The Development of Fitness Industry in China - Case Study Example

DEVELOPMENT OF FITNESS INDUSTRY IN CHINA By The Development of Fitness Industry In China 6. Literature ReviewIncidentally, this paper aims at discussing the development of a fitness industry in China; it will hence investigate on and look into the possibility of having fitness industries in China. Primarily this area of the paper will focus on answering the research questions that are captured in the following four categories: First, finding out how the western countries such as USA and UK have managed to implement and endorse fitness industries in their respective countries; the role that Chinese culture plays in matters of health and fitness; in order to improve national health, there is a need to know how the Japanese government has gone about in the implementation of this fitness industry and fourthly trying to see how reasonably fitness industries can be merged in China. The entire study will hence bring out the chances or possible likelihood of incorporating fitness industries in China given its vast and rapidly growing population world-wide. 6.1 The implementation and endorsement of fitness Industries in developed Countries It is claimed that, “fitness is a capital, human investment because it can improve people’s health status, improve their ability to work, extend life expectancy and working hours, thereby increasing people’s income” (Jin & Lin, p.8). Basically, when a person is fit, then their health is secured, their output in terms of the work they do is also just as good and consistent given the good health they bear. According to America College of Sport Medicine (2014), ultimately when a person is able to deliver the required and expected services at work without a doubt they maintain their position or better still get a promotion at work. On the contrary, when an individual is unfit then for one their health is in chaos; constantly visiting the hospital to get checked now and then. Eventually they could possibly lose their job if their health keeps deteriorating resulting in incapacitation; worsening their situation due to lack of finances. As Jin &Lin (2012) put it, the implementation of physical fitness relies on reforms in the market economy; consequently market reforms entail the speeding up of the sports industry. The sports industry is one of the fitness industries in existence; it is considered to be extremely profit–making. It is said that, “the sports industry has been among the top ten backbone industries of GDP in western developed Countries” (Jin & Lin 2012, p. 3). This only reflects how important the sports sector is with reference to bringing in returns in any given country if implemented successfully. Jin &Lin (2012) bring out a clearer picture of how worthwhile investing in Sports as a fitness industry is; they affirm this by saying that the sports industry contributes up to 11% of the economy in the USA. Jin & Lin (2012) claim that the ultimate goal of sports as a fitness industry is to improve the nation’s physical and mental wellness, do away with diseases and at the same time prolong life. In the long run, this goal is unachievable unless the awareness of fitness is improved, its nature as well as how it is organized. In the UK for instance, the government is using physical activities as a way of gaining significant health benefits while concurrently reducing the health-care costs of a rapidly ageing population. Clarkson, Langdon & Robinson (2006) allude to the idea that the accessibility of physical activity to everyone in the UK has fostered the ability to combat obesity and other health conditions. This is sensible as with more physical activity people end up more fit and healthy as they adopt healthy lifestyles and apply fitness mechanisms in their day to day ventures (Brown, 2003). In England, incorporation of the fitness industry goes beyond mere sport facilities as it has also ventured into programs that advocate for fitness. In the UK there is a fitness initiative, “Since its launch in 2001 the Inclusive Fitness Initiative (IFI), delivered under the auspices of the English federation of disability sport, has received £6 million in sport England lottery funding directed towards removing barriers to participation in fitness by disabled people” (Clarkson, Langdon & Robinson 2006, p. 21). This shows that the UK government does not only focus on providing fitness for the healthy people, but also for all those that are disabled to show that fitness should not limit or segregate some people. It should be and by all means, all inclusive and accessible by all citizens. The IFI is such a sound initiative as it looks into the advancement of the fitness industry: in this light it also donates sport equipments to various gyms (Chen, 2004). The Inclusive Fitness Initiative has implemented substantial changes in the fitness industry in the UK by ensuring