小众运动项目火“出圈” 激活体育消费大有可为

Group 1 - The core viewpoint of the articles highlights the rising popularity of niche sports like pickleball, which is seen as having significant potential for growth in the sports consumption market, driven by lower entry barriers and social media influence [1][2][5]. - Pickleball's browsing volume on social media platforms has reached 140 million, with sales of equipment on Tmall increasing by over 1100% during the "6·18" shopping festival, indicating a strong consumer interest [2]. - Experts suggest that both niche and mainstream sports play different but positive roles in driving sports consumption, emphasizing the need to explore community events and optimize sports venue supply to better activate sports consumption [1][3][8]. Group 2 - Niche sports like pickleball and rock climbing reflect a trend towards refined demands and personalized experiences among younger sports consumers, indicating a shift in consumer preferences [3][4]. - The market for mainstream sports is larger due to a broader audience, while niche sports cater to more specific demographics, often resulting in higher price points for participation [4][7]. - Social media has amplified the visibility of niche sports, enhancing participation driven by social needs, and creating new business models for event organizers through live streaming and e-commerce [6][9]. Group 3 - Policies aimed at boosting sports consumption have been implemented, recognizing the potential of sports events to stimulate economic activity, with a notable increase in service consumption within the sports industry [8][10]. - Community sports events are seen as effective in integrating local consumption preferences, suggesting that they can be more cost-effective compared to high-profile international events [9][11]. - The importance of leisure time ("having free time") is emphasized as a critical factor for promoting sports consumption, alongside income levels, indicating that ensuring adequate time off is essential for increasing participation [10][11].