The wind vane has huge consumer potential, and the sports industry companies have a promising date: 2016-04-05 16:42
A few days ago, the theme of the sports industry: the next best Boao Forum for Asia Sports Forum was held in Boao, Hainan. Chinese and foreign guests conducted exchanges on the status quo, future trends and hot issues of the sports industry. The guidance of policies and the needs of the masses force both the upper and lower sides to force the Chinese sports industry to form a good start for rapid development. For companies in the sports industry category, this is definitely the best era.
Relaxation of sports policy and rapid consumption growth
After the release of Document No. 46 in 2014, the Chinese sports industry entered a period of rapid growth, and the sports consumer market was prosperous. On March 16th, at the Fourth Session of the 12th National People's Congress, Liu Peng, the director of the General Administration of Sport of China, said in a group interview that the State Council will soon issue the implementation of the "National Fitness Program" in an effort to promote the greater role of the sports industry.
By 2020, the people's awareness of physical fitness should be generally enhanced. The number of people who regularly participate in physical exercise should reach 435 million. The physical quality should be steadily increased. The per capita sports ground area should reach 1.8 square meters, covering urban and rural areas, and a relatively sound public fitness public service system should be further developed. perfect. At the same time, the entire people's fitness and economic and social undertakings promote development and the total scale of sports consumption reached 1.5 trillion yuan.
With the implementation of policies and popularization of mass fitness awareness, the national marathon competition has reached about 40 games in the past year, and the number of participants has been large. Taking the most famous Beijing Marathon as an example, 63,118 online applicants have been selected by lottery by the Organizing Committee. Eventually, 30,000 runners from 45 countries and regions have won the opportunity to participate.
The most direct manifestation of the mass participation in sports activities is the increase in the purchase of sports consumer goods. According to Alibaba Group's data, on the 11th day of 2015, the turnover of sports goods reached 4.457 billion yuan, up 55% from the same period of last year, and the number of transaction users increased by about 60%. Nielsen's data also shows that 80% and 70% of sports people have purchased sports shoes or sportswear in the past year.
Weibo #CBA Finals Breakthrough 600 Million
In addition to the concern for mass sports, professional sports have always been an essential flash point in the current sports market. In the just-concluded CBA finals of 2015-2016 season, Sichuan team won the Liaoning team at home, winning the CBA championship with a total score of 4-1. The topic of the CBA Finals has also become a hot topic on Weibo. The amount of reading on this topic reached an astonishing 600 million times and the number of discussions was also 656,000.
All of the above shows that the upsurge in the fitness of the whole nation has brought about a rapid increase in sports consumption. The various sports events also attract more and more consumers, and more people are willing to invest time and money in the sports industry.
Sports consumption has gradually become fashionable, and the two major fields are progressing together.
1 Watching entertaining consumption
It mainly includes sports performances for watching sports. With the developed traffic, more and more viewers tend to go to the site to watch matches and feel the cries and passions on the field. However, there are still more viewers who choose to watch matches on the Internet because they are unable to visit the site. This is one of the reasons why competitions in the current competition are so fierce.
LeTV gambled that the purchase of SuperCopyright was already no news for 2.7 billion. Tencent’s US$500 million acquisition of the NBA’s exclusive live broadcast right has also become a talk after dinner. Outsiders seem to have some self-willed actions. In the opinion of the new media company, they are actually actions after rational thinking because they know that sports consumption is an inevitable choice for social development.
On the one hand, the copyright it purchases is the highest quality resource in China and it is a rigid demand for fans and viewers. On the other hand, the significance of a copyright acquisition is whether it can bring more users to the platform. The creation of new value is not just as simple as moving from traditional television to internet platforms for broadcast.
2 Participate in experiential consumption
Such as gym fitness, outdoor sports experience. The popularity of national fitness has enabled more people to join the sport. According to Nielsen's research, the sports population is relatively highly educated, high-income, and high-employed. Its monthly household income reaches RMB 10,699, which is higher than that of non-sports people. Out of 36%; 67% hold a bachelor degree or above; among them, close to three floors are corporate management personnel. Because of the characteristics of the participants, their environmental requirements for sports equipment and sports are even higher.