it is all inclusive. Particularly, when it comes to the designs of the fitness equipment, UK has ensured that it has reformed the standards it initially held so as to now produce equipment that is inclusive of the disable people. This has been quite successful such that, “products widely available in the UK market now lead Europe, The USA and the rest of the world in terms of inclusive commercial fitness equipment design” (Clarkson, Langdon & Robinson 2006, p. 29). This is a perfect example of what government cooperation and willingness can result into when it comes to the fitness industry of a country. The government must be ready to make suitable changes here and there so as to accommodate each citizen while at the same time uphold suitable fitness measures (Han, 2004). 6.2 The role of Chinese culture in Health and Fitness matters Florence & Defraigne (2013) attest toChina’s unmatched levels of economic growth in the past two decades; they continue to say that “per capita GDP has increased eightfold in less than thirty years and millions of people have been able to escape extreme poverty” (Florence & Defraigne 2013, p. 1).This appears extremely attractive, however, this socioeconomic growth has received immense criticism, especially because it is not as sustainable as anyone would otherwise assume or expect. Ruvio& Belk (2013) confirm that China focuses on the ancient Confucian and Taoist philosophy. It is said that, “in Chinese history, intellectuals were Confucians in the government office, but Taoists at home” (Sheng- Li 2005, p.1).Therefore, the Confucians were given more status in the Chinese society; whereas the Taoist seemed to ascribe more to societal structures and functions. Taoism in Chinese culture focuses on the primary societies; it does not oppose civilization, but opposes any form of civilization that would alter or strain the functioning of the primary societies and families. More to it Sheng-Li (2005) claims that Taoism has encouraged the Chinese people to live a healthy and more prolonged life; if it were not for this philosophy then medicine and science in China would not be as it is today. If anything, “the Chinese have made tremendous contributions to medicine “ (Berenson 2011, p. 2016). Taoism is of essence, it is alluded that, “to study Taoism is an essential way to understand Chinese culture” (Sheng-Li 2005, p. 2). Therefore, upon grasping the fundamentals of Taoism an individual will manage to understand Chinese culture and how it influences the fitness industry today. Coming from a Taoist perspective that pursues healthy living and longevity the Chinese people already have the ideology of fitness though from a different point of view. The Chinese people having been socialized into such a culture understand that healthy-living is important; more so there are still some people who practice Taoism especially in Southern China to date. Taoism advocates for health in terms of moderating food and drink intake and not over-working oneself. According to Sheng-Li (2005), this eventually keeps the body and the mind as intact as it ought to be and at all times. The Confucian philosophy on the other hand is more felt and more active in China today; the government has started to follow the Confucian example by doing away with communism while embracing soft authoritarianism based on Confucius philosophy. The Confucius philosophy was founded on principles such as harmonious living, rule by virtue. It is important to however, note that times have changed, irrespective of this Bergstrom (2012) asserts that as the young people in China experiment with one thing and the other, they still maintain their culture and try to find ways of improving it and moving it forward. Culturally, the Chinese people view health from a different perspective, even when they go to hospital for treatment, “Most Chinese people will expect to be given a prescription when they go to the doctor, so going to the doctor when they are not sick, such as for health prevention or health promotion, may appear strange” (Berenson 2011, p. 207). This shows the extent of which health is perceived as being physically and mentally free from disease. This is in line with the fitness industry goal, but is not entirely the only aspect to it; culture unless one was sick in China there was no need to go to hospital (Ma Kai, 2004). This translates into the idea that engaging in any preventative health measure was also not required by the Chinese. Nonetheless, with reference to the Taoist philosophy the Chinese do not come from an ignorant culture. Yoo, Le & Oda (2013) confirm that the Chinese do appreciate health and fitness; if anything they reflect this in terms of physical exercise, the Chinese engage in Tai Chi a daily routine that is very important to them. Additionally, Halgh (2013) reinforces that the Chinese since time in memorial have learned to acquire and implement their