Sports Big Business No. 2785, welcome to pay attention to the leading sports industry information platform
Wen | Fu Zhenghao
Sports big business reporter
Once it becomes an Olympic city, it will always be an Olympic city.
Since 2014, the Olympic legacy has been officially considered one of the key indicators of the success of an Olympic Games. Against the backdrop of global interest in bidding for the Olympic Games, the Olympic Games are in a sustainable crisis. To this end, the IOC has had to strengthen its own reforms and make "leaving a rich Olympic legacy for the Olympic host cities" one of the main words to persuade countries to bid for the Olympic Games. According to incomplete statistics from sports big business reporters, since 2014, the IOC has listed olympic legacy as a key chapter in many documents such as the Olympic Agenda 2020, the Strategic Approach to Heritage: A Future for Development, and the Olympic Agenda 2020: New Norms for the Olympic Games.
The Beijing Winter Olympics is the first Olympic Games to comprehensively plan and manage the Olympic legacy from the beginning of the preparations after the promulgation of the Olympic Agenda 2020, and at the beginning of the bidding, the Beijing Winter Olympic Bidding Committee submitted a very comprehensive Olympic heritage vision plan to the International Olympic Committee. In 2019, the Beijing Winter Olympics Organizing Committee promulgated the "2022 Beijing Winter Olympic and Paralympic Games Heritage Strategic Plan", which clearly put forward seven Olympic heritages, including sports heritage, economic heritage, social heritage, cultural heritage, environmental heritage, urban development heritage and regional development heritage, which were specifically divided into 35 key tasks, thus constituting the Beijing Winter Olympics heritage task system.
On January 19, 2022, the Beijing Winter Olympic Organizing Committee officially announced the "Beijing 2022 Winter Olympic and Paralympic Games Legacy Report Collection (2022)". According to the deployment of the 2019 Beijing Winter Olympic and Paralympic Winter Games Heritage Strategic Plan, the heritage of the Beijing Winter Olympics is subdivided into seven single-volume heritage reports: sports heritage, economic heritage, social heritage, cultural heritage, environmental heritage, urban development heritage and regional development heritage.
The sports big business focuses on the selection and interpretation of the dry goods of the "Beijing 2022 Winter Olympic and Paralympic Games Economic Heritage Report (2022)" (hereinafter referred to as the "Report"), and this "Report" divides the economic heritage of the Beijing Winter Olympics into three levels of heritage achievements: ice and snow industry, scientific and technological Winter Olympics, and Winter Olympic market development, and systematically and authoritatively shows the overall development of the mainland's ice and snow economy after the successful bid for the 2015 Winter Olympics.
Market development: Total revenue hit a record high for the Winter Olympics, and joint exclusion is a win-win move
Since the beijing winter olympics market development work was officially launched in February 2017, 45 sponsoring companies have been signed, including 11 official partners, 11 official sponsors, 10 official exclusive suppliers and 13 official suppliers. In addition, by the end of 2021, the Beijing Winter Olympics have developed more than 5,000 licensed products in 16 categories.
(1) The beijing winter olympic games corporate sponsorship model innovation introduced a number of new Olympic sponsorship categories, and improved the "joint exclusive" sponsorship model. On the basis of maintaining 25 traditional sponsorship categories such as banking services, air passenger services, dairy products, sports clothing, and communication services, the Beijing Winter Olympics Organizing Committee has also set up 11 new Olympic sponsorship categories such as urban renewal services, automatic voice conversion and translation, creative light and shadow show services, power generation, and biodegradable tableware.
As we all know, sports sponsorship pays attention to exclusivity, that is, a sponsorship category is often only allowed to sponsor one company in each industry segment. In order to reasonably respond to market demands, the Beijing Winter Olympic Organizing Committee introduced the "joint exclusive" market development strategy, which has successively promoted PetroChina and Sinopec to sign a contract to become an official oil and gas partner at the same time, and Tsingtao Beer and Yanjing Beer to become an official beer sponsor at the same time, which not only expands the opportunities for enterprises to participate in the Olympic Games, but also increases sponsorship revenue.
The marketing model of sponsoring enterprises is integrated. The sports marketing model of the sponsoring enterprises of the Beijing Winter Olympic Games has shifted from simple "sponsorship advertising" to the vertical integration of internal resources of enterprises, focusing on cultivating the market and focusing on precision marketing. As the first official partner of the Beijing Winter Olympics, Bank of China actively extends the industrial chain while providing high-quality and reliable financial services. Provide credit support for ice and snow projects in more than ten provinces, municipalities and autonomous regions such as Beijing, Hebei, Heilongjiang, Jilin and Xinjiang, including the National Speed Skating Hall, Shougang Ski Jump, Yanchong Expressway and other key projects of the Winter Olympics. As of the end of September 2021, the total amount of approved credit facilities was 61.3 billion yuan, with a cumulative investment of 29.8 billion yuan.