The increase in the participation of experiential consumer groups has stimulated the growth of stadium construction, fitness facilities construction and fitness products manufacturing, and has driven the development of sports media, sports entertainment television and other content. Alibaba Sports COO Yu Xingyu previously revealed that from the perspective of last year's data, after Ali Sports was established for four months, the sports consumption by Ali Platform reached 137 billion yuan, and it is expected to exceed 200 billion in 2016.
The sports consumption products that Ali has produced in the past year are more casual. For example, outdoor and aquatic categories account for more than 40%, of which the growth rate exceeds 90% including indoor yoga, cycling, and rock climbing products. Sports equipment, footwear and other products rose about 30%.
The areas involved in experiential consumption coverage are quite extensive. From the perspective of consumption, one is involved directly and the other is purchased. Both areas should be said to have a lot of space. With the continuous improvement of people’s living standards, they will become the driving force for promoting the development of the sports industry, stimulating domestic demand and forming new economic growth points.
Sports industry, opportunities and challenges coexist
Continual improvement based on sports consumer demand China's sports industry is developing rapidly. The value-added of 400 billion yuan in 2015 is regarded as the first year of the sports industry. The country's expectation is that the sports industry in 2025 will reach 5 trillion yuan. While we are pleased with the great progress we have made, we must also take note of the problems that have arisen.
In China's current sports industry structure, sportswear manufacturing accounts for 80% of the total, while sports service industry only 20%.
From the perspective of the subdivision areas, the development of competitive sports is relatively mature, but the market level of sports is relatively low, especially the level of commercial operations is even lower. For the relatively mature sports industry in the United States, the dominant sports service industry accounts for 57%, of which fitness and competitive sports account for 32% and 25% respectively.
Therefore, although the sports consumer market is vast and contains infinite possibilities, at present our sports industry companies have not yet satisfactorily met this demand. From another perspective, this is a good opportunity for the majority of sports industry companies to occupy the market.
A few days ago, IDG Capital Zhi Zhiyong made a statement that there are six possible new opportunities in the big sports industry. We hereby make a simple extension of these insights:
1 Upgrading and Renovation of Traditional Industries
For example, the recreational operation of sports events, the search for lyrical, lace, and stimulating content from events and characters has become an increasingly demanding choice for sports.
2 Football, basketball amateur events, college competitions, youth training, brokerage, etc.
In mass sports, student competitions and amateur games actually occupy a large market share. However, because there is currently no good operation and organizational process, it is impossible to tap the best interests of these events.
3 Running, fitness online community, with the vertical integration of online and offline
In this respect, Yue Run is currently a more representative app. It not only records the data information of the user's running, but also provides the user with a running community, allowing the user to run with friends, people around them, and encourage each other. Successfully built a sports community and established emotional connections between users.
4 Upgrading sports brands, sports vertical electricity providers, etc.
The domestic market continues to introduce new products, and international brands continue to seize the market. Under such circumstances, it is necessary to upgrade the brand in order to occupy a place. Anta e-commerce executives said that Anta e-commerce has begun this attempt.
According to the data model, it analyzes the style of goods that consumers will buy, and then processes the goods. This is the way traditional companies have been using it. However, in the Internet age, businesses can quickly implement style improvements and material upgrades based on consumer responses after product launches. Internet + sales, so that products can be really marketable.
5 Technology upgrades in equipment, venues, games and other areas
What is the function of a pair of children's shoes? In the traditional function of providing foot protection, keeping warm, and helping foot development, the cooperation between 361 and Baidu tells us that shoes are not only shoes, but also can be tools to prevent children from losing their lives. Can help parents monitor their children's health. This is the specific application of science and technology in equipment and so on. It can be imagined that in the future, more and more cooperation will be added to this combination of technology and physical objects.
6 Integration of Sports and Surrounding Areas
The rapid development of the sports industry can also drive other related fields such as construction, media, lotteries and so on. Actively promote the market-oriented operation of sports resources, absorb social capital participation, and promote the development of sports and other fields.
Conclusion
In recent years, the gradually loosened Chinese sports market has gradually attracted many large-scale events. For example, only last year alone, there were nearly 10 international tennis tournaments held in China. With Beijing's bid to host the Winter Olympics, related events, including the winter event, will be further activated.
The landing of these events will greatly increase China's sports consumption, and at the same time stimulate further self-improvement and transformation of sports industry companies, and then attract more competitions. To form such a virtuous circle, we still need to do more!
