Retrospection and reconstruction of sports consumption culture in China.

The incident of Qiaodan sports infringement reflects that sports consumption conceptions are undiversi-fied and sports consumption behaviors are blind in China today.It says that should reconstruct sports consumption culture in China,make theoretical preparations for rebuilding sports consumption culture by using the core concep-tion of maintaining the unification of pattern conformance and purpose conformance,the unification of material consumption and spiritual consumption,and the unification of social choices and individual choices,by appropri-ately understanding the cultural connotations of material consumption,and by emphasizing the principle of sports aesthetics,and correctly guide people to rebuild a cultural view of healthy,scientific and sustainable sports con-sumption.