Xinhua News Agency, Beijing, Dec. 17 (Xinhua) -- Injecting more "happiness" into high-quality development -- China's sports industry is accelerating.
Xinhua News Agency reporters Wang Hengzhi and Li Li.
Top events such as the Asian Games and the Sudirman Cup are hard to find, and events such as "Village Super", "Village BA", and marathons have ignited the local economy, and the revenue of domestic sports brands has continued to grow, sports and leisure consumption has been rising, and the integrated development of culture, sports, tourism and commerce has been developed
In the year since the epidemic, people's attention and pursuit of health are being translated into actions and consumption; Entering a new stage of development, people are more willing to pay for "happiness" and a better life. Sports have gradually become a necessity in the lives of many Chinese people, and China's sports industry, which is rising all boats, is showing unprecedented pulling momentum, accelerating economic development and continuing to inject "happiness" into high-quality development.
Full return to sports activities "Shark Crazy".
On December 5, the Chongqing Marathon launched registration for the 2024 event, and the number of first runners exceeded 100,000. The Xiamen Marathon, which will start on January 7, 2024, also set a new high of 136105 registrations.
On March 19, the 2023 Chongqing Marathon runners were sent out in the race. Photo by Xinhua News Agency reporter Chu Jiayin.
The hot registration scene is the epitome of the full recovery of the 2023 marathon. In the past November, there were nearly 100 marathons held in incomplete statistics, and even in December, dozens of marathons were held every weekend. In addition, trail running, four-point marathon and other events are booming. A number of heads of road running event operating companies told reporters that this year has been busy from spring to winter, "a bit back to the heyday of road running in 2019."
Since the beginning of this year, there have been various competitions that have frequently appeared on the hot search. The Hangzhou Asian Games will be held at home, and top events such as the Sudirman Cup, the Universiade, the Table Tennis Mixed Team World Cup, and the Women's Volleyball Club World Cup will be held in turn, as well as the Chinese Super League and CBA League, which will resume the home-and-away formatFor many sports lovers who like to watch the game live, there will be a lot of "hard dishes" in 2023, and they are also very "fragrant", but sometimes it is a little difficult to grab tickets.
Many events, including the Asian Games and the Sudirman Cup, are hard to find, and the number of attendees at several newly opened professional stadiums in the Chinese Super League is as high as 40,000 or 50,000, and some venues in the CBA are also full...The full return of various sports events and activities has caused a sports storm in 2023.
On August 19, fans posed with the lion pattern of the Beijing Guoan team at the scene. Photo by Xinhua News Agency reporter Zhang Chenlin.
In 2023, it's not just the city's sports fields that are full. The city will play, and the village will play.
At the end of November, the Premier League delegation came to Rongjiang County, Qiandongnan Miao and Dong Autonomous Prefecture, Guizhou Province, although there is no professional club, but it has a "village super" that is popular all over the Internet and goes abroad. A few days ago, the first cooperation project of the Premier League's "Village Super" was officially launched. Nowadays, various types of exchange competitions are staged almost every week, and there is a steady stream of people who come to visit. The comprehensive number of views of more than 48 billion times on the whole network has made "Village Super" a top sports traffic in the new era and new stage of development.
Folk events such as "Village BA" and "Village Volleyball" with village fun and village flavor have widely emerged, allowing rural revitalization to run a "new track". In the view of Mei Xiaohua, chief engineer of the Culture, Tourism and Sports Bureau of Nanxian County, Hunan Province, the growing demand of the rural masses for spiritual culture and a better life after the victory of poverty alleviation is the premise of the popularity of the village competition. "This is not only the inevitable product of the previous work results, but also will help achieve greater achievements in rural revitalization in the future. ”
On July 29, the audience watched the annual finals of the Hemei Country Football Super League in Rongjiang, Guizhou (Sanbao Dong Village) (drone**) Photo by Xinhua News Agency reporter Ou Dongqu.
Sports+n "Follow the event to travel".
Sports events have fully recovered, the people's enthusiasm for participation is high, and the sports industry is naturally rising, which can be seen from the financial reports of many sports companies.
