Leisure Sports Promote the Development of Sporting Goods Industry Study Date:2015-11-11 08:52
Date of Submission: 2009―Fund Project: National Institute of Sports Sports Social Science Research Project (912SS06044) As a social and cultural phenomenon, leisure sports has been recognized by more and more people as a social and cultural phenomenon, and has become a study of scholars. Hot issues. At present, many scholars have conducted multi-angle research on the origins, concepts, types, and values ​​of leisure sports, but there have been few researches on the role of leisure sports in sporting goods industry. This article, based on previous studies, analyzed domestic The status quo of the development of sports goods industry in foreign countries has explored the role of leisure sports in the sporting goods industry. 1 Connotation of Leisure Sports At present, the use of sports as a means of leisure and entertainment has become a fashion and symbol of a modern, civilized way of life, and will play an increasingly important role in the human social and cultural life. Leisure sports is a variety of sports activities for recreation and leisure. It refers to the modern civilized way of life that people have in their leisure time with a pleasant mood, using certain physical activities as a means and gaining a certain psychological experience. It is an effective way to promote people's overall development and realize people's self-realization. Leisure sports is different from other leisure methods such as watching TV and shopping. It has a clear purpose, that is, through participating in different sports activities, it can achieve joyful body and mind, make friends, appreciate, and meet the needs of individual's all-round development. Leisure sports activities have the characteristics of active participation, non-utilitarian, interesting, fashionable, irritating, popular, and entertaining. We believe that all kinds of sports activities that people engage in have potential for leisure. Whether they are competitive or non-competitive sports activities, they may become leisure sports. The key lies in what kind of mentality participants participate in. If participants participate in sports in a mentality of pursuing their own enjoyable experiences, then even fierce confrontational sports events can be said to be a type of leisure sports activities for him. Conversely, if the participant is participating in physical activity under the pressure of external factors, even the most relaxed activity can not be called leisure sports. That is to say, when we judge whether a sport is a leisure event, it is the attitude of the participant when it is involved, not the sport itself. It will happen because of people, time, and place. The change. 2 Definition of sporting goods Sports goods are used to ensure the normal physical conditions and protection of sports. We think it can be divided into sports equipment, sportswear, sports shoes, sports equipment, sports health products, sports prizes and sports souvenirs. class. In January 2001, the European Sports Industry Federation released the report: "Europe's Sporting Goods Market", which defines sporting goods as products purchased for participation in sports activities, including sportswear and sports equipment purchased for participation in sports and leisure activities. They classify sporting goods into sportswear, sports shoes and sports equipment. (Table 1) Table 1 European sporting goods classification Market category Product name Sportswear Tracksuits, Outdoor sportswear, Waterproof clothing, Football gear, Swimming suits , surfing and skiing, aerobics, fitness, racket sports, golf, snow sports and other sportswear. Sports shoes Running shoes, outdoor sports boots, football shoes, aerobics, fitness sports, racket sports, golf, snow sports and other sports shoes. Sports equipment Golf, fitness, aerobics, racket sports, ball sports, skating sports equipment collective sports, outdoor sports, table tennis, water sports, snow sports, club sports, darts, camping sports and fishing equipment and supplies . 3 Development Status of Domestic and Foreign Sporting Goods Industry 3.1 Development Status of US Sporting Goods Industry The United States has the world's largest sporting goods market, with more than 1,400 sporting goods manufacturers and more than 40,000 sporting goods stores |3). The annual volume of sporting goods in the world is about 750 billion francs, Europe accounts for 33% of them, the United States accounts for 30%, Japan and Southeast Asia account for 22%, and the rest of the world accounts for 15%. Look, in 1995, the United States spent $44.173 billion on leisure sports activities and watching sports games. Spending on sports goods and services accounted for the largest proportion of sports spending, reaching 93.153 billion U.S. dollars. The U.S. already had 33% of households. Has fitness equipment. According to the National Sporting Goods Association (National Sporting Goods Association), sales of sports equipment, sportswear and sports shoes in the United States will reach 46.8 billion U.S. dollars in 2003, which is expected to increase by 2% from 2002. In 2002, U.S. sports goods sales were 45.8 billion U.S. dollars. The above figures of the U.S. dollar have fully demonstrated that the U.S. is in a dominant position in the world's sports goods market. It also shows that leisure sports activities are well received by the U.S. public. It has stimulated people’s demand for sporting goods and promoted the continuous growth in U.S. sports goods sales. The sporting goods industry has already It has become a force on the American economic stage that cannot be ignored. 3.2 Development status of sporting goods industry in EU countries Europe is the birthplace of modern sports, and residents of European countries have the tradition of participating in sports activities. According to statistics of the European Sporting Goods Federation in 2000, 40 million people and 33 million people in France and Britain respectively participated in sports activities, which accounted for 72% and 70% of the total population. The European sporting goods market is the second only to the United States. The second largest sporting goods market. According to estimates by the European Sports Industry Federation, 379 million consumers in the 15 European Union countries consumed a total of 34 billion euros of sporting goods and 2 million euros of fishing gear in 1999. Due to the wide variety of sportswear and sports equipment, the European sporting goods market is more diverse than any other market in the world. In 1999, Germany, France and the United Kingdom accounted for 60% of the European Union’s sporting goods market, making it the largest sporting goods market in Europe. From 1997 to 1999, sales of sporting goods in EU countries increased by 10%, from EUR 30.78 billion to EUR 33.895 billion. 