Hoop mania

While the CSL is using big-name imports to lure fans, its hoops counterpart, the Chinese Basketball Association, is also attracting huge attention with its 2015-16 Season Finale Series between Liaoning and Sichuan, which tipped off on Friday.

All 4,000 tickets for the opener at Liaoning's home stadium were sold out within half an hour on March 7, while all 9,000 tickets for Sichuan's first home game on Wednesday were snapped up in less than three hours.

The huge demand for tickets underscores the growing demand for high-quality professional sports and athletic performances as a cultural product against a backdrop that in recent years has seen consumption of urban sports shift from tangible sporting goods to fitness services and recreational activities.

As China aims to boost its sports industry as a new economic driver, the development of performance-related sports businesses, fitness services and the trade in media rights must be accelerated, according to observers and insiders from the country's top political advisory body.

Former NBA star Yao Ming, a member of the Chinese People's Political Consultative Conference National Committee, senses that the shift is happening.

"Sport plays different roles at different times. Olympic gold medals used to inspire our national teams, but now people consume sport as a cultural product or service in the forms of a great basketball game, a yoga course or a skiing trip. Our emphasis should develop along with demand so we can develop the industry follow-up," Yao said, during this year's annual session of the CPPCC.

However, at present, most sports consumption in China remains focused on tangible goods, such as sportswear and equipment, while very little is spent on businesses related to participation, such as ticketing, fitness services and merchandising, which hold greater potential.

According to analysis by the General Administration of Sport of China, almost 80 percent of the revenue of the nation's sports industry comes from the manufacturing sector, while less than 20 percent is contributed by fitness services and professional sports-entertainment businesses. That's far lower than in the United States.

"The structure of our sports industry should be improved and geared toward more intangible consumption," said Ma Jilong, an official at the GASC Sporting Equipment Center and a CPPCC National Committee member.

In October 2014, the State Council, China's Cabinet, issued a plan to grow the country's sports market, aiming to increase the industry's total revenue to 5 trillion yuan by 2025, when it is predicted to account for about 1 percent of GDP, compared with 0.6 percent in 2013.

According to statistics supplied by the administration in 2014, China's sports industry contributed added-value of 404 billion yuan to the total gross output of 1.36 trillion yuan.

Ma said the administration and its affiliated event-administration centers should relinquish a greater number of rights to private companies, non-governmental organizations and self-managing entities within the professional leagues, such as CSL Co and the CBA League Council, to develop the sports market more freely.

"This is how we can unburden enterprises to the utmost and add vitality to resources, so a wider range of products and services can be created through a market-oriented approach to meet public demand," he said.

Contact the writer at sunxiaochen@chinadaily.com.cn