Core Insights - The article discusses the emergence of "emotional economy" as a trend in consumer behavior, highlighting a shift from "cost-performance" to "emotional value" among younger consumers [1][2] - It emphasizes the dual nature of emotional consumption, where it can provide comfort and joy but can also lead to anxiety-driven marketing practices that exploit consumer emotions [2][3] Group 1: Emotional Consumption Trends - The term "谷子（经济）" represents the emotional economy, indicating a growing trend where consumers prioritize emotional satisfaction over mere cost [1] - Products like trendy toys and virtual goods serve as emotional outlets for young consumers, fulfilling their psychological needs and contributing to new economic growth [1][2] Group 2: Negative Marketing Practices - Some businesses exploit consumer anxiety by creating a sense of urgency around products, such as limited edition blind boxes and exaggerated claims in the beauty industry [2] - This leads to a misperception among young consumers that happiness is directly tied to spending, resulting in financial and emotional burdens [2] Group 3: Recommendations for Stakeholders - To realign emotional consumption with its original intent, consumers should develop rational spending habits and be cautious of marketing traps [3] - Businesses are encouraged to focus on genuine emotional support rather than exaggerated marketing tactics, while regulatory bodies should address misleading advertising and price inflation [3] - The core strength of emotional consumption lies in authentic human care, which can transform it into a sustainable and heartwarming force [3]

周六上午9点，在云南省昆明市五华区一小区楼下的空旷地带，王先生10岁的儿子正在足球教练指导下 练习传导球等动作。"孩子本身喜欢足球，以后想往特长生方面发展，今年初我就给他点了这个'体育外 卖'，总体上效果还不错。" 近年来，随着国民健康意识的提升，不少家长都把加强体育锻炼当成孩子在学习之余的另一个重要事 项，中小学生家庭成为"体育外卖"市场的重要群体。 南京理工大学动商研究院院长王宗平介绍，成熟的"上门经济"商业模式为体育培训的"外卖化"提供了可 复制的路径。在数字平台的整合下，体育服务得以像外卖一样实现线上下单、服务到家，一定程度上重 构了教育资源的空间布局。 （来源：中国妇女报） 转自：中国妇女报 □ 新华社记者 严勇 只需在手机上轻轻一点，送来的不是餐食，而是一位携带运动器材的专业教练。这种被称为"体育外 卖"的上门体育培训服务，正在中国部分城市悄然走红。 一些双职工家庭表示，在寒暑假期间，上门教练解决了老人没法带孩子运动的难题，灵活的单次付费也 避免了预付费课程包可能带来的风险，因此他们很看好这项新模式。 当前，这种将体育培训与"上门经济"深度融合的新业态，正从北京、上海等一线城市逐步延伸至部分二 三 ...

这种省时省心的灵活授课模式，成为"体育外卖"吸引消费者的核心优势。事实上，"体育外卖"新模式能 快速打开市场，离不开需求端的推动。 近年来，随着国民健康意识的提升，不少家长都把加强体育锻炼当成孩子在学习之余的另一个重要事 项，中小学生家庭成为"体育外卖"市场的重要群体。 新华社昆明12月20日电 题："体育外卖"悄然走红让运动触手可及 新华社记者严勇 只需在手机上轻轻一点，送来的不是餐食，而是一位携带运动器材的专业教练。这种被称为"体育外 卖"的上门体育培训服务，正在中国部分城市悄然走红。 周六上午9点，在云南省昆明市五华区一小区楼下的空旷地带，王先生10岁的儿子正在足球教练指导下 练习传导球等动作。"孩子本身喜欢足球，以后想往特长生方面发展，今年初我就给他点了这个'体育外 卖'，总体上效果还不错。" 同样给孩子选择"体育外卖"服务的还有上海市普陀区的张萍女士。她儿子今年上小学五年级，因体育课 成绩不太理想，就在朋友推荐下接触了这项体育领域的新服务。"教练上门，一个小时200多元，但给我 们省去了来回跑体育馆的时间，个人觉得比较划算。" 当前，这种将体育培训与"上门经济"深度融合的新业态，正从北京、上海等一线 ...

