Mass sports confidence is not enough, sports coupons come together.
Editor’s note: This article comes from the WeChat public account “Sports Industry Ecosystem” (ID: ECO-SPORTS) .
Text / Liu Jintao
Edit / Beili
During the resumption of production and production, the new policy of stimulating consumption has also leapt forward.
The distribution of hundreds of millions of consumer vouchers has become an important means for releasing sports consumption, stimulating public participation and supporting enterprises everywhere. This model has also been publicly praised by the National Development and Reform Commission. One of the most concerned about by the sports industry is undoubtedly the “sports food ticket” to boost the market.
Public sports consumption is being promoted. Is the return of sports events and professional leagues on the agenda? However, a new piece of paper from the State Sports General Administration on March 31 made this vision stranded and also brought more uncertainty to the industry’s recovery.
The epidemic is a war. On the bright side, most domestic industries are gradually opening up “post-war reconstruction.” Among them, consumption, which is the first driving force of economic growth, has also become a new proposition that the local governments continue to think about.
Fortunately, the consumption under the strong line of sports has also received attention. As early as March 13, the National Development and Reform Commission and 23 other ministries and commissions jointly issued the “Implementation Opinions on Promoting Consumption Expansion, Improving Quality and Accelerating the Formation of a Strong Domestic Market”, which also includes the General Administration of Sports. Three of them involve sports.
And localities have begun to use consumer coupons to stimulate the public to actively participate in:
In March, Qingdao Sports Bureau was the first batch of six fitness business units, and issued a total of about 120 million yuan of fitness experience cards and about 160 million yuan of fitness consumption vouchers. The citizens passed the official website of Qingdao Sports Bureau and the city. On the WeChat public account page of the Sports Bureau, select the type of consumer coupon to apply for, and 12,000 copies will be issued in less than one day;
Nanjing City will issue 10 million electronic consumer coupons in the municipal sports lottery charity fund, a total of 200,000 coupons, each with a quota of 50 yuan, will be used for public sports and fitness venues;
Hebei province will also issue sports coupons worth 15 million yuan in 2020. Last year, the sports subsidy policy was implemented in Shijiazhuang, Cangzhou, Zhangjiakou, and Chengde, connecting 97 sports venues, with a registered user of 144,400 people. A total of 15 million yuan of sports consumption vouchers were issued, driving personal sports fitness direct consumption of about 3746.80 Ten thousand yuan.
Jiangsu Province has started the third-year 50 million yuan consumption voucher program. Fitness people can receive ice and snow consumption vouchers of less than 200 yuan and 100 yuan for consumption at designated ice and snow venues in the province. Sports companies that have made outstanding contributions to epidemic prevention and control will be given financial support, incentives, and loan discount support. For sports events, sports activities, sports training and other purchase services and equipment procurement items that have been included in the 2020 budget and determined to be carried out during the year, The proportion of down payment will also be increased to 60%.
Sports consumption is imperative, which is also a big step in the industry’s recovery. Moderate guidance similar to small events and consumer coupons does have a positive effect on rebuilding consumer confidence and restoring normal sports life. It is also a signal of recovery to the sports crowd.
It is just that the new policies such as consumer coupons, in addition to boosting the current various industries, still have the effect of alleviating the trend of “retaliatory consumption.” For example, catering, apparel, tourism and other industries may face an outbreak situation after the epidemic, and if this time is too long, it is not friendly to the sports industry.
In addition, the domestic sports atmosphere is generally weak. If the public ’s willingness to consume sports will be affected by the epidemic, then the consumption voucher will become a long-term subsidy, which will undoubtedly bring more vitality to the sports consumer market. Therefore, the effects of consumer coupons should not be seen in the short-term, but in the long-term.
Another reason for this is that when the epidemic has not completely dissipated, the public still rejects sports participation and outdoor sports.
Can the 2020 lost in domestic snow fields be recovered?
But in any case, you can see that the seeds of the sports industry recovery have been sown. When sports people began to wait for the opportunity, the sports events and professional leagues that had a tendency to restart, but once again pressed the pause button. On March 31, the General Office of the General Administration of Sport of China issued the “Notice on the Non-Resumption of Marathons and Other Sports Events.” Not restored.
Previously, the news of the CBA restart once occupied our attention. The National League in the 2.0 era wanted to be the vanguard. This is indeed what the generation of basketball people are expecting. Many teams have begun to recall their foreign aid and foreign teachers, and even even There is an exact start date, it seems that everything just waits for a whistle.
It is true that CBA has made great efforts to restart. Not only was it held in an empty field, the competition system was adopted, the competition was only held in two cities, and it seemed that the risk of the outbreak was controlled to a minimum. It is not so clear to restart the road, and it is covered with a mist.
As you can see, under the characteristics of high personnel concentration, sports, a service industry that is greatly affected by the epidemic, is indeed more marginal in the resumption of production. However, from the perspective of the entire anti-epidemic strategy, such a trend is not unreasonable.
Sports is not a social pillar industry in desperate need of recovery. At the Boao Forum for Asia Sports Night event one year ago, Li Yingchuan, deputy director of the State Sports General Administration and member of the party group, said: “The sports industry accounts for 1% of the country’s GDP, 30% of which comes from the sports service industry. , 60% comes from the manufacturing of sports products. “
It is true that sports consumption and sports are not in the list of just-needed daily expenses for the general public. To make way for anti-epidemic, this needs to be an industry consensus. As with sports, there is also the education and training industry-the General Office of the Ministry of Education issued the “Notice on Doing Well in Primary and Secondary Education in the Spring Semester of 2020” in mid-March, requiring that after-school training institutions should not Conduct offline training.
Many years ago we said that the sports industry has great potential and high ceilings. Now, is it not an opportunity for the epidemic?