万盛羽毛球雕塑 20世纪80年代，周小强在训练队员。 □重庆晨报特约撰稿 陈劲 清晨，推开窗，清脆的击球声便扑面而来。楼下社区球场里，白发老者挥拍从容，少年身影灵动跳跃，洁白的羽毛球在晨光里划出优美弧线。 望着这生机盎然的景象，我的思绪被拉回到五十多年前那些藏在岁月深处的故事。万盛这片土地上的羽毛球热浪，最初的星火，竟是从煤渣地上燃起的。一 枚小小的羽毛球，如何照亮一座资源型城市的转型之路，又如何将"中国羽毛球之乡"的万盛传奇，从西南一隅，书写向世界？ 1煤渣地上的星火 故事的开端，绕不开三张老照片。它们已经泛黄，至今保存在我的手机相册里。 第一张：南桐矿区（现万盛经开区）坑洼不平的煤渣地上，两根木桩拉起一张朴素的球网，一群穿着不同颜色背心、短裤的少年，在青年羽毛球教练周小强 的示范下刻苦训练。 第二张：一名少年队员在周小强指导下做着奋力击球的动作，旁边几名同伴专心观看。 第三张：羽毛球女教练彭跃坐在房前的木质长凳上，专心修补着羽毛球拍。 三张照片，定格的是万盛羽毛球最初的模样：在矿区煤渣地上钉木桩、拉简易球网，教矿工子弟挥起掉漆的球拍，在飞扬的煤灰中击出第一球。 故事的开端，更绕不开一个名字——唐勇。这位1 ...

"产销两旺，势头强劲！"龙正武介绍，今年前9月，这家企业销量比去年同期增长近13%，产值增长近 50%，"第十五届全运会的召开，也带动大众对羽毛球运动的喜爱。" 从生产到销售，羽毛球飞向全球 11月28日一早，贵州锦屏经济开发区综合办公室主任龙正武打着电话走进办公室。"胡经理，最近羽毛 球生产情况怎么样？"龙正武打电话的对象，正是当地一家体育文化产业公司生产经理胡兵。作为世界 最大的羽毛球工厂之一，这里每日可生产羽毛球1.5万打。 同时，在锦屏县铜鼓镇嫩寨村，养殖大户潘裕峰正给大鹅准备吃食。"还有几天就能出栏了，今年我们 预计养殖1万羽，第一批已经出栏4100羽。"潘裕峰说。 从商品鹅养殖到羽毛球生产，兴起了一条特色产业链。 在贵州山间生产出全球1/10的羽毛球，故事还要从2017年开始说起。 2017年，正值脱贫攻坚关键期，一家体育文化产业企业来到锦屏县，看中毗邻经济开发区易地扶贫搬迁 小区充沛的劳动力资源，决定租用创业园的5000多平方米标准厂房作为临时生产基地。 刚开始，该企业面临诸多挑战，原材料运输成本高昂、员工缺乏标准化生产经验等。为了解决这些问 题，企业从总部调派技术骨干，对当地群众开展培训，政府 ...

Group 1: Badminton Industry Development - The badminton production facility in Guizhou is one of the largest in the world, producing 15,000 dozen badminton shuttlecocks daily, with a sales increase of nearly 13% and a production value increase of nearly 50% in the first nine months of the year [2][3] - The company is projected to produce over 4.97 million dozen shuttlecocks by 2024, achieving a production value of 426 million yuan, contributing to the local sports equipment industry chain [3][4] - The badminton industry in Jinping County is expected to reach a production capacity of over 6 million dozen shuttlecocks and a production value of 569 million yuan by 2024, with products exported to over 60 countries and regions [4] Group 2: Sports Equipment Manufacturing - The sports equipment manufacturing sector in Jinping has expanded to 10 companies, producing items such as badminton rackets, sports bags, and shoes, directly creating over 2,000 local jobs [4] - The total production value of these 10 companies is projected to reach 614 million yuan in 2024 and exceed 900 million yuan by 2025 [4] - A company in Xiamen has automated its treadmill production line, significantly increasing efficiency and reducing production time, with an expected production value of 700 million yuan this year, a 30% increase year-on-year [5][6] Group 3: Transition to Intelligent Manufacturing - The transition from manual to automated production in the treadmill manufacturing industry reflects the upgrade from "Made in China" to "Intelligent Manufacturing in China," with improved precision and reduced defect rates [5][6] - Xiamen has become one of Asia's largest fitness equipment manufacturing export bases, with over 45 large-scale enterprises achieving a combined production value of 5.834 billion yuan in the first ten months of the year [6]

