How Can China's Sports Industry Achieve The Carp Jumping?

According to international standards, when the per capita GDP reaches US $5000, the sports industry will have a "blowout" trend. At present, China's per capita GDP has reached 8000 US dollars, while the per capita sports consumption is only 1/10 of the global average.

Sure enough, in 2017, Chinese sports began to break out. According to the data of ticketing platform, compared with last year, sports events in 2017 increased by 480% over the past few years, and became a dazzling sight in the depressed economy.

At the same time, data show that among all kinds of consumer goods, sports category is one of the fastest growing categories, and has maintained a 100% sales growth from 2013 to 2017. It seems that people's enthusiasm for sports events has been ignited overnight. However, what is the story behind the real sports events? What is the development status of the sports industry?

　　 Run, angry bull.

With the promotion of sports entertainment reality show, China's sports industry began to break out like an angry bull. In addition, in 2015, after the sale of its 2016-2020 year copyright to 8 billion yuan, sports events and related industries began to heat up.

For example, the operation management and business development of the League clubs related to China Super League, the broadcast of the whole league matches, the production of program packages, the ticketing of the stadium and the operation and management of the surrounding commercial real estate, and so on, are the combination and extension of the league, clubs and players in the game and the competition area.

Besides football, outdoor consumption such as mountaineering, hiking, skiing and so on also increased year by year. According to the National Bureau of statistics, the total scale of China's sports industry is 950 billion yuan, 11000 billion yuan and 13575 billion yuan in 2012-2014 years. The added value of each year is 313 billion 600 million yuan, 356 billion 300 million yuan and 404 billion 100 million yuan, accounting for 0.60%, 0.63% and 0.64% of GDP in that year.

More importantly, the relevant policies of the state have been slanting and encouraging. Since the beginning of 2016, the government has issued a number of policies and opinions, represented by the 13th Five-Year plan for the development of sports industry, which has made further specific plans for the scale, structure and key industries of the sports industry, and the planning contents basically conform to the previous draft expectations. Planning requirements to 2020, the total scale of China's sports industry exceeded 3 trillion, employing more than 6 million, accounting for 1% of the total proportion of GDP, and adjusting the industrial structure, accounting for more than 30% of the sports service industry; sports consumption accounts for more than 2.5% of the per capita disposable income of the residents.

Finally, in the context of the development of institutional reform dividends, cross industry, scale and specialization, the sports industry finally began to run like an angry bull after years of pressure. However, promotion is not so easy. Although the development of the sports industry is booming, every link in the industrial chain seems to have an opportunity. However, compared with foreign countries, China's current situation in the middle and lower reaches of the industrial chain is embarrassing.

In the complex industrial chain of sports industry, sports operation is the core. However, apart from a few top-ranking tournaments at home and abroad, sports industry in China seems to be very difficult to have more influential IP players.

In recent years, Ningbo vigorously develops sports industry. In Ningbo, because sports competition is not a top event, it is difficult to get the public's attention. In addition, it is restricted by the environment of the domestic sports industry. Therefore, most of the organizers of some of Ningbo's competitions are in the situation of "losing their money in running the Games".

For example, basketball professional league matches, including many professional basketball clubs including the 81 men's basketball team, are in a state of loss. Although the number of regular games in each season has increased to 38, the attendance rate of the 4500 seat seats in the 81 men's basketball team is generally not more than 8, and the derivatives on the periphery of the league are still in the state of being developed. The situation of the women's basketball team is relatively similar. The attendance rate of women's basketball matches is much less than that of the men's basketball league matches. The media attention is lower, and the market development is still in the initial stage, so it is very difficult for the club to achieve profitability. Ningbo Haitian, who has won the championship of Table Tennis Super League many times in China, has quit Pingchao after the league tournament ended in the first half of 2016.

From the policy point of view, according to the actual situation, the sports industry at different levels of support policy landing difficulties. According to the survey, the national level is very supportive of the development of the sports industry. However, the guidance and support of the local sports enterprises are relatively lacking. The direction of policy designation is out of line with the needs of local residents.

　 Can China's sports industry succeed?

Compared with the 70% sports industry in Europe and the United States, the sports industry in China is somewhat different. China's sports industry is mainly sporting goods and derivative industries. But this is changing. According to AI media data, in 2015, China's netizens had greater demand for watching events. Among them, the proportion of watching TV, network and live events was 60%, 48.3% and 46.7% respectively.

Sports media and sports marketing, as an important part of the sports industry chain, are gradually rising. It is reported that in the income structure of the Premier League, 46% of the revenue comes from broadcasting rights, 30% from commercial sponsorship, and 24% of tickets and derivatives sales. However, in these respects, China has much room for improvement.

With the development of science and technology, sports technology has begun to follow. With regard to sports related technology products, we can see that whether the bracelet, running insole, heart rate stickers or signs detection, headphones, VR, face recognition and motion capture technology, and mobile live broadcasting are all beginning to boom with the outbreak of China's overall technological environment.

If it is a sports enthusiast, foreign related high-tech sports industry and equipment can also be introduced. If the Internet industry can be copied and expanded quickly, then, think of the sports industry combined with technology, which contains huge space may not be smaller than the Internet industry.

There is also a group of women. At present, there is not a product that concerns women's sports and health in China's sports market, including the emergence of social products. However, according to the law of the development of sports market in Europe and America, in the past ten years, the consumption of female sporting goods is increasing at a rate of 17% per year. Including giants such as ADI, how to research and develop the female market and promote the consumption ratio of women.

And whether it is Women's clothing Or women's gyms, training methods and courses, specialized women's events IP, and sports health online social products, women's movement is a rising sun industry, it is worth digging carefully for entrepreneurs and investors.

Finally, whether it is the competitive industry after 90 and 00, or the health and sports services of 2B market, the investment opportunities of sports industry are beyond words.

However, if China wants to succeed, it will take a lot of work for entrepreneurs. For example, as an important fitness equipment manufacturing country, in fact, there is no outbreak of illness in the fitness equipment consumer market, and Chinese people generally do not have the habit of keeping fit. If this changes, it will take a long time.

Although the annual sales volume of the fitness equipment industry increased from 17 billion 500 million yuan in 2006 to 32 billion 400 million yuan in 2014, the compound annual growth rate was 8%. However, data show that there are only 4 sets of fitness equipment per 100 households in China's cities and towns, and the rate of popularization is less than 5%. As of the end of 2014, the number of fitness clubs with a certain scale in China is only 3600, and the number of fitness clubs in the United States is less than 1/10.

Most of the body building equipment made in China is merely manufacturing exports. It is difficult to transform and upgrade into brand enterprises. Statistics show that in 2014, the global fitness equipment market reached about US $9 billion 500 million, and the proportion of China made products was about 53% per cent. Since the beginning of 1980s, China has become the largest sporting goods manufacturing country in the world. However, due to the lack of core technology, brand operation capabilities and sales channels, most of the domestic fitness equipment manufacturers are still mainly engaged in the international market competition by OEM processing, occupying the production link of the industrial value chain, with low added value.

In the background of China's consumption upgrading, although the market growth of China's fitness industry is quite large, it is subject to vicious competition, lack of talents, backward technology and inadequate protection of intellectual property. Independent brand How to eat this big cake is still full of obstacles.

Carp jumping dragon gate, which is so easy. However, skip over, this is the opportunity.

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