决胜“十四五” 打好收官战丨创新业态场景，探索多元发展——体育用品制造业向服务业转型拓展观察

Core Viewpoint - The sports goods manufacturing industry in China is undergoing a transformation towards service-oriented business models, driven by government policies and market demand for diversified consumer experiences [1][2][5]. Group 1: Industry Transformation - Sports goods manufacturers are shifting from a focus on production to expanding service offerings, such as event operations and fitness services [2][3]. - The National Sports Administration's "14th Five-Year Plan" encourages the development of smart and home-based sports equipment, promoting the integration of manufacturing and services [1][5]. - Companies like Tianxiang Sports and Xtep are innovating by creating new consumption scenarios, such as smart sports complexes and running clubs, to enhance consumer engagement [2][3]. Group 2: Business Models and Strategies - Tianxiang Sports is investing 510 million yuan in a smart sports complex, aiming to create a new service model centered around community fitness [2]. - Xtep has established 77 running clubs across various cities, focusing on community engagement and brand loyalty through free and paid services [3]. - Shuhua Sports is expanding into fitness services with over 60 gyms, integrating their own fitness equipment and offering a range of services [3][4]. Group 3: Challenges and Recommendations - The industry faces challenges such as undervaluation of service offerings, reliance on traditional manufacturing, and low consumer recognition [6]. - Experts suggest that government support through subsidies and tax incentives is crucial for fostering collaboration and optimizing the business environment [6]. - Companies are encouraged to enhance customer experience and service quality while leveraging technology and data to support their transformation [6].