BY2 Has Opened The Curtain Of Fitness For All.

On May 13th this year, the State Council held a teleconference on implementing the National Fitness Program (2011-2015 years) in March 1st this year, which pointed out a new direction for the sustainable development of China's sports industry.

With the implementation of the policy, the popularization of some national fitness programs has further intensified the promotion efforts.

In the afternoon of May 12th, the news conference was held at the National Sports General Administration in 2011.

Feng Jianzhong, deputy director of the State General Administration of sport, director of the director general of the General Administration of manpower, Weng Jiaren, President of the China sports newspaper general office, Tu Xiaodong, chairman of the board of directors of China Sports Corporation Limited, Lin Shui pan, and other relevant representatives and guests attended the conference.

At the meeting, the organizers formally announced the plan of the national fitness Wanli travel project in 2011, and unveiled the mysterious veil of the official partner of the national fitness Wanli line in 2011.

2011 national fitness Wanli row curtain

The press conference is unprecedented in scale. The leaders of the activity Department came to the scene, and more than 50 media came in.

At the press conference, Feng Jianzhong, deputy director of the State Sports General Administration, and director of the director general of the center for human resources, Weng Jiaren, Tu Xiaodong, President of China sports press general and Tu Xiaodong, President of the China Sports Corporation, jointly pressed the crystal ball, which symbolizes the start button of the "national fitness 10000 miles" in 2011, marking the official opening of the national fitness Wanli line in 2011.

In the speech, Feng Jianzhong, deputy director of the State General Administration of sports, fully affirmed the social effects of the national fitness Wanli activities in the past years. At the same time, he said that the people's urgent need for fitness exercise and the enthusiasm of the masses to participate in fitness have strengthened the determination of the General Administration of sports to vigorously promote the development of fitness industry and promote the nationwide fitness campaign.

As an official partner of the "National Fitness Program", the chairman of the company, Mr. Lin Shui pan, firmly believes in the bright future of the national fitness business.

He said, "fitness for all is the lasting motive force for the development of China's sports industry, and it is also a new direction for the development of sports brand.

As a new brand of China's national sports, Xi Long has an obligation to promote the social responsibility of promoting national fitness. "

Lin Shui Pan said at the same time, "Xi De Long has constructed a brand culture system that takes the" Life Movement "as the positioning and" freedom supreme "as the core demand of the brand, and initiates the brand remolding.

The prospect of national fitness campaign is bright.

The conference was implemented from the State Council to implement the National Fitness Program (2011-2015 years).

On the one hand, with the general improvement of the national standard of living, the economic conditions for national fitness have been preliminarily established; on the other hand, with the concerted efforts of several generations of sports people, China's competitive sports development has made brilliant achievements and has carried out the nationwide fitness program. Furthermore, the urban and rural sports infrastructure construction has been greatly improved over the past few years, and initially has certain hardware conditions. In addition, the popularization of sports concept also has a certain foundation, especially the 2008 Beijing Olympic Games and the 2010 Guangzhou Asian Games, becoming the accelerator of China's popular sports concept.

In fact, the task of promoting national fitness is urgent.

Statistics in 2007 showed that the number of people who exercised regularly in China accounted for only about 28% of the total population. 80% of adults aged 35 to 49 were in sub-health state.

The National Fitness Program (2011-2015 years) proposed that by 2015, the target of over 32% of the national exercise intensity would be very difficult.

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Promotion of national fitness, publicity and education work should take the lead.

In fact, the effect of the nationwide fitness program in 2010 was very good, which also verified the necessity of publicity and education.

On this conference, the organizers of the national fitness Wanli line put forward a new idea -- developing network promotion.

"Digitalization" helps National Fitness

In today's digital media age, the Internet has become the most important media platform by virtue of its information richness and platform interaction.

First of all, network promotion can enlarge the coverage of the crowd and attract more people to participate. Furthermore, carrying out network promotion is conducive to mutual exchange of experience and knowledge among sports enthusiasts, accumulating stable participation groups, and gradually forming a strong national fitness atmosphere; secondly, the network is more targeted for strengthening publicity work for young people and white-collar workers; finally, the form of network promotion is rich, interesting, and online and offline interaction can help to form a perfect publicity and education system.

As the official partner of the two national fitness Wanli travel company, the chairman of the company, Lin Shui pan, is deeply impressed by the role of the Internet.