61. Unlike in the 1980s, employment and income at the time were the most important indicators of the status of the sporting goods market. Indicators, and the 1990s, consumers pay more attention to health, fitness, lifestyle and fashion, which have a significant impact on the development of the sporting goods market. Since 1996, the economy of most EU countries has begun to recover, which has had an important impact on the sporting goods market in the EU, especially on the sporting goods market in Spain and the Netherlands. In EU countries, especially in Italy, Britain, and France, people use sportswear as casual clothes, which also stimulated the increase in sales of sporting goods. Wearing sportswear in most countries has become a kind of street fashion, and more and more sports chains are paying more and more attention to the sale of casual sportswear. Non-sports stores, such as clothing stores, department stores, and supermarkets, are also quick to notice this trend and have started to sell a lot of sporting goods. Another stimulating factor in the increase in sales of sporting goods is that more and more young people like to wear brand-name sportswear and sports shoes. Important brands such as Nike, Adidas and Reebok have benefited greatly from this trend and have now become the most important brand in the EU sportswear and athletic footwear market. In 1999, in the sporting goods market of the EU countries, sportswear accounted for 46% of sales, sports shoes and sports equipment accounted for 27% each. It is not difficult to see that it is precisely for the purpose of pursuing a healthy, fashionable and casual lifestyle, leisure sports. Wearing sportswear has become a kind of street fashion in most EU countries; leisure sports make a lot of non-sports stores outside the sports chain stores sell casual sports and clothing; leisure sports have played a significant role in promoting the development of the sporting goods market in EU countries. 3.3 The status quo of the development of the sporting goods industry in China For half a century, with abundant labor resources, huge potential markets, and various preferential policies, China’s sports has been used to self-sufficiency to enter the international market, and has made remarkable achievements, which has caused overseas industries. The general concern of people. According to the World Federation of Sporting Goods, 65% of the world's sports products market is made in China, and 70% of the products in the sports footwear market are processed by China. However, due to the late start of China's sporting goods industry and its entry into the market, there are problems such as unreasonable structural system, decentralized marketing scale, low standardization and poor brand effect, which restricts the redevelopment of the industry to a certain extent. For example, although China is a large exporter of sporting goods, exports are winning at low prices in the international market. In the long run, it will not be conducive to enhancing the competitiveness of China's sports goods enterprises. It is not conducive to the competition between China’s sports goods enterprises and foreign well-known enterprises, and is not conducive to our country. Sporting goods companies further stabilize the domestic market and are not conducive to the export of sporting goods in China. In December, China's sporting goods manufacturing industry realized a cumulative industrial output value of 515.739990 million yuan, an increase of 24.61% over the same period of 2005, and realized a cumulative product sales income of 497.40329 million yuan, an increase of 242% over the same period of 2005; total accumulated profits 182 1.31 million yuan, an increase of 18.62% over the same period in 2005. In August, China's sporting goods manufacturing industry achieved a cumulative total industrial difference of 3837 294.3 million yuan, an increase of 17.57% over the same period of the previous year; and realized cumulative product sales revenue of 364,122,000. Yuan, an increase of 17.63% over the same period of the previous year; realized a cumulative total profit of 107,801,000 yuan, an increase of 5 to 66% over the same period of last year. (Note: The data are quoted from the China Investment Consulting Network 2008 China sportswear industry analysis and investment Consultation report) According to the statistics, the various types of sports equipment and equipment required for the 2008 Beijing Olympic Games have a value of nearly 170 million yuan. China's current annual sales of sporting goods in the 30 billion to 400 billion yuan. By 2010, the proportion of China's sporting goods industry's annual output value in GDP is expected to increase to 0.3%. Under the rapid development of China's sports industry and the demand for sporting goods facilities in the 2008 Beijing Olympic Games, China's future sports goods industry will also There is more room for development. In recent years, China's sporting goods manufacturing industry has developed rapidly. At present, there are more than 4 million sporting goods companies in China. Since the sales of sporting goods are positively related to the demand and purchasing power of the people, the increase in the sales of sporting goods indicates that the purchasing power of the people and the demand for sporting goods have increased. The increase in the demand for sporting goods indicates that people’s participation in sports activities increases, and the quality of life of people increases. It can be seen that people are mostly engaged in leisure sports activities. In addition, urban residents' consumption of recreational sporting goods has shifted from low-grade to medium-high-grade. Rural residents who have entered the standard of well-to-do life will gradually form new demands for the consumption of middle and low-end leisure sports goods. It can be seen that the development of leisure sports has been and will continue to play a significant role in promoting the development of China's sporting goods industry. 4 Impact of recreational sports on sporting goods With the improvement of living standards and changes in lifestyles, people have realized that both life and health are "single line", and they cannot enjoy life without paying attention to health. Health is the premise and basis of a happy life. Therefore, people are more and more concerned about the quality of leisure sports activities that pay more attention to health and life than ever before. There are more and more people actively participating in leisure activities, which indicates that there is more demand for and consumption of sporting goods. At the same time, due to the continuous development of science and technology, the continuous improvement of the quality of life, and the improvement of the pursuit of leisure sports, it is bound to promote the quality of sporting goods. 4.1 The demand for sporting goods is drawn by leisure sports. It refers to people’s demand for sports goods from a large scale, and from the creation of a basket, from a lishg to a demand. The desire for something to be satisfied is the driving force behind all human actions. Sports demand refers to the amount of sports products that a sports consumer is willing and able to purchase at a certain time in a certain market at each price level. Nowadays, sports participants’ desire to purchase sports products and their purchasing energy are an effective demand in the sports market. Zhang Baohua13 believes that the increase in disposable income, the increase in leisure time and the increase in health awareness are three important factors in generating sports demand. This is also an important factor for people to engage in recreational sports in the leisure age. Among them, the increase of leisure time is a necessary condition for generating sports demand. It is positively related to sports demand. At the same time, it is also a necessary condition for people to engage in leisure sports activities. Therefore, there is also a positive correlation between leisure sports and sports demand. The prosperity of leisure sports will inevitably greatly stimulate the demand for sporting goods. 4.2 Leisure Sports Promote Sports Consumption As an important part of human consumption, sports consumption refers to the expenditure of personal consumption during the sports activities. It includes not only watching sports competitions or sports performances, but also includes people’s pursuit of physical and mental health and cultivated sentiments. The sum of sports service consumption that is enjoyed by the United States, and enjoys sports-related activities engaged in leisure time. It is very important for promoting people’s overall development, improving people’s quality, increasing labor productivity, and promoting social and economic development. The significance. From the concept of sports consumption, it can be seen that leisure sports consumption accounts for a large proportion of sports consumption. Laurie, Kansas State University, 1997. K Miller quoted in his book "Sports Business Management", "According to the report of the Ministry of Commerce, the output value of the leisure industry in the United States with fitness and entertainment as its main content has exceeded 400 billion U.S. dollars. Nowadays, every American earns 8 U.S. dollars. The US dollar is used in fitness and entertainment consumption.