作者丨陆铭（上海交通大学安泰经济与管理学院特聘教授） 编辑丨陆跃玲 近日，国务院办公厅发布《关于释放体育消费潜力进一步推进体育产业高质量发展的意见》（以下简称 《意见》）提出，要不断提振体育消费，到2030年，培育一批具有世界影响力的体育企业和体育赛事， 体育产业发展水平大幅跃升，总规模超过7万亿元。 近年来，消费模式越来越多体现为"文旅商体展"融合的形态，《意见》的发布，即是顺应消费趋势的体 现。 当前，中国正出现消费对经济的拉动作用日益增强的趋势。政府也将消费拉动作为经济结构调整与发展 的新动力。因此，需要把握好消费发展的趋势性变化，以更有效地激发消费需求潜力释放。 消费服务化的五大趋势 第一，消费的服务化。目前，服务消费在消费中的占比持续提高，但与一些发达国家相比，我国服务消 费在GDP以及总消费中的占比仍然偏低。目前，我国服务消费占比约为46%，而美国等发达国家的服务 消费占比可达70%左右。从发达国家的发展历程来看，人均GDP跨越1万美元是一个明显的分界点。在 此之前，服务消费受到物质消费（尤其是家用电器和汽车）的挤压，占比呈下降趋势；而在人均GDP超 过1万美元之后，服务消费的占比则持续上升。 第 ...

Core Viewpoint - The article discusses the recent government initiative to boost sports consumption and the overall growth of the sports industry in China, aiming for a total scale exceeding 7 trillion yuan by 2030, reflecting a trend towards integrating culture, tourism, commerce, and sports [2]. Group 1: Trends in Consumption - The service sector's share in consumption is increasing, currently at approximately 46% in China, compared to around 70% in developed countries like the United States [4]. - Service consumption is driving product consumption, as seen in events like the recent Egyptian Civilization Exhibition in Shanghai, which generated over 300 million yuan in ticket sales and over 400 million yuan in cultural product sales [5]. - Quality and diversity are becoming key consumer focuses, with emotional value increasingly influencing purchasing decisions [5]. - The social aspect of consumption is gaining importance, particularly among younger consumers who express individuality through their purchases and social media [5]. - There is a generational shift in consumption patterns, with younger generations (90s and 00s) showing a preference for service-oriented spending, particularly in experiences that offer emotional value [6]. Group 2: Spatial and Economic Dynamics - Population is increasingly concentrating in urban areas, with service consumption gravitating towards high-density regions, reflecting a global trend [6]. - The rise of "instant service industries" is noted, with platforms evolving from product delivery to providing various home services, creating new employment opportunities [8]. - The value of service providers is becoming more personalized in online channels, reducing the emphasis on corporate branding and increasing the importance of individual reputation [9]. Group 3: Online and Offline Interactions - The relationship between online and offline channels is characterized by both complementarity and differentiation, with technology enhancing the capabilities of businesses in urban areas [12]. - As some offline activities transition online, high-density areas continue to generate foot traffic, while lower-density areas may experience declines [13]. - The quality of online and offline traffic is changing, with standardized products often sold online and higher-quality items available in physical stores [13]. Group 4: Implications for Businesses and Policy - Businesses are encouraged to embrace the structural changes in the economy, focusing on the experiential and interactive aspects of service consumption [15]. - Policymakers should recognize the potential social pressures arising from regional disparities and support affected industries and individuals during the transition [15].

Core Insights - The Chinese government aims to boost sports consumption and develop a high-quality sports industry, targeting a total scale exceeding 7 trillion yuan by 2030 [1] - The trend of consumption is increasingly characterized by the integration of culture, tourism, commerce, sports, and exhibitions, reflecting changing consumer preferences [1][2] Consumption Trends - The service sector's share in consumption is rising, currently at approximately 46% in China, compared to around 70% in developed countries like the U.S. [1][2] - Service consumption is driving product consumption, as seen in events like the recent Egyptian Civilization Exhibition in Shanghai, which generated over 300 million yuan in ticket sales and over 400 million yuan in cultural product sales [2] - Quality and diversity are becoming key consumer concerns, with emotional value playing a significant role in purchasing decisions [2][3] - Social attributes of consumption are increasingly important, particularly among younger consumers who express individuality through their purchases [2][3] Generational Changes - There is a notable generational shift in consumption patterns, with younger generations (90s, 00s, and even 10s) showing increased spending in service sectors while being more frugal in material consumption [3] - The concentration of population from rural to urban areas continues, with service consumption increasingly focused in high-density regions [3][8] Instant Service Industry - The rise of the "instant service industry" is evident, with e-commerce platforms evolving from product delivery to providing various home services, creating new employment opportunities [5][6] - The shift towards "service to home" channels is changing the dynamics of consumer interaction and service delivery [5][6] Online and Offline Dynamics - The relationship between online and offline channels is complex, with both complementing and competing against each other [7][8] - Online platforms are enhancing the visibility of individual service providers, shifting the focus from corporate branding to personal reputation [6][7] Implications for Businesses and Government - Businesses must adapt to the structural changes in the economy, embracing new trends rather than resisting them [9][10] - Government policies should address the disparities created by these trends, supporting affected industries and promoting equitable growth across regions [10]