What can sports events bring to the city?

In 2022, for the China Sports industry, it must be recorded in history. The Beijing Winter Olympics and the Hangzhou Asian Games will debut in the world. After the world was over, the meaning of sports event was far more than a long time. Sports as a bond can join all countries together. From China’s ping-pong diplomacy, they have given sports more deeply. At new top news the same time, the sports event under an epidemic is also a test of national, city, related enterprises and brands.

The “Wealth” World 500 Summit in 2021 was held in Hangzhou, and the city was already in the paternal of the Asian Games next year. What is prepared for the 2022 Asian Games in Hangzhou? How does companies seize opportunities? How do Chinese sports jointly? Focusing on these problems, Li Ling, vice president of Anta Group, General Manager of Sportfive, Lajiadale, Global Senior, Li Ying, Deputy Secretary-General of the Senior Vice President of the Sub-Organ Committee, Director of the Office, Deputy Secretary-General of Hangzhou Municipal Government, and Asian Electronic Sports Association Director General, Hong Kong (China) Football Association International Committee, member of the Meeting Committee, Liu Wei, a google news in hindi up round table discussed with “Wealth” (Chinese version).

Image Source: Fortune Chinese Network

For the sake of brevity and clear, the conversation is edited.

“Wealth” (Chinese version):

What does you think of holding a top event to host the city? If you let you see the Hangzhou Asian Games, what opportunities do you think in Hangzhou can further expand the city reputation?

Li Ling:

Under the premise of the development of China’s sports industry, this is a major opportunity for a lot of cities. Let us say Beijing, 2022 Beijing Winter Olympics is coming, Beijing has become the only city that has both hosted the Summer Olympic Games and hosting the Winter Olympics. Since the 2008 Olympics, Beijing City (cultivated) a very good development of soil in the sports industry.

It can be seen that if a city has hosted a major sports about today date event, it is a great excitement to the people of the sports industry. Second, there will be a lot of Olympic assets, such as venues and some advanced sports facilities, providing better conditions for the future development of the city. For example, Beijing’s Olympic Forest Park is basically the largest park in China, and this is a very important benefit every day.

“Wealth” (Chinese version):

What is your suggestion if you give you a small suggestion to the Hangzhou Asian Games?

Li Ling:

As a major event, it is definitely not just a government task, it should be the development of the whole people to promote the industry. For example, the Asian Games arrived, more in the private, communities and even large-scale primary and secondary schools, social groups participate in sports, and the people who have cultivated the Asian Games more beneficial, so the people must participate.

“Wealth” (Chinese version):

Li Ying, talking about this problem from your perspective.

Li Ying:

The international contest must be a very beautiful business card. As the designated agency of the International Olympic Committee, our company has helped Sydney, Rio and London successfully bid a Summer Olympics. I also participated in the Singapore government to bid and organize the Youth Olympics, and the F1 International Grand Prix.

I would like to take an example in Singapore. The two events mentioned just mentioned can say that the city’s city in Singapore is in the international sports map, and even the status of the tourist layout. F1 The annual Singapore Night Tournament has become a tour of the world. The Qing Olympics has been in the past 11 years, and its impact on Singapore is still continuing. The overall upgrade from the City Market Pavilion to a large number of talent reserves, and then extend the birth of the Olympic network red card. The inheritance of the Olympic spirit is very large.

The second question is to give a small suggestion to the Hangzhou Asian Games. I think it can strengthen the promotion and investment of these key markets outside Asia. I am deep in this regard. For example, like Europe and the United States, they have a relatively vague concept for Intercontinental competitions outside Europe and America, but because their way of watching is very mature, they are willing to understand. During our past 20 years, we have helped African Cups in Europe and America to help hosted the city to start international influence. I believe that in the next year, Hangzhou can also continue to cover the world’s influence through the Internet and social media in Asia.

“Wealth” (Chinese version):

Liu Wei, please talk about your opinion.

