What did the Beijing Athletics World Championship leave to the Chinese sports industry?

What did the Beijing Athletics World Championship leave to the Chinese sports industry?
Date:2015-09-12 14:25

On August 30, 2015, the 15th World Athletics Championships officially ended in Beijing. After 9 days of competition, the Chinese track and field team ranked 5th in the gold medal, 7 silver and 1 bronze medal. It not only reversed the 2013 Moscow Athletics in one fell swoop. The embarrassing situation of the 22nd place in the World Championships with silver 3 bronze medals is to realize the first time in the history that Su Bingtian represents the Asians to enter the men's 100m final and the Chinese men's relay team won the men’s 4x100m silver medal. Historic breakthrough. Of course, while the Chinese track and field team has used the host advantage to achieve outstanding results, we should also note that the development of China's sports industry is still lagging behind in the world of sports, and the market for track and field events in China remains to be fully opened. Need to be more professional and dedicated to the sponsorship and marketing of the World Series.

Results: China's speed will stimulate the popularity of track and field

In October 2014, the State Department stated in No. 46 that by 2025, the total size of the sports industry has exceeded RMB 5 trillion, which has become an important force for the sustained economic and social development. What kind of social effect has the Beijing Athletics World Championships, the first international sports event held in China after the introduction of the national policy of encouraging the development of the sports industry? The success of the Beijing Athletics World Championships is the next step in the development of the sports industry. What experience do you have to pay attention to? What improvements should Chinese companies and brands need to pay attention to?

First of all, judging from the performance of the Chinese track and field team, the influence of the track and field events in China, especially for ordinary people, will be greatly enhanced. The last track and field world championships can be said to be the trough of the country's track and field. In such a subversive World Championships, the Chinese team that lacks Liu Xiang’s leadership ranks 22nd in the medals table and slips 15 places compared to the Daegu World Championships. For the first time since the 2007 World Championships, there were zero gold medals, and even if Zhang Peimeng missed the final with only a one-thousandth of a second in the sprint, he could not make up for the overall downturn. After divesting the local prosperity brought by Liu Xiang, , China's track and field is facing a lack of interest in reality.

â–¼4X100 relay silver card greatly enhance the ordinary people's attention to track and field

However, after two years of dormancy, the Chinese track and field team has blossomed in this world championship. In the women's 20-kilometer walk race, world record holder Liu Hong won the championship and Lu Xiuzhi won the runner-up; in the men's 20-kilometer walking race, Wang Zhen regretted. He missed the gold medal but still got a silver medal. The women's shot put project, Gong Lifu picked the silver, the women's hammer throw project, Zhang Wenxiu picked the silver. In the long jump, 18-year-old Wang Jianan won the bronze medal. The most amazing thing was that Su Bingtian made the 9th miracle to enter the 100m finals and became the first Asian player on the track. In the men’s 4x100m relay on August 29th, Su Bingtian, Zhang Peimeng, and Mo Youxue The Chinese men's relay team formed by Xie Zhenye won the silver medal with a score of 38 seconds and staged the Bird's Nest myth of China Speed.

Before Su Bingtian and the Chinese relay team, the attention of China’s track and field was entirely Liu Xiang, but Liu Xiang left only one successful 2004 Olympic Games. His accidental outing in the 2008 Olympic Games and the 2012 Olympic Games greatly affected the track and field events. The image of the majority of Chinese viewers. After Liu Xiang, there is no Liu Xiang. But this time in the track and field world championships, locals and local people are stimulating the highlight performance of Chinese men's sprinters. Su Bingtian has become a new generation of track and field kings, and if 26-year-old he and 28-year-old Zhang Peimen can achieve outstanding performance Continue to maintain two or three years, will further enhance the influence of track and field events in China. The power of idols is endless, and it will also lead to the attention of other track and field projects. There are also Li Jinzhe, the long jump, and Zhang Guowei and Wang Yu.

