Sports Big Business No. 2856, welcome to pay attention to the leading sports industry information platform
Wen | Fu Zhenghao
Sports big business reporter
2022 is the third year under the normalization of epidemic prevention and control. As one of the industries that rely most on the offline crowd gathering scene, the sports competition performance industry has undergone profound changes in both the sports competition mode and the sports consumption mode in the past three years due to the epidemic.
For example, the CBA playoffs, which will start in Nanchang on April 1, have been forced to implement a conference system for the third consecutive year, and the vast number of fans have become unfamiliar, alienated, and separated from the warm atmosphere of the playoffs because they have not been able to watch the game at home for a long time. But the more this is the case, the more the world, which has been cut off like an island by the epidemic, is more eager for emotional interaction.
In this context, how to accurately and efficiently maintain emotional connection with fans has become a major issue that all sports clubs cannot avoid. In this regard, the 330 Shougang Fan Festival, which has been successfully held for three consecutive years, is undoubtedly a classic case worthy of emulation by the industry.
After the outbreak of the epidemic in 2020, in order to enhance the emotional interaction with the fan group, promote the more digital and intelligent operation mode of the fans, and promote the direct emotional interconnection between all sponsors of Shougang Sports and the fan group, Shougang Sports decided to create the "330 Shougang Fan Festival" on the opening day of the Tmall store. Since then, every year on March 30, Shougang Sports will hold a sincere and welfare cloud fan party to spoil fans.
At this year's 330 Shougang Fan Festival, Shougang Sports chose to broadcast live through the official Douyin number of Beijing Shougang Basketball Club. In view of the successful holding of the Beijing Winter Olympics and the Winter Paralympic Games before, the next CBA playoffs are about to start, so this year's 330 Shougang Fan Festival guest invitations, interactive content, gift delivery is more diversified, the Winter Olympics and basketball have become two popular interactive content, naturally the overall attention is better than ever.
Held for three consecutive years, the 330 Shougang Fan Festival has become another favorite original IP in the Beijing sports fan group. In recent years, in addition to successfully operating Beijing Shougang Basketball Club, Beijing Shougang Table Tennis Club and Beijing Shougang Ice Hockey Club, Shougang Sports has also launched a series of original IPs aimed at further enhancing the interaction of Shougang sports fans and building a three-dimensional Shougang sports community, such as the Shougang Member 3V3 Series, Shougang Orienteering Competition, 330 Shougang Fan Festival, DO MORE Charity Competition, "Shougang Plan" public welfare activities, Shougang Training Camp...
It is precisely with these original IPs mentioned above that Shougang Sports not only accurately sorts out and closely connects the huge fan groups of different sports enthusiasts formed by the IP of its major events, forms its own IP fan matrix, successfully activates its own fan economy, and actively promotes various commercial partners to join the fan matrix, enlarges the sponsor fan economy cake, and easily realizes the multi-channel breaking of the circle of sponsor fans.
It is through the interaction between these original IPs and IP fan matrices that Shougang Sports has also realized its new development model of brand rejuvenation, content IP, audience fandom, and customer partnering. Under the epidemic situation, Shougang Sports's continuous exploration and upgrading of these original IP is particularly valuable and worthy of emulation by the entire industry.
Chen Lu and Fan Ziming led the live broadcast interaction, and the Shougang Fan Festival formed an interactive + new format with goods
From signed jerseys, trend blind box handmade, fashion baseball caps, fans' exclusive protective masks to the "one pier is difficult to find" ice piers, snow Rongrong, from Fan Ziming, who has just been selected for the second team of the CBA's annual best team and is preparing for the playoffs in Nanchang, to Chen Lu, China's first figure skating world champion, the majority of Shougang fans have set off a wave of praise and brush screen in the official Douyin live broadcast room of Shougang Basketball Club.
As the inner pillar of the Shougang men's basketball team, the young Fan Ziming was selected for the All-Star Game this season, and he was given high hopes by the Beijing fan group. After the launch, XiaoFan not only actively answered various questions from fans, but also brought its own exclusive gift - the 2022 CBA All-Star Game signature jersey.
As a pioneer in figure skating in mainland China, Chen Lu is not only China's first figure skating world champion, but also a member of the Athletes Committee of the Beijing Winter Olympics, and did a lot of work behind the scenes during the Beijing Winter Olympics. This time, she detailed her many love affairs with Shougang, not only recommended the Shougang Ski Jumping Platform "Snow Flying Sky" that held the Beijing Winter Olympic Snowboard and Freestyle Ski Jumping Project to the majority of Shougang fans, but also hoped that the CBA would resume the home and away games as soon as possible and cheer for Shougang with the majority of fans.
Shougang Sports continues to create original IP, and more fan products will be introduced in the post-Winter Olympic era
In recent years, Shougang Sports has begun a professional process. Backed by Beijing, a leading international metropolis with a permanent population of more than 21 million and a leading consumption vitality in the country, Shougang Sports has gathered about 3 million high-net-worth and high-educated fans.
According to the "Portrait of Shougang Members", Shougang members account for 66% of men and 34% of women. Among the members, the fans in the age group of 25-35 accounted for 38%, the proportion of 18-25 years old accounted for 30.8%, and 74% of the fans belonged to Beijing locals, of which Haidian District accounted for 27%, followed by Chaoyang District, accounting for 23%. The main groups of Shougang fans are mostly young people with high education, love fashion, love sports, pursue fashion consumption, and high loyalty, and the original IPs under Shougang Sports are precisely tailored around the characteristics of Shougang fans.
Shougang Sports has continued to upgrade its membership system and create a Small Program for Shougang fans to provide exclusive benefits for fans to meet the rising consumer demand of fans. At present, the Shougang membership system has been upgraded to version 2.0, shougang members are divided into V1 to V4 four levels, for paid registered members to provide discount tickets, preemptive tickets, points credit, exclusive numbers, peripheral product discounts, star zero distance, joint merchant discounts and other rights and interests.
With the initial success of original IPs such as the 330 Shougang Fan Festival, Shougang Sports will explore more products and services that can stimulate the enthusiasm of fans. For example, it will promote the integration of sports and meta-universe concepts, and at the same time try to launch Shougang Sports NFT digital products.
With the successful conclusion of the Beijing Winter Olympic Games, Beijing has become the first "double Olympic city" in history to hold the Summer Olympic Games and the Winter Olympic Games, and Shougang Park, as one of the main heritages of the Beijing Winter Olympic Games, will also be fully open to the public, Shougang Big Jumping Platform will carry out national fitness, sports events, professional training, commercial and cultural activities, Shougang Sports will create more original IP around these Winter Olympic heritage, and constantly explore and build the "Sports +" industrial chain, covering experience, training, catering, sales, team building, event services and cultural output and other formats In turn, it will drive the diversified development of sports economy and society in Shougang Park and even in western Beijing, and help Shougang Park to build a new landmark for the rejuvenation of the capital city in the new era.
Note: The images used in this article are from the Internet