CPPCC Member Yan Zhiliang: Promoting Sports Consumption and Promoting National Fitness

On March 13, 2015, Yan Zhiliang, a member of the Chinese People's Political Consultative Conference (CPPCC) and chairman of Shandong Taishan Sports Industry Group Co., Ltd., emphasized the importance of promoting sports consumption as a key driver for national fitness. He pointed out that the national fitness market represents a vast and untapped opportunity, and achieving significant progress in this area would lead to a qualitative leap in sports consumption and boost the entire sports industry. Yan highlighted several challenges hindering the upgrade of China’s sports consumption. First, public awareness of sports as a form of consumption remains low. Despite economic growth, many people still prioritize basic needs like food, clothing, and healthcare over fitness. Traditional cultural values often discourage active participation in sports, resulting in low enthusiasm among the general population. Second, there is a clear imbalance in sports consumption across different regions. In central and western China, as well as rural areas, underdeveloped economies and limited government investment have led to insufficient sports facilities and equipment. Even in cities, the number of sports venues is inadequate, and existing facilities are often poorly managed and not accessible enough to the public. Third, the integration of sports-related industries—such as sports events, media, medicine, leisure, and tourism—remains fragmented. A more coordinated approach is needed to build a comprehensive sports consumption ecosystem. In response, Yan proposed implementing family-based fitness subsidies to encourage broader participation. He argued that families, as the fundamental units of society, should be at the center of new sports consumption initiatives. By combining family contributions, corporate support, and government incentives, scientific fitness products can be made more accessible to households. Additionally, he stressed the need to mobilize the entire society, not just rely on government funding. Stadiums and sports facilities should be opened to the market, allowing private enterprises and individuals to play a greater role in their operation. This would help activate every sports-related entity and foster a more dynamic sports culture. Yan also suggested developing regional sports consumption hubs. The eastern region, with its better infrastructure, should leverage its advantages to organize events and promote diverse forms of sports activities. Meanwhile, central and western regions could focus on sports tourism, outdoor recreation, and culturally rich experiences such as mountaineering, cycling, and fitness running. With national fitness now a top strategic priority, it is essential to translate policy into public action. Media and educational campaigns should be expanded through digital platforms like social media, television, and mobile apps to raise awareness and make sports consumption a mainstream lifestyle choice.

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