点击上图▲立即收听 " 积极放开限制，开发更多赛事，做好落地的 ' 最后一公里 ' ，能更好刺激消费。 " 文 / 巴九灵（微信公众号：吴晓波频道） 以小巴的周遭为例：小 区地下室开了家几十平米的小型健身房，月卡只要100元；家门口原本的老厂房摇身一变成了篮球馆，白天青少年培训，晚 上球友们热汗蒸腾；高架桥下曾荒废的桥洞，被改成了羽毛球场，没有围栏，大概是免费的；还有屋顶新建的足球场、沿河铺出的塑胶跑道…… 越来越多的体育设施，正在"见缝插针"般渗透进城市的各个角落，让旧空间"变废为宝"。 这并非小巴一人的"身边经济学"：根据《中国企业家》杂志报道，在上海开了几十家的3元健身房，开始赚钱了；"共享球场"的摊子也越铺越大， 有品牌在长三角开出了206个场馆。 社区型小场地，怎么赚钱？ 按是否盈利划分，传统的体育设施主要有两种：非营利的公共项目，以民生为导向，由住建部牵头体育局等部门投资建设，主要目标是社会效益。 另一类，是完全商业化运作的品牌场馆。 这两种设施各有优缺点：公共设施免费或低价向公众开放，能有效聚集人气，提升周边商圈客流、住宅价值和土地价值，但通常缺乏运营活力，设 备、环境不够专业。 《体育产业生态 ...

作为活动的联合主办方，山东广播电视台党委委员、副总编辑王忠表示，作为省级主流媒体，山东广播 电视台将持续发挥平台传播优势，全方位展现赛事风采，传播健康理念，推动体育产业与文旅、康养等 领域深度融合，为山东经济文化强省建设注入新活力。他强调，通过赛事的举办和中医药文化的传播， 能够有效提升城市品牌影响力，助力"好品山东"与"好运山东"的双向赋能。 在随后的签约环节中，山东省体育局与东阿阿胶签署了《第十五届全运会山东代表团战略合作协议》， 并向东阿阿胶授予"战略合作伙伴"奖牌。此后，山东省体育局、东阿阿胶与山东广播电视台三方共同签 署了《山东省马拉松联赛总冠名合作协议》，东阿阿胶获授"山东省马拉松联赛总冠名"奖牌，标志着合 作从竞技体育延伸至全民健身领域。 2025年9月24日，第十五届全国运动会山东代表团战略合作伙伴暨山东省马拉松联赛总冠名签约仪式在 山东广播电视台演播厅隆重举行。本次活动由山东省体育局主办，山东广播电视台生活农科管理运营中 心承办，东阿阿胶股份有限公司（以下简称"东阿阿胶"）作为战略合作伙伴深度参与，标志着中医药老 字号与体育事业的深度融合迈入新阶段。 作为此次战略合作的一项核心成果，山东省体 ...

Core Viewpoint - The acquisition of 1.17% equity in the National Stadium by Giant Star Legend Group is not merely a financial investment but a strategic move to enhance its IP ecosystem and leverage a top-tier offline venue for cultural dissemination and large-scale performances [1][1][1] Group 1: Strategic Implications - The investment in the National Stadium, known as "Bird's Nest," serves as a strategic foothold for the company to facilitate the implementation of its IP content and large-scale entertainment events [1][1] - This collaboration is expected to foster deeper integration of international cultural and sports resources with domestic IP, including partnerships with globally recognized artists and sports stars [1][1][1] Group 2: Alignment with National Strategy - The move aligns with the national push for a "Cultural Power" and "Sports Power," emphasizing the importance of high-quality development in the cultural and sports industries [1][1] - By entering the symbolic venue of the National Stadium, the company demonstrates its proactive approach to integrating into the national development framework and responding to government policies [1][1][1] Group 3: Industry Evolution - The action signifies a shift for Chinese cultural media companies from merely content production to a new phase of resource integration, financial synergy, and bilateral engagement with international markets [1][1]

Core Viewpoint - The strategic cooperation between Mengniu Group and Huati Group aims to integrate the sports industry with the dairy industry, enhancing the development of both sectors and contributing to the "Healthy China" and "Sports Power" strategies [3][6]. Group 1: Strategic Cooperation - Mengniu Group and Huati Group have reached a strategic partnership to leverage their respective strengths for the deep integration of the sports and dairy industries [3]. - The collaboration will focus on resource integration, product fusion, scenario co-creation, and brand building to innovate sports service models and upgrade the industry [3][4]. Group 2: Marketing and Product Innovation - The partnership will break traditional marketing models by incorporating nutritional services into various sports scenarios, promoting the core marketing concept of "Strong Body through Sports, Nutrition as Support" [3][4]. - Both companies will engage in joint research and development to upgrade dairy products from basic nutrition to precise and functional nutrition, fostering a healthy consumption market [4]. Group 3: Public Engagement and Health Promotion - The collaboration aims to enhance public participation in healthy sports through diversified scenarios, including event operations, venue services, hotel cooperation, sports training, and national fitness initiatives [4]. - Mengniu Group's commitment to national health and the sports industry is reinforced through this partnership, marking a significant step in supporting China's sports endeavors [3][6].

