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"Soft bones, stiff muscles, clumsy movements, poor balance and easy to fall." Wang Xiaozan, a young Changjiang scholar from the Ministry of Education and secretary of the Party Committee of the School of Physical Education and Health of East China Normal University, commented on the physical health of young people in China.
The research article in Sports and Health Science pointed out that there are still problems in the overall physical quality of teenagers in China. According to the survey, among the school boys aged 7- 12 in Beijing, 15% are overweight and 10% are obese, and the proportion is still rising.
In such a big environment, sports training has gradually become a backbone of the youth education market. Family is the most basic starting point of education, which has a considerable impact on the development of youth sports. For the sports training market, it is very important to know what parents are thinking. Based on the survey results of actual data, this study makes an in-depth analysis of parents' needs from three aspects: parents' cognition, sports demand, consumption and service, hoping to provide useful help for the sports market.
Parents generally realize the importance of sports.
With the development of science and technology in recent years, the leisure ways that children can participate in have become more intelligent. Indulge in the games and animations on the tablet computer and use the balance car instead of walking, but the "feminine" physique brought by the convenient life has made many parents pay attention to their children's health.
Parents' attitude towards children's sports?
China Family Children's Physical Fitness Insight Big Data Report 2065438+2009 released by Parents Help in August. Through an in-depth investigation of more than 2,000 parents in different cities, different age groups and different educational backgrounds, it is found that over 73.6% of parents believe that the lack of physical exercise is the most important reason for their children's poor physical fitness.
Parents believe that the main reason for children's poor health.
More than 64.8% of parents think that children's health is always the first, and they should set aside time for physical exercise anyway. The remaining 35.2% parents still put learning first, but they also agree that they need to strengthen physical exercise while studying.
Parents' understanding of learning priority and physical quality
The influence of parents on children's sports?
Adolescence is the most important stage to develop a person's character and habits. Family education accounts for a large proportion, but the report shows that more than 60% parents exercise with their children at most once a week, and the proportion of exercising together for less than 3 hours per week is as high as 73.3%. Among them, it is best for parents and children to exercise together in primary school.
The number of times parents and children exercise together every week.
For children's physical education, more than two-thirds of parents think that they do not have professional knowledge in this field and need to be further strengthened. However, more than half of the parents born in 1980s and 1990s have confidence in their children's physical education, because they usually maintain high frequency of exercise.
Parents' understanding of children's sports knowledge
Proportion of parents who are quite proficient in sports knowledge
Comprehensive data analysis shows that when parents encourage or urge their children to participate in sports and maintain a high frequency of exercise, the children's exercise time will increase significantly, and parents' exercise time of more than 7 hours per week can promote their children's exercise to the greatest extent. This also means that how to motivate parents to participate in sports is also very important when helping teenagers improve their sports ability.
Parents have a strong purpose for youth sports.
What are the needs of parents?
For teenagers, how to improve their growing competitiveness through sports has become the most concerned issue for many parents. Parents' reports show that more than 62.3% of parents want their children to develop in the following three aspects:
1. Self-protection and adaptability when dealing with emergencies.
2. The figure is very good, and there should be no problems such as being too fat, too thin and hunched.
3. Good physical fitness and good disease resistance in response to natural and weather changes.
Parents are more concerned about the development of children's sports.
In addition, it is also one of the important factors to let parents master a skill and strengthen the competitiveness of further studies and study abroad through sports.
What did parents choose?
In order to achieve the goal of all-round development, more than 48% parents who participated in the survey reported extracurricular sports training classes to their children in the past year, among which first-and second-tier cities, families with high parents' education and high annual family income accounted for the majority. Parents in third-tier and below cities are more inclined to give their children regular physical examinations and buy nutritional products to help improve their physical fitness.
Among all sports, first-and second-tier parents prefer "aristocratic sports" such as equestrian, fencing and golf, but overall, the popularity of mass sports such as running, swimming and three-ball is 43%, 34.5% and 32.3% respectively, accounting for the first three.
The top ten most popular sports
The demand of teenagers of all ages for sports.
What are parents worried about?
Although we mentioned earlier that parents have a great influence on children's sports status, the report shows that 45.2% of parents can't guide and supervise their children's sports because of work and other reasons. 37.6% parents in junior and senior high schools are worried that if there is no external supervision, their children may be lazy in sports.
What are parents most worried about when improving their sports ability?
On the other hand, 47.3% parents are worried about whether incorrect exercise will bring physical harm to their children. If children are studying in training courses, how to ensure the professionalism and teaching level of participating coaches in sports training institutions has become an important indicator in parents' choice.
Half of parents are willing to pay for physical exercise.
Why do parents prefer physical exercise?
Compared with physical education class in our school, more than 60% of parents think that extracurricular sports training classes have stronger sports atmosphere and more scientific teaching methods, and at the same time, extracurricular training classes can provide the best training facilities for children. For about half of parents in primary schools and junior high schools, physical exercise can well meet their needs for their children's sports level.
In first-and second-tier cities, more than 70% parents have planned or enrolled their children in physical training classes. Last year, the average expenditure was about 6,500 yuan, accounting for 1/3 of all kinds of extracurricular training. This shows that the sports training industry is still worth exploring in the high-consumption regional market, and the market demand is very obvious.
Annual expenditure on children's physical education by parents who sign up for physical education class.
Is advertising marketing still useful now?
Although the Internet technology is very developed now, because of the chaos in the children's education and training market in recent years, more than half of parents tend to be recommended by relatives, friends, communities, teachers and other people around them when helping their children choose sports training institutions. However, traditional propaganda modes such as telephone sales and TV advertisements are obviously not popular with parents.
The main sources of information for parents to choose physical exercise institutions
When it comes to what sports training institutions are more concerned about, convenient transportation, safety and reasonable price have become the three factors that parents are most concerned about.
In contrast, parents of children in kindergartens spend more time with them, and physical training institutions will gain more favor if they can provide more parent-child projects.
With the growth of children's age, by the time of high school, parents are more concerned about their children's academic performance and begin to show fatigue in sports training and other projects. However, the market for studying abroad through sports expertise will once again usher in prosperity. Generally speaking, the main target-oriented objects of sports training market are children, primary schools and some junior high schools.
The sports culture market has great development potential.
But it is still in its infancy.
For parents, it is normal for children to participate in one or two extracurricular trainings at present. Where there is demand, there is a market. Thanks to the vigorous development of youth training and education market in recent years, sports training and education have also caught the express train and ushered in a new stage of rapid development.
Nowadays, many large and small sports training institutions have emerged in the domestic market, but most of them are still in their infancy. The level of teachers is not high enough and the business model is not diversified enough.
From the perspective of education mode, what training institutions bring to children is often the improvement of physical quality and spiritual cognition. Through teamwork or completing a task in training, we can cultivate children's positive attitude on the premise of exercising. However, parents sometimes care more about whether their children perform well in physical fitness tests and other exams through extracurricular training.
Therefore, for sports training institutions, if more high-tech technologies can be applied to sports teaching in the future, parents can grasp their children's sports in real time and provide opportunities for online learning. Maybe when we balance the needs and results with our parents, we can achieve a satisfactory result for both sides.
Generally speaking, it is necessary for parents to lead their children to contact some popular leisure sports from their own, and parents also need to learn more about this knowledge; If extracurricular sports training can go further professionally, not only to improve children's physical fitness, the value of the future sports training market will be further highlighted.
Reliable physical measurement is engaged in the measurement service and data service of children's physical quality and related children's motor development, physical function and psychological development.