Outdoor sports have gradually become a part of modern life. People can see the movement of people in the streets and suburbs. In the United States, outdoor sports have become a mature industry. In 2014, 48.4% of Americans participated in at least one outdoor sports event, with a total of 140 million people. In the frequency of participation, sports such as running and cycling, which have higher penetration rate, runners and riders reached 79.5 person/year and 54.3 person/year respectively.
In contrast, outdoor sports have just emerged in China and the penetration rate has not reached the height of the United States, but the rate of increase has been rapid. In 2014, 130 million people carried out outdoor sports, which accounted for 9.5% of the total population.
This huge population base brings huge commercial demand. If we analyze the social characteristics of outdoor sports participants, we can find great commercial potential behind them.
According to the results of third-party surveys such as the “Beijing Outdoor Sports Industry Marketing Current Consumer Survey Questionnaireâ€, outdoor sports consumer groups are mainly concentrated in the 21-40 age group, accounting for 67.1% of the surveyed population; followed by people under the age of 20 , accounting for 13.7% of the surveyed population. As can be seen from the distribution of age, the age distribution of outdoor sports consumer groups is relatively concentrated, mostly young people.
Young people like commodities that can express individual psychology when they spend, and pursue fashion. Outdoor sports as a new activity is tangling with the youth's psychology. They are willing to buy more professional sports such as running, cycling, and mountain climbing. Equipment to find a better sports environment.
Many cities have also spotted this opportunity and invested a great deal of enthusiasm for running matches into various outdoor sports competitions such as running a marathon and running a bicycle race.
Hosting competition issues
Since the State Council has upgraded the national fitness program into a national strategy, the enthusiasm for running matches across the country has skyrocketed, but at the same time, problems have emerged.
1. "Follow the wind" is a serious phenomenon
Li Wen, the director of People’s Daily’s Sports Department, pointed out in his article that the regions are more willing to swarm the popular competitions that have swept the country. As to what these so-called hot events can bring to the region or the city, they are often in the early stages of organizing the event. It is difficult to obtain due attention in argumentation, and it is difficult to do rational assessment and objective analysis in the later summary.
Take the marathon competition as an example. Since 2014, the number of Chinese marathon events has grown in the form of “blowoutsâ€.
According to statistics from China Marathon, there were 51 games in 2014, 134 games in 2015, and 245 games in 2016. Behind the large number of matches, there are hidden dangers in the competition, and the quality of the game is difficult to guarantee, thus affecting the profits of the competition.
2. Lower competition level and inexperience
The marathon competition has five levels of international certification, namely road certification, event certification, International Marathon Association certification, China Track and Field Association certification and IAAF certification. Currently only three old marathon competitions in Beijing, Dalian, and Shanghai can be fully certified. More than half of the races have not achieved the minimum road certification.
Acquiring certification usually takes a certain amount of time in the history of the competition. China's marathon this year is mostly a marathon for the first time. The experience of competitions is lacking, and there is still a big gap between old and domestic events.
3. There is a loophole in the game organization
At the Yangling Nongken City International Marathon held in April this year, a contestant fell to the ground and died 41 kilometers ago. This is the third player who has died in a domestic marathon in recent years. In order to pursue the number of participants in some competitions, the health status of the participating personnel is not supervised, and participants are not required to conduct physical examination before the competition.
In addition, medical insurance is also a place where many competitions should be strengthened. Many marathon industry participants believe that any organizer of a marathon should have perfect prevention and first aid measures before the competition.
On the running route, there is always an ambulance; there is a fixed medical point every 5 or 10 kilometers; there is a professional medical volunteer every 1 km; in addition, there is a volunteer every 100 meters to assist in medical rescue.
Security is also an important issue for outdoor competitions. In the Qinghai Lake Cycling Race half a month ago, a mentally disabled man suddenly plunged into the track and the sprinting athletes evaded the game, resulting in a larger area for the event. The overturn accident caused six players to be injured.
