On the health trail of urban parks, morning runners have agile steps; The rock climbing hall in the bustling commercial district, where enthusiasts focus on challenging new heights of rock walls; Collecting sports consumption coupons on mobile phones and planning the next sports experience in one's heart... The vibrant images outline the vivid appearance of the new ecology of sports consumption. On April 13th, at a climbing gym in Beijing, a coach was teaching rock climbing. In recent years, with the deepening of the national fitness strategy, the forms of sports consumption in China have become increasingly diverse. The fields of ice and snow sports, spectator economy, outdoor sports, sports services, etc. have flourished and become important engines for driving domestic demand. According to data from the National Bureau of Statistics, the size of the domestic sports consumption market has reached about 1.5 trillion yuan in 2024, becoming one of the important growth points for domestic economic development. The rise of sports consumption has injected strong momentum into the high-quality development of the economy Li Hai, Dean of the School of Economics at Shanghai Sport University, emphasized in an interview with People's Daily that with the continuous increase in the contribution rate of consumption to GDP, there is enormous potential for development in this field. The continuous release of policy dividends injects strong momentum into the sports consumption market. In March of this year, the Central Office and the State Council issued the "Special Action Plan to Boost Consumption", which clearly proposed to expand cultural and sports tourism consumption; Subsequently, the Ministry of Commerce and 12 other departments released the "Special Action Plan for Promoting Healthy Consumption", which deeply implemented actions such as "bringing sports events into scenic spots, neighborhoods, and commercial districts"; The General Administration of Sport of China recently issued a notice, stating that it will carry out pilot work to promote sports consumption and event economy in 30 cities within three years. A series of policy combinations have provided strong support for the innovative development of the sports industry. ——The sports economy ignites consumer enthusiasm. In the first quarter, Hebei Province held 1435 various sports events, attracting over 2.59 million participants and spectators. Among them, emerging events such as laser running, street dance, roller skating, polo, equestrianism, and mountain biking are highly sought after by many young people due to their trendy and nature friendly characteristics. Wuqing District, Tianjin, aims to promote consumption through sports, gather popularity through events, and promote health through sports. In 2024, it will host 12 international and domestic sports events such as the Chinese Volleyball Super League and the Tianjin Wuqing Half Marathon; V1 Auto World held four series of car carnival events, attracting over 200000 participants from the surrounding areas of Beijing Tianjin Hebei region and driving consumption of over 1 billion yuan. ——Innovating business formats to expand consumer space. Jilin Province is exploring a four season linkage model to extend snow season traffic to four season consumption scenarios. Carry out entertainment projects such as low altitude flying, camping, off-road UTV, and mountain bike tracks during non snow seasons, providing more possibilities for scene switching between ice and snow and green mountains and rivers. Harbin City has innovatively promoted the integrated development of the "ice and snow+automobile" dual industry, and will build the "Harbin International Ice and Snow Automobile Sports Headquarters Base" on the natural frozen shallow ice of the Songhua River, forming a comprehensive ice and snow sports body that integrates international events, safe driving training, and cultural tourism research and learning. ——Consumer subsidies activate market potential. On March 1st, Shanghai launched the distribution of "Le Dong Shanghai" sports consumption vouchers, which cover various sports such as swimming, badminton, football, tennis, etc., achieving seamless integration of "online voucher collection and offline verification". The Jiangxi Provincial Sports Bureau distributes sports consumption vouchers according to local conditions, encourages various types of sports consumption weeks, sports carnivals, sports night markets, sports markets and other promotional activities to actively create a sports consumption atmosphere. During the Sports Consumption Week, Wuhan City in Hubei Province simultaneously held the "Han Sports" online consumption promotion activity, distributing 10 million yuan consumption vouchers in batches, and deepening the creation of a new consumption scene integrating "competition, food, appreciation, shopping, and tourism". Distributing sports consumption vouchers can greatly stimulate consumers' willingness to consume Li Hai stated that consumer vouchers lower the consumption threshold through subsidies, which not only provides benefits to the public, but also drives related consumption such as sports venues and sports equipment, improves venue utilization, alleviates operational pressure on related enterprises, and optimizes the industrial structure. Scene and mode innovation are the key to upgrading sports consumption Wang Yuxiong, Director of the Sports Economy Research Center at the Central University of Finance and Economics, emphasized that through innovative integration of culture, sports, and business travel, especially by promoting the deep application of digital technology in sports consumption scenarios, it can help enhance user consumption experience and drive related industries towards high-quality development. (New Society)