A Study On The Sports Consumer Market In Japan

Sports consumption, the hot spot in Chinese economy development as well as in the process of expanding domestic demands, is expected to be enlarged by taking the advantage of newly introduced national policies. Japan, which has achieved good efficiency in developing nations’ sports either in school physical education, nation body constitution or innovation capability in sports production manufacture, is well-known among Chinese. This paper seeks to show the methods Japanese adopts in developing sports by summarizing the data in sports consumption, and then we may know more about Japanese people’s sports consumption conducts, and the consumption market’s dynamic traits. On the other hand, by analyzing the market and dig out the problems they are, we may make sense of the sports consumption gap between Chinese and Japanese family. It’s inspiring to Chinese sports consumption market that making proper understanding of Japanese sports market.Through the study eight points come out as important. First, the sharing file on sports consumption in Japan is in consists with the economic trend. Second, the study identified that Japanese sports consumption market is affected by nation’s economy. The consumption was inhibited since 1993 with a little bit uprising in 2012. Third, the statistics in Japanese sports consumption are counted by household which show that family sports consumption is in positive relevance to disposable income. In the coming years Chinese household sports expenses can be expected to reach the Japanese level merely by comparison of the sports consumption ratio. The forth, Japanese people’s favorite sports consumption is changed from tennis, golf which was hot in 1980s’ and 1990s’ to flexible, economic fitness actives. The fifth, it’s the Japanese government policy favor may cause the inhibition in Japanese sports consumption. The sixth, the sports production market is mainly shared by limited a few big sports business, but the competition with alien brands impelled them to fetch markets abroad in which Chinese main land would be one the most important potential market. The 7th, the low birth rate is another aspect that holds the development of Japanese sports consumption. The 8th, Chinese sports economy is deem to stick to Chinese market to create national sports brands and serve for Chinese people, not the consumption market merely for sports products abroad instead.