在河南省洛阳市涧西区一小区广场，足球教练梁浩杰正在 开展上门教学服务。 张怡熙摄（人民图片) 体育产业新赛道。 曹 一作（新华社发） 傍晚时分的小区空地，一名年轻的体育教练正带着两个孩子进行跳绳训练。在许多城市，家长只需轻点 屏幕，专业教练便会将体育技能"配送"上门。这种名为"体育外卖"的新型服务，正悄然改变着传统体育 培训的模式。 体育课堂"配送"上门 11月，北京某公园的健身步道上，一名14岁的男孩在教练指导下完成跳远和短跑训练，汗水顺着他的脸 颊流淌，跃动的身影彰显青春活力，他的脸上扬起快乐的笑容。男孩的父亲刘先生在一旁观看，并在手 机APP上确认了本次课程的完成。刘先生坦言："以前送孩子上体能课，来回路上就得1个小时。现在教 练直接到家门口，省下的时间可以多陪孩子读读书。"教练带着运动装备上门服务，随即在小区旁边的 公园空地展开教学，专业的指导点燃了男孩的运动激情。 "体育外卖"是"体育"与"上门经济"深度融合的新业态。一方面，以线上下单、服务到家为核心的"上门 经济"商业模式早已发展成熟。另一方面，青少年体育培训市场需求不断释放。体育中考改革持续推 进，体适能训练成为刚需。"体态矫正""运动增高"等 ...

Core Insights - The rise of "sports delivery" services reflects a growing demand for personalized sports training, particularly among youth, with over 300,000 users and a 45% repurchase rate within 10 months of a platform's launch [1] Group 1: Market Demand and Growth - "Sports delivery" services have emerged to enhance youth physical fitness, aligning with national policies that advocate for at least 2 hours of physical activity daily for students [1] - The service model has expanded from youth to a broader fitness market, offering various training options from one-on-one coaching to group classes [1] Group 2: Industry Challenges - The industry faces challenges such as inconsistent coach qualifications, lack of a unified certification system, and unclear safety standards for temporary training venues [1] - There is a need for improved risk management and clear channels for liability and compensation in case of accidents [1] Group 3: Regulatory and Safety Measures - To ensure orderly competition in the new market, timely regulatory measures are necessary, including stringent vetting of coaches and insurance for participants [2] - Platforms are implementing multi-layered verification processes for coaches and providing accident insurance to enhance safety during training sessions [2] Group 4: Educational Integration - The rise of "sports delivery" services highlights the need for schools to improve physical education and provide diverse sports activities to meet students' interests [2] - Initiatives in various regions, such as establishing class teams and introducing new sports, aim to engage students and promote physical activity [3]

Core Insights - The rise of "sports delivery" services is creating a new fitness model and entrepreneurial opportunities in the market [1] - The integration of sports training and the "door-to-door economy" is driving the popularity of these services [1] Industry Overview - "Sports delivery" services allow for personalized sports training at various locations, including community parks and private homes [1] - The youth sports training market is showing significant potential, while the acceptance of home services is increasing among consumers [1] Market Opportunities - This model provides sports professionals with new revenue streams and offers families a convenient way to meet their fitness needs [1] - The growth of online platforms enables sports institutions and trainers to attract clients and build a stable customer base [1] Challenges - The industry faces challenges such as low entry barriers and a lack of industry standards [1] - There is a need for regulatory measures, including the establishment of entry standards and service quality guidelines to ensure consumer safety [1]

Core Insights - The rise of "sports delivery" services is creating a new fitness model and entrepreneurial opportunities in the market [1] - The integration of sports training and the "door-to-door economy" is driving the popularity of these services [1] - The industry faces challenges such as low entry barriers and lack of regulatory standards [1] Industry Overview - "Sports delivery" services allow personalized sports training to be conducted in various locations, including community parks and private homes [1] - The youth sports training market is showing significant potential for growth, supported by increased consumer acceptance of home service models [1] - The model provides sports professionals with new revenue streams while offering families convenient access to fitness services [1] Challenges and Regulatory Needs - The industry is still in its early development stages, with no established regulations or standards [1] - There is a need for enhanced oversight, the establishment of entry requirements, and the creation of standards to ensure service quality and consumer safety [1]