†According to the statistics of the French Ministry of Youth and Sports in 1988, France had 170,000 sports clubs of various types, officially registered members of 12.5 million, and the sports population accounted for 73.9% of the total population. The total population of W 3 in the country's sports market is dominated by the fitness and entertainment market, and mass sports consumption is very high. In 1970, French residents spent 1.1 billion francs to purchase sporting goods, 5.1 billion francs in 1982, and nearly 30 billion francs in 1993. On average, each French person spends more than 500 years on the purchase of sporting goods. 4.3 The increase in the number of sports products promoted by leisure sports The impact of leisure sports on sporting goods is also reflected in the rapid development of the sporting goods industry in China. At present, China's sporting goods manufacturing enterprises have been able to produce sportswear, ball equipment, sports equipment, fitness equipment, entertainment products, venue equipment, sports research test equipment, sports health products, outdoor sports (including tourism, leisure equipment) There are 12 categories of fishing gear, sports equipment and prizes, referee coach supplies. In addition, from the perspective of the formation and development of China's sporting goods expo, China's sporting goods market has also shown a trend of rapid development. In 1993, the first session of the China Sporting Goods Fair had only 230 booths and its booth area was 4,150 square meters. In 2000, the number of booths of the 8th China Sporting Goods Expo reached 2,439, and the booth area increased to 50,000 square meters. In 2001, it was renamed as China International. The Sporting Goods Fair was reopened twice a year in 2002 to the 22nd China International Sporting Goods Expo in Beijing in 2008. The number of booths increased to 5000 booths with an area of ​​120,000 m2 (Table 2). It can be seen that the development of the sporting goods industry in China is very fast. . Just as the World Sporting Goods Federation commissioned KSA independent consultants to report on the status quo of the global sporting goods industry, "China is a reliable base for the world's sporting goods manufacturers and a world leader in manufacturing sporting goods. China already has a global presence. More than 65% of sporting goods production share\ Obviously, China has become a big producer and sales player of sporting goods. It is also learned that in the world sporting goods and sports fashion market, Asia’s current market share is second only to the United States and Europe. The world's third place, and its market position is continuing to rise.According to Eurasia Consulting (EAC) estimates, the market value of China's sporting goods and sports fashion was approximately USD 25.9 billion in 2001, which was an increase from 1999’s USD 16.4 billion. 57.9%.EAC expects that in 2006, the market value of sporting goods and sports fashion in China will increase by 942% over 2001 to reach US$50 billion. According to authoritative statistics, in 2001, China had a total of 229 clubs with core outdoor interests. With no more than 100,000 people, the output value of the entire outdoor retail industry is between 83 million and 100 million yuan. By the end of 2005, The number of outdoor brands operating in the market increased to 303, outdoor retail stores totaled 1,577, and the number of consumers also soared. Among them, 500,000 were core consumers and 3 million were outdoor participants, potentially Consumers reach 15 million people, and the total outdoor retail industry output value is between 700 million and 800 million yuan. It is not difficult to see that in the past few years, the average annual growth rate of the industry is close to 50%. First, with the improvement of people’s living standards and the development of the national fitness campaign, the sports consumption of urban residents in China has shown an upward trend, and the concept of sports consumption has also undergone a major change, and sports consumption is becoming a new fashion for residents to consume. Among the surveyed, 64% of the surveyed individuals spent between 50 and 500 yuan per year on sporting goods, and 6.7% over 500 yuan. The demand for fitness equipment and sports equipment also showed an upward trend. The development has also greatly stimulated the consumption of sporting goods such as sportswear, sports shoes, hats and bags.Secondly, in addition to the 2008 Beijing Olympic Games, a series of international sports events and exhibitions have been Frequent appearances, for example, the 2007 Changchun Winter Games and the Tennis Masters Cup, F1 Racing, 20th Body Expo, etc., held in Shanghai, and the world-class sports stars are also emerging.These world-class sports events With the continuous development of world-class stars, it has greatly aroused people's passion for sports.These enthusiasms will enable people to actively participate in various sports activities, will inevitably stimulate the domestic demand for sporting goods, setting off a climax of sports goods consumption. 2 Previous Chinese (International) Sporting Goods Expo Data Time Location Xi'an Fuzhou Tianjin Wuchang Wuhan Fuzhou Chengdu Changsha Beijing Changsha Changsha Booth Area / m2 Number of Visitors Time Location Shanghai Beijing Shanghai Beijing Shanghai Beijing Chengdu Chengdu Chengdu Booth Size / m2 Visitors Note : China Sporting Goods Expo was renamed as China International Sporting Goods Fair from the ninth session. It has been held twice a year since 2002. (Source: National Sports General Administration Equipment Center) 4.4 Leisure sports promote the quality of sporting goods with the global economy Rapid development and further improvement of people's living standards The concept of popular leisure sports, and daily life is increasingly becoming an indispensable content. In this process, not only people's leisure taste is improved, but also people have higher requirements for the quality of sporting goods. 470 households of outdoor equipment brands sold in the market - fees for different fees in the selection of goods also bookmark2 China many born in the 70s before and after the sports enthusiasts have this memory: playing basketball, "play back", play football, practice track and field Wearing "leap" and playing ping-pong luxury goods are rare among ordinary enthusiasts. Sportswear has only a single hue, and its brands are only "Plum Blossom," "Matador," "Top Ten," etc. In an era when life is not yet rich and materials are relatively poor, few people can afford "Adidas" and students. Can be admired by Adidas V'Nike, Reebok, and Converse. But to ask them, "Response," "Leap," and "Shield," they will be stunned. I don't know what they are. 91. From consumption. From the perspective of social status, people with different social status have different consumption concepts and methods, while those with the same social status generally have the same or similar consumption concepts and methods.In terms of sports consumption, the assets of the higher social status are The situation is better, the lifestyle is more modern, and the values ​​are newer. As consumers purchase sports goods, the brand is the main factor that determines whether consumers purchase or not. The reason why they choose brand-name sporting goods such as Nike, Adidas, Li Ning and other brands is Because they feel that buying a brand is not only a pursuit of fashion, but more importantly, quality is guaranteed. In the past two years, sports products have come from department stores. The corner of the counter came out and formed well-decorated boutiques in the crowded streets.Industry sources said that the formation of such stores is another branch of sporting goods, indicating that people’s demand for brands is increasing. The demand for quality sports and leisure products is getting higher and higher.For example, some consumers buy tennis sports goods from hats, sportswear, sports shoes, and even socks are all suitable for tennis. There is still no shortage of buyers for yuan pairs of sports shoes, which was unimaginable in the past. Consumers’ enthusiasm for sporting goods is no longer comparable to that of the past, apart from paying attention to “capitalâ€, but also to the present. The concept of consumption is closely linked.. 