In an interview on March 4, 2015, Yan Zhiliang, a member of the Chinese People's Political Consultative Conference 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 national fitness represents an enormous market opportunity, and only through significant progress in this area can sports consumption experience a qualitative leap, leading to substantial growth in the sports industry.
Yan highlighted several challenges hindering the upgrading of sports consumption in China. 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 medical care over fitness. This traditional mindset has led to low enthusiasm for sports activities 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 resulted in inadequate sports facilities and insufficient access to fitness equipment. Even in cities, the number of sports venues and clubs is often insufficient to meet demand.
Third, the integration of sports-related industries—such as sports events, media, medicine, leisure, and tourism—is still lacking. A comprehensive industrial chain for sports consumption has yet to be fully developed, requiring more effective strategies for resource exploration and integration.
To address these issues, Yan proposed encouraging family-based fitness consumption by introducing government subsidies. He suggested combining family funding, corporate support, and financial incentives to promote scientific fitness products into households. By doing so, it could foster a culture where sports participation becomes a common lifestyle choice.
Moreover, he stressed the need to mobilize broader societal involvement in national fitness. Instead of relying solely on government investment, stadiums and sports facilities should be opened up to market-driven operations. This would encourage private enterprises and individuals to play a more active role in developing sports infrastructure and services.
Yan also called for regional development strategies tailored to local resources. In eastern China, where conditions are better, efforts should focus on leveraging existing advantages to create new industrial hubs. In central and western regions, natural resources and cultural heritage can be used to develop sports tourism, adventure activities, and health-focused experiences such as mountaineering, cycling, and fitness running.
Ultimately, Yan believed that transforming national fitness from a policy goal into a widespread social movement requires strong public awareness campaigns through modern media channels. By promoting sports consumption as a new lifestyle trend, China can unlock the full potential of its sports market and achieve long-term sustainable development.
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