How Did Guangdong Become The First Province In China'S Sports Industry?

In November, in Guangzhou, the outdoor high temperature was 28 degrees, and the ski enthusiasts in the Guangzhou Chuang Wen Xue Cheng snow field were dressed in thick ski suit and galloping in the snow field below 6 degrees below zero.

At this time, Beijing has not yet welcomed the first snow. Many tourists from the northwest and northeast have come to Guangzhou to board. In the 5 months since its opening, more than 420 thousand tourists have experienced skiing in Guangzhou Chuang Wen Wen Cheng.

In the future, we can ski all the year round. The enthusiasm of the Cantonese for ice and snow sports is even more amazing. As the largest province of sports consumption, Cantonese not only love food, but also love sports.

China's track and field association data show that in 2018, the top runner of Marathon and half marathon runners in Guangdong was the first place in the country, accounting for 10.07% of the total national proportion.

The latest statistics show that in 2017, the total scale of sports industry in Guangdong province (total output) was 399 billion 803 million yuan, the added value was 132 billion 186 million yuan, and the scale and added value of sports industry ranked first in the whole country.

In mid November, the State Sports General Administration organized the central mainstream media to interview sports industry in Guangdong and Guangxi, focusing on the national fitness and sports consumption, competition performance and sports consumption, and the pilot project of the national sports leisure characteristic town.

In twenty-first Century, the economic report reporters found that the demand for sports consumption in Guangdong was strong, and the supply of sports consumption was also at the forefront of the whole country. In other regions, weaker development projects also saw relatively mature formats in Guangdong.

On the one hand, Guangdong's economic foundation is good, and the total GDP has ranked first in the country for decades. Secondly, Guangdong has great attraction for young people, especially Shenzhen and Guangzhou. Third, as an open coastal area, Guangdong has a high degree of acceptance of new consumption patterns.

Mass consumption popularization

In the Dameisha international water sports center in Shenzhen, yacht, a sailing sailboard coach, told the twenty-first Century economic news reporter that there are 400 regular students studying windsurfing activities every year except for individual travelers. In the early years, most of the consumers came from individual members. Now many schools and business teams are here to experience and learn. Sailing is gradually moving from small to mass.

With the outbreak of consumer demand, sports consumption in Guangdong has gradually enriched and diversified, and prices have tended to be popular. According to Yang Jie, the cost of marine projects is decreasing year by year. Students from school groups only need 300 yuan a day.

Wu Zhiqiang, general manager of Dameisha international water sports center, revealed that in 2011, the price of renting a boat to sea was more than 10 thousand yuan, and now it takes more than 4000 yuan to rent a ship. Many private vessels rent boats, and as the family vacation, business group building and business reception are more and more, the whole cost is down. Wu Zhiqiang stressed that the operation of reasonable maritime sports is not the aristocratic movement, the average price per person here is two hundred or three hundred yuan.

In recent years, maritime sports are very popular in Shenzhen. In 2018, Dameisha international water sports center completed its personal training, an increase of 25% over 2017, and team training increased by 26%. In 2018, the turnover increased by 30% over 2017.

In Wu Zhiqiang's view, the demand for Shenzhen's maritime sports is strong. On the one hand, the whole Pearl River Delta region has a good economic foundation. Besides, the consumption culture of eating, drinking, sports and sports is also prevailing. At the same time, Shenzhen has a coastline suitable for maritime sports and a climate with no obvious off-season throughout the year.

In November 14th, when the twenty-first Century business reporter arrived in Dongsheng Town, Zhongshan, the second Asian Cup women's baseball championship VS Hongkong India group competition was held at the local panda Memorial Stadium. Feng Xiaolong, chairman of the Zhongshan baseball and Softball Association, said that at present, all primary schools in Dongsheng Town have popularized baseball lessons. There are plans to popularize the whole city to Zhongshan. The local community is promoting juvenile baseball by combining teaching with physical education. At present, there are at least ten thousand children playing baseball.

