Sporting life means result is always a healthy outcome Students at Hami No 9 Middle School in the Xinjiang Uygur autonomous region take pa...

Sporting life means result is always a healthy outcome

Students at Hami No 9 Middle School in the Xinjiang Uygur autonomous region take part in morning exercises, which are held daily. Primary and middle schools across the country are being encouraged to increase the amount of physical education they offer, while one CPPCC member even proposed that principals should be penalized if their students do not get enough exercise. [Cai Zengle / for China Daily]

Liu Xiang won a silver medal during the men's 60m hurdles final at the 2012 IAAF World Indoor Athletics Championships in Istanbul. [Photo/Agencies]

2011 French Open champion Li Na serves during a match against compatriot Zheng Jie on Sunday in California. [Photo/Agencies]

Yao Ming, formerly of the Houston Rockets and now the owner of the Shanghai Sharks basketball team. [Photo/Agencies]

People's fitness now takes pole position ahead of hunt for Olympic glory, reports Lei Lei in Beijing.

At the 2008 Beijing Games, China showed what it is capable of on the field: Its athletes topped the final rankings with 51 gold medals, ahead of the United States and Russia.

Yet, as the world prepares for the London Olympics, which start in July, the country's leaders are instead looking to highlight goals off the field.

Rather than racking up medals, the health and fitness of the people are now the priority, as China aims to become a global sports powerhouse.

In his government work report to the National People's Congress on March 5, Premier Wen Jiabao said the country had already put a "great effort" into building pubic facilities and pledged that it will continue to improve working and living conditions in rural areas by building up its sports infrastructure.

He also promised "extensive fitness activities" nationwide to promote healthy living and develop the sports industry.

"The speech (by Wen) was a milestone for sports in China," said Wang Jun, a retired deputy director of the State General Administration of Sport and a member of the Chinese People's Political Consultative Conference. "It shows the government recognizes the multifunction of sport, which is a great relief."

"Sport is playing an important role in the development of society," he said. "I feel very proud that its position (in people's minds) is becoming higher."

Chinese sports stars have already made a splash in the global sports scene, such as Yao Ming, the retired NBA All-Star center; champion hurdler Liu Xiang; and Li Na, who won last year's French Open tennis championship.

However, being a sports powerhouse it not just about success and celebrity. To become one, a country needs to have at least four characteristics, according to Jiang Xiaoyu, deputy director of the CPPCC's Education, Science, Culture, Health and Sports Committee.

"Its people need to frequently take part in sports activities and their physical condition should be good," he said. "It should gain good results at international competitions and have outstanding sports stars. Its sports market should also be prosperous.

"Last," he added, "it should have a powerful sports culture, which means there should be enough people working in the international sports federations."

Cui Dalin agreed and said being a sports powerhouse is more than just winning medals, it requires the population to have a good overall sports awareness and participation.

"The percentage of people who play sports frequently should be high," said Cui, another former deputy director of the State sports administration. "The more people we have playing sports, the more talent we can find for competitions. The two are complementary."

Kids aren't all right

Despite China's success at the Beijing Games, it cannot cover up the fact that its people have a relatively poor physical condition, especially younger generations.

A recent survey of college students in more than 10 cities by the Chinese Health Education Center found that more than 50 percent of respondents do not exercise enough.

Researchers discovered roughly 23 percent were lighter than the weight recommended by the Ministry of Education and sports administration, while 13 percent were heavier.

A separate study released last year by the Ministry of Education also showed only 21 percent of primary and junior middle schools ensure their students exercise for at least an hour every day.

About 56 percent of primary schools and 76 percent of junior middle schools do not arrange enough physical education classes, the report added.

The issue has drawn much public attention, making the question of how to promote sport among young people one of the hot topics at this year's annual NPC and CPPCC sessions.

Yang Yang, the retired speed skater who won China's first Winter Olympics gold medal and is now an NPC deputy, proposed at the meetings to make officials accountable for the amount of exercise children receive at primary and middle school.

To ensure youngsters get at least an hour of sport each day, she said principals and education departments should be punished if schools do not meet the requirement.

Liao Xiaoqi, former deputy minister of commerce and a CPPCC member, also urged authorities in his proposal to increase investment in school sports facilities.

"Sport is a part of education," said Beijing Sports University President Yang Hua, who sits on the CPPCC. "Physical education should start in primary school, and each school should make one or two events their priorities.

"That way, we can find more sporting talent from a very early age," he said.

Economic boost

In his Government Work Report, Premier Wen said other major tasks for this year are to encourage more consumer spending on fitness and lift the importance of the sports industry to new heights.

"Sport can be profitable for the country," said Wang, the retired deputy sports minister. "In developed powerhouses, the sports industry is closely tied to economic development.

"It not only accelerates the development of professional leagues, but also becomes an important boost for the economy," he added.

The image of China's domestic sports brands has been dented recently by a lawsuit filed by US basketball legend Michael Jordan against Qiaodan, a sportswear manufacturer in Jinjiang, Fujian province.

Jordan says Qiaodan has built its business around the Chinese translation of his name without his permission. The company denies the accusation and says that the Qiaodan trademark is legally registered in China and protected by Chinese law.

Wang said such disputes are "normal" at this stage of the country's sports brand development. "At the beginning, companies are not familiar with international rules," he said. "Yet, as the industry develops, it will gradually get on the right track.

"China already has successful brands, such as Li-Ning and Anta. Domestic brands should develop their own technologies and products," Wang added.

Sports entrepreneurs also concede that the only way for China to build its image as a sports powerhouse is for companies to create their own products protected under intellectual property rights.

"I didn't feel good when I heard about Jordan's lawsuit against Qiaodan," said Gan Lianfang, president of Beijing Xingpai Group, a major manufacturer of snooker products. "Although the registration of Qiaodan might be legal in China, it still looks like a shortcut.

"China's brands should go international by creating unique products," he added.