Core Viewpoint - The State Council's recent release of the "Opinions on Releasing Sports Consumption Potential and Further Promoting High-Quality Development of the Sports Industry" aims to cultivate a number of world-influential sports enterprises and events by 2030, with the total scale of the sports industry exceeding 7 trillion yuan [1] Group 1: Policy Implications - The "Opinions" propose 20 key measures across six areas, including expanding sports product supply, stimulating sports consumption demand, strengthening sports operating entities, nurturing growth points in the sports industry, reinforcing industrial support elements, and enhancing service guarantee levels [1] - The policy aims to inject momentum into the sports industry, with a focus on both supply-side improvements through event expansion and demand-side activation via consumption vouchers and public events [1] Group 2: Company Responses - Companies like Zhongti Industry Group are actively studying the "Opinions" to explore market opportunities and enhance their core competitiveness, focusing on the integration of various business models within the sports sector [2] - Jinling Sports has developed a three-in-one business layout involving "event-level smart hardware + cloud data services + smart venues," which is widely applied in major domestic and international events [2] - The recent policies on digital transformation in the sports industry are seen as a strong driving force for companies, enabling them to convert policy benefits into tangible business growth [2] Group 3: Industry Challenges - The sports industry is at a critical stage of "quality improvement and efficiency enhancement," with a growing scale and increasing share of the sports service industry, but it still faces core bottlenecks such as a lack of high-quality event IP and insufficient commercialization of domestic original events [2] - The "Opinions" address these challenges by proposing the construction of a multi-level event system, promoting the upgrade of sports products, and developing outdoor sports and ice and snow economies [2]

Core Viewpoint - The "Run BA 2025 National Homeowner Basketball League" initiated by China Resources Land aims to promote community fitness and align with national health strategies, culminating in a successful championship event in Chengdu [1][3]. Group 1: Event Overview - The league, which started in April, has covered 48 cities and 196 communities, hosting over 500 matches and attracting approximately 24,500 homeowners [3]. - The championship was held at the Dong'an Lake Sports Park, with the Chengdu Phoenix City Sun team winning the title [1]. Group 2: Strategic Alignment - The event aligns with the "Healthy China 2030" and "Sports Power" strategies, showcasing an innovative model of government guidance, corporate support, and community collaboration [1][3]. - It serves as a practical implementation of China Resources Land's philosophy of "good houses, good communities, good services" [5]. Group 3: Community Engagement - Participants have praised the league for fostering community connections and providing valuable experiences [3]. - The event has been recognized for its professional organization, comparable to professional sports events, enhancing community spirit [3]. Group 4: Business Collaboration - The event exemplifies the synergy among various China Resources businesses, with support from brands like China Resources Yibao and China Resources Beer [5]. - The total championship live broadcast reached over 6.83 million views, with more than 1.41 million viewers across platforms [5]. Group 5: Future Initiatives - China Resources Land plans to continue building community engagement through initiatives like the "National Health and Happy Summer" sports carnival in over 2,000 communities [5]. - The company aims to translate national health strategies into tangible benefits for homeowners, enhancing urban vitality [5].

Group 1: Industry Overview - The sports footwear and apparel industry is entering a new phase of high-quality development, driven by the implementation of national fitness strategies and supportive policies [1] - The industry is experiencing robust growth, with domestic and international companies reporting significant revenue increases in the first half of the year [2][3] - The market is shifting towards a focus on differentiated and personalized products, as consumers seek brands that resonate with their values [4][5] Group 2: Company Performance - Xtep International Holdings reported a revenue of 6.838 billion yuan in the first half of the year, a year-on-year increase of 7.1%, with a net profit of 914 million yuan, up 21.5% [2] - Anta Sports Products announced positive retail growth for its Anta and FILA brands, with mid to high single-digit growth for Anta and high single-digit growth for FILA [2] - Adidas' Greater China region contributed 1.827 billion euros in revenue, reflecting a 13% year-on-year growth, marking nine consecutive quarters of quality growth [2] Group 3: Market Trends - The sports footwear industry is returning to a stable growth trajectory, with companies focusing on high-quality operations and enhancing product value [3] - The trend of segmentation and diversification is evident, with brands like Xtep and Skechers targeting niche markets and younger consumers [4][5] - The outdoor segment is gaining traction, with Anta's acquisition of Jack Wolfskin for 290 million dollars aimed at strengthening its position in the outdoor sports market [5] Group 4: Future Outlook - Companies are optimistic about the industry's prospects for 2025, anticipating a gradual recovery in sales as the consumption environment and policy expectations become clearer [3] - The growth potential in niche markets is recognized, with brands increasingly focusing on unique positioning to capture new market opportunities [6] - The sports industry is expected to undergo structural optimization and value enhancement, with future winners likely to be those brands that successfully engage with younger consumers and align with cultural trends [6]

