Cover comment ｜ The niche movement is becoming more and more popular, and the high -efficiency commercial market matches personalized supply and demand

Jiang Yan

Flying, climbing, paddle boards, waist flag football ... Over the past year or two, the outdoor niche movements that have rarely appeared have risen quietly. Beijing Liangma River is full of paddle boards, and there are more players in Shanghai Xuhui Binjiang skateboarding than walking residents. After get off work, people rushed to the park to throw the limit flying tray, and rushed to the countryside to climb the mountain on the weekend. Unlike traditional projects such as table tennis, badminton, basketball, these emerging sports seem to have richer definitions, hobbies, social, and lifestyle. At the same time, these niche movements frequently encountered controversy during the promotion. (interface)

Although it is called the "Niche Movement", the popularity of its online and offline topics is simply comparable to the traditional mass movement. In this regard, it seems that it can also be called an emerging "popular movement." If it is said that from the overall number of participants and its relative proportion, flying disks, climbing, paddle boards, waist flag football, etc. still belong to the "niche"; In terms of, this kind of exercise is not only more and more strong, but also great influence.

A basic truth is that "niche" itself is one of the reasons for constituting attractiveness. The pursuit of "vulgar" and the pursuit of "different people" has always been a stubborn preference in the depths of human nature. Playing something is different, and naturally with a sense of high -level sense, the layered gradient has been pulled from the beginning. The so -called exercise is interest -driven, and some are showing off, performing, and communication demands. Compared with traditional sports, flying trays, pulp, etc. are indeed easier to "produce", and it is also immediate for the "tide" person who stands up.

The deep players of a sport must have their own circles and groups. Such communities often have a long history and relatively fixed, and there are invisible barriers, which makes it easy for outsiders to enter and integrate. In this context, emerging campaigns such as flying plates, climbing, paddle boards, and waist flags provide another choice. Under the premise of most people, they can start from scratch. They are participants, and they are the definers of an emerging movement, which provides another sense of realization.

Traditional major projects such as football, basketball, badminton, mature and stable rules, competition etiquette, watching culture, all have a paradigm. This greatly reduces the space for participants to play and let go of themselves. The niche movements such as flying plates, climbing, paddle boards, and Lu Chong are not. The rules are extremely flexible, and there is no aging of all aspects. To a certain extent, it is considered "as you want to do not exceed the moment." This state is more suitable for those personalized athletes. There are subdivided exercise needs, and there must be subdivided sports supply, a high -efficiency market, which matches supply and demand. After that, the niche movement has become the hottest sport in their respective circles.

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