Core Viewpoint - The price of badminton has surged significantly, becoming an "irreversible" trend, with major brand Yonex increasing prices by 14% to 31% across its product range, leading to a notable rise in revenue despite consumer complaints about affordability [1][2][5]. Company Performance - Yonex reported a net sales increase of 18.8% to 79.532 billion yen (approximately 3.595 billion RMB) for the first half of the 2026 fiscal year, with operating profit rising by 15% to 8.847 billion yen (approximately 400 million RMB) and net profit increasing by 17.4% to 6.371 billion yen (approximately 288 million RMB) [2][4]. - The company's sales in China reached 68 billion yen (approximately 3.3 billion RMB) for the 2025 fiscal year, marking a 24% year-on-year growth and accounting for 49.2% of its total revenue [11][12]. Market Dynamics - The badminton industry is experiencing rising prices due to a decrease in the supply of duck and goose feathers, which are essential for producing high-quality shuttlecocks. This has led to a concentration of price-setting power among a few major manufacturers [7][10]. - The average annual consumption per person in the Chinese badminton market has increased from 300 RMB a decade ago to nearly 3000 RMB, indicating a growing market potential [15]. Competitive Landscape - The competition in the badminton market is intensifying, with brands like Li Ning and Victor also raising prices. In contrast, lower-priced brands are attracting younger consumers with affordable options [16][20]. - Yonex has been increasing its marketing and promotional efforts globally to maintain market share amid rising competition [18]. Consumer Behavior - Due to frequent price hikes, consumer participation in badminton has reportedly decreased, with lower-end products facing slow sales and mid-to-high-end products also experiencing a decline in demand [20].

（原标题：这家日本品牌，吃到了中国的"羽毛球红利"） 作者 | 谢芸子 编辑 | 张帆 羽毛球的价格暴涨已成为"不可逆"的事实。 今年7月，全球第一的羽毛球品牌尤尼克斯（YONEX）再度发布调价通知，其中的主流球款价格涨幅皆 在14%—31%。主力产品"AS-05EX羽毛球"，更是从2024年4月的210元/打（12个）上涨到现如今的350 元/打。 这已是尤尼克斯近两年来的第三次涨价。在此前多家媒体的报道中，李宁、威克多、亚狮龙等主流羽毛 球品牌，也出现了不同幅度的价格上涨。 一般情况下，一个羽毛球的"生命周期"至多在30分钟。羽毛球的连年涨价，也让绝大多数羽毛球爱好者 调侃，"打球就像朝天上撒钱""月入两万也打不起羽毛球"。 36氪根据公开资料整理 然而，就在中国中产因此"叫苦连天"之时，尤尼克斯却接连创下营收新高。 不久前，尤尼克斯发布了2026财年半年报。截至2025年9月30日的6个月内，尤尼克斯的净销售额同比增 长18.8%至795.32亿日元（约35.95亿元人民币，下同）。 营业利润方面，报告期内，尤尼克斯同比增长15%至88.47亿日元（约4亿元），归母净利润同比增长 17.4%至63.71 ...

