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比星巴克还热闹,聪明人开始靠商场“爬墙”赚钱了
3 6 Ke· 2025-08-26 10:29
Core Insights - The integration of sports experiences into shopping malls represents a convergence of consumption upgrades, urbanization, and commercial innovation [2][15] - The trend of sports activities moving into commercial spaces is gaining momentum, supported by government initiatives to enhance sports consumption and industry development [3][12] Group 1: Sports Activities in Malls - Increasing numbers of sports experience venues, such as climbing gyms, basketball, archery, surfing, and skiing, are becoming integral to retail environments, enhancing consumer engagement and mall vitality [2][4] - Climbing has emerged as a popular activity in malls, with significant foot traffic, as evidenced by a climbing gym in Shanghai attracting more visitors than nearby Starbucks [2][4] - Archery is gaining visibility in commercial spaces, appealing to both beginners and experienced participants, with over 30,000 archery enthusiasts participating in competitions annually in Shanghai [7][9] Group 2: Economic Impact and Consumer Behavior - The indoor skiing market is thriving in southern cities, with facilities like Guangzhou's indoor ski resort expecting over 1 million visitors in 2024, indicating a growing demand for year-round skiing experiences [9][10] - The shift towards immersive and entertainment-focused shopping experiences is evident, with reports indicating that 16% of retail space in major cities is now dedicated to entertainment [10][12] - Sports activities in malls cater to family needs, allowing parents to shop while children engage in sports training, thus optimizing time and enhancing consumer convenience [12][15] Group 3: Policy Support and Future Growth - The Chinese government is actively promoting sports consumption, aiming for the sports industry to reach a total scale of 5 trillion yuan by 2025, with household sports consumption exceeding 2.8 trillion yuan [13][15] - The integration of sports into commercial spaces is seen as a solution for malls facing declining foot traffic and rising vacancy rates, enhancing competitiveness and attracting diverse consumer demographics [15]