own traditional healing techniques such as acupuncture (using needles to restore balance in the body and heal diseases) as well as Moxibustion (the burning of an herb so as to facilitate healing). This generally shows that the Chinese culture is not devoid of health and fitness measures. Therefore, their culture has been of great help with regards to embracing and accommodating the fitness industry; the society knows of its importance. All there is the need to reinforce this, rubber stamp it and turn sports into Chinese culture. With reference to Maslow’s hierarchy of needs, Ruvio & Belk (2013) attest to the fact that Chinese people do not ascribe to the higher level of self-actualization. Maslow’s hierarchy of needs basically describes human motivation; it has divided the human needs into five broad categories that capture basic and dire needs as well as self-reliance. Rakowski (2008) describes that this hierarchy captures the human needs starting from below moving upwards as will be illustrated; it determines the human needs which in the long run determine human behaviour. In the theory, human dissatisfaction is the main driver as once a person attains the most basic needs the higher needs then become quite relevant. Self-actualization is attained only when all the other needs are achieved (Wang, 2005). It comes out of a need to see oneself achieve and utilize one’s full and maximum potential. Bergstrom (2012 ), explains how Edwin had a hard time applying Maslow’s hierarchy of needs in the Chinese Culture and hence came up with one similar to Maslow’s and named it Nevis hierarchy of needs commonly known as the Chinese hierarchy of needs. To fit into the Chinese frame, he came up with four levels: belonging was at the base, physiology followed, then safety and finally self-actualization at the top. Nevis reflects that in the Chinese culture belonging is very crucial such that it is the only means through which China could develop. Therefore, for the fitness industry to thrive in China there is a need for people to feel that it belongs in their society and is actually applicable. Hoeger & Hoeger (2014) claim that the need for longevity and healthy living is rooted in Chinese culture; this is something the fitness industry ascribes to. Hence, the fitness industry and Chinese culture are not worlds apart. Figure 1: Maslow’s hierarchy of needs- (Rakowski 2008, p. 35). 6.3 How the Japanese government has boost national health by implementing fitness Industries With reference to Clarkson, Langdon & Robinson (2006) lack of physical activity is underlying cause of disease, disability and even death. Governments worldwide China inclusive according to Hsieh (2013) have a huge task in line with setting up an adequate number of sport facilities to present people with a chance to train so as to improve health. Gillie (2011) affirms that every fitness industry regardless of where it is situated must come up with concrete and attainable goals at all times.The Chinese government is non-communist with it’s sports industry in the initial stages of development. Bingman (2010) says that Irrespective of this there is enough room for improvement; Sufficient success can be attained in the industry, “with the industrial adjustment and people’s living standards, improving in China, sports industry possesses a huge market for social requirement and has the basic capacity to build up the national economy” (Jin & Lin 2012, p.3). With its benefits, Covell et.al (2007) emphasize that there is an ultimate need for the government to combine technological, human and financial resources so as to attain consumption in the fitness industry. Since time back, the chinese youth have been considered more physically unfit as compared to the Japanese youths; in Japan it is a national mission to achieve fitness.The Japanese government has invested in the fitness industry by focusing on sports from two perspectives: development and promotion. Sports development and promotion is placed under the Ministry of Education, Culture, Sport, Science and Technology (MEXT).Sports are taken seriously and Li, Maclntosh & Bravo (2012) explain this in light of the three administrative positions that deal with sports in the ministry: policy planning, sports for all and competitive sports. policy planning encompasses two governmnetal laws: the sports promotion law and the basic plan for the promotion of sports. According to Lin, Maclntosh &Bravo (2012), the sports promotion law was enacted in 1961 to encourage sports participation in the Country by clearly stating the legal duty of both the local and national government. This law also covers the mainatenance of sports facilities and also ensures that there is a municipal sports advisor in schools due to the physical education incorporated in the education system. The plan for the promotion of sports law serves as comprehensive guideline to the government in keeping focused on the long-term goals: achieving life-long participation in sports, improving Japna’s International competitiveness and linking life-long competitive sports to school sports education (Wu, 2002). Moreover, sports for all ensures that consumption is accessible to all people through sports facilities and competitive sports sees to it that there is a team that can represent the country in sports competitions like the Olympic games. 