Lisheng Racing
The scale of the event is gradually resuming the To C business innovation track
LIXON Racing (002858)
As a leader in China's racing industry
With the accumulation of experience in running the competition year by year
Professional participation and competition standards
It continues to promote Chinese racing events
Heading for high-quality racing
In 2021, the company's main events include the CTCC China Auto Venue Pro League of national-level venue car events, the TCR International Auto China Series and the TCR International Auto Asia Series, the CKC Racing League Super League, the 24-hour Kart Endurance Race, etc. These multi-level racing events have received widespread attention and recognition from the market, regardless of the scale of the event, the size of the event, the number of participants, and the influence.
The scale of the event has gradually recovered The domestic and international influence has been expanding
In the context of the epidemic, this year's CTCC, TCR and CKC completed a total of 10 sub-stations and 16 rounds of official competitions. At the same time, the highly sought after 24-hour kart endurance race was successfully held for the fourth time this year. A total of 45 teams participated in the annual event, with nearly 450 drivers. Although affected by the epidemic, the number of host cities and participating areas is gradually recovering.
It is worth mentioning that in 2021, Lisheng will continue to work to improve the quality of Local Chinese racing, promote Chinese racing culture, and innovate Chinese motorsport in different fields. In the 2021 season, CTCC launched the concept of China's Golden Motorsport League, opened the most trendy TCR Cup, the world's latest specifications of the 1.5T RV NGCC Cup, as well as the Super Cup, the Greater Bay Area Cup, a total of 5 manufacturer teams, SAIC Volkswagen, Dongfeng Fengshen, Changan Automobile, SAIC MG, Lynk & Co, a total of 14 teams participated, bringing together the best domestic driver lineup of more than 50 drivers to compete. The company has also reached long-term and stable in-depth cooperation with many of the world's top 500 brands such as Bosch and Michelin, and its domestic and international influence has been expanding.
In addition to the main competition, Lisheng also invited many international and domestic famous events to compete in the same field, such as GT Short Course Gentlemen's Cup, Porsche PCCA, KTM and other cooperative events. Although the number of spectators has declined due to the reduction of the epidemic prevention requirements for gathering, the gradual recovery of the scale of the event still brings positive factors to the cooperation of brand enterprises.
Multimedia communication
Omnichannel coverage
The influence of the event reached a new high
The total number of media coverage of the 2021 season is as high as 100,000 times, and the influence of the event covers hundreds of millions of auto sports enthusiasts around the world. The events are all broadcast live video broadcasts, press releases, etc., through the tv, print, network and social media for full network, multi-channel integrated dissemination, full coverage of PC, mobile. The media communication area covers Beijing, Shanghai, Guangzhou and other first-tier cities in China and other key consumer cities.
The traditional media of automobile & sports across the country participated in the promotion of the event, including car information, car friends, fans, Chinese grand racing cars, etc. published event information, news reports, and pictures of the event site. At the same time, more than 100 online media actively disseminated reports on the event, including Tencent Sports, NetEase, Sina, Autohome and other dissemination of event information. The event is also broadcast live on TV and online, such as the CTCC-TCR auto series on Qinghai Satellite TV and Tianjin Sports, and the TV recording on CCTV5+ on TV; Tencent Sports, Huya Live, Sina Racing, CCTV, Central Video, B Station, Autohome, and the official website of China Automobile and Motorcycle Federation for live broadcasting; and the news special on-demand of China Sports Reporting Platform, reporting the event in an all-round and multi-angle manner.
The official of the event also opened a video number and a vibrato number to disseminate the event information faster and more interestingly through new media publicity and promotion channels.
Technological innovation
Create a new way to play in trendy venues
In 2021, as the main track facing the C-end consumer market, the kart chain venue-Saika Alliance under Lisheng Racing will maintain steady growth and further deepen the national layout. Up to now, the cedar alliance karting chain system has covered seven provincial-level administrative regions such as Zhejiang, Hubei and Hunan, and the population of the radiation city is nearly 200 million.
According to relevant statistics, since its opening, the national chain of venues of the Saika Alliance has received more than 100,000 passengers, and the cumulative number of members of the venues has exceeded 7,000. The modern venue style of the Saika League and the popular avant-garde racing equipment design are constantly attracting young people to punch cards and make frequent appearances in popular variety shows and TV series.
In addition to the track, the Saika Alliance has also integrated into emerging industries such as e-sports and new energy vehicles with an open feeling. In 2021, the Sika Alliance interacted with brands such as OMG, a well-known domestic e-sports team, and the Formula E team NIO 333 FE Team, creating a unique resonance.
In the future, The Seika Alliance will also accelerate the digital construction of venues, further optimize the gameplay of the Venue Alliance, improve the member experience ecosystem, and lead the high-quality development of China's digital stadium chain industry.
Looking forward to the new year, the company began to lay out the digital sports business, which will effectively expand the C-end audience contact surface, promote the ecological chemical reaction of online and offline businesses, and also show that the company's main business strategy is steadily expanding from "small sports" to "big sports".