Sports Consumption Entered The Outbreak Period: 2025 Sports Industry Or Over 7 Trillion

Compared with China in 2008

In the past few years, whether the Rio Olympic Games can add a fire to China's sports industry and how much impact it will have on the market, and do not have to do too much expectation, but in the past 8 years, the initial completion of China's mass sports consumption habits is the key factor in the development of sports consumption.

"I discovered that the Olympic Games will start soon."

This is the two day before the opening of Rio Olympic Games, the reporter saw in his circle of friends few mention of the Olympic Games.

Compared to the bustling Beijing Olympic Games, the Rio Olympic Games in 8 years will be quiet and peaceful.

This is not illusion, whether the Chinese audience or the corresponding industry is more rational for the Rio Olympic Games: first, the competitive sports mode of the gold medal theory has been weakened; secondly, the national fitness sports economy is becoming the mainstream.

And for

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As represented by the relevant sports industry, after the hot and hot 2008, and after the painful inventory, the industry realized that one thing is: it is not feasible to stimulate long-term sales by short-term Olympic Games. The real industry development is not only related to the residents' consumption upgrade interest rate, but also closely related to the change of fitness concept.

In twenty-first Century, the Institute of economic research found that in the past 8 years, the introduction of China's mass sports consumption habits has been preliminarily completed by combing the sports consumption of China from 2001 to the present. In the future, it may be the real golden ten years of sports consumption.

The temptation of Olympic Economy

The most profound impact on China's Olympic economy is the 2008 Beijing Olympic Games.

At that time, the Beijing Olympic Games were expected to have a positive impact on the Chinese sports industry. The official said it would usher in the golden age of the sports industry.

From the scale of sports industry in Beijing, the total income of sports industry in Beijing in 2008 was 57 billion 980 million yuan, and the added value was 15 billion 400 million yuan, accounting for nearly 10% of the national sports industry added value.

The domestic brand represented by Lining, founder Lining, lit the main torch of the Beijing Olympic Games, when Li Ning Co also ushered in the heyday, data said that once sales exceeded Adidas.

Public figures show that in 2007, sales of China's sporting goods industry reached 69 billion yuan, reaching 91 billion yuan in 2008 and 111 billion yuan in 2009.

The Spring Festival of sports industry has made many sports brands, special sports shoes and clothing enterprises begin to expand rapidly, and each brand has a large number of shops.

However, it seems that the industry is optimistic and overestimated the potential of China's sports consumption in the Olympic era. Then, Chinese sports brands began to go through a long de stocking process.

Data show that 2012 of the London Olympic Games, Li Ning Co lost 1 billion 979 million yuan, the total number of stores closed 1821.

Other well-known domestic sports brands, such as Anta, PEAK, 361 degrees and XTEP, still have 689 million yuan, 366 million yuan, 409 million yuan and 537 million yuan in 2013.

In fact, at this stage, the whole Chinese sports industry has not been really stimulated by the Beijing Olympic Games.

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 1/10 of the global average.

In twenty-first Century, the Institute of economic research thought that from 2000 to 2014, although China's per capita GDP and per capita income were growing rapidly, sports consumption had been at a low level. It did not really stimulate the Olympic Games in Beijing. The industry overestimated the stamina of Olympic economy.

In twenty-first Century, through the data analysis, the Institute of economic research found that the proportion of sports consumption accounted for GDP in China has experienced 14 years of decline since 2000, which has become a direct factor for the difficulties faced by various sports brands.

The 2008 Beijing Olympic Games and the 2012 London Olympic Games did not affect the trend of this data.

In China's sports industry, sporting goods occupy about 80% of the total output value, while the development of other upstream and downstream industries is obviously insufficient.

For example, our domestic brand has formed the structure of footwear and clothing as the main source of income.

In addition to Lining and 361 degrees, the dependence of other domestic brands on shoes and clothing products has reached over 95%, which is different from that of foreign products such as Adidas on accessories and other products. It reflects the characteristics of the domestic sports brand industrial structure.

These are also the influencing factors of China's sports industry.

From competitive sports to mass sports

The real turning point of sports industry is in 2015.

This year is not "Olympic year".

In this year, the proportion of China's sports consumption in GDP has risen for the first time in 15 years.

In that year, the proportion of sports consumption to GDP increased to 0.40%.

Over the same period, China's per capita GDP increased by 5.2 times in 2015 compared with 2000.

It can be said that the sports industry really recovered in 2015.

For China's famous sports brands, 2015 is the year of harvest.

The five major sports brands of China, Anta, 31st, PEAK, XTEP and Lining, released the 2015 earnings report. Among them, Lining, the most representative, finally said goodbye to the loss situation and realized the first turnaround since 2012.

The annual revenue reached 7 billion 89 million yuan, an increase of 17% compared with 2014, and a net profit of 14 million yuan, of which nearly 50% of the growth in clothing and footwear business was achieved.

With its revenue of 11 billion 126 million yuan, Anta became the first Chinese sporting goods company to enter the "billion club".

In twenty-first Century, the Institute of economic research believed that in the past, under the background of low level of sports industrialization and socialization, the state concentrates financial resources and material resources on competitive sports, utilitarianism, gold medal theory, other non Olympic events and many mass sports fitness activities.

But the social sports investment is insufficient, the overall sports level is very low.

Although China has a large population base, the habit of sports consumption is still in training period.

Starting from 2015, influenced by many factors, such as residents' income growth, consumption structure upgrading and favorable national policies, the development momentum of sports consumption is emerging. After turning point, with the change of consumption from survival to development, the potential of sports consumption in the future will be released to a greater extent.

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First of all, in 2015, national fitness went up to the national strategy, decentralization of sports examination and approval, increased public sports events, and the enthusiasm of the whole nation to participate in sports.

According to the twenty-first Century Economic Research Institute, in the year of 2015 alone, 31 provinces in the country have introduced the sports development plan. According to the 27 provinces' planning with specific data targets, the total scale of sports industry will reach 70448 billion yuan in 2025.

From the perspective of consumption habits, with the increase of the proportion of the middle class in China, the introduction of sports consumption habits has been preliminarily completed.

In 2015, the first year of the marathon in China, the whole nation was running hot. Bicycles, outdoor sports and skiing fever were sprung up. Fitness became the "Bible" of the middle class.

For example, in 2011-2015 years and five years, the number of Chinese marathon events increased from 22 to 134, of which 83 in 2015 increased by more than 160%.

In this context, many leading enterprises in traditional industries and large Internet Co have laid sports industry, represented by Wanda, Alibaba, and music, etc. they have arranged sports ecosphere in succession, and sports consumption and diversified sports consumption are being formed.

It can be said that at this stage, the sports industry has really entered the "win-win situation".

The release of the potential of sports consumption has spread from competitive sports to mass sports.

In twenty-first Century, the Economic Research Institute held that, compared with the Chinese sports industry in the spring of 2008, whether the Rio Olympic Games can add more fire to the Chinese sports industry and how much impact it will have on the market, and do not have to do too much expectation. But in the past 8 years, the initial completion of the introduction of Chinese mass sports consumption habits is the key factor in the development of sports consumption.

After winning the first gold medal in the Chinese legion, the relevant news received more than 4000 comments in less than half an hour on a sports APP, indicating that there are still a lot of people watching the Olympic Games.

The "higher, faster and stronger" sports spirit represented by the Olympic Games is also a good opportunity for all major sports brands to set up their own image: it is only necessary to take a more realistic view of the development of China's sports economy rather than "one hammer deal".