Liu Wei:

I want to start from the industry in this industry, I also participated in the Beijing Olympics, and London, Rio (Olympics) also participated in this large intercontinental or international sports event, each government has dominated The way of thinking is inside, including giving this city, giving a different experience of people who come to this city to participate in the sports meeting.

First of all, I would like to thank the Hangzhou Municipal Government and the people to choose an electronic sports project as a formal project of the Asian Games. From the actual example, this is a big change. Because we can think about it, from traditional electricity, to electronic sports competitions, to the current electronic sports, have experienced 30 years of development. In this process, truly combined into an intercontinental sports meeting, we will see a lot of different experiences regardless of visual or participation. Intercontinental Games, such as the Asian Games will also be with platform and new projects, attracting new groups to people who actually participate in the Asian Games.

I think the concept of sports tourism in recent years is very hot. From the beginning of football and basketball, a lot of changes have brought a large change in a large city. Everyone also saw a good importance to bring a lot of rich changes to the city.

We believe that the stage of borrowing the Asian Games will give you a better and more exciting game. Simple suggestion is to borrow the platform of the Asian Games, mostly promote Hangzhou in all countries in Asia, let them know our mountain, good water, good people.

“Wealth” (Chinese version):

I would like to ask the Secretary-General of Mao, for the 2022 Hangzhou Asian Games, we are doing something ready, can we give us a lot of spoilers in advance?

Mao Roothong:

The preparation of the Asian Games is expanded under the spotlight. As a city in China, Hangzhou has held the Asian Games in China. Since the main office in 2015, the entire preparations will be promoted in an orderly manner, and the preparations for the Asian Games can be divided into two categories: one is hardware, one is software .

Hardware is three circles: the first circle is the carrier, which is a venue held; the second circle is the infrastructure, the city’s communication, especially the comprehensive sports meeting such as the Asian Games, for a city It is a pressure test and is a big event. To gather a lot of people in a very short period of time, it is highly demanding the urban toughness requirements, promoting the construction of infrastructure; third, thereby promoting the development of the industry, in addition to Anta In addition to the enterprises in the type of sports, there are also large (industries) with a large (industry), in fact, the integrated investment industry chain is very long, from the perspective of hardware.

From the software point of view, it is two circles: a circle is a person who has organized a meeting. Hangzhou has not held large sports meetings in Hangzhou. Talents are very talents in the integrated sports meeting. In the past few years, we have continuously learned from all localities, introduce talents, our team building until now, it can be said that colleagues in the Asian Organizing Committee are basically in place. In the process of promotion in the venue, it is necessary to rely on all districts and counties, and all undertakes are jointly promoted.

In addition, we greet an intercontinental meeting as a city, (to show) our spiritual style, especially two indicators: one is to see people who are often involved in sports, and have a solution to sports projects.

In fact, there is a feature of the Asian Games: the sports items are particularly versatile. On the basis of the Olympic project, there are nine big items in the feet of the Asian Games, East Asia, South Asia, Southeast Asia, West Asia and Central Asia have one, as well as the Olympic Council recommended and our organizing committee. Many colleagues have never seen, such as the rattan ball (Southeast Asia project), Kabadad’s projects are rarely seen. When our city holds a competition, let the people understand this event, and the atmosphere is here (the game).

“Wealth” (Chinese version):

Everyone has a special expectation in the 2022, Hangzhou Asian Games is that Hangzhou is in our Chinese minds, representing a special aesthetics, our Asian Games put forward the establishment of sports spirit, Hangzhou expression paradigm, so Hangzhou Show how to make a different Asian Games aesthetics?

Mao Roothong:

The US understanding is indeed possible to break through the language and national boundaries, you can agree together. People learn from visual and auditory. In the process of preparation in the Asian Games, especially visual images, we construct it as a aesthetic engineering.

The Asian Games in Hangzhou must have the identity of Hangzhou. For example, the Panda of the Beijing Asian Games is Panpan, that is, there is China’s identity, because it is China’s giant panda. In the construction of the visual image, how to make the city’s historical culture and the present innovative vitality, and our green ecology, it is aesthetically embodied. Through the aesthetic construction, everyone has a sense of happiness in addition to the sense of beauty. For example, we show in historical and cultural. Through the current mascots and slogans, everyone can feel it.

