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崛起的中国体育健身产业—预见1.5万亿体育产业

来源: 南方日报网络版     时间: 2019年05月20日 21:07:17
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(原)(标)(题)(:崛)(起)(的)(中)(国)(体)(育)(健)(身)(产)(业)(—预)(见)(1.5万)(亿)(体)(育)(产)(业)(
洞)(察)(体)(育)(力)(量)(,把)(握)(产)(业)(脉)(搏)(!体)(育)(大)(生)(意)(第)(951期)(,欢)(迎)(关)(注)(最)(好)(的)(体)(育)(产)(业)(信)(息)(平)(台)(。
本)(文)(作)(者)(:陈)(曾)(义)(
体)(育)(大)(生)(意)(记)(者)(发)(自)(香)(港)(
1月)(12日)(,《经)(济)(学)(人)(》(TheEconomist)企)(业)(网)(络)(组)(织)((ECN)在)(香)(港)(召)(开)(新)(闻)(发)(布)(会)(,正)(式)(发)(布)(名)(为)(《中)(国)(开)(赛)(:崛)(起)(汇)(总)(的)(中)(国)(体)(育)(健)(身)(产)(业)(》的)(报)(告)(。这)(是)(这)(家)(创)(办)(于)(1843年)(9月)(的)(英)(国)(百)(年)(杂)(志)(传)(媒)(集)(团)(第)(一)(次)(对)(中)(国)(体)(育)(产)(业)(进)(行)(较)(为)(完)(整)(的)(梳)(理)(,报)(告)(对)(中)(国)(的)(体)(育)(健)(身)(市)(场)(规)(模)(、潜)(力)(等)(进)(行)(深)(度)(分)(析)(研)(究)(,为)(国)(内)(外)(体)(育)(产)(业)(管)(理)(者)(、从)(业)(者)(提)(供)(具)(有)(参)(考)(价)(值)(的)(数)(据)(和)(见)(解)(,体)(育)(大)(生)(意)(作)(为)(来)(自)(中)(国)(大)(陆)(的)(唯)(一)(一)(家)(体)(育)(媒)(体)(受)(邀)(参)(加)(此)(次)(发)(布)(会)(,中)(国)(体)(育)(用)(品)(品)(牌)(安)(踏)(赞)(助)(该)(报)(告)(,同)(时)(安)(踏)(也)(是)(首)(家)(同)(《经)(济)(学)(人)(》合)(作)(的)(体)(育)(用)(品)(公)(司)(。
%季)(5醚)(绂硕)(酑)(obKoepp在)(现)(场)(对)(报)(告)(进)(行)(介)(绍)(
关)(于)(市)(场)(体)(量)(,报)(告)(分)(析)(,2016年)(中)(国)(的)(体)(育)(健)(身)(市)(场)(规)(模)(接)(近)(1.5万)(亿)(人)(民)(币)(,(合)(2170亿)(美)(元)(),其)(中)(体)(育)(产)(品)(和)(装)(备)(的)(消)(费)(占)(了)(近)(70%。约)(有)(三)(分)(之)(一)(的)(中)(国)(人)(形)(成)(了)(经)(常)(锻)(炼)(的)(习)(惯)(,这)(一)(体)(育)(活)(动)(比)(例)(意)(味)(着)(中)(国)(积)(极)(从)(事)(体)(育)(活)(动)(的)(人)(口)(高)(达)(4.34亿)(。北)(京)(每)(周)(至)(少)(锻)(炼)(一)(次)(的)(人)(口)(比)(例)(最)(高)(,为)(50%,国)(内)(体)(育)(活)(动)(活)(跃)(人)(口)(规)(模)(居)(于)(前)(列)(的)(其)(他)(省)(市)(包)(括)(,重)(庆)(、沈)(阳)(、上)(海)(和)(天)(津)(。
