充分释放体育消费潜力

Core Insights - Sports consumption is a major area for cultivating new growth points in consumption and plays an important role in stimulating domestic demand [1][2] - Recent initiatives in regions like Beijing, Guangdong, and Zhejiang have significantly expanded the sports consumption space by enhancing the cultural atmosphere and improving the comprehensive benefits of events [1] Industry Overview - The scope of sports consumption is broad, including the purchase of sports equipment, participation in sports activities, watching sports events, and purchasing related information services [1] - The sports consumption market in China has shown a positive development trend, with continuous expansion in consumption scale, increasing maturity in consumption concepts, and greater market segmentation [1] Market Data - According to the "2024 China Road Running Event Blue Book," a total of 749 road running events will be held nationwide in 2024, with a total scale of 7.0486 million participants, an increase of 1 million participants compared to 2023 [1] - Data tracking after the Hangzhou Asian Games indicated that sports consumption in Zhejiang Province increased by 210% during the event, driving related industries such as accommodation, dining, and tourism to generate over 10 billion yuan in additional revenue [1] Policy Initiatives - The recently issued "Special Action Plan to Boost Consumption" emphasizes supporting localities in increasing the supply of quality sports projects and unique sports events [2] - The "Special Action Plan to Promote Healthy Consumption" encourages the construction of sports parks, fitness trails, and community sports centers, as well as the implementation of projects to address the shortfall in sports facilities [2] Challenges and Opportunities - Currently, physical consumption dominates sports consumption in China, with a high proportion of sports goods sales, while high-value-added products like event viewing and fitness services account for a low percentage [2] - There is a need to address the imbalance in sports facility supply between urban and rural areas and enhance the utilization efficiency of existing facilities [2] - Innovative consumption models are encouraged, such as integrating sports events into scenic areas, street blocks, and commercial districts, and promoting the application of digital technologies in sports consumption scenarios [2]