4.5 Leisure sports promote the development of sporting goods in the leisure direction In the times when people’s living standards are relatively low and the economy is not well developed, the sporting goods industry is mostly developed in the field of sports specialization, and most of the sports goods produced are related to competitive sports. With the development of economy and the improvement of people’s living standards, the concept of leisure is deeply rooted in people’s minds. Obviously, the production of educational products is developing towards leisure, and today, consumers are paying more attention to health, lifestyle and fashion, which have a major impact on the development of the sports goods market.Most people think of sportswear as casual clothes and wear sportswear. Has become a street fashion, and is considered to be a symbol of personal taste and identity.More and more sports chain stores are paying more attention to the sale of casual sportswear, and non-sports stores such as clothing stores, department stores, and supermarkets are also paying attention quickly. After this trend, it began to sell a large amount of sporting goods. In fact, the topic of sportswear fashion has long been within sight of the people, and its influence will be more prominent in the post-Olympic era.The holding of the Olympic Games stimulated With the unprecedented enthusiasm of the people, various kinds of mass sports in the country are in full swing, and it is unavoidable to divide the market under the background of the participation of all the people.Unlike competitive sports, the dress of mass sports demands more and more styles and appearances. Consumers expect sportswear to embody fashion and aesthetic features that drive the movement. Brand increased use of fashion elements. The Xtep brand put forward the slogan of creating the first sports fashion in China very early. They also hired Pan Lanbo, Jolin Tsai, Nicholas Tse, and TWINS as spokespersons to show their fashion attitude. Xiamen's Golden Rooster brand emphasizes fashion at the beginning of design. They extract fashionable elements for each age group, highlight and reinforce design details, and connect the concept of sports with daily life. Sports fashion has become an international trend, and many traditional pure sports brands have shown their desire to strengthen the leisure elements and strive to narrow the distance between sports and fashion. For example, *KAPPA* (back-to-back) has maintained a growth rate of over 150% per year in recent years, which is extremely rare in the Chinese sportswear industry. Success lies in the fact that other brands take the purely sports route, and *KAP-PA* is changing. This change is to make the brand specialization into the direction of leisure, from specialization to fashion and life, into the fashion and The elements of life, but also to enlarge this element to the ultimate state 1101. And this change is what the leisure public's heart desires and needs, it conforms to the leisure people's needs, and meets the recreational needs of the leisure public. This is exactly why *KAPPA* has basically maintained rapid growth in recent years. 5 Prospects for China's sporting goods industry 5.1 Leisure sports bring opportunities for the development of the sporting goods industry China's economic development and development of the sporting goods industry lag behind well-known foreign companies, but China is a large country with a population of 1.3 billion after all. Since the reform and opening up, the nationals With rapid economic development, some cities have taken the lead in the leisure era. In addition, the successful hosting of the 2008 Beijing Olympic Games has greatly promoted the people’s interest in sports. China has become the second largest consumer of sporting goods after the United States. With the continuous improvement of people’s quality of life and the rise of China’s leisure sports culture, China’s sporting goods industry will have more room for development. Leisure sportswear, fitness equipment, golf, tennis, football, billiards, bowling, outdoor sports and camping equipment Sports equipment such as water sports equipment will usher in the spring of development. 5.2 Leisure sports raise higher requirements for the development of the sporting goods industry As people's leisure needs increase, in order to achieve self-realization, people's requirements for leisure specifications of sporting goods will also become more and more demanding, with strict specifications and excellent quality, which can reflect human nature. Fashionable and fashionable sports goods will be the first choice for consumers. In the future, sporting goods should be targeted by professional sports and fashion and leisure. For sports equipment, fashion sports and leisure should be the main design concepts to express the development and design of products. In order to combine the needs of modern consumers, fashion, sports, and Leisure as one of the apparel products. In the product development and design, it is necessary to integrate the artistic concept of movement and the fashionable design concept to provide diversified inspiration for urban young people. The design should focus on simple lines and pay attention to the clever use of detailed design, with different materials and perfect processes. Shows a variety of styles such as health, vitality, sunshine, comfort, and simplicity, fully embodying the concept of leisure in fashion sports. In sporting equipment, it is necessary to continuously improve the professionalism and comfort of sporting goods, strive for excellence in technological innovation and product research and development capabilities, and enhance the value of products and the sense of value to consumers in order to meet consumer demand for high-quality sports products. In short, the development of leisure sports has brought challenges to China's sporting goods companies as well as opportunities. We must look at the situation, seize the opportunity, meet the challenge, learn from other countries' experiences, constantly explore and innovate, increase the content of science and technology, and inject leisure, fashion and other elements, and follow the historical inertia of Beijing to successfully host the Olympic Games and continue to show to all countries in the world. The real strength and charm of Chinese brand, reshaping the image of "Chinese brand" and promoting and disseminating it, in order to improve the international competitiveness of China's sports goods enterprises, meet the needs of domestic and foreign people's leisure sports activities, and make China's sporting goods The industry takes a healthy and sustainable development path and contributes to the sustainable development of China's national economy.