中)(国)(13.6亿)(人)(口)(中)(40岁)(以)(下)(和)(40岁)(以)(上)(的)(人)(口)(差)(不)(多)(各)(占)(一)(半)(。
报)(告)(预)(测)(,到)(2030年)(时)(,40岁)(以)(上)(人)(口)(将)(比)(40岁)(以)(下)(人)(口)(多)(出)(近)(40%。同)(期)(中)(国)(国)(内)(个)(人)(消)(费)(额)(将)(增)(长)(超)(过)(3倍)(,接)(近)(14万)(亿)(美)(元)(,在)(中)(国)(老)(龄)(化)(过)(程)(中)(,民)(众)(的)(富)(裕)(程)(度)(也)(会)(上)(升)(。
报)(告)(对)(中)(国)(体)(育)(产)(业)(的)(总)(体)(情)(况)(进)(行)(了)(分)(析)(,并)(预)(测)(包)(括)(广)(场)(舞)(在)(内)(的)(健)(身)(运)(动)(、滑)(雪)(等)(冬)(季)(运)(动)(以)(及)(传)(统)(武)(术)(和)(养)(生)(健)(身)(等)(市)(场)(蕴)(藏)(巨)(大)(潜)(力)(。
目)(前)(体)(育)(产)(业)(占)(比)(最)(大)(的)(体)(育)(运)(动)(产)(品)(和)(品)(牌)(方)(面)(,报)(告)(认)(为)(,中)(国)(服)(装)(鞋)(类)(、保)(健)(、休)(闲)(和)(教)(育)(产)(业)(未)(来)(五)(年)(将)(强)(劲)(增)(长)(26%至)(42%。其)(他)(机)(构)(预)(测)(2015至)(2020年)(期)(间)(,中)(国)(运)(动)(服)(装)(销)(售)(额)(将)(跃)(升)(增)(长)(50%以)(上)(,相)(关)(指)(标)(也)(表)(明)(,国)(内)(市)(场)(外)(资)(品)(牌)(阵)(容)(也)(在)(日)(益)(扩)(大)(,营)(造)(出)(一)(个)(健)(康)(的)(竞)(争)(环)(境)(,不)(仅)(将)(惠)(及)(国)(内)(消)(费)(者)(,也)(会)(推)(动)(国)(内)(品)(牌)(的)(发)(展)(进)(步)(。
中)(国)(国)(内)(众)(多)(产)(业)(都)(在)(经)(历)(一)(个)(“高)(端)(化)(”转)(型)(。就)(国)(内)(运)(动)(服)(装)(市)(场)(而)(言)(,消)(费)(者)(将)(更)(加)(看)(重)(突)(出)(的)(产)(品)(差)(异)(化)(和)(功)(能)(性)(。
发)(布)(会)(现)(场)(,安)(踏)(总)(裁)(郑)(捷)(、UnderArmour中)(华)(区)(总)(经)(理)(ErickHaskell以)(及)(IMGSkiResortManagement总)(裁)(JustinDownes在)(现)(场)(进)(行)(互)(动)(交)(流)(,作)(为)(本)(报)(告)(赞)(助)(商)(,安)(踏)(总)(裁)(郑)(捷)(在)(发)(布)(会)(上)(表)(示)(,安)(踏)(集)(团)(未)(来)(坚)(持)(“单)(聚)(焦)(多)(品)(牌)(全)(渠)(道)(”策)(略)(,在)(依)(托)(安)(踏)(品)(牌)(牢)(牢)(把)(握)(大)(众)(市)(场)(的)(同)(时)(,采)(取)(差)(异)(化)(经)(营)(策)(略)(,利)(用)(旗)(下)(的)(FILA等)(品)(牌)(扩)(张)(中)(高)(端)(市)(场)(,未)(来)(,安)(踏)(还)(会)(考)(虑)(收)(购)(一)(些)(国)(外)(品)(牌)(,不)(过)(郑)(捷)(强)(调)(要)(“看)(机)(缘)(”。