“Wealth” (Chinese version):

I would like to ask Lee, and we have strongly felt in these two years. The entire sports industry is in a flood, and the capital influx in the first two years, including Evergrande Suning enters the cross-border, but because of these reasons, they own The problem. Now they are leaving the torrent. What did you feel in these two years? What is the biggest change in the sports industry? How do you help your customers hold the opportunities in these changes?

Li Ying:

I and our company is indeed in it, feeling, the waves are still very big, the tide has not retired. But the tide in the wave has changed a batch. More than just China, the power of global sports capital, but also waved in the epidemic. More than 30,000 games in the world last year were canceled and extended, with a loss of more than $ 6 million. We cooperated a lot of luxury clubs, such as Manchester United, Juventitu, average last year’s losses over $ 100 million.

But in this process, some people entered the field, and some people were leaving. Some Middle East’s capital is in the investment of football. Last week, the Saudi Terminal has acquired a Premier League club with a price of 300 million pounds. I think these giants cross-border sports are similar to the real estate companies you mentioned, and the football itself cannot bring direct profits. However, first it is a beautiful business card, or it may be an admission ticket for the international stage, or it may be a key to open the resource gate. When the waves, these will become the barometer of the company’s own strength. This is a relatively large change, it is more similar to China’s sports capital.

If there is any insight, or can help customers, the news that the entire industry can see is the comprehensive rise of electricity in China. It can be said that China’s electricity has surpassed South Korea and the United States, and has become the strongest country of global electricity, and electrical competition has also become a very kind of capital very keen on watching, and even a sports marketing and advertising market.

For us, we have put the electrical competition as the largest strategic business sector outside the football. We are itself a capital holding sports company. After we look at the electrical stand, this 2 billion people and unlimited potential. Including a lot of domestic and foreign brands in our cooperation, helping them use the opportunity to rise in electrical competition, but also touch and seize the Z generation, these future goals audience.

“Wealth” (Chinese version):

When I just said that I was very happy, I was very happy. On the one hand, I was incorporated into the Asian Games next year. On the other hand, we saw the rise of science and technology, including recently popular Yuan universe, and electricity The virtual reality of the competition has a relationship. Liu Wei’s e-sports industry is the most strongly feeling that the big flood flows to you.

Liu Wei:

Thanks to the recognition of sports and electrical competitions, I think this also represents many people’s ideas, many practitioners and many industry investors. I briefly say that China is nearly 20 years, especially in my country’s entire sports industry, I simply summarize it should be young, diversified, and technology.

In terms of young, the tide of the entire industry has experienced several generations after 20 years of development. Now we have seen young, more professional, more profound hobbies for sports and young people with more understanding of the industry, add to the medium and high management. They understand the understanding of the entire industry, the quality, and industry experience, in fact, have already filled a big part of the blank left.

Diverse, from the simple football that I am more concerned, to the arrival of NBA, then our own basketball game, including the front of the front of the volleyball, and other projects, even our electronics sports, slowly It is recognized by everyone, and it has increased a different type of aura for each homing city.

Science and technology is reflected in, electrical, electronic sports rushing in front. As the host said, everyone is talking about the Yuan Cosmic Concept, I believe that in the world, no one can define what is the Yuan Universe. Because of its week, every day, every hour, even every minute, and our experience is different. But I believe that the future of electronic sports can solve two aspects: one is a training in a professional athlete; the second is to better popularize the sport projects in the public.

“Wealth” (Chinese version):

In addition to young, there is a change in Li Ling, which is very strong, is the change in sports marketing. Although the Tokyo Olympics is over, it is still, including Su Bingtian, all red, and Yang Qian, very out of the world, how do you seem to have a sports marketing to international, and how Chinese brand is better involved in international The competition.

