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

CPPCC Member Yan Zhiliang: Promoting Sports Consumption to Boost National Fitness – March 13, 2015 National fitness represents a vast and untapped market. Only when the national fitness sector achieves significant progress can sports consumption experience a major transformation, leading to substantial growth in the sports industry. On March 4, Yan Zhiliang, a member of the National Committee of the Chinese People's Political Consultative Conference and chairman of Shandong Taishan Sports Industry Group Co., Ltd., emphasized this during an interview. Challenges in Upgrading Sports Consumption Yan pointed out that China’s sports industry is still in its early stages, with a weak foundation compared to more developed countries like those in Europe and the U.S. There are notable gaps in terms of industrial scale, market vitality, and economic impact. The main obstacles to upgrading sports consumption include: First, low public awareness of sports as a form of consumption. While economic growth has improved living standards, many people still prioritize basic needs such as food, clothing, and housing over fitness. Traditional cultural values often encourage medical treatment rather than physical activity, leading to low enthusiasm for sports consumption among the general population. Second, uneven distribution of sports resources. In many central and western regions, as well as rural areas, underdeveloped economies and limited government investment have resulted in insufficient sports facilities and equipment. Even in cities, there is a lack of adequate sports venues. Existing stadium models are rigid and not open enough to the public. Third, the need for better integration of sports-related industries. Despite the potential of sectors like sports events, media, medicine, leisure, and tourism, they remain fragmented and lack a cohesive industrial chain. Effective promotion and integration are essential to unlock their full potential. Encouraging Family-Based Fitness Consumption In October 2014, the State Council released "Some Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption," which elevated national fitness to a national strategy. The goal is to have 500 million people regularly engage in physical activities and reach a total sports industry value of over 5 trillion yuan by 2025. Yan believes that the key to the development of China’s sports industry lies in promoting national fitness. He stressed the importance of transforming government policy into public consensus through media campaigns, using platforms like TV, radio, the internet, and WeChat to raise awareness and encourage participation. By doing so, sports consumption can become a new trend and a widely accepted lifestyle. He also proposed implementing family-based fitness subsidies to stimulate household-level participation. By combining family funding, corporate support, and government incentives, scientific fitness products can be introduced into homes, fostering long-term engagement in sports and health activities. Activating National Fitness Resources Yan emphasized that relying solely on government investment is not enough. It is crucial to mobilize society as a whole, allowing businesses and individuals to take part in the development of sports infrastructure. Stadiums and clubs should be managed through market mechanisms to enhance efficiency and accessibility. Additionally, he suggested creating regional sports consumption hubs. Eastern regions, with better infrastructure, should leverage their advantages to organize events and promote diverse forms of sports consumption. Meanwhile, central and western regions can capitalize on natural resources to develop sports tourism, outdoor activities, and culturally rich experiences like mountain climbing, cycling, and fitness running, thus boosting local economies and improving public health.

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