艾媒报告 |2019全球及中国体育消费产业现状及发展趋势分析报告

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本报告涉及企业/品牌包括：耐克、阿迪达斯、彪马、Fanatics、安踏、李宁、特步、KEEP、虎扑识货、阿里体育、腾讯体育、京东体育、优购、苏宁、恒大集团、智美体育、京东、乐刻、约教练、万达集团

从全球体育产业增长率情况看，美洲和欧洲体育产业2019-2021年平均增长率分别为6.0%和7.1%，未来体育产业趋于稳定； 2019-2021年亚洲地区平均增长率为7.9%，未来市场发展潜力大。美国方面，2017美国体育消费增加值占据体育产业总增加值75.6%，成为推动体育产业发展的动力来源；欧洲方面，体育产业跻身国民经济支柱产业前十，体育旅游成为欧洲体育消费增长最快的领域之一。从中国体育产业发展看，不断增长和参加锻炼的人群促使体育消费市场规模稳步增长，预计到2020年中国体育消费市场将达到1.5万亿元。数据显示，2017年中国体育用品和相关产品制造总产出占据体育产业总产出的61.4%，超过一半的体育产业产出由体育用品和相关产品制造带动。2018年阿里双十一体育消费总额达60亿元，同比增长17.6%。以安踏、李宁等中国本土运动品牌营收业绩看，得益于线上线下业务发展，2018安踏营业收入达到241.0亿元，相较2017增长44.4%；李宁集团电商业务收入营收占比约为21.0%，同时虎扑识货、KEEP等内容电商也逐渐崛起。艾媒北极星互联网产品分析系统数据显示，2019年3月KEEP APP月活用户数量超过1500万人，环比增幅4.9%；识货APP月活用户数量超100万人，环比增幅6.3%，中国体育消费新型业态发展迅猛。此外，场馆服务、体育培训、体育赛事总体规模不断扩大，“体育+”工程促进体育与传统旅游、文化产业的跨界融合都开始成为体育消费的新兴发力点。

From the growth rate of the global sports industry, the average growth rate of the sports industry in the Americas and Europe is 6.0% and 7.1% respectively in 2019-2021. The future sports industry tends to be stable; the average growth rate in Asia in the period of 2019-2021 is 7.9%. The market has great potential for development. In the United States, the added value of sports consumption in the United States in 2017 accounted for 75.6% of the total added value of the sports industry, and became the driving force for the development of the sports industry. In Europe, the sports industry ranks among the top ten pillar industries of the national economy, and sports tourism has become the fastest growing sports consumption in Europe. One of the areas. From the perspective of the development of China's sports industry, the growing and participating population has promoted the steady growth of the sports consumer market. It is estimated that by 2020, China's sports consumption market will reach 1.5 trillion yuan. Data show that in 2017, China's total output of sporting goods and related products accounted for 61.4% of the total output of the sports industry. More than half of the output of the sports industry was driven by the manufacture of sporting goods and related products. In 2018, the total consumption of Ali Shuangyi Sports reached 6 billion yuan, a year-on-year increase of 17.6%. According to the performance of China's local sports brands such as Anta and Li Ning, thanks to the development of online and offline business, 2018 Anta's operating income reached 24.10 billion yuan, an increase of 44.4% compared with 2017; Li Ning Group's e-commerce business revenue accounted for approximately At 21.0%, the e-commerce business such as Tigers and KEEP has gradually emerged. Ai Media Polaris Internet product analysis system data shows that in March 2019, the number of KEEP APP monthly users exceeded 15 million, an increase of 4.9% from the previous month; the number of monthly users of the APP APP exceeded 1 million, an increase of 6.3% from the previous month. The business has developed rapidly. In addition, the overall scale of venue services, sports training, and sports events has continued to expand. The “Sports+” project promotes the cross-border integration of sports and traditional tourism and cultural industries, and has begun to become an emerging force for sports consumption.