Li Ling:

Just a few guests talked about sports development, I have a supplementary point of view. Sports industry is a very diverse industry, and some categories may encounter some challenges, such as the cause of the event, the cause of the epidemic restrict the flow of people. However, some industries, such as the industries of the sporting goods in Anta Group, but after the 2020 epidemic, the growth rate of the entire market is very fast. It is important reason to be a public home, or under the epidemic. Now motion has become a lifestyle of everyone, this is the most vibrant place in this industry.

Going back to the original topic, we pay attention to the development of an industry, and the event is of course very important. On the other hand, when a national public consumption, sports consciousness, this industry is a real life, Chaoyang industry, this One point in the country’s “Sports Construction Outline” is clearly pointed out in the direction, and the National Sports Industry will become a pillar-type industry in 2035, it has become one of the six pillar industries. The State Council also issued the “National Fitness Program (2021-2025)”, and 5 trillion sizes have been planned.

We have just seen a very exciting news, the National People’s Congress is discussing the revision of the “Sports Law”, officially defined on August 8 as a national sports festival. All the promotion is for our sports brand, with this Tokyo Olympics, it has reached the rapid development of the brand, expanding the opportunity of consumers marketing the mind. It can be said that the Tokyo Olympic Games is the most difficult Olympics in history, because it delayed one In the year, there was no audience under the epidemic. However, when you look back, we make full use of social media era, and use a wide popular channel and way to talk about sports and people’s relationships. Many hot search questions in the Tokyo Olympic Games are not very traditional topics, but very interesting, from outside the game, the focus is different.

The era of social media has spawned a new opportunity for sports industrial marketing. Anta uses the Tokyo Olympics, widely has made a large number of marketing communication activities. For example, in social media, mainstream media, and even in the central five-set sports channel and national media end, there are very many activities and topics of consumers interacting.

“Cemetrical” has become a large number of athlete’s landmarks. We also communicate with Xu Haifeng on social media topics. He as the first generation of Chinese sports people say “YYDS” network language, praise A gold medal acquisition, these all detonated the topic of social media.

Conversely, what is the Tokyo Olympics brought Anta? “Love sports, China has Anta”, this sentence is remembered by many people, we will look at the consumer’s mind, we pass multi-stream, drainage and extensive marketing activities, Anta brand during the Tokyo Olympics, consumers The mind has more than 40%, far more than other sports brands.

We can talk about it, on the platform of the Olympics, even on the platform of the Volkswagen, if you can effectively grasp the links to consumers emotions, the public’s interaction, even better social channels, our sports can be more Living, young, fun, and let more people participate. Therefore, marketing is for sports people, and now I have experienced some new opportunities and should be more interesting.

“Wealth” (Chinese version):

Sports are the best way to connect across sex, cross-age, cross-border, cross-nation. In fact, the theme of this dialogue today is China Sports in the United States. I want to invite four guests. From their respective perspectives, how does Chinese sports better jointly?

Liu Wei:

Our eco times headlines e-sports and electronic sports industry, globally predicted that the industry returns reached $ 175 billion, and the Asia Pacific region accounted for more than 50%. So I feel that the development of the Asia-Pacific region, especially in our industry, is very promising, and very representative. The proportion of our country will have more than 65%.

In the future, we will put your traditional electricity and video games, more to virtualization, artificial intelligence, we believe that in many industries, practitioners, professional production companies, and the government’s strong support, we Very hope to dominate the future in this area.

Mao Roothong:

In the process of joint the world, physical education became a more important carrier of world international exchanges.

Li Ying:

The official slogan of our company is the karnataka vidhan sabha live world with sports. More words, it is, for enterprises, especially 500 companies, sports are not only blood transfusion marketing tools, but also hematopoietic, tools for branding.

Li Ling:

With the upcoming Dongfeng of the Beijing Winter Olympics, I also hoped that China’s sports industry has developed rapidly. I hope that more Chinese brands stand in the world stage. Everyone can see the Anta of the world in the future. (Wealth Chinese Network)

Editor: Xu Xiaotong