Group 1 - The 2025 China Sports Culture Expo and China Sports Tourism Expo will be held from September 12 to 14 at the Suzhou International Expo Center, focusing on the theme "Sports Empowering a Better Life" with a total exhibition area of approximately 50,000 square meters [1] - The event will feature five major exhibition areas, one foreign trade premium product area, and over ten supporting activities, emphasizing the comprehensive value and diverse functions of sports in China's modernization and high-quality development [1] - Four highlights of the expo include a focus on cultural leadership, resource integration, technological greening, and international exchanges to enhance the influence of Chinese culture [1] Group 2 - Suzhou, as the host city for the third consecutive year, will implement a series of activities such as "Champions into Campus" and "Sports Promoting Consumption" to amplify the expo's spillover effects and stimulate consumer vitality [2] - Shandong Province, as the guest province, will showcase its sports culture through four core sections, highlighting the integration of technology and sports for high-quality development [2] - Jiangsu Province will focus on football-related activities at the expo, enhancing public engagement and promoting football culture among youth [3] Group 3 - The Suzhou International Exhibition Center Group aims to enhance audience participation and experience by expanding the variety of exhibits and offering immersive interactive experiences [3]

Core Insights - The "14th Five-Year Plan" period has seen significant achievements in building a sports powerhouse, enhancing national pride and public satisfaction [1][4] Group 1: Achievements in Competitive Sports - The overall level of competitive sports has improved, with the number of Olympic gold medal-winning events increasing from 21 to 24 [4] - New events such as freestyle BMX, rhythmic gymnastics, and synchronized swimming have won gold medals for the first time [4] Group 2: Sports Reform and Innovation - Accelerated reforms in the sports sector include the establishment of a sports powerhouse indicator system and innovative models for public fitness facility construction [6] - Efforts to combat corruption in sports have been emphasized, with a focus on learning from past cases [6] Group 3: Economic Impact of Sports Events - In the first half of the year, 511 key sports events were monitored, generating over 16 billion yuan in related consumption [8] - The Hangzhou Asian Games significantly boosted local consumption, with a peak growth of 40% in surrounding areas [8] Group 4: Development of the Sports Industry - The sports industry is steadily growing, with 81 national holiday sports tourism routes and 146 national-level "specialized, refined, unique, and innovative" small giant enterprises in the sports sector [10] - The ice and snow industry has expanded from 381.1 billion yuan in 2020 to an expected 970 billion yuan by 2024 [10] Group 5: Youth Health Initiatives - Over 145,000 "Run, Youth" events were held, engaging 151 million young participants [12] - Educational initiatives included producing popular science animations with over 120 million views and providing sports classes in over 800 schools [12] Group 6: Public Fitness Facilities - More than 170,000 small fitness facilities, such as table tennis tables, have been installed in nearly 20,000 old residential communities and over 5,000 urban parks [14] - A total of 1,300 sports parks covering over 40,000 square meters have been built, with 5.65 billion yuan invested in public sports venues [14] Group 7: Promotion of Scientific Fitness - The training of 56,000 female social sports instructors in 26,000 administrative villages has been initiated [16] - Over 14,000 sports volunteer service events are planned nationwide for 2024 [16] Group 8: Outdoor Sports Industry Development - The number of fitness trails has reached 171,800, with a total length of 407,500 kilometers [19] - The number of flying and automotive camps has reached 2,055 [19]

Core Viewpoint - The National Sports Administration is committed to advancing football reform and revitalization while intensifying the governance of issues related to gambling, match-fixing, and other irregularities in sports [1] Group 1: Governance and Reform - The National Sports Administration is focusing on improving sports governance capabilities and standards, using the governance of "fake, gambling, and black" as an opportunity to address irregularities in football and other sports [1] - A special rectification will be conducted in events like marathons and mountain cross-country to maintain order in the sports industry [1] - The revision of the Sports Law will be leveraged to enhance the legal and industry standards system, as well as to improve the sports dispute resolution mechanism [1] Group 2: Development Strategy - During the "14th Five-Year Plan" period, the expectations of the public for athletics, swimming, and the "three major ball games" are increasing, supported by the country's growing comprehensive national strength [1] - The National Sports Administration has proposed a "633" development strategy, focusing on six advantageous sports (diving, weightlifting, gymnastics, shooting, table tennis, badminton), three foundational sports (athletics, swimming, water sports), and the revitalization of the "three major ball games" [1] - This strategy aims to consolidate the advantages of leading sports, enhance the competitive strength of foundational sports, and promote balanced development across all sports, thereby improving the overall competitive strength of athletics and the ability to bring glory to the country [1]