小众运动项目火“出圈”，激活体育消费大有可为

Core Viewpoint - The article highlights the rising popularity of pickleball as a potential breakout sport, driven by its accessibility and the overflow of demand from traditional sports like tennis [1][4]. Group 1: Emerging Sports and Consumer Trends - Pickleball has seen a significant increase in interest, with social media discussions reaching 140 million views on one platform and over 380 million on another [4]. - Sales data indicates that during the "6·18" shopping festival, sales of pickleball equipment on Tmall surged by over 1100% [4]. - The rise of niche sports like pickleball, rock climbing, and disc golf reflects a shift in consumer preferences, particularly among younger generations seeking new sports experiences [4][5]. Group 2: Impact of Social Media - Social media plays a crucial role in promoting niche sports, enhancing participation through shared experiences and related content [8]. - The social attributes of sports like pickleball drive engagement, with many participants motivated by social interaction and sharing on platforms [8]. Group 3: Distinction Between Mainstream and Niche Sports - Mainstream sports have a broader audience and larger market size, benefiting from international promotion and high fan loyalty [6]. - Niche sports cater to more specific demographics, often requiring unique resources and reflecting localized cultural preferences [6][9]. Group 4: Economic Contributions of Sports - Niche sports often attract high-net-worth individuals, contributing significantly to overall sports consumption despite their smaller participant base [9]. - Mainstream sports, due to their larger participation numbers, create substantial market scales, particularly in sports education and training sectors [9]. Group 5: Role of Sports Events in Consumption - Sports events are essential for driving consumption, with policies increasingly focusing on leveraging sports activities to stimulate economic growth [11][12]. - Local community events can effectively integrate with consumer preferences, often providing a more cost-effective means of promoting sports compared to high-profile international events [12]. Group 6: Importance of Leisure Time - The availability of leisure time is deemed more critical than income for driving sports consumption, emphasizing the need for policies that ensure people have time to engage in sports [14]. - Initiatives to promote sports participation, such as public fitness programs and consumer subsidies, are vital for sustaining growth in sports consumption [14].