Core Viewpoint - The badminton equipment market is experiencing diversification, technological advancement, and market expansion, driven by the global popularity of badminton, especially in Asia, and the increasing demand for high-performance, personalized, and smart equipment [1][6]. Market Overview - The global badminton equipment market is projected to reach USD 1.659 billion in 2024 and is expected to grow to USD 2.421 billion by 2031, with a compound annual growth rate (CAGR) of 5.7% from 2025 to 2031 [2]. - Major companies in the market include Yonex, Victor, Li Ning, Kawasaki, and Lingmei, with the top five companies holding a market share of 59.63% as of 2024 [3]. Regional Distribution - The Asia-Pacific region dominates the global badminton equipment market, particularly in countries like China, India, Japan, and South Korea, due to the widespread popularity of the sport [6]. - The European market is growing, especially in Denmark and the UK, driven by a robust badminton training system and professional events [6]. - North America is in a developmental stage, with increasing market potential as badminton gains popularity [6]. Market Drivers - National fitness policies are promoting badminton as a low-barrier, high-participation sport, leading to increased market demand [7]. - Rising consumer income levels are driving a shift from basic to high-end, specialized equipment, fostering product innovation [7]. - The expansion of e-commerce and digital channels is lowering sales costs and broadening the consumer base, enhancing market penetration [7]. - The proliferation of badminton events and professional athletes is stimulating demand for specialized equipment [7]. Market Opportunities - The development of synthetic shuttlecock technology is reducing costs and promoting wider adoption [8]. - Environmental sustainability is becoming a key trend, with leading companies developing eco-friendly products and circular economy initiatives [8]. - Increasing consumer demand for personalized and high-end products is creating significant growth opportunities in the market [8]. Market Challenges - Intensifying competition is leading to price wars, which compress profit margins and impact brand image [10]. - Fluctuations in raw material costs, particularly for carbon fiber and natural feathers, can increase production costs and affect profitability [10]. - The cyclical nature of consumer demand for badminton equipment can lead to inventory buildup and sales pressure [10]. - Continuous innovation and R&D investment are necessary to meet the rising demand for high-performance equipment, with the risk of obsolescence for brands that fail to innovate [10].

Group 1 - The 15th National Games in the Guangdong-Hong Kong-Macao Greater Bay Area has generated significant public interest, leading to a heightened enthusiasm for sports events in China [1] - The upcoming 2025-2026 China Badminton Club Super League (羽超联赛) will commence on November 27 in Shenzhen, following the National Games [1] - The new season of the 羽超联赛 is set to benefit from the growing popularity of badminton, with a renewed focus on commercialization and operations, including the return of a title sponsor after ten years [1][2] Group 2 - Badminton participation in China has surged to 250 million people as of 2023, with a notable increase in younger participants, indicating a shift towards a more youthful and urban demographic [2][6] - The consumer market reflects this trend, with significant increases in searches for badminton equipment, such as rackets (63%), shoes (64%), and apparel (86%) from January to May 2025 [2] - Li Ning has reported that badminton now accounts for 7% of its overall revenue, highlighting the brand's commitment to this sport [2] Group 3 - The national badminton team's success in international competitions, including recent victories at the Paris World Championships, has further fueled public interest and participation in the sport [6] - The 羽超联赛 is poised for unprecedented growth, with its market potential being reevaluated in light of the sport's popularity and the success of other racquet sports [6][11] Group 4 - The new season of the 羽超联赛 will feature 8 clubs and 133 athletes, including numerous top domestic and international players, enhancing the league's competitiveness and appeal [7][8] - The inclusion of foreign players from countries like South Korea, Denmark, Malaysia, and Japan will add an international dimension to the league [8] Group 5 - Xiamen Sports Group, the new operator of the 羽超联赛, aims to leverage its experience from hosting international events to enhance the league's commercial viability and market reach [11][14] - The introduction of official merchandise, including unique items like pet-themed products, is expected to engage a broader audience and stimulate consumer interest [11][14] Group 6 - The 羽超联赛 represents a strategic shift for Xiamen Sports Group from local to national operations, marking a significant step in its development within the sports industry [14][19] - The group is focused on building a sponsorship system, optimizing ticketing management, and developing merchandise to enhance the league's overall operational efficiency [19]

Core Viewpoint - The article discusses the transformation of small cities into popular tourist destinations through social media and the flow economy, focusing on the case of Rongchang, which has experienced a surge in tourism and economic activity due to the popularity of its local delicacy, "Lu Goose" [2][3][11]. Group 1: Impact of Social Media and Flow Economy - The rise of "internet celebrity cities" has led to the rediscovery of many small cities, with Rongchang being a prime example of how online attention can drive local tourism and economic growth [2][3]. - The article highlights the transition from a peak in online attention to the challenge of sustaining economic growth and local industries in the "post-internet celebrity" era [3][6]. Group 2: Economic Performance and Visitor Statistics - During the "May Day" holiday, Rongchang received 2.345 million tourists, selling 290,000 Lu Geese and generating nearly 2 billion yuan in tourism revenue [11]. - In contrast, during the National Day holiday, the number of visitors dropped to 377,600, although this still represented a year-on-year increase of 165.9% [7][11]. Group 3: Brand Development and Market Challenges - Lin Jiang, the face of "Lu Goose," has shifted from being a mere beneficiary of internet fame to actively developing his brand and expanding into new markets, such as opening a franchise in Leshan [4][6]. - The influx of new competitors in the Lu Goose market has led to price wars, raising concerns about product quality and food safety, which could damage the overall reputation of Rongchang's culinary brand [8][9]. Group 4: Industry Transformation and Future Prospects - The local government has initiated a development plan aiming for the Lu Goose industry to exceed 1 billion yuan in output value by 2026, indicating a strategic focus on long-term growth [11][12]. - The success of the Lu Goose brand has spurred investments in related industries, such as feather processing, showcasing a broader economic transformation in Rongchang [12][13].

