By interviewing the director of Qingyang District Sports Bureau and consulting some documents of the Sports Bureau, we can understand the general situation of the operation of national sports fitness facilities in Qingyang District.
1. Various economic components coexist.
There are many economic properties such as state-owned, collective, private, joint venture, wholly foreign-owned and Sino-foreign joint venture engaged in sports and fitness. However, in the nature of the collective economy, it is actually wearing a "red hat", which is called collective but actually privately operated. In fact, most of the associates are private individuals, enterprises and institutions, and most of them are affiliated to collective units such as street cultural centers. They take the form of partnership shares, operate independently and assume sole responsibility for their own profits and losses. Privatization has become the main body of sports fitness and entertainment industry. Most of the state-owned components in the sports fitness and entertainment industry are set up by stadiums under the Sports Bureau, and employees are contracted to operate collectively or individually.
2. The business scale is different.
It can be seen from the conversation and documents of the director of the sports bureau that about half of the funds are invested below 500,000 yuan, about one fifth is invested between 6.5438+0 million yuan and 6.5438+0 million yuan, and more than 6.5438+0 million yuan are sports hotels and sports complex buildings; In terms of business area, the average indoor area is 500㎡, and the average outdoor area is more than 2000㎡. The largest indoor business area is 30,000 square meters, and the largest outdoor venue covers an area of 2s0 mu. The proportion of indoor-based and outdoor-based sports and fitness casinos is roughly 3: 1. The number of employees in each business place is related to its business scale, ranging from a few people to dozens to hundreds. On average, there are about 20 employees in each business place, and the average daily consumption of each sports, fitness and entertainment place is 80, and the daily consumption of some projects is single digits. The business scale of sports fitness places can generally be reflected from the aspects of capital investment, the scale of business places and the number of employees.
3. Diversified commercial projects
According to the survey, the existing business projects of sports fitness and entertainment venues involve billiards, bowling, tennis, table tennis, badminton, swimming, martial arts, qigong, taekwondo, fitness, sports dance and many other projects. Ranked according to the number of business premises, followed by equipment fitness, swimming, billiards, tennis and bowling. Other projects are few in number. Two-thirds of them are engaged in single project management, and some of them are affiliated with large hotels and guesthouses for single and comprehensive operation. The business scale of enterprises engaged in a single project varies greatly, with small venues such as billiards and table tennis rooms. There are swimming pools, bowling alleys, fitness centers and other medium-sized venues; The comprehensive business places are mostly the combination of different projects such as table tennis, tennis, billiards, badminton, roller skating, fitness and ballroom.
One of the characteristics of many large and medium-sized sports and fitness venues is the integration of fitness, entertainment and leisure. There are not only fitness places, but also dance halls, saunas, cafes, tea rooms and restaurants. , as well as the supporting film and television book room, can meet the needs of consumers for fitness, entertainment, recreation and friends gathering.
4. Different levels of facilities
According to the luxury of architectural decoration, advanced equipment and service level, fitness and entertainment facilities can be divided into three grades: high, medium and low. Although it is difficult to make accurate classification statistics in the survey, it can be roughly described as follows: most high-end equipment and fitness equipment are imported from abroad, with high investment cost, luxurious and comfortable decoration and many fitness and entertainment projects, which can be combined with other physical exercises and entertainment activities to form a comprehensive and multifunctional high-consumption sports activities and fitness and entertainment places; Generally speaking, the mid-range category is relatively complete in equipment and auxiliary facilities, with large space, elegant environment, many service items, rich activities and reasonable fees, which can better meet the needs of consumers for fitness and bodybuilding; Low-grade functions are relatively simple, the venue facilities are simple, and services are few. But because of its low cost, relatively affordable and convenient location, it is welcomed by ordinary consumers. In the development of sports fitness industry in recent years, we can clearly see that the sports fitness and entertainment industry has changed from aristocratic to civilian, not only the business projects tend to be diversified, but also the proportion of middle and low-grade fitness and entertainment places has increased, and the consumer price has declined due to the fierce development momentum. Consumers in the fitness and entertainment market include not only foreign businessmen and private entrepreneurs, but also high-income and middle-income people such as managers and employees of foreign-funded enterprises. In recent years, many working-class people have gradually become consumers in the sports fitness and entertainment market.