Core Insights - The rise of "sports delivery" services is creating a new business opportunity in the fitness industry, characterized by convenience and efficiency [1][2] - The demand for personalized sports training is increasing, particularly among students preparing for physical education exams, which has led to a significant growth in this sector [3][4] Demand and Market Potential - The "sports delivery" model allows users to book coaches for personalized training at home, making it more convenient than traditional training institutions [1][3] - The model has gained traction due to its ability to meet the growing demand for targeted training, especially in light of increased emphasis on physical education in school exams [3][5] - The platform "Le Shi Sports" has seen rapid growth, with over 300,000 users and a 45% repurchase rate within 10 months of operation [2] Advantages of the Model - Key advantages of "sports delivery" include time-saving, one-on-one instruction, and flexible payment options, which address common consumer pain points in traditional sports training [3][4] - The model also benefits from improved access to sports facilities, with over 4.84 million sports venues available nationwide, enhancing the feasibility of home-based training [4] Industry Challenges - The industry faces challenges such as low entry barriers and a lack of regulatory standards, leading to varying levels of instructor qualifications and potential safety risks [6][7] - Concerns about the quality of instruction and safety are prevalent, as many instructors may lack formal training, which can lead to injuries during sessions [6][7] Regulatory Considerations - There is a pressing need for regulatory frameworks to ensure safety and quality in the "sports delivery" sector, particularly for vulnerable populations like children [7] - Some platforms are proactively implementing measures to verify instructor qualifications and improve service quality, but broader industry standards are still lacking [7]

Core Insights - The rise of "sports takeaway" services reflects a growing demand for personalized and convenient fitness solutions, particularly among families with children preparing for physical exams and seeking healthier lifestyles [1][3][4] Group 1: Market Trends - The "sports takeaway" market in Nanjing has seen a significant increase, with July orders doubling compared to the previous year, and average class prices ranging from 150 to 300 yuan [2][3] - The popularity of group classes, particularly "three-person group lessons," has surged, accounting for over 50% of the offerings [2] - A notable trend is the customization of training programs, with many parents seeking tailored sessions for their children in various sports, including football and basketball [4][5] Group 2: Consumer Motivations - Parents are increasingly motivated by the need for their children to improve physical fitness and prepare for exams, with 65% of summer orders focused on middle school exam preparation [4] - The convenience of at-home training, combined with the flexibility of scheduling, appeals to busy families who find traditional sports training facilities less accommodating [2][3] Group 3: Industry Challenges - The "sports takeaway" industry faces challenges such as a lack of standardization, regulatory difficulties, and varying service quality, which can lead to safety concerns for participants [6][7] - There is a significant gap in the qualification verification of trainers, with many lacking necessary certifications, raising concerns about the potential for injury [6][7] Group 4: Future Development - The industry is exploring collaborative governance involving government, platforms, and users to promote standardized practices and improve service quality [7] - Initiatives like community sports stations are being tested to enhance accessibility and create a supportive environment for physical activity [7]

Core Insights - The rise of "sports delivery" services in Guangzhou reflects a growing trend in sports consumption, driven by convenience and personalized training options [1][4][10] - The recent government policies aim to enhance sports consumption and support the development of the sports industry, providing a favorable environment for "sports delivery" to thrive [2][10] Group 1: Market Demand and Growth - "Sports delivery" services are gaining popularity among families, particularly in urban areas like Guangzhou, due to their convenience and the ability to address common pain points such as transportation and scheduling [1][3] - The demand for personalized sports training has surged, influenced by the "double reduction" policy and increasing emphasis on physical education in schools, as evidenced by the rising importance of sports scores in exams [3][4] - Guangdong province has a significant youth population, with over 20 million individuals under 16, creating a robust customer base for "sports delivery" services [6] Group 2: Industry Characteristics and Opportunities - The "sports delivery" model is characterized by its flexibility, allowing trainers to conduct sessions in community spaces, which directly addresses the limitations of traditional sports training institutions [4][5] - The industry is benefiting from a digital transformation, with online platforms facilitating the connection between trainers and clients, enhancing service customization and efficiency [4][8] - The emergence of "sports delivery" is also creating new employment opportunities for sports professionals, with many students from sports-related fields finding flexible job options in this sector [7] Group 3: Challenges and Regulatory Environment - Despite its rapid growth, "sports delivery" faces challenges related to coach qualifications, service safety, and liability issues, necessitating the establishment of industry standards and regulations [2][11] - Experts suggest implementing stricter qualification requirements for coaches and developing an insurance framework to address liability concerns, which would enhance consumer confidence in the service [11] - The government is expected to introduce more targeted policies to support the sustainable development of "sports delivery," which could further unlock the potential of sports consumption [10][11]