Date of Submission: 2009―Fund Project: National Institute of Sports Sports Social Science Research Project (912SS06044) As a social and cultural phenomenon, leisure sports has been recognized by more and more people as a social and cultural phenomenon, and has become a study of scholars. Hot issues. At present, many scholars have conducted multi-angle research on the origins, concepts, types, and values ​​of leisure sports, but there have been few researches on the role of leisure sports in sporting goods industry. This article, based on previous studies, analyzed domestic The status quo of the development of sports goods industry in foreign countries has explored the role of leisure sports in the sporting goods industry. 1 Connotation of Leisure Sports At present, the use of sports as a means of leisure and entertainment has become a fashion and symbol of a modern, civilized way of life, and will play an increasingly important role in the human social and cultural life. Leisure sports is a variety of sports activities for recreation and leisure. It refers to the modern civilized way of life that people have in their leisure time with a pleasant mood, using certain physical activities as a means and gaining a certain psychological experience. It is an effective way to promote people's overall development and realize people's self-realization. Leisure sports is different from other leisure methods such as watching TV and shopping. It has a clear purpose, that is, through participating in different sports activities, it can achieve joyful body and mind, make friends, appreciate, and meet the needs of individual's all-round development. Leisure sports activities have the characteristics of active participation, non-utilitarian, interesting, fashionable, irritating, popular, and entertaining. We believe that all kinds of sports activities that people engage in have potential for leisure. Whether they are competitive or non-competitive sports activities, they may become leisure sports. The key lies in what kind of mentality participants participate in. If participants participate in sports in a mentality of pursuing their own enjoyable experiences, then even fierce confrontational sports events can be said to be a type of leisure sports activities for him. Conversely, if the participant is participating in physical activity under the pressure of external factors, even the most relaxed activity can not be called leisure sports. That is to say, when we judge whether a sport is a leisure event, it is the attitude of the participant when it is involved, not the sport itself. It will happen because of people, time, and place. The change. 2 Definition of sporting goods Sports goods are used to ensure the normal physical conditions and protection of sports. We think it can be divided into sports equipment, sportswear, sports shoes, sports equipment, sports health products, sports prizes and sports souvenirs. class. In January 2001, the European Sports Industry Federation released the report: "Europe's Sporting Goods Market", which defines sporting goods as products purchased for participation in sports activities, including sportswear and sports equipment purchased for participation in sports and leisure activities. They classify sporting goods into sportswear, sports shoes and sports equipment. (Table 1) Table 1 European sporting goods classification Market category Product name Sportswear Tracksuits, Outdoor sportswear, Waterproof clothing, Football gear, Swimming suits , surfing and skiing, aerobics, fitness, racket sports, golf, snow sports and other sportswear. Sports shoes Running shoes, outdoor sports boots, football shoes, aerobics, fitness sports, racket sports, golf, snow sports and other sports shoes. Sports equipment Golf, fitness, aerobics, racket sports, ball sports, skating sports equipment collective sports, outdoor sports, table tennis, water sports, snow sports, club sports, darts, camping sports and fishing equipment and supplies . 3 Development Status of Domestic and Foreign Sporting Goods Industry 3.1 Development Status of US Sporting Goods Industry The United States has the world's largest sporting goods market, with more than 1,400 sporting goods manufacturers and more than 40,000 sporting goods stores |3). The annual volume of sporting goods in the world is about 750 billion francs, Europe accounts for 33% of them, the United States accounts for 30%, Japan and Southeast Asia account for 22%, and the rest of the world accounts for 15%. Look, in 1995, the United States spent $44.173 billion on leisure sports activities and watching sports games. Spending on sports goods and services accounted for the largest proportion of sports spending, reaching 93.153 billion U.S. dollars. The U.S. already had 33% of households. Has fitness equipment. According to the National Sporting Goods Association (National Sporting Goods Association), sales of sports equipment, sportswear and sports shoes in the United States will reach 46.8 billion U.S. dollars in 2003, which is expected to increase by 2% from 2002. In 2002, U.S. sports goods sales were 45.8 billion U.S. dollars. The above figures of the U.S. dollar have fully demonstrated that the U.S. is in a dominant position in the world's sports goods market. It also shows that leisure sports activities are well received by the U.S. public. It has stimulated people’s demand for sporting goods and promoted the continuous growth in U.S. sports goods sales. The sporting goods industry has already It has become a force on the American economic stage that cannot be ignored. 3.2 Development status of sporting goods industry in EU countries Europe is the birthplace of modern sports, and residents of European countries have the tradition of participating in sports activities. According to statistics of the European Sporting Goods Federation in 2000, 40 million people and 33 million people in France and Britain respectively participated in sports activities, which accounted for 72% and 70% of the total population. The European sporting goods market is the second only to the United States. The second largest sporting goods market. According to estimates by the European Sports Industry Federation, 379 million consumers in the 15 European Union countries consumed a total of 34 billion euros of sporting goods and 2 million euros of fishing gear in 1999. Due to the wide variety of sportswear and sports equipment, the European sporting goods market is more diverse than any other market in the world. In 1999, Germany, France and the United Kingdom accounted for 60% of the European Union’s sporting goods market, making it the largest sporting goods market in Europe. From 1997 to 1999, sales of sporting goods in EU countries increased by 10%, from EUR 30.78 billion to EUR 33.895 billion. 61. Unlike in the 1980s, employment and income at the time were the most important indicators of the status of the sporting goods market. Indicators, and the 1990s, consumers pay more attention to health, fitness, lifestyle and fashion, which have a significant impact on the development of the sporting goods market. Since 1996, the economy of most EU countries has begun to recover, which has had an important impact on the sporting goods market in the EU, especially on the sporting goods market in Spain and the Netherlands. In EU countries, especially in Italy, Britain, and France, people use sportswear as casual clothes, which also stimulated the increase in sales of sporting goods. Wearing sportswear in most countries has become a kind of street fashion, and more and more sports chains are paying more and more attention to the sale of casual sportswear. Non-sports stores, such as clothing stores, department stores, and supermarkets, are also quick to notice this trend and have started to sell a lot of sporting goods. Another stimulating factor in the increase in sales of sporting goods is that more and more young people like to wear brand-name sportswear and sports shoes. Important brands such as Nike, Adidas and Reebok have benefited greatly from this trend and have now become the most important brand in the EU sportswear and athletic footwear market. In 1999, in the sporting goods market of the EU countries, sportswear accounted for 46% of sales, sports shoes and sports equipment accounted for 27% each. It is not difficult to see that it is precisely for the purpose of pursuing a healthy, fashionable and casual lifestyle, leisure sports. Wearing sportswear has become a kind of street fashion in most EU countries; leisure sports make a lot of non-sports stores outside the sports chain stores sell casual sports and clothing; leisure sports have played a significant role in promoting the development of the sporting goods market in EU countries. 