Second, the problems existing in the operation of commercial fitness places in Qingyang District
1. Some projects have grown too fast and started blindly.
Due to the growth of demand in recent years, the economic benefits are good and some projects have high returns. However, many investors rush headlong into a rush without investigating the market, which leads to oversupply, intensified industry competition, decreased economic benefits and difficult operation. For example, bowling alleys, which have always been regarded as "aristocratic sports", have developed at an alarming rate in recent years. According to a research report, according to foreign experience, the number of bowling lanes in general cities should be one lane for every 7,000 to 8,000 people. According to industry estimates, 2000 lanes in Beijing have reached saturation. How many fairways a city needs and how to calculate them is a problem that needs further study. However, in the past two years, such blind development has led to a decline in benefits, and it is an indisputable fact that the opening rate and turnover of many stadiums have declined, and the income has decreased. Due to the rapid growth, the supply obviously exceeds the demand. Except for a few stadiums and gymnasiums in good operation, most of them are in a state of meager profit and loss.
2. The positioning is high and the project structure is unbalanced.
China's sports, fitness and entertainment facilities first appeared in hotels, guesthouses and Shenzhen Special Zone in big cities, which were established to meet the needs of opening to the outside world and were basically "aristocratic". In recent years, there is a tendency of "popularization", but for the vast number of consumers, it is still on the high side, mainly because of the high consumer price. According to the survey, the price of a round of bowling in the afternoon or evening is generally from 20 yuan to 25 yuan, and the lowest price is 15 yuan. Prices in Bao Dao range from 220 yuan to 300 yuan. The price of each lane in the morning is 15 yuan and the hourly price is 120 yuan ~ 280 yuan. An hour's consumption ranges from tens of yuan to three or four hundred yuan. Playing badminton for more than an hour requires 40 yuan, and borrowing a badminton racket requires 20 yuan. Plus badminton costs 70 yuan. Table tennis is a popular sport, but in some mid-range entertainment places, the hourly fee is at least 20 yuan. In some stadiums, the cost of playing tennis ranges from 40 yuan to 60 yuan. Zhong Tianlang once conducted a random sampling survey on 568 Shanghai residents (including 545 males and 23 females). Among the respondents, 57.9% didn't spend a penny on fitness, aerobics, weight loss, swimming, ball games and other sports activities at 1996, and 37.8% spent the following expenses in 300 yuan, accounting for 95.7%. When answering the reasons that affect citizens' participation in sports, fitness and entertainment consumption, more than half of people think that the first two factors are low wages and high sports, fitness and entertainment consumption prices. At present, most people have limited economic affordability for sports, fitness and entertainment consumption, and this situation is difficult to change in the short term. Therefore, the operator must consider this reality when setting up the project, positioning and formulating the business strategy, so as to avoid the business risks and economic losses caused by positioning mistakes and blind launching.
One problem related to high positioning is the imbalance of project structure. At present, the business items in the sports fitness and entertainment market are mostly fitness, bowling, swimming, tennis and billiards. How to strengthen the development of popular business projects such as basketball, football, table tennis and badminton, and make business projects spread from aristocratic projects such as bowling to popular projects, is a problem that needs to be studied and solved.
The article is transferred from the website of Xiaoke Paper Network: www.bob123.com.
Original address:/lunwen23/1 5015.html Chengdu amusement park, Sichuan Chengdu amusement park (028) 8334909, the eastern suburb of Sichuan province/no.kloc-0/Qiaotoufu Riverside.