Feng Xiaolong believes that Asian countries are very optimistic about the popularity of baseball in China in the world baseball world ranking. In recent years baseball has been rapidly popularized in China, especially among young people.

On the playground of Tong Mao primary school in Dongsheng Town, the reporter saw boys in grade four in baseball class. The motto of Tong Mao primary school was "every step of the way and the best of themselves." baseball and go are the strong points of this school's students.

Guangzhou creates snow world. - Song Wenhui photo

Waiting for revenue balance

On the one hand is the outbreak of consumer demand, while capital is also constantly filling the sports market in Guangdong. In twenty-first Century, several of the sports events interviewed by the economic news reporters in Guangdong, many of which were capital intensive real estate companies, including ice and snow featuring Guangzhou City, the Dongsheng baseball town characterized by baseball, and the Hong Kong Sports of deep tennis industry.

For example, Hong Jin sports, which has been running the tennis industry for nearly ten years, is a wholly owned subsidiary of the golden land group's deep tillage tennis industry. Its main business platform is tennis, founded in 2010. Its current business includes four major sections, namely, "tournament management", "player broker management", "sports complex and venue management" and "club platform management".

Twenty-first Century economic news reporter noted that in the vicinity of The Racquet Club Hotel and hotel in Hong Jin, and Hong Jin Di International School, there are gold real estate. According to the school teacher, tennis is the characteristic of this international school. It is very popular with parents. The students in this area are ranked top in the region except tennis.

2019 the Shenzhen WTA finals ended in November 3rd. The event will be held in Shenzhen for ten years. Hong Jin CEO Liu Fengning told the twenty-first Century economic news reporter that at present, 90% of sports companies in China are losing money. "Why do we stick to it? Through the experience of these years, we are approaching a turning point. " Liu Fengning is full of confidence.

Liu Fengning joined the company in 2011, when the size of the company was around ten people, with a turnover of 1 million 700 thousand yuan. Now the company has 470 people and the turnover is around 320 million yuan. This year, the company is still losing money, but international schools and local clubs are profitable. In addition, the players' brokerage management is much more expensive, but the profit potential of some sectors is breaking out.

He also mentioned that the three carriages of current sports revenue are from sponsorship, copyright and ticketing. At present, there are still many problems in the copyright realisation of domestic matches. In the early years, some platforms bought overseas copyright in large quantities, but the situation was worrying. In the case of ticketing, 6000 tickets for a match may be more than 2000, and many people haven't paid for the tickets for sports events. He believes that in recent years, people have had the habit of spending money on fitness, but the habit of watching games has not yet been popularized.

Guangzhou is also a real estate enterprise developed in the city of Guangzhou, which is located in Huadu District, Hubei Province. It has rich formats, including melting snow world, water world, melting paradise, sports world and Mall. Among them, ice snow world is one of the most attractive signs of this article city. This ice snow tourism project has led to the surrounding hotels, restaurants, shopping malls and other supporting facilities, but also led to the surrounding real estate.

Feng Xiaolong, chairman of Zhongshan baseball and Softball Association, known as Dongsheng baseball Town, is also chairman of Zhongshan Lian FA Li Real Estate Development Co., Ltd. Feng Xiaolong told reporters that he has worked in many fields such as electronic technology, dock operation, real estate and so on. In recent years, he has spent a lot of energy on baseball. In his view, this is also a way of real estate transformation, through sports to pry the transformation of other industries.

When it comes to making money, he believes that sport has always been a career in China and is not regarded as an industry. Now the investment is laying the groundwork. It is the beginning of the industry. First, we must do well in the foundation. When it comes to investing in the baseball industry, when it comes to the investment balance, it will take seven years.

For the future of sports, he believes that the high-end industry and related services will come to the periphery. For example, some of the overseas events surrounding the service industry, the higher the revenue is the hotel, the competition has attracted popularity, and events related industries are alive.

According to the survey, the baseball industry accounts for 12% of the market share of the global sports industry. The Dongsheng baseball town of Zhongshan will introduce multiple subjects to further expand the industrial chain and enrich the related formats with the event as the leader, so that the baseball industry can grow stronger in Zhongshan and go out of its own way.