Commercial sponsorship: Sinopec 6 years worth 28 million US dollars

Time back in early 2010, after Beijing successfully hosted the 2008 Beijing Olympics and Paralympics, the 2006 World Junior Championships, and the annual international events such as the Beijing Marathon, in order to further promote the development of China’s track and field, Beijing Municipality The government hopes to make full use of the conditions of existing stadium facilities in Beijing during the post-Olympic period and hold more influential international competitions. Therefore, in January of that year, it decided to bid for the World Athletics Championships. However, according to the relevant requirements of the IAAF bid, the biding city should seek a local company or company for the IAAF as an official partner of the 2010 IAAF World Championships. At the time, Sun Kanglin, director of the Beijing Municipal Sports Bureau, explained that the sponsorship cost totaled 28 million U.S. dollars, to be paid in 6 years, and to pay 20 to 30% in the first year.

In the end, the value of 28 million US dollars is not worth it? First look at the impact, track and field is the mother of sports, is the basic project of all sports competitions, has many fans in the world. Athletics World Championships is the third-largest international sporting event after the Olympic Games and the World Cup. The first track and field world championship was held in Helsinki, Finland, in 1983. It was first held every four years, and every two years since 1991. The World Championships in 2011 and 2013 were held in Daegu, South Korea and Moscow, Russia. . The World Championships are the most influential international events held in Beijing after the 2008 Olympic Games. A total of 1,931 athletes from 207 countries and regions signed up to participate in the competition, and the number of participating teams and entries was the highest in the world championships. More than 3,400 media workers from all over the world participated in the report.

The World Championships for Track and Field have received high attention from the media around the world. It is the world’s most influential and successful international sports competition. The world's top star of this track and field event has gathered and thousands of reporters from all over the world have flocked to it, providing a great opportunity for sponsoring the company's marketing. During the World Championships in Berlin in 2009, the total number of visitors reached 500,000. The television broadcast signal covers 212 countries and regions. TV ratings reached hundreds of millions of people, setting a TV broadcast record for the event. In the last Moscow World Championships, the area with the most noticeable increase in television ratings was Europe. The average television viewing rate in Europe was as high as 3.0%. The high-level track and field events also have a strong attraction for the Chinese audience. During the track and field competitions in the Beijing Olympics, the Bird's Nest has a hard-to-find ticket. During the current World Championships, the attendance rate of the Bird’s Nest is also very impressive.

Secondly, although the total amount of sponsorship is as high as 28 million U.S. dollars, the IAAF also provides favorable conditions for return. First, this sponsor company will acquire the rights to global marketing for the three World Championships in 2011, 2013 and 2015. Holding the marketing rights of the World Youth Athletics Championships held by the IAAF for the past 6 years; Second, despite the total amount of 28 million US dollars, it is in the form of instalment payment, which will be paid in batches every year starting from 2010, with six years of authority. The amortization cost is not high; thirdly, if the biding city ultimately fails to obtain the right to organize the 2015 World Championships in track and field, then in addition to the 2010 sponsorship fees that have already occurred in the company, other sponsorship agreements will be automatically invalidated.

According to relevant personnel of the Beijing 2015 Track and Field World Championships Bidding Working Group, the IAAF has provided up to 20 benefits for sponsors who have become official partners, including the right to use, sales and on-site display of the IAAF and World Championship logos. , advertising rights for printed materials, set up of joint advertising panels in and around the stadium, invitation to participate in all official celebration activities, online use of video on electronic scoreboards, transportation services, and network display rights and signs, as well as tickets, ID cards and parking permits and many more.

â–¼ The cost of sponsorship of the World Track and Field Championships is even higher than that of the Olympic Games

Third, the scarcity of IP in large-scale sports events. 2015 is a sports junior year, there is no competition for the Olympics, the World Cup, etc. Although the track and field world championships are only a short period of 9 days, they have a high value in terms of their global promotion cycle, brand display, and interest manifestation. In terms of degree, its sponsorship is even more cost-effective than the Olympic Games. Obtaining this authority not only has special effects on Chinese companies going to the world, even if they are developing domestic markets, it also means having scarce resources. Each star of the World Championships is a star gathering. Men and women 100 meters, 200 meters trapeze battle, men's 110 meters hurdles, men's 4X100 meters relay can attract enough audiences, and like men and women marathon, etc., but also for the sponsors to provide The host city and the global television audience have a great opportunity to fully display.

