This year's August 8th is the ninth “National Fitness Day†in the country. In addition to the free opening of fitness venues, some cities have also extended their fitness days into fitness weeks to meet the increasingly high sports demands of the masses. An interview with the reporter found that sports consumption is booming, and new hot spots have begun to extend to beachball, surfing, diving and other niche campaigns.
Sports Consumption: Showing Double-digit Growth
“My biggest monthly expenses are in sports, which is more than the cost of meals.†Pu Fan, a 2015 student at Fudan University, said that because he was too fat, he began to exercise and he gradually became a habit. Running 4 times a week now, sometimes in the gym, sometimes playing basketball or swimming, etc., spending about two to three thousand yuan a month on sports.
In the “post-90s†Liang Zhenyu's view, before the sport was nothing more than a set of swimming equipment, a basketball, not so much stress, but the system fitness is not the same, from the use of running shoes, dumbbells, gloves, yoga mats to eat the protein Powder, drinking sports drinks, etc., sports diversification has changed the structure of sports consumer spending a lot.
The National Fitness Program (2016-2020) released by the State Council suggests that by 2020, the number of people participating in physical exercise once or more per week will reach 700 million, and the number of people who regularly participate in physical exercise will reach 435 million. With a scale of RMB 1.5 trillion, National Fitness has become a driving force for promoting the development of the sports industry, stimulating domestic demand and forming new economic growth points.
According to statistics released by the National Bureau of Statistics, the retail sales of consumer goods in the first half of the year increased by 10.4% year-on-year, an acceleration of 0.4 percentage points from the first quarter. Among them, consumption of sports entertainment products increased by 17.1%.
Marathon Heat: "Running and Running" into Popular Style
“The marathon can be said to be the most representative sport in the national fitness tide.†Kong Bin, a sprinter who runs 70-80 people a week, said that if he can participate in a half horse in 2006, he will be able to receive it within 2 hours. A pair of sports shoes, now reported a name to be squeezed.
In the cabinet of runners Zhang Xiaona, there are more than a dozen medals for marathons across the country. She recently prepared marathons in Hong Kong and Bangkok. "Jogging is not a person's loneliness. It has become fashionable and social. For example, monitoring the heart rate while running through a wearable device, and running in the circle of friends after running have become more and more popular."
Zhang Xiaona said that he had met a lot of new friends through running and you were chasing after each other and encouraging each other. It was very positive energy. Of course, the travel and food after the marathon was also essential.
In Kong Bin’s view, the improvement of people’s living standards and their emphasis on health have created today’s marathon fever. At the same time, outdoor activities such as hiking and off-roading that extend from running are warming up, and are naturally integrated with tourism and socialization.
Demand upgrade: surfing, diving and other niche movements warm up
What are the new trends in sports for all? From the sale of sporting goods can see the clues.
The reporter learned from Decathlon, a world-renowned sports supermarket, that outdoor mountain sports, fitness sports, and running sports are still the most popular sports. In addition, swimming and walking are becoming new hot spots and entering more and more people's horizons. In the first half of 2017, both types of sports goods achieved sales growth of approximately 40%.
Taking the family as the unit, parents with children participating in sports is another major feature, which is particularly evident in outdoor and swimming activities. “My students had the longest running time of 3-4 years. They later came with their children. The family has been working together over the weekend and has gradually become a new trend,†said Kong Bin.
It is worth mentioning that more and more consumers are coming into contact with and participating in new sports, such as ball games, surfing, diving, and emerging rugby and hockey. In order to meet the needs of more Chinese sports enthusiasts, Decathlon moved all of its product lines for snorkeling and deep diving to China in the first half of this year. It plans to provide more than 80 types of sports to more than 100 species within five years.
The “2017 Summer Tourism Consumption Trend Report†published by Tongdu Tourism shows that surfing on the beach is the most popular water-based tourism project, and rowing and diving are ranked fourth and fifth respectively.
Chen Shiyi, director of sports medicine at Huashan Hospital Affiliated to Fudan University, said that participating in sports can enhance physical fitness and help with health management and disease prevention, but it needs to be moderately and scientifically gradual, because the sport itself has a dual nature, and if it is excessive, it can cause injury. Instead, it will affect future sports.
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