The Cross-Border Integration Of Sports And Tourism Is Still On The Scene.

"Expand tourism, pension, health and information consumption", "increase the supply of high-end medical, cultural, sports and other services", "promote smart home, digital media, personality fashion and other hot consumption"......

In the provincial government's work report, consumption has once again become a hot word.

Looking forward to the booming new formats and emerging new hot spots, boosting consumption upgrading is speeding up.

Signing up in March 7th, leaving in Hefei on April 9th, and the official tour of the Chaohu round of the island have not yet been officially launched. Thus, the sports consumption that has been spawned has been "running ahead" ahead of schedule.

In recent years, sports consumption has developed rapidly.

Statistics show that from 2011 to 2014, our province

The total output value increased by more than 30% a year, reaching 22 billion 171 million yuan by the end of 2014.

In the recently concluded "two sessions", Liu Peng, director general of the State Sports General Administration, said in the interview of the "minister channel" of the Great Hall of the people, the State Council will promulgate second national fitness programs, and the total scale of sports consumption in China will reach 1 trillion and 500 billion yuan by 2020.

Sports equipment

Exercise, sport and ball games bring sporting goods.

Ms. Wang, who works in a public institution in Hefei, initially began to exercise in order to control her weight. Two years ago, she was fascinated by outdoor hiking. She left her footsteps from the city, to Chaohu and then to southern Anhui, and her love level was obvious.

"Last year, I took part in the tour around Chaohu, and walked for more than 3 hours, 18 kilometers.

This year, I signed up for a 40 kilometer journey. I hope I can persist.

In order to make the hiking more comfortable and protect the body better, Ms Wang did not spend money on sports equipment.

Miss Wang counted out an account for the reporters. A pair of professional running shoes needed seven hundred or eight hundred yuan. After a period of time, he needed to replace the new models. A running suit was also worth several hundred yuan, and there were accompanying water cups, backpacks and other equipment.

"These are only basic funds, and the high-end equipment of enthusiasts is even more expensive".

With the change of people's lifestyle and the increasing attention to sports, more and more consumers begin to buy.

Such sports equipment has brought huge business opportunities for related sporting goods.

In March 17th, Lining released 2015 earnings report, the annual income of 7 billion 89 million yuan, an increase of 17% compared with 2014, net profit of 14 million yuan, of which

And footwear business has achieved nearly 50% growth in performance, which is the first time that Lining has realized turning losses into profits since 2012.

In addition to Lining, other domestic sports brands also entered the warmer period.

In 2015, the revenue growth of 361 degrees reached 14.1% yuan, 4 billion 459 million yuan, net profit increased 30.2% to 518 million yuan, PEAK's turnover increased 9.4% to 3 billion 110 million yuan, net profit increased by 22.3% to 390 million yuan, XTEP's revenue grew 10.8% to 5 billion 295 million yuan last year, and net profit grew to 5 billion 295 million yuan.

Anta's earnings report was even more eye-catching. In 2015, the company's operating income reached 11 billion 126 million yuan, an increase of 24.7% over the same period last year. This is the first time China's sporting goods enterprises have entered the "billion club" and its net profit has increased by about 20% to 2 billion 40 million yuan over the same period.

Insiders pointed out that the concept of pursuing healthy life is deeply rooted in the hearts of the people, and the enthusiasm of the whole people to participate in sports is increasing day by day. This led the domestic sporting goods industry to maintain a good trend in the environment of the overall performance of the consumer goods sector.

Mobile network

Riding, ball and other social networking App has sprung up.

The rush of running, riding and marathon not only brings sporting goods, but also brings people business opportunities. Some Internet entrepreneurs have taken the lead in this regard.

In July 2015, Ma Bing and four other small partners made an interactive riding software called "rode" in Hefei. Up to now, the number of users has reached 150 thousand.

"Sports itself is a particularly close business.

Ma Bing originally worked in a famous technology company in the province. He quit his job last year and began his career in the sports industry. "No matter whether the small white users or the senior users need to buy, buy equipment, coach, go to other places to ride and compete.

At present, the company has signed an investment agreement with a large domestic enterprise with great prospects.

"Wei"

"Like a Hefei riding friend, if you want to find someone to ride a big Shushan together, you only need to publish a team information on App, and you will be seen by the same rider who is equipped with App. If you choose to join the team, you can ride Shushan together.

Moreover, the team can display the position of the team members after the formation of the team, and it can increase the safety of the riders and avoid falling behind.

"App" told reporters that in addition to having the traditional riding data recording function, Ma Bing also integrated the needs of team riding, personal training and friends circle sharing.

The "friends circle sharing" enables the riders to get a better understanding of the location and playground of the publisher, which can be directly commented or praised, making it easier for them to interact with each other.

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In addition to riding App, the search for "ball" in the application store of the mobile phone also shows a lot of related App.

Mr. Zhou, who lives in Hefei, has a passion for football. He said he didn't know where to play if he had not been able to go to the court.

"Now I have a ball game App on my cell phone, which makes it easier to play directly to the field and teammates.