3.3 The status quo of the development of the sporting goods industry in China For half a century, with abundant labor resources, huge potential markets, and various preferential policies, China’s sports has been used to self-sufficiency to enter the international market, and has made remarkable achievements, which has caused overseas industries. The general concern of people. According to the World Federation of Sporting Goods, 65% of the world's sports products market is made in China, and 70% of the products in the sports footwear market are processed by China. However, due to the late start of China's sporting goods industry and its entry into the market, there are problems such as unreasonable structural system, decentralized marketing scale, low standardization and poor brand effect, which restricts the redevelopment of the industry to a certain extent. For example, although China is a large exporter of sporting goods, exports are winning at low prices in the international market. In the long run, it will not be conducive to enhancing the competitiveness of China's sports goods enterprises. It is not conducive to the competition between China’s sports goods enterprises and foreign well-known enterprises, and is not conducive to our country. Sporting goods companies further stabilize the domestic market and are not conducive to the export of sporting goods in China. In December, China's sporting goods manufacturing industry realized a cumulative industrial output value of 515.739990 million yuan, an increase of 24.61% over the same period of 2005, and realized a cumulative product sales income of 497.40329 million yuan, an increase of 242% over the same period of 2005; total accumulated profits 182 1.31 million yuan, an increase of 18.62% over the same period in 2005. In August, China's sporting goods manufacturing industry achieved a cumulative total industrial difference of 3837 294.3 million yuan, an increase of 17.57% over the same period of the previous year; and realized cumulative product sales revenue of 364,122,000. Yuan, an increase of 17.63% over the same period of the previous year; realized a cumulative total profit of 107,801,000 yuan, an increase of 5 to 66% over the same period of last year. (Note: The data are quoted from the China Investment Consulting Network 2008 China sportswear industry analysis and investment Consultation report) According to the statistics, the various types of sports equipment and equipment required for the 2008 Beijing Olympic Games have a value of nearly 170 million yuan. China's current annual sales of sporting goods in the 30 billion to 400 billion yuan. By 2010, the proportion of China's sporting goods industry's annual output value in GDP is expected to increase to 0.3%. Under the rapid development of China's sports industry and the demand for sporting goods facilities in the 2008 Beijing Olympic Games, China's future sports goods industry will also There is more room for development. In recent years, China's sporting goods manufacturing industry has developed rapidly. At present, there are more than 4 million sporting goods companies in China. Since the sales of sporting goods are positively related to the demand and purchasing power of the people, the increase in the sales of sporting goods indicates that the purchasing power of the people and the demand for sporting goods have increased. The increase in the demand for sporting goods indicates that people’s participation in sports activities increases, and the quality of life of people increases. It can be seen that people are mostly engaged in leisure sports activities. In addition, urban residents' consumption of recreational sporting goods has shifted from low-grade to medium-high-grade. Rural residents who have entered the standard of well-to-do life will gradually form new demands for the consumption of middle and low-end leisure sports goods. It can be seen that the development of leisure sports has been and will continue to play a significant role in promoting the development of China's sporting goods industry. 4 Impact of recreational sports on sporting goods With the improvement of living standards and changes in lifestyles, people have realized that both life and health are "single line", and they cannot enjoy life without paying attention to health. Health is the premise and basis of a happy life. Therefore, people are more and more concerned about the quality of leisure sports activities that pay more attention to health and life than ever before. There are more and more people actively participating in leisure activities, which indicates that there is more demand for and consumption of sporting goods. At the same time, due to the continuous development of science and technology, the continuous improvement of the quality of life, and the improvement of the pursuit of leisure sports, it is bound to promote the quality of sporting goods. 4.1 The demand for sporting goods is drawn by leisure sports. It refers to people’s demand for sports goods from a large scale, and from the creation of a basket, from a lishg to a demand. The desire for something to be satisfied is the driving force behind all human actions. Sports demand refers to the amount of sports products that a sports consumer is willing and able to purchase at a certain time in a certain market at each price level. Nowadays, sports participants’ desire to purchase sports products and their purchasing energy are an effective demand in the sports market. Zhang Baohua13 believes that the increase in disposable income, the increase in leisure time and the increase in health awareness are three important factors in generating sports demand. This is also an important factor for people to engage in recreational sports in the leisure age. Among them, the increase of leisure time is a necessary condition for generating sports demand. It is positively related to sports demand. At the same time, it is also a necessary condition for people to engage in leisure sports activities. Therefore, there is also a positive correlation between leisure sports and sports demand. The prosperity of leisure sports will inevitably greatly stimulate the demand for sporting goods. 4.2 Leisure Sports Promote Sports Consumption As an important part of human consumption, sports consumption refers to the expenditure of personal consumption during the sports activities. It includes not only watching sports competitions or sports performances, but also includes people’s pursuit of physical and mental health and cultivated sentiments. The sum of sports service consumption that is enjoyed by the United States, and enjoys sports-related activities engaged in leisure time. It is very important for promoting people’s overall development, improving people’s quality, increasing labor productivity, and promoting social and economic development. The significance. From the concept of sports consumption, it can be seen that leisure sports consumption accounts for a large proportion of sports consumption. Laurie, Kansas State University, 1997. K Miller quoted in his book "Sports Business Management", "According to the report of the Ministry of Commerce, the output value of the leisure industry in the United States with fitness and entertainment as its main content has exceeded 400 billion U.S. dollars. Nowadays, every American earns 8 U.S. dollars. The US dollar is used in fitness and entertainment consumption.