Sports town has become a new kinetic energy for development.
This afternoon, the General Office of the State Council issued the Outline of Building a Sports Power. The "Outline" points out that the national fitness facilities should be incorporated into the economic and social development plans of governments at all levels and the land and space plans at all levels, and the demand for national fitness facilities and sports land should be considered as a whole, and the allocation standards and evaluation system of community national fitness facilities should be established. Study and improve the standard of construction land, ensure the necessary land for important public welfare sports facilities and sports industry facilities and projects within the scope permitted by the national land policy, and go through the land use procedures according to law. Ensure the necessary land for important public welfare sports facilities and sports industry facilities and projects.
Combine the construction of sports venues with all kinds of construction, increase the integration of sports venues and life scenes, let "sports" penetrate into all aspects of life, commerce and entertainment, and expand sports consumption, thus expanding the sports industry. In this regard, the "Outline" pointed out that the construction of urban greenways, fitness trails, bicycle lanes, national fitness centers, sports parks, community sports squares, football, ice and snow sports and other venues and facilities should be strengthened, and combined with the comprehensive development and transformation of residential, commercial, cultural, entertainment and other construction projects, urban vacant places, underground spaces, parks and green spaces, building roofs and ancillary spaces of ownership units should be rationally utilized.
It is worth noting that the outline also proposes to closely integrate the construction of beautiful and livable villages and sports and leisure towns, encourage the creation of leisure and fitness areas, functional areas and pastoral scenic spots, and explore the development of rural fitness and leisure industries and sports and leisure rural construction. Steadily promote the construction of sports and leisure towns, carry out regular evaluation and dynamic adjustment, and build 10 demonstration towns with demonstration significance.
"For enterprises that have already laid out cultural tourism industry and sports industry, it is of great significance to obtain land support for the development of sports industry." Yan Yuejin, research director of the think tank center of Yiju Research Institute, commented.
In fact, the national policy level has indicated the intention to support the sports industry. As early as 20 14 and 10, the State Council document No.46 "Several Opinions on Accelerating the Development of Sports Industry and Promoting Sports Consumption" was issued, which positioned the development of sports industry as a national strategy for the first time and emphasized the economic function of sports. This policy blew the horn of the rapid development of sports industry.
On May 9, 20 17, the General Office of the State Sports General Administration issued the Notice on Promoting the Construction of Sports Leisure Towns, which clearly pointed out that by 2020, a number of sports leisure towns with distinctive sports characteristics, strong cultural atmosphere, industrial agglomeration and integration, good ecological environment and healthy people will be supported throughout the country. On August 2017 10, 96 pilot sports towns in China were approved.
The warm wind of policy is blowing again and again. People in the industry generally believe that sports towns can strengthen the organic renewal of cities and become the new growth pole of regional economy. Therefore, the development of sports towns has become one of the important policy choices and means for local governments to promote economic development.
Taking Jiangsu as an example, from 2065438 to September 2006, Jiangsu Province issued the Notice on Developing the Construction of Small Towns with Sports Health Characteristics, proposing that by 2020, Jiangsu * * * will cultivate 20 small towns with sports health characteristics. On this basis, in June of the same year, 5438+065438+ 10, the first batch of eight towns with sports health characteristics in Jiangsu Province were announced, including Zaolinwan Ecological Park in Yizheng City, shihe town in Huai 'an District of Huai 'an City and Jinxi Town in Kunshan City.
This sports city is still in its infancy.
Aiming at the layout of sports towns, many housing enterprises have already grabbed this "toon". According to incomplete statistics, up to now, there are more than 20 real estate enterprises, including China Evergrande, Wanda Group, Greenland Group, Vanke and Agile. In the layout of sports industry, Evergrande, Vanke, Country Garden, Agile and Aoshan Group have rushed to the beach for sports characteristic towns.
Yan Yuejin said: "Sports town is a new orientation. At present, the volume of the market is relatively small, and it has great potential for future development. In the follow-up operation, sports events, physical education and sports leisure can be combined to enrich the content of sports towns, form an industrial chain and create a sample of towns. "
But at present, sports towns are in a brand-new concept and still in the primary development stage. Liuli, vice president of Jiangsu Sports Industry Research Institute, pointed out in an interview that the tide of sports characteristic towns is surging, and behind the upsurge is the desire of all walks of life for new development models. First of all, the national sports industry has been transformed and developed vigorously as a pillar industry. Among them, small towns are the best carriers of sports industry gathering. In addition, urbanization must be separated from real estate kidnapping, and local governments should seek new industries. Traditional real estate is unsustainable, and investment and development enterprises need new industrial direction and growth point.
However, in Liuli's view, because sports towns are different from other characteristic towns, and because of the particularity of sports industry, the traditional ideas of real estate development cannot be applied. At present, there is a general lack of mature experience and reference model in the market, which is in the primary exploration stage. Therefore, the development of sports towns needs to cross four thresholds.
Liuli pointed out that one of the thresholds is the accumulation of resources. Sports towns must gather sports resources, but at present, almost all high-quality sports resources are within the system, including talent teams, athletes, coaches and referees. The best talents in the industry are within the system, but the quality sports resources available to the public are limited. Based on this, the threshold of sports resource agglomeration is actually the system threshold, and the resources in the system can only be integrated through institutional innovation and mechanism innovation. The biggest bottleneck in the development of sports towns is the lack of resource coordination and integration mechanism. Only by innovating management mechanism and integrating upper-level resources can we coordinate departments and land, link policies and open up space for urban construction.
In addition, the second threshold for developing sports towns lies in environmental conditions. The environmental conditions of small towns must meet the needs of sports and health at the same time. Sports towns should have the functions of keeping fit and relaxing. Sports health, chronic disease convalescence, sports correction and sports rehabilitation can all become the main health industries in sports towns, which need three environmental conditions: sports environment, healthy environment and health service. The sports health market is huge. In Liuli's view, sports correction and sports rehabilitation will become the key directions of sports health towns in the future.
Liuli pointed out that the third threshold is the support of consumers. Sports towns need sufficient consumption support, and the challenge of sports towns is to retain people through industrial upgrading. "The threshold of consumer groups is actually the threshold of product innovation, and the innovation experience is the source of user stickiness. The strategy of sports town is to innovate products on the supply side (sports service environment), thus activating market demand. "
In addition, Liuli also pointed out that the fourth threshold for the development of sports towns lies in market players. At present, the investment and operation of sports towns lack the market subject with comprehensive ability. "Most of the large enterprises with investment and construction capacity in the market have no experience in the sports industry, and most of the formats of the sports industry are also difficult to make profits. However, the consumption of tourism, training and extracurricular activities, cultural products and peripheral products driven by sports projects is far greater than that of sports itself. Therefore, sports towns must be integrated and developed across borders. "
Liuli believes that sports characteristic towns are neither stadiums nor Olympic villages, and should not just pile up sports facilities and competitions. Sports characteristic towns must be integrated across borders and become "sports+",which is the development direction of sports characteristic towns in the future.