In contrast, the Tour de France, which has a hundred years of history, has been able to remain in a state of emergency and ensure the safety of the event has been extended twice, so that even under the terrorist attacks, the game is still successfully held.
How outdoor sports can be more commercial
In the "13th Five-Year Plan" for the development of the sports industry promulgated by the State General Administration of Sports last month, it was clarified that the fitness and leisure industry is one of the eight key industries for the development of the sports industry, and outdoor sports belong to them.
"Planning" pointed out that the development of key sports leisure sports directory, with outdoor sports as the focus, the development of supporting series of plans to guide the healthy development of fitness-oriented leisure projects with consumer lead.
For how to make outdoor sports more commercial:
Say goodbye to "thousands of people" and launch an innovative approach
The commercial purpose of holding a marathon or bicycle race in a city is usually to attract investors' attention through its full-scale display of the city's appearance as a business card for the city. However, uniform matches cause aesthetic fatigue, which has reduced both influence and attractiveness.
For ordinary runners, finishing 42.195 kilometers may not be what everyone is pursuing. Relaxing while running and expanding your social circle is a deeper goal. And some new creative running races can satisfy these runners' tastes.
For example, it has emerged from the United States in recent years and has just landed on China's colorrun. Although the distance of colorrun is only 5 kilometers, the number of participants in an event can reach 20,000, more than 60% of China's marathon participants.
The huge number of participants brought a huge social opportunity. According to colorrun official website statistics, TheColorRun has witnessed 87,410 "love at first sight", 9670 "first dates," 654 proposals and 35 weddings.
This can attract the participation of more young people. As mentioned above, young people are the main force of outdoor sports consumption. The participation of more young people can bring more business opportunities.
So for the contest organizers, instead of following the marathon, it is better to think about how to do a competition to attract young people.
Bid farewell to "door-to-door repair" and increase media exposure
For an event, media exposure is an essential way of publicity. For the time being, some large-scale outdoor sports games are usually broadcast on television stations, such as the Beijing Marathon and China Dragon Boat Race, which are often seen from CCTV. However, the popularity of broadcast promotion in traditional media is strong enough to attract investment. However, for ordinary viewers, TV ratings are not high and viewers do not buy it.
In response to this situation, outdoor sports can be combined with the popular live broadcasts today. Compared with traditional media, the cost of live broadcasts is lower, but the audience is more viscous; live broadcasts introduce the game from the perspective of a participant and are more attractive to potential outdoor sports participants.
Say goodbye to "go it alone" and combine it with other fields
For China's outdoor sports, there are two directions that can be extended and corresponding industries can be combined with it. The first is for professional outdoor areas and cooperation with outdoor products. For outdoor retailers, the best advertisements are those who wear their brand in the streets. For the organizers, more professional sports sponsorship can also help the competition.
The other direction is to face the mass outdoor market, combined with outdoor sports tourism. Compared with professional outdoor sports, public outdoor sports crowds participate in activities with low intensity and low participation frequency. They mainly pursue the pursuit of experience. The widespread dissemination of outdoor concepts in China has led to the emergence of outdoor tourism in China, and the consumption space is vast.
At present, the outdoor travel market is relatively fragmented. Outdoor outdoor retailers' professional outdoor culture, rich outdoor event organization experience, and diverse outdoor equipment support will make them occupy a certain first-mover advantage in the outdoor tourism market. Active involvement will share the outdoor tourism industry. Develop dividends.
China's outdoor sports industry is still young, and although it has received a "5 trillion yuan" boost from the state, it does not mean that it can boost its development and eat as fat.
On the one hand, it learns the organizational experience of advanced foreign competitions, and at the same time uses a large number of potential user groups in the country to cultivate the user's soil for the outdoor sports industry in order to make it healthy. When the national fitness program is no longer just a strategy, it becomes the reality of the goal. The harvest season of outdoor sports will really come.
Reproduced from: Internet Ten Sports
Picture source from network
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