A few days ago, the theme of the sports industry: the next best Boao Forum for Asia Sports Forum was held in Boao, Hainan. Chinese and foreign guests conducted exchanges on the status quo, future trends and hot issues of the sports industry. The guidance of policies and the needs of the masses force both the upper and lower sides to force the Chinese sports industry to form a good start for rapid development. For companies in the sports industry category, this is definitely the best era.
Relaxation of sports policy and rapid consumption growth
After the release of Document No. 46 in 2014, the Chinese sports industry entered a period of rapid growth, and the sports consumer market was prosperous. On March 16th, at the Fourth Session of the 12th National People's Congress, Liu Peng, the director of the General Administration of Sport of China, said in a group interview that the State Council will soon issue the implementation of the "National Fitness Program" in an effort to promote the greater role of the sports industry.
By 2020, the people's awareness of physical fitness should be generally enhanced. The number of people who regularly participate in physical exercise should reach 435 million. The physical quality should be steadily increased. The per capita sports ground area should reach 1.8 square meters, covering urban and rural areas, and a relatively sound public fitness public service system should be further developed. perfect. At the same time, the entire people's fitness and economic and social undertakings promote development and the total scale of sports consumption reached 1.5 trillion yuan.
With the implementation of policies and popularization of mass fitness awareness, the national marathon competition has reached about 40 games in the past year, and the number of participants has been large. Taking the most famous Beijing Marathon as an example, 63,118 online applicants have been selected by lottery by the Organizing Committee. Eventually, 30,000 runners from 45 countries and regions have won the opportunity to participate.
The most direct manifestation of the mass participation in sports activities is the increase in the purchase of sports consumer goods. According to Alibaba Group's data, on the 11th day of 2015, the turnover of sports goods reached 4.457 billion yuan, up 55% from the same period of last year, and the number of transaction users increased by about 60%. Nielsen's data also shows that 80% and 70% of sports people have purchased sports shoes or sportswear in the past year.
Weibo #CBA Finals Breakthrough 600 Million
In addition to the concern for mass sports, professional sports have always been an essential flash point in the current sports market. In the just-concluded CBA finals of 2015-2016 season, Sichuan team won the Liaoning team at home, winning the CBA championship with a total score of 4-1. The topic of the CBA Finals has also become a hot topic on Weibo. The amount of reading on this topic reached an astonishing 600 million times and the number of discussions was also 656,000.
All of the above shows that the upsurge in the fitness of the whole nation has brought about a rapid increase in sports consumption. The various sports events also attract more and more consumers, and more people are willing to invest time and money in the sports industry.
Sports consumption has gradually become fashionable, and the two major fields are progressing together.
1 Watching entertaining consumption
It mainly includes sports performances for watching sports. With the developed traffic, more and more viewers tend to go to the site to watch matches and feel the cries and passions on the field. However, there are still more viewers who choose to watch matches on the Internet because they are unable to visit the site. This is one of the reasons why competitions in the current competition are so fierce.
LeTV gambled that the purchase of SuperCopyright was already no news for 2.7 billion. Tencent’s US$500 million acquisition of the NBA’s exclusive live broadcast right has also become a talk after dinner. Outsiders seem to have some self-willed actions. In the opinion of the new media company, they are actually actions after rational thinking because they know that sports consumption is an inevitable choice for social development.
On the one hand, the copyright it purchases is the highest quality resource in China and it is a rigid demand for fans and viewers. On the other hand, the significance of a copyright acquisition is whether it can bring more users to the platform. The creation of new value is not just as simple as moving from traditional television to internet platforms for broadcast.
2 Participate in experiential consumption
Such as gym fitness, outdoor sports experience. The popularity of national fitness has enabled more people to join the sport. According to Nielsen's research, the sports population is relatively highly educated, high-income, and high-employed. Its monthly household income reaches RMB 10,699, which is higher than that of non-sports people. Out of 36%; 67% hold a bachelor degree or above; among them, close to three floors are corporate management personnel. Because of the characteristics of the participants, their environmental requirements for sports equipment and sports are even higher.