(2) The brand value of "Double Olympic" enterprises continues to increase. Beijing is the only "double Olympic" city in the world to host the Summer Olympics and Winter Olympics, which also makes China's most powerful enterprises become the world's most famous "double Olympic" sponsors, which sponsored both the 2008 Beijing Summer Olympic Games and the 2022 Beijing Winter Olympics, and the brand reputation and international popularity have been unprecedentedly improved. In the investment promotion system of the Beijing East Olympic Organizing Committee, 10 enterprises such as Bank of China, Yili Group, State Grid, Air China, Sinopec, PetroChina, Tsingtao Beer, Yanjing Beer, Arowana and China Unicom have become "double Olympic" enterprises.
(3) Franchises and licensed products highlight the characteristics of the Beijing Winter Olympics. Since the official launch of the franchise plan in July 2018, by the end of 2021, more than 5,000 franchised products in 16 categories have been developed, more than 190 franchise retail stores have been opened in 19 provinces, autonomous regions and cities such as Beijing, Hebei, Tibet and Xinjiang, and licensed commodity sales channels covering 31 provinces, autonomous regions and cities have been set up on more than 280 pairs of high-speed trains. Sponsoring enterprises such as Bank of China, China Post, ANTA brand stores, China Unicom, PetroChina, Sinopec, etc. opened offline physical retail channels.
According to the previous understanding of the sports business, the currently achievable sponsorship income from the development of the Beijing Winter Olympic market has created a new record high in the history of the Winter Olympics, and the "Report" released this time also confirms that the total income of the beijing Winter Olympics market development has exceeded that of previous Winter Olympic Games, which is a gratifying phenomenon.
Looking back at the 2008 Beijing Summer Olympic Games, although the statistical caliber of all parties for the input costs of the Olympic Games is very different, the mainland officially released the "Beijing Olympic Games Financial Revenue and Expenditure and Olympic Venue Construction Project Tracking Audit Results" shows that the expenditure of the Beijing Summer Olympic Games is 20.206 billion yuan, the total income is 21.363 billion yuan, and the profit is about 1.1 billion yuan. The Beijing Summer Olympics is one of the few Olympic Games in history that can achieve profitability, and it is hoped that the Beijing Winter Olympics will also become one of the few winter Olympic Games that can achieve profitability.
Ice and snow industry: the total scale reached 423.5 billion at the end of 2019, and ice and snow tourism reached 390 billion in 2021
Since the successful bid for the Winter Olympics on July 31, 2015, the mainland ice and snow industry has developed rapidly, and has initially formed a relatively complete and distinctive Chinese ice and snow industry system, and the ice and snow industry has shown a trend of integrated development with tourism, culture, exhibition and other related industries. By the end of 2019, the scale of the mainland ice and snow industry was about 423.5 billion yuan. Compared with the scale of the ice and snow industry of 270 billion yuan in 2015, an increase of 56.85%. The "Report" divides the mainland ice and snow industry into five subdivisions, namely: the construction and operation of ice and snow venue facilities, the ice and snow competition performance market, the ice and snow tourism industry, the ice and snow equipment manufacturing industry, and the new ice and snow exhibition format.
(1) The construction and operation of ice and snow venues and facilities in the mainland have achieved leapfrog development. By the beginning of 2021, 654 standard ice rinks have been built across the country, an increase of 317% over 2015, and there are 803 indoor and outdoor ski resorts of various types, an increase of 41% over 2015.
Specific to the specific location of the Beijing Winter Olympics, Beijing has issued a document in recent years to clearly require each of the 16 districts to build an indoor ice rink with an ice surface of not less than 1800 square meters. By the end of 2020, a total of 8 districts, including Chaoyang, Haidian, Fengtai, Shijingshan, Shunyi, Changping, Fangshan (Yanshan area) and Yanqing, have completed the construction of indoor ice rinks. As of 2020, there are 50 indoor ice rinks and 21 ski resorts in Beijing. By the end of 2020, Zhangjiakou has built 29 ice rinks and snow resorts, including 9 large ski resorts and 177 high, medium and primary ski slopes. Chongli District has built a unique snow field cluster in the Beijing-Tianjin-Hebei region. Wanlong, Taiwu, Genting and Fulong were shortlisted for the "2020 National Top Ten Ski Resorts". "Skiing to Chongli" has become a hot topic and fervent choice for ice and snow sports enthusiasts in Beijing. The operation of ice and snow venue facilities has become an important support for the economic development of Chongli area.