Mr. Zhou opened his cell phone App and told reporters one side, "you can see where to kick" and "when to kick" on the screen. The operation process is similar to online booking hotel. A football field is selected to choose the match date, the number of participants, the half court or the whole venue in order to complete the order.

When App is unable to find an opponent, the team can match the teams with the same strength.

"Wei"

"Next, we also plan to develop App, which can solve the problem of fans' needs. On the other hand, it can also meet the embarrassment of" no one coming to the phone "by the operators, and meet the needs of mass sports consumption from the supply side.

Ma Bing said.

Sports Tourism

The smell of flowers goes to fitness, and cross border integration is in full swing.

"At present, the club has organized nearly ten thousand outdoor activities, with more than 60 thousand outdoor enthusiasts participating.

Lu Fei, director of an outdoor club in the provincial capital, told reporters that "spring is the peak season for outdoor activities, and there are several outdoor activities every week. The per capita consumption of activities in the province is around several hundred yuan.

We play the role of a bridge, organize outdoor enthusiasts to provide professional services, so that everyone can enjoy the beautiful scenery in sports and get exercise in play.

"Wei"

The industry believes that tourism is developing from traditional ornamental tourism to experiential tourism, while "sports + tourism" provides consumers with a better experiential tourism demand.

The cross border integration of sports and tourism is still on the way: in March 20th, the "healthy Anhui" 2016 Huanjiang huaiwan cycling competition began. In order to expand the appreciation of the games, many races of the site were selected specially in the flowering season. For example, the first battle was chosen in the season of Magnolia blooming in Ningguo, and the Xuanzhou District in Xuancheng chose to start the competition in October, and the Huaibei city took the same time as the pomegranate Festival. In April 8th, the runner up of the Dangshan pear orchard marathon was running, inviting the runners everywhere to come to Dangshan to see the mega acres of orchard, enjoy a variety of pear blossoms, taste the special flavor of the Dangshan fruit, and try to create the "tourism + sports" Cultural Festival.

From the demand side, whether it is traditional marathon, bicycle riding, tent leisure, or fashionable RV travel, the game of tearing up brand name and color running can become a phenomenal outdoor leisure sport, almost all driven by the spontaneous needs of people.

Zhang Zunbao, the brand manager of Anhui Wanda global travel agency, believes that with the upgrading of national living standards and the upgrading of consumption, experiential consumption represented by sports and tourism is growing rapidly. This consumption has been gradually pursued by many families, especially those with high income and knowledge level.

Xi Yubao, director of the Institute of sport and leisure studies of Anhwei Normal University, also said that the contemporary sports collection has the economic productivity, the political influence, the cultural pmission power, the social development ability and the ecological building force. It has grown from a single fitness competition area to a huge new industry and has become a new growth point for economic development.

It can not only cultivate healthy physique, shape a healthy spirit, improve the quality of life, but also increase employment and expand consumption.

Extended reading

The scale of sports industry in the province will reach 200 billion yuan.

By 2025, the sports industry system with reasonable layout, perfect functions, complete categories and Anhui characteristics has basically been established. It has initially formed a good situation of the combination of sports public services and market services, the coordinated development of sports and sports industry, and the integration of sports industry and other industries.

The total scale of sports industry in the province reaches 200 billion yuan, striving to build 1 state-level sports industry (demonstration) bases and a number of distinctive provincial sports industry bases.

It is ensured that more than 30 million of the regular participants take part in physical training, and the sports area per person reaches 2 square meters.

Enrich market supply.

Adhering to the development mode of "government guidance, social participation and market operation", we must adhere to the market orientation and diversification of investment entities, encourage and guide all kinds of sports enterprises to cultivate brand competition and brand products in our province according to market demand, and meet the increasing sports consumption demand of the masses.

Promoting integration and development.

We should give full play to the leading role of sports industry in related industries, and promote the integration and development of sports industry and cultural tourism, health technology and other industries.

Taking the construction of the international cultural tourism demonstration area in southern Anhui as an opportunity, we will accelerate the planning and construction of sports health leisure industrial parks and automobile camps, cultivate a batch of sports and cultural products with the characteristics of our province, and build a number of sports tourism destinations with domestic and international influence.

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Improve the fitness consumption policy.

Actively guide the sports consumption of urban and rural residents, promote the coordinated development of sports consumption in rural and urban areas, traditional sports consumption and modern sports consumption.

All parts of the country should include the national fitness fund into the budget, increase investment and support the construction of sports facilities.

Governments at all levels arrange a certain proportion of sports lottery money and other financial funds, encourage large sports venues and public sports facilities to be free or low fees open, encourage enterprises and institutions to open sports facilities to the public, meet the requirements of the school sports venues open to the public at non teaching hours, and take effective measures to enhance safety and security.

Through the government's purchase of services, we should explore ways of issuing sports consumption vouchers to specific groups, and support mass fitness consumption.

Insurance companies are encouraged to launch diversified insurance products around the needs of fitness and leisure, competition performances, venue services and outdoor sports.

Excerpt from the implementation opinions of the Anhui Provincial People's Government on accelerating the development of sports industry and promoting sports consumption.