Research on the Popularization and Development Strategies of Niche Sports in China: A Case Study of Curling

Abstract

Winter niche sports are gradually gaining prominence in China; however, compared to traditional summer sports, these sports still face various development and popularization challenges. This study takes curling as an example and delves into the current state of winter niche sports in China, with the aim of identifying key issues and feasible solutions. Firstly, this paper reviews the historical development of winter niche sports in China. However, despite these significant governmental efforts, sports like curling, among other winter niche sports, exhibit relatively lower recognition and participation in China, accompanied by numerous challenges. Secondly, the research highlights the characteristics and potential of curling. Nonetheless, when compared to traditional winter sports like skiing and ice hockey, curling's infrastructure and popularity in China still require significant enhancement. Furthermore, the study analyzes the root causes of the challenges in the popularization of curling, including insufficient promotion and education, inadequate infrastructure, and limited knowledge of curling rules and techniques. To address these issues, the paper presents a series of recommendations, such as intensifying the promotion of curling, improving infrastructure development, and conducting curling training and promotional activities, all aimed at facilitating wider adoption of the sport. Lastly, the research summarizes the prospects of winter niche sports in China, underscoring the necessity of collaboration and efforts among the government, sports organizations, and businesses in promoting these sports.