It is worth mentioning that in order to run the Olympic Games frugally, the Beijing Winter Olympics have fully reused the legacy of the venues of the 2008 Beijing Summer Olympic Games in terms of hosting venues. For example, the Bird's Nest, which hosts the opening and closing ceremonies of the 2008 Olympic Games, will become the venue for the opening and closing ceremonies of the Beijing Winter Olympic Games; the Capital Gymnasium, which hosts the volleyball competitions of the Beijing Summer Olympic Games, will become the venue for short-track speed skating and figure skating competitions at the Beijing Winter Olympics; and the water cube that hosts the swimming competitions of the Beijing Summer Olympic Games will be transformed into ice cubes to host curling competitions for the Beijing Winter Olympics.
(2) The ice and snow competition performance market continues to upgrade and develop. Since the successful bid for the Beijing Winter Olympic Games, domestic ice and snow events have flourished, and the ice and snow event performance market has become increasingly mature, with 75 ice and snow events nationwide in the 2018-2019 season. International events such as the Beijing World Women's Curling Championships, the Snowboard Jumping World Cup, and the World Figure Skating Grand Prix have settled in China.
(3) Ice and snow tourism has become a new consumption hotspot. With the approaching of the Beijing Winter Olympics, the development of the ice and snow tourism industry is ushering in a period of rapid development. In the 2016-2017 snow season, the number of ice and snow tourists was 170 million person-times, and the income of ice and snow tourism was 270 billion yuan, in the 2018-2019 snow season, the per capita consumption of ice and snow tourism on the mainland was 1734 yuan, which was 1.87 times the per capita consumption of domestic tourism, and the number of ice and snow tourists in the 2020-2021 snow season was 230 million person-times, and the income of ice and snow tourism was 390 billion yuan.
The proportion of business registrations related to snow tourism is increasing at a rate of 15% per year in 2018-2020. As of 2020, there are 6,540 registered enterprises operating ice and snow tourism related businesses in mainland China. In 2019, the number of ice and snow characteristic towns in China was close to 40. According to incomplete statistics, from 2018 to 2020, the scale of heavy asset investment projects in mainland ice and snow tourism will be nearly 900 billion yuan, of which 300 billion yuan will be in 2020. From the perspective of investment quota distribution, Jilin Province, Hubei Province and Guangdong Province ranked among the top three, of which the investment scale of Hubei Province and Guangdong Province was nearly 100 billion yuan. While the source of traditional ice and snow tourism in the south has gradually become an emerging ice and snow tourism destination, it has also become an important area for ice and snow tourism investment.
(4) The ice and snow equipment manufacturing industry has developed and grown. As of 2019, there are nearly 20 ice and snow equipment industrial parks and towns under construction or proposed across the country, of which as many as 9 are in Hebei Province relying on the existing industrial base and the advantages of ice and snow resources. Zhangjiakou City, borrowing the wind of the Winter Olympics, actively developed the ice and snow sports equipment manufacturing industry, formed two key parks of the Ice and Snow Sports Equipment Industrial Park and the Xuanhua Ice and Snow Industrial Park in Zhangjiakou High-tech Zone, and established the first big data index platform for the ice and snow industry in China.
(5) Accelerate the cultivation and development of new ice and snow exhibition formats. Driven by the Beijing Winter Olympics, China's ice and snow exhibition industry has flourished, forming a number of well-known ice and snow exhibition brands at home and abroad, and various forms of ice and snow expos, trade fairs, exhibitions, forums, summits, etc. have emerged, driving the deep integration and development of the ice and snow industry with culture, education, science and technology, tourism and other related industries. The Xinjiang Winter Tourism Industry Trade Expo has been held for 14 consecutive sessions, and the International Winter Sports (Beijing) Expo and the China Jilin International Ice and Snow Industry Expo have been held for 6 consecutive sessions since 2016.
Among them, the 14th Xinjiang Winter Tourism Industry Trade Expo in 2019 signed 16 projects such as ski industry cooperation, in-depth development of tourist attractions, and construction of industrial parks, with an amount of 18.03 billion yuan. The on-site turnover of the 2019 Jilin International Ice and Snow Industry Expo reached 250 million yuan, and the amount of intentional contracts signed on the spot was 1.08 billion yuan. To promote the international exchange of ice and snow industry, the 2020 and 2021 International Winter Sports (Beijing) Expo has attracted more than 500 domestic and foreign winter sports brands from more than 20 countries around the world to participate in the exhibition, of which international brands account for more than 60%.