The increase in the participation of experiential consumer groups has stimulated the growth of stadium construction, fitness facilities construction and fitness products manufacturing, and has driven the development of sports media, sports entertainment television and other content. Alibaba Sports COO Yu Xingyu previously revealed that from the perspective of last year's data, after Ali Sports was established for four months, the sports consumption by Ali Platform reached 137 billion yuan, and it is expected to exceed 200 billion in 2016.
The sports consumption products that Ali has produced in the past year are more casual. For example, outdoor and aquatic categories account for more than 40%, of which the growth rate exceeds 90% including indoor yoga, cycling, and rock climbing products. Sports equipment, footwear and other products rose about 30%.
The areas involved in experiential consumption coverage are quite extensive. From the perspective of consumption, one is involved directly and the other is purchased. Both areas should be said to have a lot of space. With the continuous improvement of people’s living standards, they will become the driving force for promoting the development of the sports industry, stimulating domestic demand and forming new economic growth points.
Sports industry, opportunities and challenges coexist
Continual improvement based on sports consumer demand China's sports industry is developing rapidly. The value-added of 400 billion yuan in 2015 is regarded as the first year of the sports industry. The country's expectation is that the sports industry in 2025 will reach 5 trillion yuan. While we are pleased with the great progress we have made, we must also take note of the problems that have arisen.
In China's current sports industry structure, sportswear manufacturing accounts for 80% of the total, while sports service industry only 20%.
From the perspective of the subdivision areas, the development of competitive sports is relatively mature, but the market level of sports is relatively low, especially the level of commercial operations is even lower. For the relatively mature sports industry in the United States, the dominant sports service industry accounts for 57%, of which fitness and competitive sports account for 32% and 25% respectively.
Therefore, although the sports consumer market is vast and contains infinite possibilities, at present our sports industry companies have not yet satisfactorily met this demand. From another perspective, this is a good opportunity for the majority of sports industry companies to occupy the market.
A few days ago, IDG Capital Zhi Zhiyong made a statement that there are six possible new opportunities in the big sports industry. We hereby make a simple extension of these insights:
1 Upgrading and Renovation of Traditional Industries
For example, the recreational operation of sports events, the search for lyrical, lace, and stimulating content from events and characters has become an increasingly demanding choice for sports.
2 Football, basketball amateur events, college competitions, youth training, brokerage, etc.
In mass sports, student competitions and amateur games actually occupy a large market share. However, because there is currently no good operation and organizational process, it is impossible to tap the best interests of these events.
3 Running, fitness online community, with the vertical integration of online and offline
In this respect, Yue Run is currently a more representative app. It not only records the data information of the user's running, but also provides the user with a running community, allowing the user to run with friends, people around them, and encourage each other. Successfully built a sports community and established emotional connections between users.
4 Upgrading sports brands, sports vertical electricity providers, etc.
The domestic market continues to introduce new products, and international brands continue to seize the market. Under such circumstances, it is necessary to upgrade the brand in order to occupy a place. Anta e-commerce executives said that Anta e-commerce has begun this attempt.
According to the data model, it analyzes the style of goods that consumers will buy, and then processes the goods. This is the way traditional companies have been using it. However, in the Internet age, businesses can quickly implement style improvements and material upgrades based on consumer responses after product launches. Internet + sales, so that products can be really marketable.
5 Technology upgrades in equipment, venues, games and other areas
What is the function of a pair of children's shoes? In the traditional function of providing foot protection, keeping warm, and helping foot development, the cooperation between 361 and Baidu tells us that shoes are not only shoes, but also can be tools to prevent children from losing their lives. Can help parents monitor their children's health. This is the specific application of science and technology in equipment and so on. It can be imagined that in the future, more and more cooperation will be added to this combination of technology and physical objects.
6 Integration of Sports and Surrounding Areas
The rapid development of the sports industry can also drive other related fields such as construction, media, lotteries and so on. Actively promote the market-oriented operation of sports resources, absorb social capital participation, and promote the development of sports and other fields.
Conclusion
In recent years, the gradually loosened Chinese sports market has gradually attracted many large-scale events. For example, only last year alone, there were nearly 10 international tennis tournaments held in China. With Beijing's bid to host the Winter Olympics, related events, including the winter event, will be further activated.
The landing of these events will greatly increase China's sports consumption, and at the same time stimulate further self-improvement and transformation of sports industry companies, and then attract more competitions. To form such a virtuous circle, we still need to do more!
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