current situation of commercial fitness facilities in Qingyang district
by interviewing the director of Qingyang district sports bureau and consulting some documents of the sports bureau, we can know the general situation of the operation of national sports fitness facilities in Qingyang district.
1. Coexistence of various economic components
There are state-owned, collective, private, joint venture, sole foreign investment, Sino-foreign joint venture and other multi-economic properties engaged in sports and fitness business. However, in the nature of collective economy, it is actually wearing a "red hat", which is called collective but actually private operation. In fact, most of the associates are private individuals and enterprises or institutions, and most of them are affiliated to collective units such as street cultural centers, and they take the form of partnership shares, operate independently and be responsible for their own profits and losses. Private management has become the main body of sports fitness and entertainment industry. Most of the state-owned components in the sports fitness and entertainment industry are set up by sports venues affiliated to the Sports Bureau, and employees are contracted to operate collectively or individually.
2. The scale of operation varies
From the speeches and documents of the director of sports bureau, we can see that about half of the funds are invested below 511,111 yuan, about one-fifth are invested between 1 million yuan and 11 million yuan, and those invested above 11 million yuan are sports hotels and sports complex buildings; In terms of business area, the average indoor area is 511m2, and the average outdoor area is over 2111m2. The largest indoor business area is 31,111 square meters, and the largest outdoor venue covers an area of 2s1 mu. The ratio of indoor-oriented sports and fitness casinos to outdoor-oriented ones is roughly 3: 1. The number of employees in each business place is related to its business scale, ranging from a few people, dozens to hundreds, with an average of about 21 employees in each business place, an average of 81 consumers per day in each sports fitness and entertainment place, and the daily consumption of some projects is single digits. The operating scale of sports fitness venues can be generally reflected from the aspects of capital investment, the size of operating venues and the number of employees.
3. Diversified business projects
According to the survey, the business projects of existing sports fitness and entertainment venues involve billiards, bowling, tennis, table tennis, badminton, swimming, martial arts, Qigong, Taekwondo, fitness, sports dance and many other projects. Ranked according to the number of business premises, followed by equipment fitness, swimming, billiards, tennis and bowling. The number of other projects is small. Two-thirds of them are engaged in single project management, and some of them are affiliated to large hotels and guesthouses in both single and comprehensive operations. The scale of operation of enterprises engaged in single projects is quite different, and there are small venues such as billiards and table tennis rooms. There are swimming pools, bowling alleys, fitness centers and other medium-sized venues; The comprehensive business premises are mostly a combination of different projects such as table tennis, tennis, billiards, badminton, roller skating, fitness and ballroom.
One of the characteristics of many large and medium-sized sports and fitness venues is the integration of fitness, entertainment and recreation. There are not only fitness venues, but also dance halls, saunas, cafes, tea rooms, restaurants, etc., as well as supporting film and television book rooms, which can meet the needs of consumers for fitness, entertainment, recreation and friends gathering.
4. Different grades of facilities
Fitness and entertainment facilities can be divided into three grades according to the luxury of architectural decoration, the advanced level of equipment and the level of service. Although it is difficult to make accurate classification statistics in the survey, it can be roughly described as follows: most high-end equipment and fitness equipment are imported from abroad, with large investment costs, luxurious and comfortable decoration, and many fitness, entertainment and leisure projects, which can be combined with other physical exercises, entertainment and leisure activities to form comprehensive and multifunctional high-consumption sports activities and leisure places for fitness and entertainment; Generally speaking, the mid-range category is relatively complete in equipment and auxiliary facilities, with a large site area, elegant environment, more service items, rich activities and reasonable fees, which can better meet the needs of consumers in fitness and bodybuilding; Low-grade functions are relatively simple, venues and facilities are simple, and services are few. However, due to its low cost, relatively affordable and convenient location, it is welcomed by ordinary consumers. In the development of sports fitness industry in recent years, it can be clearly seen that the sports fitness and entertainment industry has changed from aristocratic to civilian, not only the business projects tend to be diversified, but also the proportion of middle and low-end fitness and entertainment venues has increased, and the consumer price has declined due to the intensification of competition due to the excessive development momentum. Consumers in the fitness and entertainment market include not only foreign businessmen and private entrepreneurs, but also high-income and middle-income people such as managers and employees of foreign-funded enterprises. In recent years, many working-class people have gradually become consumers in the sports fitness and entertainment market.
Second, the problems existing in the operation of commercial fitness venues in Qingyang District
1. Some projects have grown too fast and started blindly
Due to the growth of demand in recent years, the economic benefits are good and some projects have a high rate of return. However, many investors have rushed into the market without investigating the market, resulting in oversupply, which has led to intensified competition in the industry, decreased economic benefits and difficult operation. For example, they have always been caught in a rush. According to some research reports, according to foreign experience, the number of bowling lanes in general cities should be one lane for every 7,111 to 8,111 people. According to industry estimates, there are 2,111 lanes in Beijing that have reached saturation. How many fairways does a city need and how to calculate them is a problem that needs to be further studied. However, in the past two years, such blind development has led to a decline in benefits, and it is an indisputable fact that the opening rate and turnover of many stadiums have decreased, and the income has decreased. Due to the rapid growth, the supply obviously exceeds the demand. Except for a few stadiums, which are in good operating condition, most of them are in a state of meager profit and loss.
2. The positioning is on the high side, and the project structure is unbalanced
China's sports fitness and entertainment facilities first appeared in big hotels, hotels and Shenzhen Special Economic Zone in big cities, which were established to meet the needs of opening up and were basically "aristocratic". In recent years, there has been a tendency of "popularization", but for the vast number of consumers, it is still on the high side, mainly because of the high consumer price. According to the survey, the price of a round of bowling in the afternoon or evening is generally from 21 yuan to 25 yuan, and the lowest is 15 yuan; The price in Bao Dao is from 221 yuan to 311 yuan, and the price of each lane in the morning is 15 yuan per hour and 121 yuan per hour to 281 yuan. An hour's consumption ranges from tens of yuan to three or four hundred yuan. Playing badminton for more than an hour costs 41 yuan, and you have to pay 21 yuan to borrow a badminton racket. Plus, badminton always needs 71 yuan. Table tennis is a popular sport, but in some mid-range entertainment places, the hourly fee is at least 21 yuan. In some stadiums and gymnasiums, the fee for playing tennis is from 41 yuan to 61 yuan. Zhong Tianlang once conducted a random sampling survey on 568 Shanghai citizens (including 545 males and 23 females). Among the respondents, 57.9% did not spend a penny on sports activities such as fitness, aerobics, weight loss, swimming and ball games in 1996, and 37.8% spent less than 311 yuan, which is 95.7%. When answering the reasons that affect citizens' participation in sports, fitness and entertainment consumption, more than half of them think that the top two factors are low wages and high sports, fitness and entertainment consumption prices. At the present stage, most people's economic tolerance for sports, fitness and entertainment consumption is limited, and this situation is difficult to change in the short term. Therefore, the operator must consider this reality when setting up the project, positioning and establishing the business strategy, so as to avoid the business risks and economic losses caused by positioning errors and blind launching.
one problem related to high positioning is the imbalance of project structure. At present, most of the business items in the sports fitness and entertainment market are fitness, bowling, swimming, tennis and billiards. How to strengthen the development of popular basketball, football, table tennis, badminton and other business projects, so that business projects spread from aristocratic projects such as bowling to popular projects, is a problem that needs to be studied and solved.
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