A Logical Framework and Practical Pathways of Unleashing the Potential of Sports Consumption in a New Development Stage——Based on a Supply-Demand Dynamic Balance Analysis Framework

The potential of sports consumption signifies the untapped and emerging demands, growth prospects, and possibilities for expansion of sports consumption. Stimulating the potential of sports consumption within the context of supply-demand dynamic balance is a vital strategy for promoting sports consumption and fostering high-quality development in the sports industry during the new development stage. Through a comprehensive analysis using research methodologies such as literature data review, expert interviews, field surveys, and logical reasoning, this study adopted the supply-demand dynamic balance as a foundational framework. It elucidates the theoretical, historical, and practical logics that underpin the unlocking of sports consumption potential in the new development stage. Additionally, we systematically explored three key dimensions of stimulating the potential of sports consumption in this era, namely the “people-oriented” value orientation, the “balance and adequacy” goal orientation, and the shifting demand towards “quality.” Furthermore, we delved into a detailed examination of the current challenges in realizing the potential of sports consumption in China and presented practical pathways to achieving comprehensive sports consumption through the implementation of the “Six New” initiatives. These pathways encompass establishing innovative concepts, cultivating fresh perspectives, reinforcing the people-oriented value orientation across the entire sports consumption process, optimizing new environments and expanding new horizons to attain 360˚ balance and adequacy in sports consumption, and fostering the creation of novel sports products and services and nurturing new consumer segments that respond to the shifting demand towards quality.