The Reflective Research on the Impact of the Public Health CRISIS on Chinese Sport Industry by the COVID-19 Pandemic

Purpose: The outbreak of public health crisis of COVID-19 has caused the Chinese sports industry to suffer a cold winter and turned into stagnation from rapid development. Although China s sports industry has been gradually restored under the leadership of the government after the epidemic has been effectively controlled, the internal problems exposed by COVID-19 are still worth pondering. These problems will not only impede the further development of China s sports industry, but also make it difficult to cope with other public health emergency crisis. Method: This study researched the impacts of COVID-19 on Chinese sports industry through literature review and data collation, so as to reflect the existing problems in Chinese sports industry and put forward corresponding suggestions. Results: Through summarizing the current situation of impacts, it found COVID- 19 had negative impact on sports competition performance, sports fitness and leisure activities, sports tourism services and education and training industry of sports industry. It caused huge economic losses, even hinders the continue development of these industries. Through the specific analysis of the current situation, this paper believed that the huge losses on small and medium-sized sports enterprises was the reason caused such serious consequences. The reasons are as follows: (1)small and medium-sized sports enterprises lacked plans and capabilities to deal with public health emergency crisis due to their small sale and weak assets; (2)In order to control the spread of COVID-19, Chinese people have adopted a semi-closed life. The loss of physical consumers has a fatal shock to small and medium-sized sports enterprises with a single business model; (3)Small and medium-sized sports enterprises are unable to quickly and effectively resume normal operation after the epidemic situation is under control due to their insufficient recovery capacity. Conclusion: In order to solve the existing problems, the development suggestions about government dominantion, enterprises assist for small and medium-sized sports companies are proposed. The suggestions are as follows. (1)public health emergency crisis plan for small and medium-sized sports enterprises is established in China to ensure that small and medium-sized sports enterprises can make timely and effective response when public health emergency crisis happens. (2)diversified online business is conducted based on big data and the Internet by small and medium-sized sports enterprises under the premise of effective supervision, so as to solve the problem of single operation mode and poor pressure-resistant ability of small and medium-sized sports enterprises. (3)epidemic sports industry insurance is carried out to create GDP and enhance the ability of small and medium-sized sports enterprises to resume normal operation.