On April 11, the Organizing Committee of the 15th National Games was officially established in Guangzhou, marking the full start of the preparations for the event and entering the stage of full speed promotion.
The "Me and My Sports - Bay Area Book House, National Games Talks" event will also be held regularly, inviting experts from various industries to gather wisdom for the development of the 15th National Games and the sports industry in the Greater Bay Area.
Text: Tan Liwen
Sent from the Pearl River Park Bay Area Book House
The pace of the 15th National Games (hereinafter referred to as the 15th National Games) is getting closer and closer. As the first comprehensive sports meeting jointly organized by the Guangdong-Hong Kong-Macao Greater Bay Area for the first time in history, the 15th National Games has attracted the attention of the people of the whole country.
On April 11, the Organizing Committee of the 15th National Games was officially established in Guangzhou, marking the full start of the preparations for the event and entering the stage of full speed promotion. According to the event plan, the 15th National Games will be held in Guangdong, Hong Kong and Macao from November 9 to 21, 2025, with Guangzhou hosting the opening ceremony and Shenzhen hosting the closing ceremony.
Zhang Xin, Executive Deputy Secretary-General of the Organizing Committee of the 15th National Games and Director of the Department of Athletics and Sports of the General Administration of Sports of the People's Republic of China, said that the 15th National Games is the largest, highest-level and most influential comprehensive sports meeting hosted by Guangdong, Hong Kong and Macao, and it is also the first time that Hong Kong and Macao have hosted the National Games, which has far-reaching influence and great significance.
From the perspective of event economic development, the Guangdong-Hong Kong-Macao Greater Bay Area is one of the most economically dynamic regions, and sports events are inseparable from economic development. Based on the background of the Guangdong-Hong Kong-Macao Greater Bay Area, the commercialization level of the 15th National Games will undoubtedly step onto a new level.
In order to help the preparation and publicity of the 15th National Games, the first event of "Me and My Sports - Bay Area Book House, National Games Let's Talk" sponsored by the News, Radio, Television and Publicity Department of the Guangzhou Executive Committee of the 15th National Games and the Paralympic Games was successfully held on April 21 at the Bay Area Book House in Pearl River Park, Guangzhou.
Wei Jianglei, former vice president of Sina.com and former general manager of Sina Sports, Huang Hong, director of the sports channel of Guangdong Radio and Television Station, Wen Dazhi, chairman of Guangzhou Huamengxing Sports, and Huang Biying, general manager of Guangdong Yueqiuren Sports, shared the successful experience of commercialization of the event from different perspectives, discussed more possibilities for the sports industry in the future, helped the high-quality development of sports events in the Greater Bay Area, and made suggestions for the commercialization and marketization of the 15th National Games.
01
Wei Jianglei "dismantled" the business formula of sports events
Contribute to the commercialization of sports in the Bay Area
The first part of the activity was launched in Wei Jianglei's sharing. In 2023, the author had an in-depth conversation with Wei Jianglei, introducing his understanding of building self-owned brand events, as well as his latest published book "Event Gold Mine". This is one of the few professional books in China that focuses on the commercialization of sports events.
Over the years, the experience and process of mining the commercialization of sports events were written by Wei Jianglei in "Event Gold Mine". In this book, Wei Jianglei reviews in detail the growth process of the 3X3 Basketball Golden League, how the event has grown from scratch to become the most commercially valuable mass sports event in China, and the diversified content of the operation of niche high-end sports events such as equestrian, skiing and fencing. In this book, Wei Jianglei summarizes the "Ten Golden Theorems" of the commercialization of sports events, and condenses his own thoughts and summaries on the commercialization of sports events over the years.
Taking advantage of the 15th National Games, Wei Jianglei shared his views on the commercialization of sports events based on his own writings and past experience. In Wei Jianglei's view, government resources, media assistance, corporate investment and high-quality teams are the key to the level of commercialization of an event.
