Author: Pan Helin (co-director and researcher of the Digital Economy and Financial Innovation Research Center of the International Business School of Zhejiang University) During the Spring Festival holiday of the rabbit year, China's urban and rural areas ushered in the long-awaited fireworks, tourism and catering and other consumption boom, the urban streets were crowded, and the consumer market boomed again. In the smoke, sports consumption has become a unique and beautiful scenery. In Beijing, the "Double Olympic City", Shougang Park has attracted more than 176000 people to enter the park during the holiday with "ice and snow collection", "show ice rink" and other ice and snow activities, with a total sales of more than 8 million yuan. In Nanjing, more than 50 new sports consumption scenes attracted 300000 people to punch in, driving consumption of more than 200 million yuan. In Yunnan, camping, Frisbee and other sports drive the local economy and become new scenery outside the scenic spots. The popularity of stadiums around the country has reached its peak during the holiday season. While offline sports consumption is booming, online sports consumption also shows a booming scene. Sports equipment, family sports equipment, bracelets and other digital and intelligent sports products are selling well. The bright performance of sports consumption during the Spring Festival holiday is expected, and it also brings inspiration for the long-term development of the sports industry. In the future, we should expand the scale of China's sports industry, further activate consumption and stimulate domestic demand by optimizing the supply of sports. According to the data of the General Administration of Sport of the People's Republic of China, the proportion of people who regularly participate in physical exercise in 2020 will reach 37.2%, and the total scale of the sports industry will reach 2737.2 billion yuan. The National Fitness Plan (2021-2025) issued by the State Council puts forward the goal that by 2025, the total scale of China's sports industry will reach 5 trillion yuan, and the proportion of people who regularly participate in physical exercise will reach 38.5%. Compared with the sports industry of European and American countries, there is still much room for growth in China's sports industry. In 2012, China's sports industry accounted for 0.6% of the GDP of that year, and the proportion rose to 1.06% in 2020, making significant progress. However, compared with the global average of 2%, there is still a gap between the proportion of 3% in Europe and the United States. The strong support of the policy and the huge potential development space have created new development opportunities for China's sports industry. The key to developing and strengthening the sports industry is to optimize the supply. In the field of sporting goods, many representative sportswear brands have emerged in China. In the future, attention should be paid to the integration of sportswear brands with China-Chic and fashion, so as to build a reputation and brand of "Made in China" with design ability. In addition, the category of sports goods should continue to expand. The deep integration of intelligent electronic devices such as VR and bracelets with the sports industry will bring new consumer demand. These devices connected to the online platform can also provide users with more complete sports planning. In the offline field of sports services, multiple measures should be taken to meet the people's growing sports needs. First of all, we should further increase the supply of stadium infrastructure and expand outdoor sports space. It includes not only general stadiums and gymnasiums, such as football and basketball courts, but also some special sports venues, such as ski resorts and ice rinks for ice and snow events, to increase the optional outdoor sports for residents. Moreover, "sports+tourism" has become a new driving force for the development of sports industry, such as the hot ice and snow projects during the Spring Festival holiday and the hot water projects in summer,