The 2017 Chengdu International Marathon began to register. It was the first time that the International Marathon took place on the main road of Chengdu City. By then, it is estimated that 20,000 runners from around the world will gather in Chengdu. Running is becoming a fashion sport and it is getting hotter and hotter.
A total of 328 marathons and related sports events were registered in the China Athletics Association in 2016. The number of people participating in the national competition reached a record high of more than 2.8 million. The annual number of runners participating in the running exceeded 10 million. Compared with 2011, the number of competitions has increased by more than 10 times, and the number of participants has also increased by 6 times. According to the development goals of the China Association of Athletics, by 2020 there will be more than 800 national marathons and road races, and the number of participants will exceed 10 million.
From a pair of running shoes to a professional running outfit, from simple running to tourism, in the face of such a large and still-growing population and races, running has strung a huge industrial chain and the “running economy†has been quietly shaped.
Data from the School of Economics of Xiamen University and Dean of the Wang Yanan Economic Research Institute Hong Yongxuan show that the running market in China has reached 5 billion U.S. dollars. The marathon has led to a series of derivation from tournament operations to services, equipment and insurance, medical care, tourism, and hotels. Economic activity.
Great consumer space
“Although running is good for the body, but still we must know how to protect ourselves. Especially after reaching a certain age, we need 'equipment' to protect it.†Luo Dongqiang, who works in an institution in Fujian province, is a running enthusiast. He told reporters to see Like simple running, there are a lot of equipment that need to be purchased. "A pair of shoes is about 500 yuan. Several pairs of shoes will be abolished in a year. There are also sports watches, clothing, leg coverings, arm covers, etc."
Participating in a marathon is a goal for many runners. Luo Dongqiang told reporters: To participate in a game, a full set of equipment costs around 2,500 yuan, travel expenses and accommodation costs are different, the province's 1,000 yuan can be resolved, the province outside of 3,000 to 4,000 yuan. "A lot of people spend 10,000 yuan each year running."
Running sports seem to be very low threshold, but behind it contains a great consumption space. In terms of running gear alone, the scale of consumption of this piece is astonishing. According to statistics, the sports industry accounts for 30% of the running industry.
According to the "2015 China Running Crowd Survey Research Report" published by the China Field Association and Nielsen, China's runners spend an average of 3,601 yuan per person per year on necessary equipment such as fashionable sportswear and running shoes. The experienced core runners spent 4,594 yuan per capita, and most of them were used to purchase high-end professional equipment such as smart phones, smart watches and sports bracelets.
It is understood that at home, there are nearly 10 million people participating in the marathon. According to the current trend of doubling the number of marathon events in recent years, there is still a lot of room for growth in China's running. This means that the running economy cake will grow bigger and bigger.
Nugget Jogging Economy
For more and more people like running, businesses naturally will not "pass." Recently, the reporter visited a number of shopping malls in Fuzhou's sports goods area, most of the sports brands have put the running shoes in a conspicuous position. And fully equipped, running shoes, knee pads, waist packs, water bottles, compression pants, tights and GPS-enabled watches, the general full price of more than a thousand dollars.
"In recent years, running shoes have been more popular among consumers, and the running series of clothing has also sold well." The sales staff of a sports brand in Fuzhou told reporters.
The physical store attaches importance to running economy, and online stores are actively competing for a cup of tea. Sports bracelets, stopwatches, energy gels and protein powders have all become hot sellers. Calorie tracking software, thermal trackers, smart bracelets, smart watches ... ... these smart and stylish consumer products, with the prevalence of running has become the new darling of the shop. Some wearable devices with sports-related features cost thousands of yuan, but they also have good sales.
The industrial chain formed by “Jogging Economy†and huge commercial profits are exciting. After the State Council issued “Some Opinions on Accelerating the Development of Sports Industry and Promoting Sports Consumptionâ€, it is proposed that by 2025, the total scale of China’s sports industry will strive to exceed 5 trillion yuan. yuan. People in the industry generally believe that the top-ranking road running exercise in the national fitness program will surely lead to a new "blue ocean" in the sports industry.
In terms of the accumulation of running resources, some companies do not simply rely on competition sponsorships. With an annual turnover of more than 10 billion yuan, Anta has set its sights on smart wearable devices and launched its first intelligent running shoes. The 2016 annual report shows that Anta's operating revenue has increased by 20% year-on-year; the performance of eight special factories across the country has been on the rise, and sales of e-commerce have grown rapidly. "Jogging economy" is driving the recovery of the performance of shoe clothing companies.
This reporter learned that in addition to equipment and events, running also stimulated the economic potential of tourism, the Internet, and training. According to incomplete statistics, there are nearly 150 running-related softwares on the domestic market at the same time. Runner apps gather large running runners by providing tool services or social services. With their accumulated users, they continue to create more economic value by organizing various online and offline events and competitions.
In running training, most organizations organized marathon sports training classes. In addition to large-scale training courses, individual running training institutions and personal coaching are also particularly popular.
Economic Development Booster
Marathon events have become more and more popular in recent years. Some professionals are very optimistic about the marathon market. Economists believe that the marathon not only brings heat upstream and downstream to the sports industry, but also promotes the development of the regional economy.
According to the survey, 60% of the respondents stated that they were more impressed by the sponsoring brand; 68% of the respondents stated that the sponsor brand is more attractive to them than before; 70% of the respondents stated that they Will tend to buy sponsor's products.
This year, after Xiamen's Xiamen Hamar started running, the media reported such a group of data: “According to statistical analysis of related data, 39599 foreigners participated in the 2016 Xiamen International Marathon as athletes and logistics personnel, and their per capita consumption was At RMB 2,823.84, foreign athletes and logistics personnel generated a total income of RMB 11182.13 million for Xiamen, of which, the income from residential accommodation, long-distance transportation (one-way trip), catering and shopping occupied the top four, reaching RMB 32,611,100 and 2,773.87 respectively. Million yuan, 19.6205 million yuan and 18.8851 million yuan."
The economic benefits brought by road races have also skyrocketed. In 2016, the income from the application fee for Guangma was as high as 10 million yuan. This is just the tip of the iceberg for marathon operation income. The bigger source of income is the sponsorship fee. According to the official data provided by the Xiamen Marathon, the direct economic benefits of Xiamen in Xiamen in 2016 totaled 230 million yuan, bringing economic benefits to 325 million yuan, an increase of 20.1% compared to 2015.
The huge economic drive and brand communication have also made the marathon a good choice for local governments and companies to promote tourism, boost consumption, and increase awareness. “Marathon tourism†has also become a trend. Many travel agencies specialize in developing several marathon travel routes. From the registration of events, passports, transportation accommodation, to post-competition tourism, they are welcomed by many marathon enthusiasts.
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