In the first half of 2023, ANTA Group's revenue reached nearly RMB30 billion, achieving significant growth in both revenue and net profit, and continuing to be the "leader" in China's sports footwear and apparel market. Xtep's revenue and net profit achieved double-digit growth in the first half of the year; The net profit attributable to the parent company of Jinling Sports in the first three quarters was 3753110,000 yuan, an increase of 64 year-on-year94%……
Compared with the booming sports manufacturing industry, the event economy will explode with great energy in 2023. The Wuxi Marathon held in March is estimated to produce nearly 1 percent of economic benefits such as catering, accommodation, transportation, and tourism$9.5 billion; The Sudirman Cup alone has a ticket revenue of 34 million yuan, and the direct economic effects of accommodation, transportation, catering, retail, and tourism have reached 37.9 billion yuan, with an output effect of 88.5 billion yuan, with an input-output ratio of up to 1:22.
On March 19, the runners were in the 2023 Wuxi Marathon. Photo by Xinhua News Agency reporter Yang Lei.
Chen Shaojun, director of the Jiangsu Provincial Sports Bureau, said that sports activities can not only enhance the happiness and sense of gain of the people, but also help the development of tourism and stimulate consumption. Li Xiaoping, director of the Jiangxi Provincial Sports Bureau, said more bluntly: "(Holding the marathon) is very strong for the consumption of the entire cultural tourism and trade, and has become a great driving force for our economic and social development in Jiangxi." ”
Sports are a brick that needs to be moved. Sports on stage, cultural tourism singing, economic growth, and the strong radiation and pulling power shown by "village super" have made the integration of culture, sports, tourism and business a new model of learning and Xi in various places.
** The "Several Measures to Release the Potential of Tourism Consumption and Promote the High-quality Development of Tourism" issued by the General Office at the end of September proposed to promote the integrated planning and development of sports events and tourism activities, combine major and characteristic events, cultivate the brand project of "travel with the event", and create a number of influential sports tourism boutique routes, events and bases. The General Administration of Sports of China and the Ministry of Culture and Tourism also jointly released the 2023 National Youth Sports Events Catalogue of "Travel with the Event".
The driving force of youth sports on consumption and tourism is sometimes more direct, and when children play sports, family sports consumption will rise sharply. A person in charge of Jiangyin Hailan Pegasus Water City said that a number of youth competitions have been held since the beginning of this year, "We found that children come to the competition basically as a family, at least one parent, the number of participants has doubled, and our accommodation, catering, entertainment, and shopping have been brought up."
Spend to pay for "happiness".
During this year's "Double 11" period, men's consumption power soared on the hot search, Tmall data shows that the top three products for male consumption are road bicycles, e-sports products and jackets, and JD.com's turnover of jackets and pants has also doubled year-on-year. According to the "China Outdoor Sports Industry Development Report (2022-2023)" released by the 2023 China Outdoor Sports Industry Conference, in the first half of 2023, the number of orders related to outdoor sports increased by 79% compared with the same period in 2022 and 221% compared with the same period in 2019.
More data and cases prove that Chinese are increasingly willing to spend money on sports. According to the 2023 China Consumer Insights and 2024 Outlook released at the 6th China International Import Expo, consumers aged 18 to 34 are willing to spend 18% of their disposable income on fitness in the coming year. Entering the ski season, the search popularity of "skiing" on major platforms has increased significantly. Qunar big data shows that the number of ski resort ticket bookings across the country has exceeded the same period in 2019, a year-on-year increase of 147%.
On December 2, tourists skied at Yuehai Ski Resort in Yinchuan City. Photo by Xinhua News Agency reporter Li Xulun.
Cycling, rock climbing, skiing, frisbee, skateboarding...For many young people today, sport is not only about physical fitness, but also about lifestyle. Nanjing girl Xiao Yani was unstoppable after coming into contact with skiing in 2019, not only going to Northeast China, Xinjiang and other places to ski every snow season, but also devoting herself to the ski industry and becoming an "insider".
Sun Peng, product engineer of Lianyungang Shenying Carbon Fiber Bicycle, found that bicycles have now become fitness equipment with social attributes, and light road bikes that pay more attention to riding experience have become the choice of more people, and the sense of experience is an important consideration for consumers.
Industry experts believe that the essence of sports consumption is "self-pleasing consumption", and Chinese's pursuit of high-quality life and healthy body and mind is forming a new social trend, in which sports play an important role. The accelerated development of China's sports industry is not only a vivid embodiment of the Chinese people's pursuit of a healthy life and willingness to pay for "happiness" in a moderately prosperous society, but also will continue to inject "happiness" into the high-quality development of China's economy and society to meet the people's growing needs for a better life.