Let me introduce three topics to you. First, the current situation of sports industry development; Second, some problems in sports development; The third is the prospect and thinking of the development of sports industry.
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Although China's sports industry started late, it has developed rapidly, with the continuous expansion of industrial fields and scale, improved industrial quality and greatly increased industrial benefits. Although the overall scale of sports industry is not very large compared with other industries, it has formed a unique industrial category in the development of socialist market economy. 1In June, 1995, the State General Administration of Sports formulated the 1995-2010 sports industry development program, pointing out that the goal of sports industry development is to gradually build a sports industry system that adapts to the socialist market economic system, conforms to modern sports laws, has complete categories, reasonable structure and standardized development in about fifteen years. The specific goal stipulated in the "Outline" is to basically form a new pattern of industrial development based on the main business, multi-industry, multi-ownership and common development by the end of this century. Now at the turn of the century, I think the short-term goals stipulated in the outline have been basically achieved, which are reflected in the following four aspects:
First, the sports market with the ontology market as the main body has formed a certain scale, and the basic framework of the market system has been clear.
Second, the development field of sports industry has been continuously expanded, and the quality and industrial benefit of sports industry have been gradually improved.
Third, the industrial form of social investment has developed rapidly, and a large number of sports clubs, sports enterprises or enterprise groups have emerged in line with the modern sports system.
Fourthly, a multi-channel, multi-level and multi-form industrial financing mechanism has been established and formed to ensure the development of sports.
On the one hand, the sports market with the ontology market as the main body has begun to take shape, and the basic framework of the market system has been clear. According to the theory of market economy, the market is the central link connecting production, circulation, distribution and consumption. Although sports products are mainly spiritual products and service products, we should also follow this law. Therefore, the development of sports industry should be based on the development of sports market. The development and prosperity of sports market largely determines the development and prosperity of sports industry. A perfect market system should be an organizational system with complete categories, orderly levels and reasonable structure. With the development of market economy, the deepening of sports reform and the continuous improvement of sports socialization and industrialization, the sports market has gradually developed from sporadic, single and unclear focus in the past to ontological, hierarchical and all-round development. At present, the basic framework is clear. It basically includes competition performance market, fitness and entertainment market, technical training and consulting market, sports intangible assets market and sports tourism market.
Competition performance market: the renewal of public consumption concept and the improvement of consumption level have laid the foundation of competition market. At the same time, the reform of China's competition system-the home and away competition system and the implementation of clubs-has promoted the development of the competition performance market, forming a fairly large and stable audience and fans, and the competition performance market is gradually expanding. Football is the first item to enter the market in China. 1998 The average number of spectators per game in the first-class football league is 2 1300, and the total ticket revenue exceeds10 million yuan. The average audience of League A and League B also reached 1.37 million. The total audience in the first competition area exceeded 5.8 million. According to conservative estimation, the average market income of Club A is 25 million yuan. Speaking of football, you may think that the men's football team has not rushed out of Asia this year, and there are still many fake balls in domestic leagues, which have broken the hearts of fans. On the other hand, the charm of football is real. Although it has not rushed out, the domestic fan base and football market are still relatively stable. The basketball market started later than the football market, but its operation has been relatively successful in recent years. The cultivation of the basketball market pays more attention to the perfection of competition methods and the creation of stadium atmosphere. For example, each game is divided into four sections, and performances are added to attract fans and spectators. 198 There were 172 games in Basketball League A, with a total audience of more than 670,000 people in a season, with an average of more than 3,700 people per game. The attendance rate of most departments is over 75%. The total ticket revenue of the season has also reached more than 46.5438+10,000 yuan. At present, the basketball population in China exceeds 200 million, accounting for 19% of the total population. It can be seen that the development potential of the basketball competition market is still great. After more than three years of cultivation, the overall image, competition quality and management level of volleyball league have been greatly improved, and the operating income of 1998 season reached120,000 yuan. In addition to the three ball markets just mentioned, other aspects such as "CCTV" table tennis match and bowling match have also achieved good social and economic benefits.
