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"Bones are soft, muscles are stiff, movements are awkward, and poor balance makes it easy to fall." Wang Xiaozan, a young Yangtze River Scholar of the Ministry of Education and Party Secretary of the School of Physical Education and Health at East China Normal University, commented on the state of physical fitness and health of China's youth in this way.

The research article in the journal Sports and Health Sciences pointed out that there are still problems with the overall physical fitness of China's youth, and the survey showed that the number of overweight boys aged 7-12 years old in Beijing accounted for 15% of the total number of overweight people, the number of obese people is about 10%, and this proportion is still rising.

Under this environment, sports training has gradually become a backbone of the youth education market. The family is the most basic starting point of education, and has considerable influence in the development of youth sports. For the sports training market, it is crucial to figure out what parents are thinking. This study analyzes the needs of parents from three aspects, namely parental awareness, sports demand, and consumption and services, and hopes to provide useful help to the sports training market.

Parents generally recognize the importance of exercise

As technology has matured in recent years, the ways in which children can engage in leisure have become smarter. They are addicted to games and animations on tablets, and use balance bikes instead of walking, but the convenience of life has brought about a "delicate" physique that has made many parents concerned about their children's physical health.

Parents' attitudes towards children's sports?

Parents' help in August 2019 published the "Chinese family children's physical fitness insight big data report", through the more than 2,000 distributed in different cities, different age groups, different education parents in-depth survey found that more than 73.6% of parents believe that the lack of sports is the most important reason for children's poor physical fitness.

Parents believe that the main reason for children's poor health

More than 64.8% of parents believe that children's health is always the first priority, and no matter what, they should set aside time for physical exercise. The remaining 35.2% of parents, while still prioritizing learning, also agreed with the idea that learning needs to be accompanied by physical activity.

Parents' perceptions of the priority of study and physical fitness

Parents' influence on their children's sports?

Adolescence is the most important stage in the development of a person's character and habits. Family education takes up a large proportion of it, but the report shows that more than 60% of parents exercise with their children at most once a week, and the proportion of those who exercise together for less than 3 hours a week is as high as 73.3%. Among them, the elementary school stage parents and children exercise together the best.

Number of times parents and children exercise together per week

For children's physical education, more than 2/3 of the parents believe that they do not have the expertise in this area and need to be further strengthened in this regard. However, more than half of these post-80s and 90s parents are confident in their children's physical education, thanks to the high frequency of exercise they usually maintain.

Parents' knowledge of their children's physical education

Percentage of parents who are reasonably proficient in physical education

Comprehensive analysis of the data reveals that when parents encourage or urge their children to participate in sports, and when they themselves maintain a high frequency of exercise, the amount of time their children spend exercising increases significantly, and that parents who spend more than seven hours a week exercising maximize the amount of time their children spend exercising. promote children to exercise. This also means that when it comes to helping young people improve their athletic ability, it is also crucial to motivate parents to participate in sports.

Parents are very purposeful about youth sports

What are the needs of parents?

For the youth group, how to enhance the competitiveness of growing up through sports has become a major concern for many parents. According to a report by ParentHelp, more than 62.3% of parents prefer their children to develop in the following three areas:

1. Self-protection and resilience when dealing with emergencies

2. Good physical shape, without problems such as being too fat, too thin, or hunchbacked

3. Good physical fitness, and resistance to diseases and illnesses in response to natural and weather changes

3. Good physical fitness, and resistance to diseases and illnesses in response to natural and weather changes

4.

Parents are more concerned about the development of their children's sports

In addition, through sports to master a skill, to enhance the competitiveness of higher education, study abroad is also one of the important factors that parents consider.

What do parents choose?

In order to achieve comprehensive development, more than 48% of the parents who participated in the survey enrolled their children in extracurricular sports training courses in the recent one-year period, with first- and second-tier cities, parents with high academic qualifications, and families with higher annual household incomes accounting for the majority. Parents in third-tier cities and below are more inclined to give their children regular checkups and buy nutritional supplements to assist in improving their children's physical fitness.

