? Sporting goods, including sportswear, sports equipment, fitness drinks, etc. , are all commodities that people consume in sports activities. With the extensive development of mass sports activities in China, the potential of sporting goods consumption market will be greater and greater. At present, the business of sporting goods is mainly commercial enterprises outside the sports system, and many individual enterprises are also optimistic about the sporting goods market and have participated in the business. Therefore, we should strengthen the macro-management of the sporting goods market, further improve the sports business license system, focus on supporting a number of sports institutions and economic entities to carry out the production and management of sporting goods, and promote the further development and construction of the sporting goods market.

? Second, sports professionalization has broad prospects.

? In recent years, the number of professional sports events in China has increased, and club leagues of different scales and levels have emerged in an endless stream, which has promoted the development of sports competitions and performances in China, and club professional leagues have gradually occupied the dominant position in China's sports competition market. The increase of professional leisure sports in clubs has promoted the development of China's sports industry. However, from the overall level, compared with countries with high level of international sports industry development, China's sports professionalization development is still in the primary stage and has broad development prospects.

? Third, cultivate and develop the sports fitness and entertainment market

? With the improvement of people's living standards, people's consumption demand for fitness, rehabilitation, entertainment, leisure and tourism tends to be diversified, which has led to the rise of fitness and entertainment market. At present, there are 665,438+00000 stadiums and gymnasiums in China, a few of which are owned by the Sports Bureau and have been opened to the outside world, but most of them are distributed in schools, institutions, enterprises and institutions, and are basically idle at weekends and nights. On the one hand, the shortage of stadiums and gymnasiums can't meet the needs of the masses, on the other hand, it is an amazing waste of stadiums and gymnasiums. Governments at all levels should take measures to reform the management of stadiums and gymnasiums, open them to the society in an all-round way, and make necessary improvements to the layout and functions of stadiums and gymnasiums. The key points are: meeting the needs of the masses for fitness and entertainment. At the same time, private individuals and enterprises should be encouraged to set up fitness venues and sports venues. In foreign countries, this kind of private and corporate investment is much higher than public investment. 70% clubs in the United States belong to small enterprises, which not only meet the needs of mass fitness and entertainment, but also bring considerable economic benefits.