同)(时)(在)(消)(费)(升)(级)(的)(大)(背)(景)(下)(,未)(来)(安)(踏)(品)(牌)(聚)(焦)(人)(群)(将)(从)(年)(收)(入)(6万)(—10万)(逐)(步)(提)(升)(至)(10-15万)(的)(消)(费)(人)(群)(。
安)(踏)(总)(裁)(郑)(捷)(在)(发)(布)(会)(上)(表)(示)(,未)(来)(足)(球)(装)(备)(方)(面)(,在)(安)(踏)(整)(个)(收)(入)(体)(系)(中)(,预)(计)(将)(由)(“现)(有)(的)(不)(到)(5%提)(升)(至)(8%左)(右)(。”郑)(捷)(还)(透)(露)(,“2017年)(冬)(季)(,安)(踏)(的)(冰)(雪)(运)(动)(服)(装)(就)(将)(面)(市)(。”
IMGSkiResortManagement总)(裁)(JustinDownes在)(交)(流)(过)(程)(中)(谈)(到)(了)(体)(育)(文)(化)(的)(概)(念)(,他)(认)(为)(中)(国)(的)(滑)(雪)(等)(冬)(季)(项)(目)(潜)(力)(巨)(大)(,但)(内)(在)(文)(化)(缺)(乏)(,体)(育)(文)(化)(的)(培)(育)(正)(在)(路)(上)(。
UnderArmour中)(华)(区)(总)(经)(理)(ErickHaskell在)(现)(场)(比)(较)(了)(中)(国)(和)(美)(国)(以)(及)(印)(度)(体)(育)(市)(场)(的)(差)(别)(,他)(坦)(言)(“UnderArmour在)(中)(国)(的)(售)(价)(比)(另)(外)(两)(国)(都)(要)(高)(。”同)(时)(他)(认)(为)(,中)(国)(和)(印)(度)(的)(体)(育)(市)(场)(都)(具)(有)(巨)(大)(潜)(力)(,但)(是)(很)(难)(比)(较)(哪)(个)(市)(场)(潜)(力)(更)(大)(,这)(由)(人)(口)(和)(经)(济)(等)(因)(素)(综)(合)(决)(定)(。”
%即)(幼)(笾)(劣)(遥)(褐)(鞒)(秩)(厴)(obKoepp、UnderArmour中)(华)(区)(总)(经)(理)(ErickHaskell、安)(踏)(总)(裁)(郑)(捷)(、IMGSkiResortManagement总)(裁)(JustinDownes
在)(国)(家)(政)(策)(方)(面)(,国)(务)(院)(已)(将)(体)(育)(健)(身)(产)(业)(的)(快)(速)(发)(展)(作)(为)(一)(个)(大)(目)(标)(,到)(2025年)(时)(,实)(现)(该)(产)(业)(规)(模)(突)(破)(5万)(亿)(人)(民)(币)((合)(7225亿)(美)(元)()。
报)(告)(预)(测)(,目)(前)(中)(国)(体)(育)(产)(业)(在)(GDP中)(的)(占)(比)(为)(1.9%,中)(国)(政)(府)(的)(目)(标)(是)(将)(其)(提)(高)(至)(3%,这)(也)(是)(一)(个)(雄)(心)(勃)(勃)(也)(是)(切)(实)(可)(行)(的)(目)(标)(。
“我)(们)(预)(测)(2018年)(中)(国)(GDP增)(速)(将)(显)(著)(放)(缓)(,但)(个)(人)(消)(费)(则)(仍)(将)(保)(持)(在)(5%以)(上)(的)(增)(速)(,超)(过)(GDP。”报)(告)(表)(示)(。