In the face of this historic opportunity, Sinopec won the screening and became an important force for Beijing's bid to host the World Championships. In the end, Beijing’s successful bid resulted in various rewards. At the World Championships in Beijing, Sinopec not only promoted the parent company brand, but also promoted Great Wall Lubricants, Express and other sub-brands to the country and the world. However, the next question is whether Chinese companies’ sponsorship of World Championships in track and field is just a short-term act or government action.

Chinese Brand: Market Cultivation + Long-term Investment

Earlier, the sports majors' track and field world series reported in detail that why most of the contests held in China were exposed by Japanese brands. Here is another example. From the 1st world championships in Helsinki, the Japanese TDK company appeared on the athlete's number cloth as a sponsor. In the 1980s, starting from the well-known tapes, TDK entered China. Over the past 30 years, from the visible consumer terminals gradually hidden behind the scenes, it has gradually grown into a world-renowned electronic components manufacturer, in information and communication, consumption. There is no place in the vast industries such as electronics, automotive electronics and new energy. TDK said that it hopes to provide support for those players who want to break through the record and make unremitting challenges, especially young athletes who will lead the future through their own will and efforts. TDK believes that they have similarities with the TDK young employees' postures and that they are in line with the corporate culture. They are constantly creating technologies that can change the future. There are two meanings here. The first is a 32-year long-term sponsorship that reflects the long-term characteristics of Japanese companies doing things. On the other hand, they also want to sponsor events and athletes, and the company’s corporate culture or product concept. In line with this, it is possible to promote the brand more harmoniously.

â–¼ Japanese brands occupy world championships in track and field

In contrast, Chinese companies are keen on big-ball projects and are fiercely engaged in celebrities who have already made achievements. However, for the long-term implantation of brands and the long-term cultivation of potential athletes, they are not persistent and eager for quick success. It is difficult to form a continuous sponsoring strategy. How far the idea is, and how big the world is. I hope that Chinese companies will firmly resolve their long-term commitment to participating in sporting events through this World Championship and make their local brands bigger, stronger, and stronger.

It cannot be denied that the basic market for track and field events in China is still very weak. The key point of the CEO Zhang Qing pointed out that it is very important that in European countries, track and field is the mother of sports, people admire the body's muscles and strength, while the Chinese traditional Confucian culture focuses on benevolence and morality, and does not respect military force, but before the national strength Limited, sports resources are focused on such advantageous items as table tennis, badminton, and diving. The promotion of track and field sports is limited, and track and field has not yet become a high-income public participation project. The degree of concern is relatively low. Sporting goods manufacturers care about the degree of concern. If a sports concern is not high, their willingness to invest is not great. Some race events that run, jump and cast have high technical requirements for boots, which is also a threshold. In addition, track and field sports products in addition to shoes and clothing, but also related to sports equipment, and equipment sales channels are mainly gyms, schools and other units, personal consumption is not much, so the attractiveness of these companies is also relatively limited.

There is also a key point. For the World Track and Field Championships, which have a large number of international audiences, it is oriented toward the global market. The target consumer groups of most domestic sports brands are in China, and the market for 1.3 billion people is large enough. Point out: If you put a lot of money, then a brand communication opportunity is wasted. This is one of the reasons why the track and field world championships are mostly Japanese brands and few domestic brands. However, with Anta, Peak and other sports brands entering the ranks of the official partners of the NBA, Huawei, Suning and other domestic giants sponsored La Liga and other top European leagues and clubs, and the road to internationalization of Chinese domestic brands has also started, sooner or later in the top sports competition. Positive PK with Japanese brands, European and American brands.

In terms of product design, manufacturing and manufacturing these hard strengths, Chinese brands are no less favourable than European and American first-line brands, but we still have a long way to go in catching up in the soft power of brand culture and marketing. There is no language barrier, no cultural barrier, and even more importantly, it is recognized by mainstream Western values. Therefore, the world-class sports competition may be the best battlefield for Chinese brands to achieve overtaking!

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