According to the statistics released by Ali e-commerce platform, from 20 15 to 20 18, the number of people consuming sports shoes and sports equipment on Tmall and Taobao platforms increased from1800,000 to 660 million, and the consumption amount increased from 501500 million yuan to 99.7 billion yuan. According to the big data of sports consumption jointly released by Suning.cn, Suning Sports and PP Sports, in the first half of 2020 alone, the retail sales of sports increased by 152% year-on-year, and household sports equipment such as fitness equipment and treadmills increased significantly, increasing by 280.6% and 179% respectively.
In addition, sports consumption is the cornerstone of the development of sports industry, and the rapid development of sports industry fully reflects the consumption scale of sports market. According to the latest data in 2020, the total scale (total output) of the national sports industry in 20 19 was 2,948.3 billion yuan, and the added value was1124.8 billion yuan. In terms of nominal growth, the total output increased by 20 18 10.9%, and the added value increased by 65438. From micro to macro, this series of real figures is enough to reveal that the scale of sports consumption is obviously expanding.
Today, the consumption structure of China residents has changed and upgraded from material consumption and development consumption to comfortable consumption and healthy consumption. In these rapidly changing and escalating consumption, the continuous upgrading of sports consumption level is a more important corner.
The level of sports consumption is closely related to the per capita disposable income of residents, and they are positively correlated. In recent years, with the continuous growth of per capita disposable income in China, a large number of sports consumers have turned from randomness to professionalism, paying more attention to professional skills, equipment configuration and competitive level. In particular, more than 400 million "post-90 s" adults have stepped into society rapidly, and they have more social awareness and fitness needs. Running on the roadside and doing exercises in street parks can no longer meet their fitness needs. Gyms, outdoor venues and competition venues have become their important living places.
According to statistics, during the "Double Eleven" period of 20 18, the total sports consumption of Taobao exceeded 6 billion yuan, especially the demand for high-end project supplies was strong, especially the sporting goods such as fishing supplies, ice and snow, cycling, camping, rock climbing and equestrian increased the fastest. The widespread popularity of these sports is a favorable condition for promoting sports consumption. Compared with traditional sports such as basketball, football and volleyball, these sports pay more, require higher professional skills, and have higher requirements and tastes.
The stratification of sports consumption is mainly reflected in two aspects: one is the stratification of sports consumers, and the other is the refinement of sports products. First of all, according to the theory of social stratification, there are significant class differences among sports consumers, and gender, age, occupation, income and living area are all important factors affecting the stratification of sports consumers. According to a survey, the proportion of Beijing residents participating in sports consumption is the largest in the age group of 20-39, and the amount of sports consumption is the largest in the age group of 50-59, especially in sports fitness. The amount of sports consumption in the age group of 50-59 is significantly higher than that in other age groups.