6.4 Developing and perfecting Fitness Industries in China Marks (2012) say that since 1995, the Chinese government has been involved in the attempt to apply the national fitness system in the country; precisely through the promulgation of national fitness program. More to it, “approved by the state council of China, each 8th August has been regarded as “national fitness day” (Jin & Lin 2012, p. 4). This is of essence in China as it acts as some sort of campaign that aims at addressing the needs of and improving national fitness in the country. Additionally, Campbell & Campbell (2006) affirm that this day serves the purpose of enriching the culture of sports among people while at the same time improving the development of this very people. Fairbank & Goldman (2006) assert that China has all the capacity to achieve this. The International Symposium (2013) addresses the fact that China has been aiming at the promotion of sports education in schools so as to improve physical education and awareness in the country. According to Tianjin University (2009) sports education is meant to be a social practice that will cultivate the Chinese people so that in the long run the developmental needs for education and sports business are met. With more skilled people in the area, the fitness industry will do so much better. It will also be assured of gaining participants who know and follow the educational laws pertaining to sports. Julian, Ahmed &Xu (2014) say that China has the capability to accomplish great success in the sports area. Girginov (2011) asserts that the sports industry is one with encouraging returns in other world economies; Fitness Australia (2009) qualify this by saying that China’s government needs to invest in it.The sports industry in China is in infancy but has room for great improvement;Tan (2012) asserts that for an industry to exist, then a certain size must be present, in terms of numbers and other factors. Once the industry is formed then it needs to be expanded on the basis of: participants, popularization of the industry and its ownership.This is what the Government needs to bring into focus, in the implementation of fitness industries in China. With reference to participants, the government needs to extend this provision to the general public; everyone in the public should be presented with the chance to participate in this. Therefore first and foremost it calls for public awareness and sensitization. From Chinese culture we realize that their perspective to health is present but it varies. Therefore it is important for the government to solidify and make concrete the ideas that the Chinese bear with regards to health and fitness. With awareness on the benefits of fitness the Chinese people are likely to be active participants in the industry; this is by virtue of getting sports men and women who can in turn represent China in Olympics and other sports competitions. This in the long- run will help in boosting the national economy of China while at the same time ensure its citizens are active and involved in the fitness industry. Huan (2013) reinforces by saying that health will be enhanced. Tan (2012) says that when it comes to consumption then the sports products must be present;this aspect in the sports industry is in terms of accessibility and availability. Therefore, sports facilities must be made adequate and accessible to all the Chinese people; people should not fail to participate in the industry due to minimal, inadequate and low standard sport facilities. Tang (2009) affirms that Quality and quantity should be the government’s focus; ensuring that most places in China have fitness equipment that can be utilized by the entire public. This means the government should also focus on UK’s Inclusive Fitness Initiative and attempt adopting the designing of equipment that can be used even by the disabled population (Wang & Szirmai, 2011). 