近年来，中国政府的大力扶持以及国民人均可支配收入的不断增长，使得运动休闲用品开始从特定群体使用向大众化普及。伴随“互联网+”“体育+”“全民健身工程”和“大众旅游休闲”等因素的不断助力，参与到运动休闲中的人数逐年增加，这一变化带来的是运动休闲用品行业及其相关产业的蓬勃发展。本报告从运动休闲用品行业的发展环境入手，以产品品质、产品品牌以及营销渠道等为主要抓手，对该行业的发展现状及存在的问题进行分析，根据分析结果提出相应的发展建议。
In recent years，as government’s support vigorously and personal disposable income consistently increased，sports and leisure goods have begun to change certain groups to popularization. Driven by such factors as “Internet plus”、“Sports plus”、“National Fitness Project”、“Popular Tourist Leisure”，more people like to participated in sport recreation. This change bring sports and leisure goods industry and related industries to flourish in China. This paper started with the development environment of the sports and leisure goods industry，took product quality、product brand and marketing channel as the main point，analyzed the present situation and existing problems of the industry，and on the basic of analysis results puts forward the corresponding development suggestions.
