New consumption observation 丨 domestic surfing boom gradually starts, and the field of rinse consumers is still in its infancy

Cover reporter Wu Yujia

In the past, there was a wave of national movement in the Winter Olympics, and a new posture of camping and flying disks opened outdoor activities. And surfing, this water sports that combines two core values ​​of sports fitness and outdoor entertainment. In this summer, it has become a popular new choice for Chinese people to relax and relax and leisure outdoor leisure.

On July 27th, Liu Hongtao, the person in charge of the water sports industry, said in an interview that in recent years, with the support of the government floor, the organizational of the event, including the 2020 waves, was determined by the International Olympic Committee to be included in the Olympics project. hot. But on the other hand, the rise of surfing in China is less than ten years, and the degree of user coverage and the scale of industrial development are in its infancy.

Liu Hongtao believes that surfing has multiple attributes of sports, culture, and industries. As a sport, surfing has been popularized in many coastal cities in my country. For example, Sanya and Wanning have formed a relatively complete surfing training institution, and they are the place of international surfing competitions. As a culture, the freedom and adventure symbolic of surfing make it rapid between young people. As an industry, there are still problems such as few brands, scarce channels, and low consumption frequency in the field of surge consumption. But this also means that surfing in China still has a lot of room for development.

Under the wave of surfing, consumption related to travel and equipment has also improved. Hainan Wanning, Sanya, Zhangzhou, Fujian, Huizhou, Guangdong, Guangdong Beihai and other places have always been the resort of surfing enthusiasts with natural geography and wind factors. What is worth buying, the improvement of urban travel consumption also directly maps the surfing fever behind it. In the first half of 2022, the hot cities Wanning, Zhangzhou, Sanya, and Huizhou city travel consumption all increased significantly, and GMV increased by 46.46%, 99.71%, 130.52%, and 195.15%year -on -year respectively.

In terms of surfing equipment, Wang Limei, the principal of "Julang Player", introduced, "Compared with equipment such as fishing, camping and other equipment, surfing is relatively simple. With these three sets, you can go to the sea. Just for users at different stages, as well as factors such as the place, environment, and temperature of surfing, the selected equipment requirements are slightly different. "

At the same time, the improvement of surfing entry equipment consumption can also directly confirm the current situation of domestic surfing. The data shows that the most significant "surfing board" with the most significant initiative is the GMV increased by 465.45%during the first half of 2022. Secondly, the "foot rope" GMV of the surflers quickly recycled the waveplate's "foot rope" GMV increased by 422.04%. Ensure that the "cold -proof" GMV of the human body to avoid warmth in the water movement is 100.47%.

According to foreign media statistics, about 23 million people around the world participate in surfing, and the market size is expected to reach $ 3.1 billion by 2026. However, in China, surfing is in its infancy in terms of cultural popularization, industrial layout, and market development.

Affected by geographical and weather, the development of surfing in China presents regional, cyclical, and low frequency characteristics. Because of this, the Chinese people create a unique concept of "inland river surfing" when they love surfing but the environment are limited, that is, the surfing campaign carried out in the inland river by using the large waves of inland rivers and tide. What's more well -known is that in 2009, with the support of feasible investigations and the Hangzhou government, the domestic first inland surfing competition, the Qiantang River Surfing, has been held for 11 sessions.

Interestingly, because of the regional characteristics of surfing, the "indoor surfing" and "land surfing" derived from the surfing have become the choice of enthusiasts. If indoor surfing, you can rely on surfing simulators to simulate sea surfing in the constant temperature indoor environment. The advantage is that the experiencer can adjust the speed of water flow according to personal conditions, which is safer. The recent "land surfing" that has frequently burst out of the circle can be called the extension of surfing sports on land. Using the body's back twist and folding forward, the shape is compatible with the shape of the skateboard, and the experience simulates the sense of rotation of surfing. More importantly, there is a broad venue and "Lu Chong board" that has sports conditions. The popularity of the two also accelerates the popularity of surfing campaigns in consumers.

As an industry, the development of surfing is particularly inseparable from the market and consumption. If the above -above -reaches of the industrial chain layout reviews the current Chinese surfing industry. The upstream market is mainly composed of common surfing equipment such as surfing board, non -slip wax, surfing jacket. In the upstream market, most of the brands are overseas, and professional brands abroad are rarely settled in the domestic market. There are problems with limited purchase channels. In the midstream market, the surfing club operation is mainly. As the State General Administration of Sports Office of the Water Sports Management Center made clear standards on the athlete registration, sports technology level, and club management methods, domestic surfing clubs are developing to standardize and professional development. The downstream is a consumer market with surfing experience+tourism.

Liu Hongtao analyzed, "At present, the consumption of most surfing enthusiasts is concentrated in the middle and lower reaches of consumption of teaching and experience. The consumption structure is still very different from the global surfing industry." He believes that current surfing is still a popular domestic in China. The trend movement has formed a surfing industry ecology with Hainan as the regional representative, with surfing clubs, surfing brands, and surfing training as its core. The sustainable development of surfing campaigns will not only help the construction of a strong sports country, but also help promote the development of the regional economy and surge consumer industry.

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