7 Conclusion 7.1 Implications of the Findings It is of essence to first acknowledge the intense and rigorous efforts that the developed countries have put into ensuring that their fitness industries are functional. They have invested in manners that show consistency and are in line with the ultimate goal of fitness; to improve health. They have further adopted measures and activities of fitness that achieve long-term health benefits; every move they make is in line with the bigger picture. A perfect example is that of the UK which entails the Inclusive Fitness Initiativeand Japan which has incorporated laws and policies that govern and foresee the actualization of the sports industry. The findings further show that the government could be in a way letting its citizens down by not actualizing the sport industry as it should be. Inadequate and poor sport facilities are but an example of how the rigid the government appears to be when it comes to investing in this industry (Wang, 2010). The developed countries should be an indicator of how profit-making and economy boosting the industry could turn out to be. Moreover, China’s cultural background reflects possible willingness and great and vigorous public participation in securing the industry. Chinese people have grown up ascribing to health if Taoist and change if Confucius (Holz, 2006). Therefore, implementing a fitness industry and keeping it up and running is of essence in this population. The study also openly reflects the importance of culture when it comes to the setting up of some industries such as a fitness one. When the cultural orientation of a given people ascribes to an unhealthy lifestyle then it becomes quite a challenge to incorporate a fitness industry as it will be a bit too strenuous for the vast population (Lin, 2009). However, as reflected by the Chinese culture; where culture appears to be in line with the industries’ provision, then it becomes quite easy to orient the people into a lifestyle that accommodates and leaves room for the industry’s growth and development. Culture most times is often disregarded yet it pays a huge role in how people interpret various happenings and events in society (Hu, 2004). The Taoist philosophy in the Chinese culture for instance, has no problem with changes in society; it only had a problem with any change that would disorient the societies in play more so the family. Therefore, the Taoists have no problem in accepting and participating in fitness industries, after all it is in line with its basics which are to promote a life of longevity and health the conficuous philosophy is for change. If at all, the Chinese culture was not in line with the attribution of fitness industries a great challenge would have been posed to the government whereas the industries already present their own challenges (Lin & Chang, 2009). 7.2 Recommendations With regards to the sports, fitness industry, there is a great need for the government in China to do much more than it has already done. First and foremost is to greatly invest in sports, cultural awareness, especially among the young tags, that is, college students and other youngsters. Creating a culture means the inculcation of values pertaining to sports that will in turn encourage students to widely participate in sports so as to secure good health while improving the quality of life. Once sports become a cultural variable in China a lot of its consumption will be witnessed; this is enhanced by creating a strong awareness with regards to the importance of sports so that first people comprehend the benefit of sports to their health as well as to the national economy. Of essence is that people get to understand sports are important and start living a life that accommodates sports engagement; a sport-culturally aware kind of lifestyle. Secondly I would recommend that the government becomes more vibrant by setting up more sports facilities that will create room for sports consumption among not only the college students but the general population in China. This increase will decrease the need and the outright negligence of engaging in sports on the basis of insufficient facilities. While looking into the quantity, the government needs to also secure good quality by all means so that there is comfort and a sense of safety when utilizing the facilities to avoid accidents.Additionally, there is a need for the government to also create laws and policies that overseer the administarrtive requirements in the sports industry in China (Easterly, 2002). I would further recommend the integrating of sports education into the curriculum so that students can learn the essence of sports to make it part and parcel of who they are. This integration will ensure that students acquire first an interest in sports and two the necessary skills and techniques that are important in sports consumption. There is also a need to equip designers, manufacturers and retailers with skills and resources that assist them in overcoming the barriers to inclusive designs. This means that the support system in various governments ought to be effective such that companies can take up the production and keep it up. 7.3 Conclusion The fitness industry is of essence as it goes beyond securing the health and wellness of a country’s population; it goes a notch higher and boosts the economy of a country. It requires government investment; given the GDP in China today; it could only thrive more on the basis of