China's booming sports leisure sector stimulates consumption vitality

Various sports and leisure activities are being held all over China during the three-day Dragon Boat Festival holiday, which are spurring the rapid development of relevant consumption as well as industries.

The exciting dragon boat racing events around the Dragon Boat Festival has boosted the economies of major production areas. Dongguan, a city in south China's Guangdong Province with a history of more than 300 years of dragon boat making, has received more than 100 orders, the most in nearly eight years. Craftsmen are busy day and night trying to catch up with production.

"I'm really too busy to do anything else. There are so many dragon boat races this year. I dare not accept any more orders," said Huo Wobiao, a dragon boat craftsman.

The dragon boat manufacturers are also finding new avenues to make more profits. Small dragon boat models made with fine workmanship have also become a huge hit at markets.

Dongguan is even building a "dragon boat industry chain" from manufacturing, race training, cultural and creative industry and other relevant researches.

The Dragon Boat Festival has a history of over 2,000 years and is celebrated across China and around the world to commemorate Qu Yuan (about 340-278 BC), a patriotic Chinese poet who is known today for his patriotism and contributions to classical verse.

Water sports are also bustling in northern China amid scorching weather. Beijing has opened several inland river areas such as the Liangma River, which flows through multiple shopping malls and embassies, for enthusiasts in kayak and paddle board sports.

Jinhai Lake, a rural scenic spot in the Chinese capital, has hosted sailing competitions during the holiday and drawn in customers of all ages.

"Paddleboarding has become popular in the recent years. I feel good to use one, and then I make arrangements to go out and play together," said a Beijing resident.

Earlier this year, the finals of the Guizhou "Gorgeous Countryside" Basketball League, nicknamed "CunBA" by Chinese netizens, were held in Taipan Village. The tournament caused quite a stir thanks to its festive atmosphere and the intertwining of ethnic and rural cultures.

Also in the southwestern province, a tournament known as the "Village Super League" is held every Saturday evening in Rongjiang County of Guizhou. It brings together 20 teams from different villages in the county.

Video clips of the matches often go viral on the internet, attracting tourists from various parts of the country.

The grassroots level football league has brought Rongjiang more than 200 million yuan (about 27.86 million U.S. dollars) in revenue, having catered to roughly 500,000 tourists.

Data from travel platforms have observed a sharp increase in sports, folk customs and leisure-related consumption during the Dragon Boat Festival this year.

"The interactive, experiential and immersive consumption scenarios that are emerging has endowed traditional folk culture with new connotations of the times, and has vigorously unleashed the potential of cultural, sports and tourism consumption," said Chen Lifen, a researcher at Institute of Market Economy under the Development Research Center of the State Council.