†According to the statistics of the French Ministry of Youth and Sports in 1988, France had 170,000 sports clubs of various types, officially registered members of 12.5 million, and the sports population accounted for 73.9% of the total population. The total population of W 3 in the country's sports market is dominated by the fitness and entertainment market, and mass sports consumption is very high. In 1970, French residents spent 1.1 billion francs to purchase sporting goods, 5.1 billion francs in 1982, and nearly 30 billion francs in 1993. On average, each French person spends more than 500 years on the purchase of sporting goods. 4.3 The increase in the number of sports products promoted by leisure sports The impact of leisure sports on sporting goods is also reflected in the rapid development of the sporting goods industry in China. At present, China's sporting goods manufacturing enterprises have been able to produce sportswear, ball equipment, sports equipment, fitness equipment, entertainment products, venue equipment, sports research test equipment, sports health products, outdoor sports (including tourism, leisure equipment) There are 12 categories of fishing gear, sports equipment and prizes, referee coach supplies. In addition, from the perspective of the formation and development of China's sporting goods expo, China's sporting goods market has also shown a trend of rapid development. In 1993, the first session of the China Sporting Goods Fair had only 230 booths and its booth area was 4,150 square meters. In 2000, the number of booths of the 8th China Sporting Goods Expo reached 2,439, and the booth area increased to 50,000 square meters. In 2001, it was renamed as China International. The Sporting Goods Fair was reopened twice a year in 2002 to the 22nd China International Sporting Goods Expo in Beijing in 2008. The number of booths increased to 5000 booths with an area of ​​120,000 m2 (Table 2). It can be seen that the development of the sporting goods industry in China is very fast. . Just as the World Sporting Goods Federation commissioned KSA independent consultants to report on the status quo of the global sporting goods industry, "China is a reliable base for the world's sporting goods manufacturers and a world leader in manufacturing sporting goods. China already has a global presence. More than 65% of sporting goods production share\ Obviously, China has become a big producer and sales player of sporting goods. It is also learned that in the world sporting goods and sports fashion market, Asia’s current market share is second only to the United States and Europe. The world's third place, and its market position is continuing to rise.According to Eurasia Consulting (EAC) estimates, the market value of China's sporting goods and sports fashion was approximately USD 25.9 billion in 2001, which was an increase from 1999’s USD 16.4 billion. 57.9%.EAC expects that in 2006, the market value of sporting goods and sports fashion in China will increase by 942% over 2001 to reach US$50 billion. According to authoritative statistics, in 2001, China had a total of 229 clubs with core outdoor interests. With no more than 100,000 people, the output value of the entire outdoor retail industry is between 83 million and 100 million yuan. By the end of 2005, The number of outdoor brands operating in the market increased to 303, outdoor retail stores totaled 1,577, and the number of consumers also soared. Among them, 500,000 were core consumers and 3 million were outdoor participants, potentially Consumers reach 15 million people, and the total outdoor retail industry output value is between 700 million and 800 million yuan. It is not difficult to see that in the past few years, the average annual growth rate of the industry is close to 50%. First, with the improvement of people’s living standards and the development of the national fitness campaign, the sports consumption of urban residents in China has shown an upward trend, and the concept of sports consumption has also undergone a major change, and sports consumption is becoming a new fashion for residents to consume. Among the surveyed, 64% of the surveyed individuals spent between 50 and 500 yuan per year on sporting goods, and 6.7% over 500 yuan. The demand for fitness equipment and sports equipment also showed an upward trend. The development has also greatly stimulated the consumption of sporting goods such as sportswear, sports shoes, hats and bags.Secondly, in addition to the 2008 Beijing Olympic Games, a series of international sports events and exhibitions have been Frequent appearances, for example, the 2007 Changchun Winter Games and the Tennis Masters Cup, F1 Racing, 20th Body Expo, etc., held in Shanghai, and the world-class sports stars are also emerging.These world-class sports events With the continuous development of world-class stars, it has greatly aroused people's passion for sports.These enthusiasms will enable people to actively participate in various sports activities, will inevitably stimulate the domestic demand for sporting goods, setting off a climax of sports goods consumption. 2 Previous Chinese (International) Sporting Goods Expo Data Time Location Xi'an Fuzhou Tianjin Wuchang Wuhan Fuzhou Chengdu Changsha Beijing Changsha Changsha Booth Area / m2 Number of Visitors Time Location Shanghai Beijing Shanghai Beijing Shanghai Beijing Chengdu Chengdu Chengdu Booth Size / m2 Visitors Note : China Sporting Goods Expo was renamed as China International Sporting Goods Fair from the ninth session. It has been held twice a year since 2002. (Source: National Sports General Administration Equipment Center) 4.4 Leisure sports promote the quality of sporting goods with the global economy Rapid development and further improvement of people's living standards The concept of popular leisure sports, and daily life is increasingly becoming an indispensable content. In this process, not only people's leisure taste is improved, but also people have higher requirements for the quality of sporting goods. 470 households of outdoor equipment brands sold in the market - fees for different fees in the selection of goods also bookmark2 China many born in the 70s before and after the sports enthusiasts have this memory: playing basketball, "play back", play football, practice track and field Wearing "leap" and playing ping-pong luxury goods are rare among ordinary enthusiasts. Sportswear has only a single hue, and its brands are only "Plum Blossom," "Matador," "Top Ten," etc. In an era when life is not yet rich and materials are relatively poor, few people can afford "Adidas" and students. Can be admired by Adidas V'Nike, Reebok, and Converse. But to ask them, "Response," "Leap," and "Shield," they will be stunned. I don't know what they are. 91. From consumption. From the perspective of social status, people with different social status have different consumption concepts and methods, while those with the same social status generally have the same or similar consumption concepts and methods.In terms of sports consumption, the assets of the higher social status are The situation is better, the lifestyle is more modern, and the values ​​are newer. As consumers purchase sports goods, the brand is the main factor that determines whether consumers purchase or not. The reason why they choose brand-name sporting goods such as Nike, Adidas, Li Ning and other brands is Because they feel that buying a brand is not only a pursuit of fashion, but more importantly, quality is guaranteed. In the past two years, sports products have come from department stores. The corner of the counter came out and formed well-decorated boutiques in the crowded streets.Industry sources said that the formation of such stores is another branch of sporting goods, indicating that people’s demand for brands is increasing. The demand for quality sports and leisure products is getting higher and higher.For example, some consumers buy tennis sports goods from hats, sportswear, sports shoes, and even socks are all suitable for tennis. There is still no shortage of buyers for yuan pairs of sports shoes, which was unimaginable in the past. Consumers’ enthusiasm for sporting goods is no longer comparable to that of the past, apart from paying attention to “capitalâ€, but also to the present. The concept of consumption is closely linked.. 