economic excellence in the sports industry .The GDP could shoot even higher and the economy reflect an upsurge without any given doubt. Fitness industry is the way to go, therefore not only China but every other government should work hard to secure it and ensure it is maintained and upheld with consistency and effort. The Chinese government needs to be as determined and consistent in implementing its fitness industry and more so copy and borrow from the developed countries; especially Japan given their close proximity. Bibliography Berenson, L 2011 Cultural competencies for nurses: impact on health and illness, Jones and Bartlett Publishers, Sudbury Bergstrom, M 2012 All eyes east: Lessons from the Front Lines of marketing to China’s youth, Palgrave Macmillan, New York Bingman, C 2010 Reforming China’s government, XlibrisCorporation, USA Brown, L. 2003. Plan B: Rescuing a Planet under Stress and a Civilization in Trouble. Beijing: Dongfang Publishing House. Campbell, T & Campbell, T 2006 the china study: startling implications for diet, weight-loss and long-term health, Ben belld books inc, USA Chen, G. 2004. “The Sustainable Development Strategy: Shenzhen and China.” Speech presented at the Shenzhen Development Forum, Shenzhen, China, October 22. Clarkson, S, Langdon, P & Robinson, P 2006 Designing accessible technology, Springer- verlag, London Conform to Comparative Advantage or Defy It? A Debate between Justin Lin and Covell, D., Walker, S., Siciliano, J & Hess, P 2007 managing sports organizations: Responsibility for performance, 2ndedn, Butterworth-Heinemann, UK Easterly, W. 2002. The Elusive Quest for Growth: Economists’ Adventures and Misadventures in the Tropics. Beijing: CITIC Publishing House, 2004. Florence, E & Defraigne, P 2013 towards a new development paradigm in twenty-first century China, Routledge, Abingdon Gillie, J 2011 the correct approach to fitness, Xlibris Corporation, USA Girginov, V 2011 sport management cultures, Routledge, Abingdon Halgh, D 2013 the cultural industries, 3rdedn, Sage publications, London Hoeger, W &Hoeger, S 2014 Principles and labs for physical fitness, Cengage, USA Holz, C. A. 2006. ‘China’s Reform Period Economic Growth: How Reliable Are Hsieh,P 2013 Governmnet of China, Routledge, Abingdon Huan, Y 2013 Governing health in contemporary China, Routledge, Abingdon International Symposium December 2013, a report on the common development of sports and modern society, Beijing China Jin, D & Lin, S 2012 advances in intelligent and soft computing: advances in electronic commerce, web application and communication, Springer Heidelberg, New York Juklian, C., Ahmed, Z &Xu, U 2014 Research handbook on the Globalization of Chinese Firms, Edward Elgar publishing, UK Krugman, P. 1999. The Return of Depression Economics. Beijing: China Renmin University Publishing House Li, M., Maclntosh, E & Bravo, G 2012 International Sports Management, Human Kinetics, USA Lin, J. Y. 2009. Economic Development and Transition: Thought, Strategy, and Lin, J. Y., & Chang, H.-J. 2009. ‘Should Industrial Policy in Developing Countries Ma Kai. 2004. “Develop and Implement the Concept of Scientific Development and Push Ahead with the Fundamental Transformation of the Economic Growth Strategy.” Speech presented at the China High-Level Forum Annual Conference, March 11. http://www.people.com.cn/GB/jingji/8215/32688/32689/2403665.html Marks, R 2012 china its environmmnet and history, Reddmann&Littlefield publishers, Maryland Myers, N. & Jennifer, K. 2001. Perverse Subsidies: How Tax Dollars Can Undercut the Environment and Economy. Washington, DC: Island Press. Quoted in Chen Guangyan 2004. Rakowski, N 2008 Maslow’s hierarchy of needs model- the difference of the Chinese and the western pyramid on the example of purchasing luxurious products, Druck and Bindung, Germany Ridley, D 2008 the literature review: a step by step guide for students, Sage publications limited, London Ruvio, A & Belk, R 2013 The Routledge companion to identity and consumption, Routledge, Abingdon Tan, H 2012 Technology for Education and learning, Springer- Heidelberg, New York Tang, L 2009 the Chinese consumer market: opportunities and risks, Chandos publishing, UK Tianjin University 2009, ‘Quantitative research of sporting goods manufacturing industry Concentration degree of change in China’ Journal of Tianjin University of sport, vol. 1, no.1, pp.1- 20. Viability. Marshall Lectures, 2007/8. Cambridge: Cambridge University Press. Wang, H. 2010. Industrial Economic history of Modern China, 1949.10–2009. Shanxi: Shanxi Economic Press. Wang, L., & Szirmai A. 2011. ‘Capital Inputs in the Chinese Economy: Estimates Wang, S. 2005. “Model C: Self-Disciplined Development.” Speech presented at the China Water Conservancy Magazine and Building a Water-Saving Society High-Level Forum, June 3. Yoo, G., Le, M &Oda, A 2013 handbook of Asian American health, Springer, USA Read More