For the commercial development of the 15th National Games, Wei Jianglei is full of confidence. "The Guangdong-Hong Kong-Macao Greater Bay Area has a population of about 100 million, a very large economy and a particularly long tradition of sports. Therefore, whether it is colleagues in the sports industry or brands or enterprises in various industries, they can take advantage of this opportunity to make their brands or products penetrate into the Greater Bay Area market. "Based on the development vitality of the Greater Bay Area, I believe that the business development of the 15th National Games will increase several times compared with the previous one." ”
In the sharing, Wei Jianglei brought a lot of dry goods to the audience, not only introduced how to obtain the sponsorship fee of the event, but also shared the assessment indicators and KPI calculation methods of the event sponsorship, providing valuable commercial thinking for the event and sponsors.
At the same time, Wei Jianglei also pointed out the difference in the business model between group events and competitive sports events - the former is traffic monetization, while the latter is resource monetization. Therefore, the event organizer can cut in from different angles and find the right business model for the event.
Wei Jianglei said in an interview with the media that the level of group events determines the results of competitive sports events. "I hope to use the opportunity of the 15th National Games to set off a wave of mass sports in the Greater Bay Area, so that more people can participate in sports events. From the participation, operation and commercialization of the event, the sports industry in the Bay Area can take the opportunity of the 15th National Games to fly higher and go further. ”
In Wei Jianglei's view, the sports industry in China will usher in a golden period of development. Combined with the IT industry he has been engaged in, today's sports industry reflects the shadow of the IT industry in 1986, combined with the upcoming 15th National Games, he said that this will be a good opportunity for the sports industry and industrial development in the Greater Bay Area. China's sports industry will usher in a promising blue ocean.
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The roundtable forum focused on the development of the sports industry in the Bay Area
In the second part of the event, Wei Jianglei, former vice president of Sina.com and former general manager of Sina Sports, Huang Hong, director of the sports channel of Guangdong Radio and Television Station, Wen Dazhi, chairman of Guangzhou Huamengxing Sports, and Huang Biying, general manager of Guangdong Yueqiuren Sports, started from their respective subdivisions, focusing on the development of the sports industry in the Greater Bay Area and promoting the "value-added" of sports events in the Greater Bay Area.
From a business perspective, Wei Jianglei analyzed the characteristics of the sports industry in the Guangdong-Hong Kong-Macao Greater Bay Area. He said that the Greater Bay Area has an open and active business atmosphere, as well as a relatively leading economic foundation, whether it is competitive sports or mass sports, its unique location advantages, policy support and media assistance will bring the development of the sports industry into the fast lane, making it easier to produce high-quality sports event IP.
Huang Hong, director of the sports channel of Guangdong Radio and Television Station, analyzed the current transformation model of traditional sports media from the perspective of media communication, paying more attention to new media communication and realizing for customers. Huang Hong said that it has become a new trend to strengthen the influence and communication power on the large screen, and to strengthen the interaction of the vertical circle and customer realization with the new media end of the small screen. In addition, creating full-case communication services and hot spot marketing planning for events has also become one of the effective communication methods for traditional media in high-profile events such as the Olympic Games and the World Cup.
Ms. Huang Biying, who has successfully operated large-scale tennis tournaments at home and abroad, said that with the increasing enthusiasm of Hong Kong and Macao athletes and teams to participate in Guangdong, Hong Kong and Macao sponsors have also increased their investment to make the tournament more diversified and open. At the same time, with the increasing exchanges between Guangdong, Hong Kong and Macao in recent years, there have been many integrated exchanges between the three places in the organization and operation of sports events.
Wen Dazhi, who has made successful explorations in the field of children's basketball training, talked about how to find the correct positioning of the children's sports industry in the context of the development of the new era, emphasizing that children are the direction of the future development of sports, and where the teenagers are, sports are there. Through parents' concern for growth, education and sports, the development of children's sports will also have stronger momentum along with the vigorous development of national sports.
Next, the "Me and My Sports - Bay Area Book House, National Games Let's Talk" event will also be held regularly, inviting experts from various industries to gather more wisdom for the development of the 15th National Games and the sports industry in the Greater Bay Area through reading and story sharing.
Note: The pictures used in this article are from the News, Radio, Television and Publicity Department of the Guangzhou Executive Committee of the 15th National Games and the Paralympic Games, and Liu Chengkang