中国高尔夫练习场经营环境新常态
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golf driving range business environment new normal

2015年04月24日

1, consumer groups

With the development of China´s socio-economic and cultural level, the rapid rise of the middle class, the state has introduced support policies for the sports and leisure industry, the class will become a new group of golf, they are concerned about the price, service quality, The traditional high-end crowd is also more rational for golf consumption, symbolic labels gradually into sports needs, they become more concerned about the efficiency of services, shooting training facilities.


2, consumer demand for playing the environment

Most of the traditional driving range is based on the location and architecture and other infrastructure to locate, less according to the market segmentation and customer situation to locate the other by the environmental impact of most of the reference to the surrounding driving range, more extensive management, customer viscosity is not enough, and Consumers in the new era are more concerned about how to improve the driving range of facilities and related services supporting the package, the real return to the golf driving range of the function, which requires the driving range to effectively reduce the waste of resources, the driving range of resources really arranged in the basic training Ball-related facilities to enhance the customer´s batting experience and practice efficiency, in order to meet customer needs while achieving economic benefits.


3, driving range facilities to upgrade the situation

In Beijing, for example, there are about 80 driving ranges in Beijing and around the city, and there are about 20 well-being in urban areas. Most of these driving ranges are built and opened in the 7 years of this rapid development in 2003-2010. When the Beijing golf play rapid population growth, in short supply, and now some high-quality driving range has been operating for ten years, infrastructure and venues have been difficult to meet market demand, such as the United States has been homeopathic transformation, the installation of automatic ball system, and more Investment enthusiasm driven low standards of construction, driving range of quality is more difficult to adapt to market demand, the overall need to replace.


4, the new normal human cost

Take the Beijing golf driving range as an example, the first-line staff comprehensive cost (salary, commission, bonus, social security, accommodation and other benefits) close to 40,000 / year, to a driving range, for example, front-line staff (including caddy, welcome The total cost of manpower increased from 600,000 to 1.2 million, which is not yet calculated. The total cost of wages is increased from 600,000 to 120,000, Human mobility recruitment training and other costs, and with the national population dividend inflection point arrival, and the reform of the distribution system, labor costs more and more obvious.


5, the overall cost of rising and playing the price adjustment of the contradiction

The current driving range of land use, site maintenance, facilities and equipment, marketing and other costs also rose with the price index rose, and the driving range homogenization of serious competition, playing prices difficult to improve, which played no significant growth in the population situation Under the operation of the driving range caused great pressure.



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