在)(最)(受)(关)(注)(的)(足)(球)(项)(目)(方)(面)(,政)(府)(制)(定)(了)(《中)(国)(足)(球)(中)(长)(期)(发)(展)(规)(划)((2016-2050)》国)(家)(着)(力)(实)(现)(足)(球)(领)(域)(的)(三)(项)(伟)(业)(:再)(次)(进)(军)(世)(界)(杯)(决)(赛)(圈)(,举)(办)(一)(次)(世)(界)(杯)(,在)(世)(界)(杯)(夺)(冠)(。在)(中)(国)(争)(取)(世)(界)(体)(育)(荣)(耀)(的)(过)(程)(中)(,足)(球)(相)(对)(于)(其)(他)(体)(育)(项)(目)(更)(具)(诸)(多)(优)(势)(,但)(其)(当)(前)(的)(足)(球)(竞)(技)(水)(平)(还)(需)(要)(大)(幅)(度)(提)(升)(。
同)(时)(,在)(中)(超)(联)(赛)(和)(国)(外)(俱)(乐)(部)(的)(投)(资)(方)(面)(,中)(国)(资)(本)(毫)(不)(吝)(啬)(。据)(统)(计)(,在)(投)(资)(领)(域)(,中)(国)(投)(资)(客)(对)(欧)(洲)(足)(球)(市)(场)(的)(投)(入)(已)(经)(达)(到)(15亿)(美)(元)(左)(右)(,并)(且)(还)(将)(为)(其)(心)(仪)(的)(欧)(洲)(俱)(乐)(部)(投)(资)(20多)(亿)(美)(元)(。
报)(告)(认)(为)(,健)(身)(已)(经)(逐)(渐)(成)(为)(国)(民)(主)(要)(生)(活)(方)(式)(,同)(时)(也)(也)(蕴)(藏)(巨)(大)(的)(发)(展)(和)(消)(费)(潜)(力)(。报)(告)(显)(示)(,国)(内)(据)(估)(有)(8000万)(—1亿)(老)(年)(人)((几)(乎)(是)(清)(一)(色)(妇)(女)()都)(热)(衷)(于)(“广)(场)(舞)(”这)(种)(舞)(蹈)(健)(身)(操)(运)(动)(。广)(场)(舞)(这)(种)(运)(动)(形)(式)(在)(国)(内)(老)(年)(人)(中)(蔚)(然)(成)(风)(,尽)(管)(也)(会)(招)(致)(非)(议)(,但)(其)(中)(蕴)(藏)(的)(巨)(大)(商)(机)(也)(引)(来)(了)(国)(内)(企)(业)(和)(投)(资)(者)(竞)(相)(追)(捧)(。
同)(时)(,滑)(雪)(正)(逐)(步)(成)(为)(深)(受)(群)(众)(喜)(爱)(的)(运)(动)(,但)(仍)(落)(后)(于)(美)(国)(这)(样)(的)(发)(达)(国)(家)(,如)(2022年)(北)(京)(冬)(奥)(会)(能)(够)(提)(高)(国)(民)(对)(于)(冬)(季)(运)(动)(的)(关)(注)(度)(和)(热)(情)(,高)(山)(雪)(上)(运)(动)(国)(内)(市)(场)(可)(能)(会)(迎)(来)(一)(个)(大)(发)(展)(。
此)(外)(,报)(告)(认)(为)(,推)(动)(中)(国)(社)(会)(运)(动)(健)(身)(热)(发)(展)(的)(最)(大)(潜)(在)(动)(力)(可)(能)(来)(自)(于)(传)(统)(武)(术)(和)(强)(身)(健)(体)(方)(法)(。传)(统)(武)(术)(和)(健)(身)(法)((后)(者)(又)(称)(“养)(生)(术)(”)风)(靡)(今)(日)(之)(中)(国)(,不)(过)(这)(些)(文)(化)(色)(彩)(独)(特)(的)(体)(育)(健)(身)(手)(段)(也)(已)(与)(国)(家)(潮)(流)(脱)(节)(。释)(放)(国)(内)(体)(育)(健)(身)(市)(场)(潜)(力)(的)(一)(个)(重)(大)(机)(遇)(在)(于)(实)(现)(中)(国)(传)(统)(养)(生)(健)(体)(理)(念)(和)(现)(代)(消)(费)(需)(求)(的)(对)(接)(。
以)(下)(是)(体)(育)(大)(生)(意)(节)(选)(报)(告)(部)(分)(内)(容)(:
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