Fitness and entertainment market: Fitness and entertainment market is one of the main contents of sports market, the main market of sports market and the participatory consumer market of the broad masses of people. It is developed with the improvement of national economic strength and people's consumption level. With the increase of income, people's quality of life has improved obviously, and the consumption structure has changed greatly. Engel's coefficient in the consumption structure of urban residents has also dropped from 57.4% in 1978 to 46.4% at present. The improvement of people's consumption level has created good conditions for the development of sports fitness and entertainment consumption market, and the multi-level and multi-category demand has provided unlimited space for the fitness and entertainment market. According to a recent survey of sports venues, 90% of consumers in sports venues spend 100 yuan on average in 50 yuan. Among the cities with good national fitness, 43.7% of Shanghai residents spend more than 100 yuan on sports every month (including fitness and entertainment, buying sportswear, etc.). According to the information provided by Beijing Shijingshan Gymnasium, the average inflow of funds in a badminton hall on weekends and sundays is around 1 10,000 yuan. Due to the increase of mass fitness and entertainment consumption, stadiums and gymnasiums are fully opened, which not only meets the demand of exercise consumption, but also stimulates the enthusiasm of society, individuals and enterprises to invest in the construction of stadiums and gymnasiums, forming a virtuous circle market mechanism. In many countries with developed market economy, when counting the output value of sports undertakings, the output value of sporting goods market is counted, because the consumption market of sporting goods is based on the sports consumption of all kinds of sports people, and the standards, specifications and practical functions of sporting goods production are based on the requirements of sports events. Therefore, the sporting goods market is an important part of the whole sports market system. The survey shows that the expenditure on sporting goods (except daily consumption) accounts for the sixth important consumption expenditure, the first is children's education, the second is household appliances, the third is housing, the fourth is books and newspapers, the fifth is high-end clothing, and then the consumption of sporting goods. The average family expenditure on sporting goods is around 2000 yuan. Drawing on the international experience and practices in developing and standardizing the sporting goods market, the State General Administration of Sport has held sporting goods fairs every year since 1993, and has held seven times so far. It should be said that each session is better than the last one in by going up one flight of stairs. Expo has become a bridge connecting production and communicating users, and an important stage for displaying achievements, guiding production and technical exchanges. Last year, more than 460 enterprises participated in the Fuzhou Sports Expo, and the number of booths reached 1998, actually exceeding 2,000, which was 37 times higher than that of the first Sports Expo. In June 5438+ 10 this year, Chengdu Sporting Goods Expo had more than 2 100 booths and more than 500 exhibitors. It is also a famous brand exhibition, and before 1993, it was only called the equipment planning and supply meeting, and the form was limited to exhibitions and sales. This year's Expo also has distinctive features in several important links, one is the internationalization of the booth form, and the other is highlighting the scientific and technological characteristics. Moreover, the design of clothing and equipment is very distinctive. Now we have received the information declared by 200 1 at the World Expo in eight major cities. Beijing will host the 20001World Universiade and also bid for the 20001China Sports Expo. Guangdong will hold the 9th National Games in 20001,and will also bid for the China Sports Expo, and Shanghai will also join the bid. Everyone can feel that the sports fair can not only promote the development of sports-related industries, but also promote the development of local industries. The Games in 2000 will be hosted by Changsha, because Changsha will host the Fifth Urban Games. The success of the Sports Expo has promoted the development of sporting goods in China. Sporting goods enterprises in China, especially those producing fitness equipment, sportswear, sports shoes, shoes and hats, have made great strides in product quality, technical level and production capacity. According to statistics of relevant departments, the output value of sporting goods in China reached $3.86 billion in 1997. It is higher than 1996 16.6%. Sporting goods enterprises have grown up in a good sports environment and with the strong support of the sports department, and the number has also grown from several before liberation to thousands now.
Sports lottery market: There are only two kinds of lottery tickets approved by the government, one is sports lottery and the other is welfare lottery. According to the relevant regulations, the State Sports General Administration strictly implements the national policies to make the sports lottery develop in a healthy direction. The lottery market is growing. As of this year, sports lottery tickets have been issued10 billion yuan. The public welfare fund is fully used for the expenses of the national fitness plan and the Olympic glory plan. At present, sports lottery has developed into one of the pillars of sports industry.