Science and Technology Winter Olympics: 112 new technologies have been successfully applied, and ice ribbons have created the history of global speed skating halls
In order to improve the level of hosting the Beijing Winter Olympic Games, from the beginning of the preparations, it has determined the idea of empowering the Winter Olympics with scientific and technological innovation, and the Ministry of Science and Technology, together with the Beijing Winter Olympic Organizing Committee, Beijing Municipality, Hebei Province, the State General Administration of Sport and other relevant departments and localities, has established a leading group for the Winter Olympics of Science and Technology, formulated and implemented the "Action Plan for the Winter Olympics of Science and Technology (2022)", and organized the implementation of the key special projects of the "Winter Olympics of Science and Technology". Since the launch of the special project, around the venues, operation, command, security, medical, meteorology, transportation, broadcasting and other key scenarios, 112 new technology achievements of 37 projects have been applied in the test match, forming a rich legacy of science and technology Winter Olympics.
(1) Scientific and technological innovation empowers the construction of venues. Through the preparation of the Beijing Winter Olympic Games, the mainland has for the first time mastered the design methods and construction techniques of artificial cross-sectional tracks that meet international standards. Through the construction of three venues, the National Ski Jumping Center, the Shougang Ski Jumping Platform, and the National Snowmobile Sleigh Center, master the design and construction technology of the standard track of the Winter Olympics. Through the construction and transformation of the Bird's Nest and the Winter Olympic Village, the mainland has mastered the technology of building an intelligent building integration system from the two directions of smart stadiums and smart habitats.
The National Speed Skating Hall (commonly known as the "Ice Ribbon"), is the world's first Winter Olympic speed skating venue using carbon dioxide transcritical direct cold ice making technology, which has overcome the construction problems of cable nets and curtain walls in the construction process, and also promoted the independent research and development of high vanadium closed cable technology and carbon dioxide green ice construction technology that has long relied on imports.
(2) Scientific and technological innovation to safeguard the operation of the event. In the process of preparing for the Winter Olympic Games, the mainland successfully developed the smart meteorological service technology and system of the Winter Olympics, realized the ultra-fine "complex mountain + megacity" integrated meteorological monitoring of the Winter Olympics, and achieved accurate forecasting of "minute level and 100 meters level". In the future, this scientific and technological achievement will be widely used in various large-scale events and urban safety operation guarantees in the future, so as to avoid repeating the tragedy of Gansu Baiyin cross-country running. In addition, in the process of preparing for the Beijing Winter Olympic Games, the mainland has also developed a special technology for the operation of sports competitions, such as the early identification and automatic early warning system for geotechnical structure disasters, the first aid technology for ice and snow venues, the anti-counterfeiting traceability technology for food safety, and the arrival and departure information system.
(3) Scientific and technological innovation helps prevent and control the epidemic. Under the epidemic situation, in order to make the remote inspection venue "within reach", the mainland has successfully developed a venue simulation system. By building a visual "digital twin" model of the venue and realizing 3D scene simulation, you can "immersively" understand the key work areas and workflow lines, reduce on-site inspections, and overcome the impact of the epidemic on the preparatory work. The system applies virtual rehearsal technology to the simulation of sports venues and has been recognized by Olympic Broadcasting Services (OBS) and broadcasters around the world.
In addition, in the preparation process of the Beijing Winter Olympic Games, a wearable thermometer was also developed, and the chip sensor was only the size of a sand grain, and the temperature measurement could be accurate to 0.05 °C, so as to achieve accurate and rapid locking of people with abnormal body temperature. This innovation will provide technical support for the non-contact body temperature monitoring of groups holding large-scale activities in the future. In order to carry out contactless service guarantee work, in the preparation process of the Beijing Winter Olympic Games, a wide range of robots are widely used, and various robots such as tour guides, awards, and handling have been tested and applied in test activities, and 11 service robots for the Winter Olympics have been screened from 7 enterprises, and they have been widely deployed and demonstrated in the Winter Olympic venues.