Core Insights - The article discusses the transformation of small cities into "internet-famous" destinations, focusing on the case of Rongchang, which has leveraged social media to boost tourism and local economy [1][2][4] Group 1: Economic Impact - Rongchang experienced a significant influx of tourists, with 234.5 million visitors during the May Day holiday, leading to a sales figure of 29 million roasted geese and nearly 2 billion yuan in tourism revenue [13] - During the National Day holiday, the number of visitors decreased to 233.13 million, but still represented a substantial economic impact [13] - The local government has set a target for the roasted goose industry to exceed 1 billion yuan in output value by 2026, indicating a strategic focus on sustainable economic growth [13][14] Group 2: Brand Development - The rise of the "Roasted Goose Brother" brand has shifted from a local phenomenon to a national presence, with the opening of a franchise in Leshan, a city known for its culinary competition [4][5] - The brand's strategy includes building a professional online operation team to maintain and convert online traffic into sustainable business [5][7] - The transformation of "Roasted Goose Brother" from a local vendor to a brand ambassador reflects a broader trend of personal branding in the context of regional economic development [7][10] Group 3: Market Dynamics - The initial surge in popularity led to a rapid increase in competitors, with many new vendors entering the market, resulting in price wars that threaten product quality and brand reputation [10][11] - The local association has expressed concerns over the sustainability of such competition, emphasizing the need for regulatory measures to ensure food safety and quality [10][11] - The article highlights the importance of transitioning from a "viral street" to a "brand street" to ensure long-term viability and market order [10][11] Group 4: Cultural Integration - The success of the roasted goose industry has prompted a broader cultural recognition of Rongchang, integrating local heritage elements such as summer cloth and pottery into the tourism narrative [14] - The article raises concerns about the potential marginalization of other cultural elements as the focus remains heavily on the roasted goose, suggesting a need for a balanced approach to cultural promotion [14]

Core Insights - The price of badminton has surged significantly over the past three years, with an overall increase of over 50% for branded shuttlecocks, and a projected increase nearing 70% for competition-grade shuttlecocks by 2025 [1][34] - The badminton industry in Liu'an, Anhui, has developed into a billion-dollar industry, driven by the local production of shuttlecocks and a complete supply chain [1][4] Industry Overview - As of July 2024, there are approximately 13,000 badminton-related enterprises in China, with Anhui province ranking fourth in terms of enterprise count [2] - Liu'an stands out as a major hub for feather and down production, with an annual output value exceeding 10 billion yuan and exports surpassing 200 million USD [4][5] Regional Development - Liu'an has a complete feather (down) industry chain, including 24 trading markets and 142 collection stations [4] - The town of Ganchahhe is a key production area, generating over 1.5 billion yuan in annual output value and producing over 8 million dozen shuttlecocks annually [7][10] Historical Context - The feather industry in Liu'an has evolved over 40 years, transitioning from small-scale barter trade to a robust industrial sector [13][21] - The establishment of farmer enterprise groups has helped local businesses withstand market pressures and expand their reach [21][22] Market Dynamics - China is the largest producer of badminton equipment, with Liu'an aiming to compete with established production areas like Zhejiang Jiangshan [30][41] - The demand for badminton products is growing rapidly, with the market expected to reach 32 billion yuan by 2025, driven by a significant increase in consumer spending [32][41] Challenges and Opportunities - The shortage of raw materials has led to a doubling of prices for duck and goose feathers, impacting production costs [34][37] - Liu'an's manufacturers are adapting by introducing cost-effective production methods while also focusing on high-end markets, leveraging the region's reputation for quality goose feathers [40][42][44]