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After 10 years of rapid development, China's sporting goods brands entered the cold winter from 2012 to 2013. However, as the country vigorously encourages the development of sports, it will upgrade the sports industry to a national strategic height. Major companies in the sports industry chain are actively developing. At the same time, with the help of the Internet+ trend, major companies have taken advantage of the Internet as their medium to seize the opportunity of sports development and to deploy the sports industry. Is the new golden decade of Chinese sports brand really coming?
With the continuous deepening of the concept of national fitness, sports equipment sales have been promoted. The domestic sportswear companies ANTA, 361, etc., whose domestic brands are well-known, have all delivered a beautiful report card in 2015. Among them, Peak Sports released its 2015 financial report on March 10, and its annual operating income was 3.107 billion yuan, an increase of 9.33% over the same period last year.
Since 2012, both international and domestic sporting goods brands have experienced almost all of their performance and inventory inconvenience. Li Ning, Hummer, Peak and other companies have followed the market by reducing the number of stores.
New sports media follow the trend
Sports media is located in the middle reaches of the sports industry chain and is an important component of the sports industry chain. With the development of the Internet, sports media using the Internet as a medium have emerged, such as: Sina Sports, Tencent Sports, Tiger Sports, LeTV Sports.
Taking Le Sports as an example, Le Sports purchases copyrights at a high price, and broadcasts or broadcasts the events through the PC, mobile phone, Pad, and LeTV. Recently, LeTV Sports cooperated with China New Media and will broadcast the entire League A super-clearly. This is music as sports in the female super, after the Super League, got another important domestic football IP.
Internet giant competes for sports events IP
The IP of sports events is the core of competitive sports and its head resources. It has the greatest significance in driving the economic development of the entire industry chain. For this reason, the tournament IP has also become a favorite of major companies. Major companies have purchased sports events' copyrights. For example, Tencent Sports signed the NBA’s 5-year exclusive online broadcast rights with more than RMB 3 billion; Physical Olympics won the 5-year all-media rights of Super League with RMB 8 billion; in particular, it was worth mentioning that LeTV Sports purchased the SuperCopyright for RMB 2.7 billion. , won the exclusive new media rights of the Super League in the 2016/2017 season.
Sports + Tourism Cross-Border Cooperation Companies
The government has vigorously promoted the reform and upgrading of the sports industry. The sports industry is integrated with tourism and outdoor activities and becomes a new hot spot for economic consumption. People will go to their cities for tourism activities because of a certain sporting event or sports. With the help of the development of the sports industry, the tourism industry will be diversified.
According to the Industry Research Institute of Forward-looking Industry, the collective warming of the sports industry results from both internal and external factors.
Internal Cause: The company's own self-rescue and reform. Take Li Ning as an example. The loss for years forced Li Ning to make a clear commercial position between professional sports and sports fashion: a channel reconstruction plan costing 1.4 billion to 1.8 billion yuan, which supports dealers to clear inventory, buy back, and integrate and optimize sales. Channel, this change has become an important reason for Li Ning to turn a profit. External factors: Benefiting from the impact of the overall environment, the sports industry in China has been upgraded, and the sports industry has ushered 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, in 2015, there are many sports good policies, and national sports awareness has increased, and the demand for sporting goods has expanded.
According to the data of Prospective Industry Research Institute's “2016-2021 Forecast of China's Sports Industry Development Prospects and Investment Strategic Planning Analysis Reportâ€, the total value of China’s sports industry is currently 356.3 billion yuan, accounting for only 0.6% of GDP, and the world’s more developed countries. The proportion of the sports industry in GDP is generally above 2%. 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, the domestic sportswear brands are not happy too soon. The big explosion of China's sports industry will inevitably attract foreign brands to invest more energy in the Chinese market.
Sports industry collectively warms up Internet + sports to open up new areas of the industry
Sports industry collective warming up Internet + sports to open up new areas of the industry Date:2016-04-19 18:20