Internet + sports to open up new areas of the industryAfter 10 years of rapid development, Chinese sporting goods brands collectively entered the "winter" from 2012 to 2013. However, as the country vigorously encourages the development of sports, the sports industry is elevated to the height of the national strategy. Major companies in the sports industry chain are actively developing. At the same time, with the help of the trend of "Internet +", major companies use the Internet as a medium to seize the opportunity of sports development and lay out the sports industry based on their own advantages. Now, is the "new golden decade" for Chinese local sporting goods brands really coming?
With the continuous deepening of the concept of national fitness, the sales of sports goods have been driven. Local sporting goods companies Anta and 361°, which are well-known domestic brands, all handed in a beautiful report card in 2015. Among them, Peak Sports released its 2015 financial report on March 10, with annual operating income of 3.107 billion yuan, a year-on-year increase of 9.33%.
Since 2012, both international and domestic sporting goods brands have almost felt the troubles caused by declining performance and rising inventories. Li Ning, Puma, Peak and other companies have followed the market by reducing the number of stores.
The rise of new sports media
Sports media is located in the middle reaches of the sports industry chain and is an important part of the sports industry chain. With the development of the Internet, sports media using the Internet as the medium have emerged one after another, such as Sina Sports, Tencent Sports, Tiger Sports, and LeTV Sports.
Take LeEco Sports as an example. LeEco Sports spends a "sky price" to purchase copyrights, and broadcasts or broadcast the events through PC, mobile, Pad, and LeEco TV. Recently, LeTV Sports has cooperated with the new media of China League One to broadcast the entire China League One Super League. This is another important domestic football IP obtained by LeTV Sports after the Women's Super League and the Chinese Super League.
Internet giants compete for sports IP
Sports IP is the core of competitive sports and its head resource. It has the greatest significance for driving the economic development of the entire industrial chain. For this reason, the event IP has also become the "sweet pastry" of major companies. Major companies have bought the copyrights of sports events. For example, Tencent Sports signed the NBA's 5-year exclusive live broadcast rights for more than 3 billion yuan; Sports Power acquired the 5-year all-media copyright of the Chinese Super League for 8 billion yuan; especially worth mentioning is that LeTV Sports bought the copyright of the Chinese Super League for 2.7 billion yuan. , Won the exclusive new media broadcast rights for the 2016/2017 Super League.
"Sports + tourism" cross-border cooperation company
The government vigorously promotes the transformation and upgrading of the sports industry. The integration of the sports industry with tourism and outdoors has become a new economic consumption hotspot. People will go to their cities for tourism activities because of a certain sporting event or sport, with the help of the development of the sports industry and the diversified development of tourism.
According to the Prospective Industry Research Institute, the collective rebound in the performance of the sports industry is due to both internal and external factors.
Internal cause: self-help and reform of the enterprise itself. Take Li Ning as an example. Years of losses have forced Li Ning to make a clear business positioning between professional sports and sports fashion: the "Channel Rejuvenation Plan" costing 1.4 billion to 1.8 billion yuan to support dealers in inventory clearance, repurchase, and integration. Optimizing sales channels, this change has become an important reason for Li Ning to turn losses into profits.
External cause: Benefiting from the impact of the overall environment and the upgrading of mass sports in China, the sports industry is ushering in rapid development. On the one hand, these local sporting goods companies have taken some positive measures in destocking in the past few years. On the other hand, there were many favorable policies for sports in 2015, and the national sports awareness increased, and the demand for sports goods increased.
According to the "2016-2021 China Sports Industry Development Prospect Forecast and Investment Strategic Planning Analysis Report" data from the Prospective Industry Research Institute, the current total value of China's sports industry is 356.3 billion yuan, accounting for only 0.6% of GDP, while the world's more developed countries The sports industry generally accounts for more than 2% of GDP. It can be seen that the future development of China's sports industry is huge.
With the vigorous development of the sports industry, the corresponding sports industry is also developing. In the face of the current recovery, domestic sports goods brands cannot be happy too soon. The explosion of China's sports industry is bound to attract foreign brands to invest more energy in the Chinese market.