Enrich the supply of sports products

Whether consumption enthusiasm or capital fever, Guangdong is China's first big economic province, and the exploration practice of sports industry is also at the forefront.

According to the latest data of the twenty-first Century economic report reporter, the relevant person in charge of Guangdong Sports Administration Bureau estimated that according to historical data and overall economic operation, the total scale of sports industry in Guangdong province (total output) in 2018 was about 440 billion yuan, with an added value of about 146 billion yuan, and the proportion of industrial added value in the whole country will continue to exceed that of Guangdong in the same period.

It is reported that the system of happiness oriented sports industry in Guangdong has initially taken shape. Fitness, entertainment, competition performances, leisure tourism and other industries continue to flourish, sporting goods manufacturing industry level and market share has been continuously improved, and large stadium management reform has also begun to show results.

A sports official in Shenzhen also revealed that Shenzhen is currently exploring regulations on outdoor sports management, and is expected to take the lead in exploring outdoor sports management in the whole country. In addition to running marathons, water sports, mountaineering and cross-country races, the people of Shenzhen need to stimulate their demand for legislation. What is the legal responsibility and rights and obligations of outdoor sports and government departments, outdoor sports operators, participants, rescuers and so on?

In twenty-first Century, the business reporter in Shenzhen, Guangzhou and Zhongshan interviewed sports events, and found that the construction of the big bay area in Guangdong, Hong Kong and Macao is considered to be an opportunity for Guangdong to develop the sports industry and related system innovation. For example, where the sports industry meets the existing system standard in the process of internationalization, Guangdong is expected to innovate its policy in practice.

Whether ice and snow venues, internationalized tennis matches or baseball events, there will still be challenges in the process of landing. Liu Fengning, taking the Shenzhen WTA finals this year as an example, has encountered the tax issues related to the purchase of overseas copyright matters and the related tax issues of hiring foreign coaches.

Wei Bin, assistant president of China Wen Lu group and general manager of Guangzhou entertainment city theme entertainment management company, told the twenty-first Century economic news reporter that Guangzhou has been in business for five months, and about 400000 people have experienced ice and snow. From the opening of the project to the present, he only had 2 days off during the Mid Autumn Festival, and most of them slept in the morning. A few days before the opening of Guangzhou Rong Chuang Wen Cheng City, he was in constant anxiety process, from refrigeration to snow making, which link problems should be solved immediately.

"Many people think that the snow field is equal to" open the refrigerator "can ski, far from that simple, the popularity of the Guangzhou project is not necessarily universal reference value, similar projects can not rush to the top. Wei Bin said that such a project has a large investment and high risk, so it is best not to enter the field without investigation.

From the perspective of local governments, Guangdong is actively promoting the supply of sports products and activating the sports consumption market. A sports system personage said, at present, the consumption demand of sports is still going abroad, especially the high-end consumption. The supply of sports consumption in China is far from enough.

According to the white paper on skiing industry in 2017, the number of Chinese Skiers choosing to ski in Japan has increased significantly from 48% in 2016 to 55%. Secondly, Europe, Switzerland, France, Austria and Italy are also favored by Chinese skiers.

How to increase the supply of sports consumption? A person in Guangdong Sports Bureau said that at present, the supply of sports land in the first tier cities is insufficient. The shortage of sports venues is a problem faced by all the first tier cities. This involves the problem of urban transformation: how to transition from the stage of pursuing GDP to providing more and better public services.

This problem has already appeared in the first tier cities. For the two or three tier cities that are catching up with the development, if they do not pay attention to the planning of sports venues, it will become more and more difficult to provide sports service supply. Planning and construction of sports venues must have a long-term perspective. For example, the Tianhe Sports Center built in Guangzhou in the 80s of last century pioneered the construction of the three stadiums of stadium, gymnasium and swimming pool in the whole country. In the past thirty years, it has directly led to the overall development of Tianhe District, and has become the "bright spot" of Guangzhou's new urban axis.