports they like, and can show their unique personality.
In recent years, with the concept of national fitness deeply rooted in the hearts of the people, exercise has become more and more important in our lives. Vibrant sports consumption is becoming a new bright spot in the consumer market. Behind the heat, what "password" is hidden?
Zhou Mi, Director of China Urban and Regional Economic Research Center, Nankai University: With the satisfaction of consumer needs such as clothing, food, housing and transportation, diversified consumption such as sports consumption has begun to become increasingly prominent. This summer's sports consumption continues to be hot, reflecting people's yearning for a better life and reflecting the public's health needs. Second, the summer vacation is relatively long, which is suitable for parents to take their children to concentrate on sports consumption.
Water Cube launched a daycare camp this summer, during which children can experience and learn a variety of sports such as swimming. The camp was particularly popular as soon as it launched, far exceeding the organizers' expectations.
"Water Cube" swimming coach Yuan Xinyan: Summer vacation is from morning to night, there are many children, and the children are also willing to learn and come. In the past, if you wanted to reach the second level, you might have a bonus item or something by passing the exam, but this year there are many fewer such parents.
Get rid of the need for exams, let children be strong and happy in sports, and parents' consumption psychology is also quietly changing, which also makes the sports training market have a broader space for development. In order to stimulate summer consumption, the operators of "Water Cube" have done their homework in advance, opened a wealth of training programs, and carefully set up various product combinations for different consumer needs.
To launch a good project, you must first find a way to attract people and make people enjoy it before you are willing to consume. It's a good idea to experience before consuming. "Ice Cube" is the curling venue of the Beijing Winter Olympics, because of the Winter Olympics, curling is more and more well-known. Taking advantage of this opportunity, the venue launched a series of experiential activities that successfully attracted a large number of fans.
To be "hot" and calm, what else do you need to pay attention to? Summer is coming to an end, how can you keep it "hot"? After the summer vacation, how can the effect of consumption fever continue and activate a larger market? It's also being explored everywhere.
Taipan Village, Guizhou, which was led by the "village BA", has now become the host of many basketball games. The local government has also seen a huge consumer market related to basketball.
Lai Xunpeng, deputy director of Guizhou Taijiang County Bureau of Culture, Sports, Radio, Television and Tourism: Consider building or investing in a number of basketball training camp venues to supplement the content of tourist experience during non-event periods. Focus on attracting a group of similar sports travel equipment manufacturing enterprises to settle in Taijiang production, our county is currently lacking in talents for the development of the sports industry. In terms of enterprises, a strong leading enterprise is urgently needed to settle in Taijiang.
Beijing's "Water Cube" has also been trying to introduce diversified sports this summer, on the one hand, to understand the market demand more accurately through everyone's summer vacation choices, and at the same time plan ahead to lay a foundation for the development of long-term consumer groups.
Yang Qiyong, general manager of the National Aquatics Center: After the peak season, consumption will return to a stable level. In the summer, more experience discovery enthusiasts, then in the autumn and winter, we slowly cultivate these enthusiasts into trainers with strong aspirations, in fact, we are balancing the gap between the off-peak season. We're still busy at the experience level, and we want to make it more specialized, but now the ability needs to improve.
Indeed, to truly make the sports consumer market bigger and stronger, it may not be enough to set up more training programs. What is more important is to change the traditional sales thinking mode, tap more consumer demand from the perspective of the big sports industry, and truly integrate beneficial sports concepts and consumption into people's lives.
Director of China Urban and Regional Economy Research Center, Nankai University Thoughtfully: To carry out rapid development based on "sports +" from the perspective of the large sports industry, it is necessary to integrate the development of sports with tourism, shopping, entertainment, commerce, agriculture, exhibition, travel, etc., and at the same time accelerate the pulling and radiation effect of professional sports on mass sports, and do a good job in the construction of software and hardware and supporting service facilities for sports.
The rise of sports consumption is an important manifestation of consumption upgrading. In the future, the number of people participating in sports will only increase. As an important part of life and social interaction, sports consumption will naturally increase. In order to make the popularity of sports consumption sustainable, not only do local governments need to create more conditions, but also businesses need to provide better services, provide more scenarios, meet the needs of the public in a timely manner, ignite the enthusiasm of the public to participate in sports, and jointly stimulate the new vitality of sports consumption.
Camera丨Zhang Min, Zhu Banglu
Editing丨Zhao Yunlong Zheng Yu
Planning丨Cui Xinyu Yu Renshan
Source: CCTV News Client