First, the sports industry in China has entered a period of rapid development. 20 14, 10 In June, the State Council issued "Several Opinions on Accelerating the Development of Sports Industry and Promoting Sports Consumption" (referred to as "Document No.46"), which established the influence of sports industry and clearly put forward the overall goal of "By 2025, the total scale of China's sports industry will exceed 5 trillion, with an added value of 2 trillion". At the same time, in recent years, with the improvement of domestic per capita income and living standards, people's physical and mental health and sports concepts have been continuously improved, and their consumption concepts have also changed. The growing consumer market of sports industry has established a good sales market for the development of sports industry. China's sports industry has achieved rapid development under the impetus of national policies and market returns.
The scale of industrial chain is gradually expanding, and the management system of industrial chain is improving day by day. In 20 14, the total scale of sports industry in all parts of China exceeded10.35 trillion, with a growth value of 404 1 0 billion RMB, accounting for 0.64% of the original GDP. The average annual growth rate of the growth value of sports industry is from 2011-2012.74. The total value of sports industry in 20 15 years10.8 trillion, and the industrial added value accounts for 0.7% of the original GDP. At the same time, the sports industry has basically established a good trend of rapid development with sports exhibition halls, sports learning and training, sports intermediary companies, sports cultural media and other business districts as the leader, competitions, performances, sports leisure and entertainment as the driving force and sports equipment as the support point.
Sports industry has become a new "export" of capital. In recent years, Internet giants such as BAT (Baidu search, Ali, Tencent official) and LeTV, as well as capital predators such as Wanda and Chinese culture, have rationally distributed high-quality sports resources around the world, and have been deeply involved in all stages of the sports industry chain by investing in clubs and teams, sponsoring activities, purchasing news media copyrights, and intervening in the operation of events. According to news media reports, at this stage, China has set up more than 20 sports cultural and creative industry funds with a total scale of over 40 billion RMB.
20 14 April, Ali spent RMB1200 million to acquire 50% equity of Evergrande Football Club. 2065438+In September 2005, Ali Sports was established, and Tmall Mall also carried out strategic cooperation with clubs such as Bayern and Real Madrid. Tencent officials also spent $500 million to "smash" the American NBA copyright in the next five years; In February, 20021,letv TV sports invested 2.7 billion yuan, owning the copyright of two seasons in the super league. In June, Suning Sports announced that it would purchase about 70% equity of Inter Milan Club for more than 2 billion yuan. -Editor's note
Secondly, the problem in the development of sports industry in China is that the annual output value is small, which is far from the capitalist countries. The American sports industry is huge and is the locomotive of global sports consumption. In 20 15, the sales market of American sports industry was $498.4 billion, accounting for 33% of the world total. In 20 14, the total scale of sports and corresponding industrial chains in China reached1357.5 billion RMB (equivalent to 2 1000 billion USD), and the scale of sports consumption was far behind that of capitalist countries such as the United States. At the same time, the proportion of sports industry in GDP in prosperous economic powers such as Europe and America has remained at around 3% in recent years, while the proportion of sports industry in GDP in China is less than 1%.
Second, the industrial layout is unbalanced, relying too much on the manufacturing of sports equipment. The development of sports industry chain in the United States is relatively balanced at all stages, with physical and mental health sports, sports equipment and sports performances accounting for about 30% each. However, in China's sports industry, sports equipment accounts for about 80% of the total annual output value, and the sports service industry in the actor industry chain is backward, so the sports industry chain needs to be upgraded and adjusted urgently.
Third, under the control of simplification, industrial development is still in its infancy. The U.S. sports industry began the process of commercialization at the beginning of 19. At this stage, postal sports in the United States has developed into a perfect industrial chain with huge structure and rich content, closely surrounding postal sports and mass sports, forming a whole industrial chain including event management, sports intermediary companies, sports exhibition halls, sports cultural media, sports fitness, leisure and entertainment, sports online gambling and so on. In China, however, the sports industry has always been strictly controlled by a single unit, and the degree of commercialization is low at the level of events, pavilions, clubs and players. "No.46 Document" opened the curtain of sports industrialization development, and just entered the initial stage of industrial development.
Thirdly, the market prospect of sports industry development in China is very promising. From July, 2065438 to July, 2006, the State Sports General Administration announced the "Thirteenth Five-Year Plan" for the development of sports industry, which undoubtedly demonstrated the great development potential of sports industry for social and economic upgrading, and set the overall development goal that the total scale of sports industry exceeded 3 trillion. The average annual growth rate of sports industry was significantly faster than the current gdp growth rate. Professionals predict that with the development of various sports industries, the development of sports industry in China will enter the "golden decade".
The scale of industrial chain has great potential for development, and its contribution to social economy will be steadily improved. The "20 16 China Sports Consumption Ecological Report" jointly issued by New Century Economic Research Institute and JD.COM predicted that with the release of sports consumption potential in more aspects, the growth rate of sports industry in China will exceed 20% in the future. Combined with the working experience of European and American countries and other prosperous economic powers, sports industry is a key hazard to processing, manufacturing and service industries. The large-scale operation of sports industry can promote the development of holiday tourism, sports equipment manufacturing and other related industries. Therefore, in the future, China will rely on Internet technology to expand the transmission chain of sports industry, promote the development of sports industry to a higher quality and scale, and is expected to gradually improve its contribution to social economy.
There is a lot of room for further expansion of sports industry chain. According to foreign experience, American NBA and other sports events and developed industrial chains such as live broadcast, sports agency, advertising, clothing, film and television production have produced great industrial chains. However, China has not got rid of the monopoly of the current policy of sports industry, and the socialization system is not yet mature. If the current policy can be gradually liberalized in the future, there will be a lot of indoor space for the development of sports industry chain at all stages. Zhu Qinghua, a sports industry researcher of China Investment Consulting, feels that with the improvement of people's appreciation requirements for sports events, the operation of sports events will enter a big outbreak; With the promotion of sports theme activities, the requirements for the exhibition hall will also increase; With the prosperity of the competition, the club team will develop rapidly.
Fourth, accelerate the supply-side structure of sports industry. First, eliminate administrative monopoly, build a sports market system that is open to the outside world and competitive in the market, and stimulate market charm. The second is to further enhance the layout of sports service industry, sports equipment industry and related industries, and carry out high-end events, with everyone participating, classic business service events and other levels, each with its own characteristics. Third, it provides a rich and colorful sports market demand. Adjust measures according to the time, make overall plans and coordinate, and improve the capital construction and scientific and rational utilization of sports venues. Encourage private capital to participate in the capital construction and operation of sports venues. The key is to build a number of large, medium and small sports exhibition halls, mass fitness centers, fitness trails and other venues with convenience measures, correctly guide the development of new sports and entertainment projects with consumption promotion, and promote the combined development of competitive sports and mass sports.