(4) Scientific and technological innovation to enhance the viewing experience. In the process of preparing for the Winter Olympics, the mainland has widely applied the interactive multi-dimensional viewing experience technology of ice and snow projects. In the production of competition signals, an interactive multi-dimensional viewing experience system ("free perspective") is established, and users can continuously change the viewing points in the process of watching the game, and then see the same event from different angles. The "Free Perspective" technology realizes multi-terminal viewing of TVs, mobile phones, VR devices, etc., and has been demonstrated and applied in the "Meet in Beijing" ice project test activities. The technology will be showcased and promoted at the Beijing Winter Olympics, and after the Games, it will promote the formation of national/international standards for free-view video, and promote the development of ultra-high definition and virtual reality technology and industries in the mainland.
In addition, the Beijing Winter Olympics has also innovated cloud broadcast technology in the production and broadcast of event signals. Through the network cloud, the traditional retransmission that must be concentrated in one scene is disassembled into three links, namely front-end signal acquisition, cloud editing and processing, and guide production, which creatively changes the production and broadcasting work mode, realizes the cloudification of retransmission equipment and the remoteization of personnel services, and provides a low-cost, professional-level HD/ULTRA-HD video retransmission service business platform. Cloud broadcast technology will be fully applied at the Beijing Winter Olympic Games, innovating the broadcasting methods of Olympic events under the normalization of the global epidemic, and comprehensively improving the broadcast level of future Olympic Games and large-scale sports events in mainland China.
(5) Scientific and technological innovation supports the green Olympic Games. The Beijing Winter Olympics pioneered the use of carbon dioxide refrigeration technology. Four ice venues, including the National Speed Skating Hall, the Capital Gymnasium, the First Body Short Track Speed Skating Training Hall, and the Wukesong Ice Hockey Training Hall, used the most advanced, environmentally friendly and energy-saving carbon dioxide transcritical direct-cold ice technology for the first time in the history of the Winter Olympic Games. The Beijing Winter Olympics will accelerate the demonstration and application of hydrogen energy, and carry out the construction of the whole supply chain of production, storage, transportation and hydrogenation。 Beijing Winter Olympic Venues 100% green electricity supply.
(6) Scientific and technological innovation to promote preparations for the Winter Olympics. In order to help Chinese Olympic athletes prepare for the Beijing Winter Olympic Games, the mainland has specially developed a multimodal biomechanics rapid feedback system and a personalized large database analysis and diagnosis system for snow skills projects.
The former focuses on serving winter snow skills projects, integrating AI non-interference three-dimensional motion capture, ultra-broadband precision positioning speed measurement, Beidou navigation, high-speed sports automatic follow-up robot, drone photography and other technologies, to achieve a systematic analysis of athletes' skiing, take-off, flight and landing posture, including jump angle, speed, joint angle, take-off angle, angle of attack, attitude and flight speed of key sites after the introduction of accurate measurement, the system in ski jumping, Nordic biathlon and other national teams to carry out demonstration applications. The latter is to establish a champion model for high-level athletes including morphology, function, physical/psychological quality, etc., determine the landing balance stability control principle and the optimal model of action mode, and form an athlete's sports skill enhancement training system.
"Once it becomes an Olympic city, it will always be an Olympic city", this is the motto most often used by the International Olympic Committee when promoting the legacy of the Olympic Games. Beijing is by far the only city in the world to host both the Summer Olympics and the Winter Olympics, and the legacy created by the two Olympic Games for Beijing is destined to be immense. For China, the biggest legacy of the Double Olympic Award is the successful promotion of 300 million people to the ice and snow.
Recently, the Winter Games Center of the General Administration of Sport and the Social Opinion Survey Center of the State General Administration of Sports jointly released the statistical survey results of "driving 300 million people to participate in ice and snow sports". Survey data shows that since Beijing's successful bid to host the Winter Olympics in 2015, the number of participants in ice and snow sports nationwide has reached 346 million by October 2021. In a sense, as many as 346 million people in China participate in ice and snow sports, which is one of the biggest legacies created by the Beijing Winter Olympics for China.
Once again, the Beijing Winter Olympics have formed an Olympic heritage system including sports heritage, economic heritage, social heritage, cultural heritage, environmental heritage, urban development heritage and regional development heritage, and the sports big business only reports part of the dry goods of the economic heritage of the Beijing Winter Olympics in this article. In short, as the first Olympic Games after the promulgation of the Olympic Agenda 2020, which has comprehensively planned and managed the Olympic legacy from the beginning of its preparations, the Beijing Winter Olympic Games will provide the international community with a "Beijing Plan" in terms of Olympic heritage, and establish a new model of action for the positive interaction between the Olympic Movement and urban and regional development and a new model of win-win development.
Note: The images used in this article are from the Internet