On the other hand, the field of sports industry development is expanding, and the quality and efficiency of sports industry are improving. Because the development of market economy plays a role in allocating resources, many sports assets and resources show great development potential. Over the years, we have developed the industrial field from two aspects, one is the management of tangible assets, and the other is the development of intangible assets. The operation of tangible assets is mainly from non-operating assets to operating assets. On the premise of ensuring business tasks and normal work, sports departments and sports institutions, in accordance with national policies and regulations, turn idle administrative assets such as land, houses, facilities and equipment from non-operating purposes to operating purposes, and obtain certain benefits and gains. At present, this change from non-combat use to combat use is reasonable and necessary. It is understood that in the current sports system, there are such quite common and large-scale activities. There are three business forms: one is renting, the other is internal operation, and the other is foreign investment. In the early days of reform and opening up, leasing and borrowing were the main forms, because this kind of business form was relatively simple and the operating income was relatively direct, but it was prone to the disadvantages of quick success and instant benefit, resulting in the loss of state-owned assets. With the development of market economy and the improvement of national policies and regulations, people's legal awareness and concepts have been greatly enhanced. At present, the forms of non-transformation are mostly joint ventures and joint-stock systems, which are standardized from project establishment to feasibility analysis, from evaluation to signing agreements. It should be said that the non-conversion movement in recent years is developing in a good direction. The second is the development and utilization of intangible assets. Sports intangible assets refer to intangible assets and resources that have no physical form, but can be used by sports departments and sports organizations, and have use value and bring economic benefits. In recent years, the development and management of sports intangible assets mainly include the following aspects: first, the development of naming rights of sports competitions, activities and sports organizations; The second is the development of sports competitions, organizational signs, patents and the right to use; Third, the transfer of the right to broadcast sports events; Fourth, the investment, management and advertising activities of sports organizations and the right of athletes' reputation and portrait.
In the development of naming rights of sports competitions and professional clubs, the associations of related projects have made great achievements. 1998 Vida Cup National Volleyball League earned 8 million yuan. Chinese basketball association transferred the naming rights, promotion rights and 75% advertising space rights of Men's Basketball Team A to the international management group as a whole, with an annual income of more than 3 million US dollars. The income from naming rights is the main income of the club. Among the A clubs of men's basketball team, the naming rights of Beijing Olympic God reached 6 million yuan, and the naming rights of national 12 A clubs reached 46 million yuan, with an average of more than 3.8 million yuan per club. The national A-B club naming rights transfer income reached18.35 million yuan, of which Shenrunxun was the highest, reaching 6 million yuan. The income from the transfer of naming rights of volleyball clubs ranges from 100 to more than 5 million yuan. Football A, in addition to the income from naming rights, the club further develops the naming rights of cities and teams. In every international competition, the China sports delegation has gained considerable income in terms of the title of representative and the franchise right of logo. 1998 Asian Games, 30 Chinese and foreign enterprises purchased the naming rights and franchise rights of the China sports delegation, and the sponsorship amount reached 38 million yuan, including more than 23 million yuan. Gewitt Company won the title of the only designated award-winning equipment with 9 million yuan. No matter from the law of market economy or in accordance with international practice, the TV broadcasting right of sports events should belong to the organizers. In foreign countries, the income from the transfer of the right to broadcast sports events is also a great income. The market mechanism of TV broadcasting rights in China has made some progress, but it is not standardized and the relationship is not straightened out.
Thirdly, the trend of social investment to run industries has developed rapidly, and a large number of sports clubs, sports enterprises and enterprise groups have emerged in line with the modern enterprise system and various ownership systems.