4.5 Leisure sports promote the development of sporting goods in the leisure direction In the times when people’s living standards are relatively low and the economy is not well developed, the sporting goods industry is mostly developed in the field of sports specialization, and most of the sports goods produced are related to competitive sports. With the development of economy and the improvement of people’s living standards, the concept of leisure is deeply rooted in people’s minds. Obviously, the production of educational products is developing towards leisure, and today, consumers are paying more attention to health, lifestyle and fashion, which have a major impact on the development of the sports goods market.Most people think of sportswear as casual clothes and wear sportswear. Has become a street fashion, and is considered to be a symbol of personal taste and identity.More and more sports chain stores are paying more attention to the sale of casual sportswear, and non-sports stores such as clothing stores, department stores, and supermarkets are also paying attention quickly. After this trend, it began to sell a large amount of sporting goods. In fact, the topic of sportswear fashion has long been within sight of the people, and its influence will be more prominent in the post-Olympic era.The holding of the Olympic Games stimulated With the unprecedented enthusiasm of the people, various kinds of mass sports in the country are in full swing, and it is unavoidable to divide the market under the background of the participation of all the people.Unlike competitive sports, the dress of mass sports demands more and more styles and appearances. Consumers expect sportswear to embody fashion and aesthetic features that drive the movement. Brand increased use of fashion elements. The Xtep brand put forward the slogan of creating the first sports fashion in China very early. They also hired Pan Lanbo, Jolin Tsai, Nicholas Tse, and TWINS as spokespersons to show their fashion attitude. Xiamen's Golden Rooster brand emphasizes fashion at the beginning of design. They extract fashionable elements for each age group, highlight and reinforce design details, and connect the concept of sports with daily life. Sports fashion has become an international trend, and many traditional pure sports brands have shown their desire to strengthen the leisure elements and strive to narrow the distance between sports and fashion. For example, *KAPPA* (back-to-back) has maintained a growth rate of over 150% per year in recent years, which is extremely rare in the Chinese sportswear industry. Success lies in the fact that other brands take the purely sports route, and *KAP-PA* is changing. This change is to make the brand specialization into the direction of leisure, from specialization to fashion and life, into the fashion and The elements of life, but also to enlarge this element to the ultimate state 1101. And this change is what the leisure public's heart desires and needs, it conforms to the leisure people's needs, and meets the recreational needs of the leisure public. This is exactly why *KAPPA* has basically maintained rapid growth in recent years. 5 Prospects for China's sporting goods industry 5.1 Leisure sports bring opportunities for the development of the sporting goods industry China's economic development and development of the sporting goods industry lag behind well-known foreign companies, but China is a large country with a population of 1.3 billion after all. Since the reform and opening up, the nationals With rapid economic development, some cities have taken the lead in the leisure era. In addition, the successful hosting of the 2008 Beijing Olympic Games has greatly promoted the people’s interest in sports. China has become the second largest consumer of sporting goods after the United States. With the continuous improvement of people’s quality of life and the rise of China’s leisure sports culture, China’s sporting goods industry will have more room for development. Leisure sportswear, fitness equipment, golf, tennis, football, billiards, bowling, outdoor sports and camping equipment Sports equipment such as water sports equipment will usher in the spring of development. 5.2 Leisure sports raise higher requirements for the development of the sporting goods industry As people's leisure needs increase, in order to achieve self-realization, people's requirements for leisure specifications of sporting goods will also become more and more demanding, with strict specifications and excellent quality, which can reflect human nature. Fashionable and fashionable sports goods will be the first choice for consumers. In the future, sporting goods should be targeted by professional sports and fashion and leisure. For sports equipment, fashion sports and leisure should be the main design concepts to express the development and design of products. In order to combine the needs of modern consumers, fashion, sports, and Leisure as one of the apparel products. In the product development and design, it is necessary to integrate the artistic concept of movement and the fashionable design concept to provide diversified inspiration for urban young people. The design should focus on simple lines and pay attention to the clever use of detailed design, with different materials and perfect processes. Shows a variety of styles such as health, vitality, sunshine, comfort, and simplicity, fully embodying the concept of leisure in fashion sports. In sporting equipment, it is necessary to continuously improve the professionalism and comfort of sporting goods, strive for excellence in technological innovation and product research and development capabilities, and enhance the value of products and the sense of value to consumers in order to meet consumer demand for high-quality sports products. In short, the development of leisure sports has brought challenges to China's sporting goods companies as well as opportunities. We must look at the situation, seize the opportunity, meet the challenge, learn from other countries' experiences, constantly explore and innovate, increase the content of science and technology, and inject leisure, fashion and other elements, and follow the historical inertia of Beijing to successfully host the Olympic Games and continue to show to all countries in the world. The real strength and charm of Chinese brand, reshaping the image of "Chinese brand" and promoting and disseminating it, in order to improve the international competitiveness of China's sports goods enterprises, meet the needs of domestic and foreign people's leisure sports activities, and make China's sporting goods The industry takes a healthy and sustainable development path and contributes to the sustainable development of China's national economy.
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