The Olympics has boosted the sports economy and made it a hot spot for market consumption
2024-08-12
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Posters with Olympic elements in a sports brand store in Taihe Plaza, Wusibei, Fuzhou.
Southeast Net reported on August 12 (Reporter Lin Xianchang, intern Su Dongqian text/photo) With the grand opening of the Paris Olympics, the outstanding performance of the Chinese Olympic delegation on the field has inspired the national pride of the Chinese people and ignited the enthusiasm of the domestic sports market.
On the 4th, Zheng Qinwen made history by winning the women's singles tennis championship at the Paris Olympics, which quickly increased the attention paid to tennis. On social platforms, the tag "Zheng Qinwen's same style" has attracted nearly 90 million views. After Zheng Qinwen won the championship, the search volume for tennis court reservations on a certain search engine rose sharply in just one week. In addition, data from another e-commerce platform showed that from July 29 to August 4, the search volume for "Zheng Qinwen" related products increased by more than 3 times compared with the previous week. Some "champion's same style" products, with affordable prices, were listed on the hot search lists of multiple e-commerce platforms for a time. The fast fashion of sports and the craze for sports fitness driven by the Olympics have become a microcosm of the consumer market.
The State Council recently issued the "Opinions on Promoting the High-Quality Development of Service Consumption", proposing to actively cultivate new sports consumption scenarios, increase sports consumption venues, and launch distinctive mass sports events. In this Olympic Games, the fighting spirit of the athletes infected the audience, and the attention they paid to them highlighted the multiplier effect of the sports "attention economy".
The holding of the Olympics not only stimulated the public's interest in tennis, but also made archery, rock climbing, badminton and other sports become hot spots for consumers' searches. According to the sales rankings provided by a group buying platform, during the Olympic Games, three of the top ten leisure sports sales in Fuzhou were archery clubs and two were indoor rock climbing gyms. In addition, orders for tennis gyms increased by 150% year-on-year, while orders for badminton also increased by 90% year-on-year.
When participating in various sports, relevant sports equipment is indispensable. In Fuzhou, the reporter visited many sports equipment stores, where Olympic-related promotional activities were seen everywhere, and sports equipment that has increased due to the popularity of the Olympics has been placed in prominent locations in the stores.
At the Anta store in Dongjiekou, Fuzhou, the store displays the "Champion Dragon Suit" of the Chinese sports delegation at the Paris Olympics in a prominent position. According to the store staff, "In addition to the award-winning suits, we also sell dragon T-shirts, which depict the head of a small dragon on the clothing. This T-shirt is selling like hot cakes and has been sold out both online and offline."
The Peak brand pop-up store in Paris. (Photo provided by the interviewee)
In Paris, Chinese sports equipment is attracting global attention with its unique charm. Reporters learned that five Peak brand pop-up stores are located in crowded places such as the National Fan Zone of the Paris Olympics. In the pop-up stores, Peak products are in short supply and very popular. There are Olympic-related products, as well as Peak Taiji technology and 3D printing technology products. Liu Xiaoyan, manager of Peak Brand Center, said: "Since two weeks before the opening of the Olympics, Peak has airlifted several times to replenish stocks."
Xu Jingnan, chairman of Peak Group, said, "A pair of Taiji shoes sells for 150 euros. Foreign consumers are quite impressed with our products and the demand for them exceeds supply."
As the "Olympic economy" continues to heat up, the export of various related sports products is also rising. According to Xiamen Customs statistics, from January to May this year, the export value of sports goods and equipment in Fujian Province was 5.19 billion yuan. Among them, Xiamen City exported 2.99 billion yuan of sports goods and equipment, a year-on-year increase of 9.4%, accounting for about 57.6% of the total export value of sports goods in Fujian Province during the same period. The export data of fitness and rehabilitation equipment, general sports activities, gymnastics or competitive goods and equipment, golf equipment and other categories are particularly eye-catching.
According to the "14th Five-Year Plan for Sports Development", by 2025, the total scale of the sports industry will reach 5 trillion yuan, the added value will account for 2% of the GDP, the total scale of residents' sports consumption will exceed 2.8 trillion yuan, and the number of employees will exceed 8 million.
The Olympic effect has increased the popularity of sports events and brought substantial growth to the development of related sports industries. As more and more people participate in sports, the sports market is welcoming a new round of development opportunities. It can be predicted that in the future, the sports industry will continue to maintain a high-speed growth trend and contribute new impetus to the diversified development of the economy.