He said frankly that the Internet is an important part of modern society, and he is also actively thinking about network promotion, which includes support for the nationwide fitness network.

After the conference, the website of the national fitness Wanli travel website will be launched, and the network will be listed as one of the important directions of promotion. It is believed that the network will play a huge role in the promotion of national fitness.

Enterprise participation in achieving win-win situation

In the past, the promotion of national fitness is mainly guided by the government. In fact, if we can effectively mobilize enterprises to participate in the promotion of national fitness, it will be helpful to improve the promotion effect and expand the scale of promotion.

On the one hand, enterprises can provide support for numerous resources, including cost and publicity channels, so as to slow down the pressure of public expenditure and broaden channels for publicity and promotion.

On the other hand, enterprises need to have brand publicity and can share the fruits of nationwide fitness promotion.

This is easy to form a virtuous circle of multi benefit, so that the promotion of national fitness programs can be sustainable.

In fact, from 2009 to 2010, the cooperation between Xi Long lung and the national fitness Wanli bank is quite desirable.

The author learned that in 2010, with "100 universities and colleges running" as the main line, the nationwide fitness Wanli activities extended to more than 100 universities across the country.

In Shenyang, Xi'an, Nanjing, Harbin and other places with "I exercise, I am happy" as the theme of the stage interaction, fitness selection, competitive champion and other links have received very good results, indirect participation, the impact of more than 2 million 200 thousand people.

The national fitness Wanli line has gradually become the star activity and brand activity in the field of national fitness promotion.

To achieve such a good result, it can be said that it is inseparable from the support of Xi Long lung.

And for the enterprise itself, it can bring good returns.

According to the introduction of Lin Shui pan, chairman of Xi De long, in 2010, the sales performance and brand awareness of Xi long long were very fast. This is closely related to the deep involvement of enterprises in the promotion of the national fitness Wanli line.

In 2011, the national fitness Wanli line has been launched, and the cooperation between Xi Long lung and the organizers will go further. Both sides hope to gradually find out a set of mature models for enterprises to participate in the promotion of national fitness, so as to extend it.

Fitness for all: a new marketing commanding point

With the introduction of the National Fitness Program (2011-2015 years) this year, many people in the industry are also thinking about the future of the national fitness industry.

The potential of China's sports industry is huge.

Take sports shoes as an example. At present, China has 0.5 pairs per capita, while western countries have about 3.4 pairs. The price of brand sports shoes with a unit price of more than 200 yuan is 5 times higher than that of developed countries.

Just imagine that if the national fitness program is popularized smoothly, even if the proportion of sports population is increased by only 10 percentage points, and only one pair of shoes is consumed per person, the shoe market can achieve 10 billion scale expansion.

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However, the development of the national fitness industry must jump out of the old competitive sports industry mode. The supply of products and services needs to meet the needs of diversified sports activities in the era of national fitness.

In addition, special attention should be paid to the promotion role of the national fitness industry to the development of the national fitness program. The supply of goods and services will also play a positive role in promoting the nationwide fitness program, which is also a virtuous cycle.

In fact, some keen enterprises have taken the lead in grasping this trend.

Reporters learned from the director of forest water board of Xi De long, about two years ago, the senior leader of Xi De long had foreseen the development trend of the national fitness in the post Olympic era of China, and put forward the idea of "sports life, health standardization".

In the past two years, Xi Long lung has carried out detailed research and verification on the national fitness industry, and has carried out research and innovation practice in many aspects, such as consumer demand, brand culture packaging, industrial design, research and development, and so on. At present, a complete system has been formed.

This year, Xi De Long put forward a new brand slogan - "freedom first". In fact, it is the signal that the whole brand focuses on the national fitness industry.

Under the background of vigorously promoting the national fitness popularization process, the 2011 national fitness Wanli row press conference has an extraordinary significance. As a landmark mass promotion activity in the field, the national fitness Wanli line not only bears the mission of the popularizing people, but also undertakes the mission of practitioners.

It is believed that under the correct guidance of the government and under the enthusiastic response of the public, with the support of the enterprises, the nationwide fitness program will surely explore a feasible route, provide reference for the wide spread of the whole country, and finally lead to a substantial increase in the proportion of sports population in China, contributing to China's move from a sports power to a sports power.