From sports to outdoor leisure, the recent market performance of the cultural and sports goods industry has been impressive: the latest data from the National Bureau of Statistics shows that in the first two months of this year, the retail sales of sports and entertainment products above designated size increased by 25% year-on-year, with a month on month growth rate of 8.3 percentage points, significantly higher than the 4% growth rate of total retail sales of consumer goods. How to achieve a high growth rate of 25%? As an important support for improving residents' quality of life and promoting national fitness, sports and entertainment products cover a wide range of categories, including fitness equipment, specialized sports equipment, ball equipment, outdoor sports equipment, amusement equipment, and entertainment supplies Zhang Peisheng, Vice Chairman of the China Association of Culture, Education and Sports Goods, analyzed that the outstanding performance since the beginning of the year has been supported by the continuous release of consumption potential such as demand side holiday economy and outdoor economy, as well as strong support from supply side product innovation and industrial chain optimization. Looking at the demand side, the concept of healthy consumption is constantly strengthening, and the integration of culture, sports, and tourism is accelerating, helping the industry to grow rapidly. I didn't expect the off-season to be tough Having been deeply involved in the field of outdoor amusement facilities for many years, Wu Yao, President of Jiangsu Nanjing Wande Sports Industry Group, said that in the first two months of this year, the domestic market revenue reached 120 million yuan, a year-on-year increase of over 20%. Currently, orders in hand have been scheduled until June, and all production lines are operating at full capacity to ensure production. In Wu Yao's view, in the past two years, the industry has gradually entered a cycle of large-scale updates and replacements, coupled with the continuous creation of new sports consumption scenes in various regions and the release of policy dividends such as high-quality promotion of child friendly city construction. The combination of existing markets and incremental demand has driven the continuous heating up of the outdoor entertainment equipment market. Looking at the supply side, digital transformation is accelerating, service models are upgrading, and the level of industrial supply is constantly improving. In order to better adapt to the trend of outdoor sports, the newly upgraded automated production line has been officially put into operation this year Ye Weilun, the general manager of Guangdong Maxka Sports Co., Ltd., told reporters that after the new production line is put into use, the production efficiency has increased by 30%, and the football production is expected to exceed 10 million this year. Zhang Peisheng stated that based on the research of enterprises, in recent years, industry enterprises have been accelerating their transformation from single product manufacturing to "product+service" collaborative development, paying more attention to the integration of product functions and user experience, strengthening technology applications and cultural implantation, and comprehensively promoting product supply upgrading. On the one hand, enterprises are accelerating the pace of intelligent manufacturing and digital transformation, continuously enriching product categories, enhancing product design and added value; On the other hand, by focusing on diversified application scenarios and extending supporting services such as sports guidance, health management, and event training, a more complete consumer ecosystem can be created. Is high growth sustainable? During the interview, many business entities expressed optimism about this year's market performance. The off-season is not weak, and the peak season is even more prosperous. This year's annual revenue is expected to exceed 1 billion yuan, setting a new high Wu Yao said that with the deep integration of culture, sports and tourism, and the increasing social attention, the industry is expected to usher in greater development opportunities. In recent years, with the upgrading of consumption and the widespread development of national fitness activities, the cultural and sports goods industry has shown a stable and positive trend as a whole. The market size continues to expand, the industrial chain is becoming increasingly perfect, and the product structure continues to be optimized. Some sub sectors such as intelligent sports equipment and outdoor products have achieved rapid growth. In 2024, the revenue growth of large-scale enterprises in the sports equipment manufacturing industry, amusement equipment and entertainment products manufacturing industry reached 10.2% and 8.9% respectively, far higher than the revenue growth rate of the light industry industry. In the short term, the trend of consumer recovery will continue. In the medium to long term, the trend of transformation and upgrading in the entire industry will become clearer, jointly forming a solid foundation for the stable and positive development of the cultural and sports goods industry Zhang Peisheng said that in the next step, the industry will seize opportunities and take advantage of the situation. On the one hand, it will accelerate technological empowerment, promote product innovation and industrial upgrading; On the other hand, actively promoting the expansion of "sports+" integrated applications, expanding diverse consumption scenarios, and striving to cultivate more new growth points to play a greater role in expanding domestic demand and promoting consumption. (New Society)