With the rapid development of the national economy and the improvement of people's living standards, the demand for social sports consumption has expanded rapidly. Many fitness and entertainment activities are very strong, and sports that the public likes to see and hear have become the focus of social investment. In recent years, a large number of sports enterprises with different ownership and different scales have surged. In addition to the establishment of A A A B clubs for football, volleyball and basketball by the above-mentioned well-known brand enterprises, more small and medium-sized enterprises focus their investment on the consumer market where the public participates, such as fitness, bowling, billiards, tennis, badminton, table tennis, martial arts, swimming and other projects. Especially in the economically developed southeast coastal areas, small and medium-sized sports enterprises have mushroomed. According to the data provided by Shanghai, in less than one year before and after 1996, all circles at home and abroad invested 10 billion yuan in a bowling project and 200 million yuan in an indoor skating rink. 1997 there are more than 1700 professional sports enterprises registered in the industrial and commercial departments in Guangdong province. There are 160 sports enterprises in Shenzhen. 1997 the turnover reached 500 million yuan. From 65438 to 0998, there were 5,000 sports venues in Beijing, with an annual turnover of more than 600 million yuan and a tax revenue of more than 78 million yuan. There are 3,000 sports venues in Hubei and Anhui provinces in the central region.
1996, China's first joint-stock company focusing on sports industry-North Fifth Ring Co., Ltd. was established in Changchun, and its shares were listed and issued in Shenzhen Stock Exchange on 10. The Changchun Gymnasium operated and built by the company has been put into use, which has provided good service for the opening and closing ceremonies and competitions of the 9th Winter Games and received favorable comments. 1998 In March, China Sports Industry Co., Ltd., the largest joint-stock enterprise in China's sports industry, was established and listed on the Shanghai Stock Exchange on March 27th. The registered capital of the company is10.80 billion yuan and the net assets are 450 million yuan. The company focuses on the development, construction and operation of large-scale sports fitness facilities, various competitions, sports advertisements, sports tourism and insurance agents. , comprehensive development and operation of the sports industry. The establishment of China Sports Industry Co., Ltd. marks that the State Sports General Administration has taken a strategic step to revitalize the stock of state-owned assets, realize the optimal combination of assets and adjust the direction of enterprise industrialization.
Fourthly, a multi-channel, multi-level and multi-form industrialization financing mechanism has been established and formed to ensure the development of sports industry. This is the main purpose of sports system to develop industry. Engaged in industry and market is to get more funds from the market. The purpose of establishing a socialist market economic system is to make the market play a fundamental role in resource allocation under the macro-control of the state. In the way of resource allocation, the government is no longer a single subject, but mainly plays a macro-control and leading role. Judging from the current reality of national development, financial subsidy income is still basic and necessary, and it has a certain growth every year. However, because the country cannot cover everything, it is necessary to gradually establish a public expenditure system, and the state finance that enters the market will no longer be in charge, and the state finance will no longer enter the field of competition. In this way, the sports industry and market continue to develop, and sports funds are gradually obtained from the market. Judging from the actual situation in recent years, the market allocation of funds is getting bigger and bigger, which is manifested in the substantial growth of annual operating income, business income, other income and investment income. In recent years, the national sports expenditure only accounts for 0.4% of the national financial expenditure, increasing from 65,438 to 0,997, reaching 30.56%, mainly because the provinces of the Eighth National Games increased their investment in sports funds. 1998 dropped sharply to 0.4%, because it entered the rest period after the Eighth National Games. From 65438 to 0997, the national sports fund allocated 3.4 billion yuan, and the non-financial income reached 147 billion yuan, equivalent to 43.04% of the financial subsidy income. This proportion is already very large in terms of market share, and the average self-financing rate of sports institutions in China is 50-70%. From 65438 to 0998, the state allocated 3.85 billion yuan for sports funds, with non-financial income 19. 1 100 million yuan, and non-financial subsidy income was equivalent to 49.6% of financial income. In terms of market share, the ratio of 1998 is higher than 1997. According to the data of the State Sports General Administration, the non-financial income of sports institutions reached 1993- 1998, the industrial income of sports institutions increased by 42.77% every year, and the national financial subsidy income increased by 12- 13%. The sports system vigorously promotes socialization and industrialization and vigorously develops the sports market. As far as this year is concerned, non-financial income has increased by 42.77% on average, which shows that there is no market and no industrial development. Only the annual increase of China's finance 12- 13% is far from meeting the needs of national sports development. Therefore, it is necessary to establish and guarantee a multi-channel, multi-level and multi-form financing mechanism for sports industrialization. This is to talk about the development of sports industry from the above four aspects.