Among all the sports, first- and second-tier parents favor equestrianism, fencing, golf, and other "noble sports", but overall, running, swimming, and the three major ball popular sports by the children's degree of popularity of 43%, 34.5%, and 32.3%, respectively, accounted for the top three.

Top 10 most popular sports

Demand for sports among youth of all ages

What are parents worried about?

Although we mentioned earlier that parents have a great influence on their children's sports status, the report shows that 45.2% of parents are still unable to guide and supervise their children's sports due to work and other reasons. 37.6% of middle and high school parents are concerned that their children may slack off on exercise if there is no outside supervision.

What are parents most worried about when it comes to improving their athletic ability?

On the other hand, 47.3% of parents were concerned about whether incorrect exercise could cause physical injury to their child.

Another concern of 47.3% of parents was whether incorrect exercise methods would cause physical injuries to their children.

Half of parents are willing to pay for physical training

Why do parents favor physical training?

More than 60% of parents believe that extracurricular sports training programs have a more athletic atmosphere and more scientific teaching methods than physical education classes in schools, and that extracurricular training programs provide the best training facilities for children. For about half of the parents in primary and junior high schools and high schools, sports training is a good way to meet their demand for their children's physical fitness level for higher education.

In the first and second tier cities, more than 70% of parents are planning to or have enrolled their children in physical training classes, and the specific cost of the average amount of annual expenditure of about 6,500 yuan, accounting for all types of extracurricular training, 1/3. This shows that the sports training industry is still worth tapping into the market in high-consumption areas, and the market demand is very obvious.

Parents who have enrolled in physical training classes spend an annual amount on their children's physical education

Is advertising and marketing still useful now?

Although the Internet technology is now very developed, because of the chaos in the children's education and training market in recent years, resulting in more than half of the parents in the selection of children's physical training institutions, more inclined to friends and relatives, community groups, teachers and other people around the recommendation. And telemarketing, television and radio advertising and other traditional publicity mode is obviously not popular with parents.

The main source of information for parents to choose a physical training institution

When it comes to what they care more about a physical training institution, convenient transportation and close proximity, safety and security, and reasonable price are the three factors that parents care about the most.

In contrast, kindergarten children's parents spend more time with them, and physical training institutions that offer more parent-child programs will gain more favor.

As children grow older and reach high school, parents are more concerned about their children's academic performance, and programs such as sports training begin to show fatigue. But the market for study abroad through sports specialties will be booming again. Overall, the most important target of the physical training market is still young children, elementary school and some middle school groups.

The market for physical training has a lot of potential

But it's still in its infancy

It's a normal thing for parents to send their kids to one or two extracurricular trainings. There is a market for demand, thanks to the youth training and education market in recent years, sports training and education also rode the express train, ushered in a rapid development of a new stage.

To date, the domestic market has emerged in the large and small sports training organizations, but most of them are still in the initial stage. Teachers are not high enough, the business model is not diversified enough is always a problem.

From the education model, the training institutions to bring children are often physical quality, mental cognitive level of enhancement. They work together as a team or complete a task in training, and develop a positive mindset in children under the premise of physical exercise. But parents are sometimes more concerned about whether their children will excel in the physical tests and other exams through extracurricular training.

Therefore, for physical training organizations, if more technology-rich techniques can be applied to physical education in the future, parents can keep track of their children's sports in real time, while providing online learning opportunities. Perhaps in balancing needs and results with parents, a mutually satisfactory outcome can be achieved.

Overall, parents from their own start to lead their children to contact some of the more popular leisure sports is a must, parents in this regard also need to learn more knowledge; and extracurricular sports training, if you can further in the degree of professionalism, not only confined to improve the children's physical fitness in this regard, the value of the future body training market will be further highlighted.

RELIABLE (RELIABLE) body measurement engaged in the physical quality of young children as well as related children's motor development, physical function, mental development of measurement services, data service work