The following is the 2020 season business value white paper From China Football Association Super League recommended by recordtrend.com. And this article belongs to the classification: Sports data, Deloitte Consulting , research report.
2020 is the key year for the resilience recovery of domestic economy in all walks of life. Total value of sports industry in China In 2019, it is close to the target of 3 trillion yuan in 2020. With the promotion of policy differentiation, the upgrading of consumer demand and the empowerment of “sports +” new business ecology, the industrial structure is gradually optimized, and the high value-added subdivision track such as sports competition is developing at a high speed. With a new competition system and a new league, from successful epidemic prevention and smooth competition, to fans returning to the stadium to watch wonderful events, the 2020 season is coming The Chinese Super League has presented the competition influence and social value of “call to burn a hundred million hearts” in an all-round way.
The second round of China’s top sports events has injected a “tonic” into the recovery of China’s sports industry. The average number of viewers per round of traditional media has reached a new high in recent three years, and the influence of new media has been further demonstrated. The League continues to improve the social media exposure matrix, strengthen content innovation, and continue to drive the league’s attention. In the future, with the continuous epidemic prevention work, business cooperation needs to break through the traditional form of exposure, constantly improve the social media matrix, enhance the vitality of the content, improve the brand exposure, explore innovative activities, deepen the interaction among fans, and improve the ability of consumption transformation, so as to enhance the business value of the league. The League will continue to upgrade its brand, break the dimensional wall, try to reach more young groups through the interaction of CSL IP and E-sports events, enrich the extensive entertainment content, increase the forms of interaction with fans, and enhance the stickiness of fans.
Domestic sports industry
Analysis of sports industry: in 2019, the total value of sports industry is close to the planning target of 3 trillion yuan by 2020. Under the promotion of policy differentiation, the upgrading of consumer demand and the empowerment of “sports +” new business ecology, the structure of sports industry has been gradually adjusted and optimized in the past five years, and has developed rapidly to high value-added segments such as sports education, physical fitness and leisure, sports venues and sports competitions.
The total value of sports industry is expected to maintain rapid development in the medium and long term, reaching 5 trillion yuan in 2025
Recovery of sports events after the epidemic: the sudden epidemic in early 2020 has had a certain impact on all segments of the sports industry. The second round of China’s top sports events has injected a “heart tonic” into the recovery of China’s sports industry. Among them, the heat with CSL as the key word continued to lead after the second round in July. At the same time, the promotion of overseas key competitions and related hot topics further enhanced the influence of football after the epidemic, and realized the comprehensive anti super in 2019.
Football education development: the medium and long-term development of Chinese football will depend on the improvement of football education and the construction of youth training system. Under the promotion of football reform program and relevant policies, football education has achieved certain results in football popularization, talent supplement, campus League, selection system and other dimensions in recent five years, but there is still a long way to go.
The rise of E-sports: the characteristics of E-sports events are similar to traditional sports events. In recent years, E-sports events have been gradually recognized by the international mainstream sports organizations, and their attention and influence have increased rapidly, showing the characteristics of system alliance, younger users and diversified events. Domestic top sports leagues and clubs have tried to compete in E-sports events one after another, hoping to further expand their commercial value and influence through the linkage of sports IP and E-sports events.
Development summary of China Super League
“Call to burn a billion hearts”: a brand new competition system and a brand new league, from successful epidemic prevention to smooth competition, from high standard and high quality of service guarantee to fans returning to the stadium to watch wonderful matches, the 2020 season of CSL comprehensively presents the influence and social value of “call to burn a billion hearts”. This slogan has not only become the most recognizable classic element inside and outside the stadium, but also has become a symbol For the memories of the fans.
Competition performance: in order to promote the safe and orderly progress of CSL under the normal prevention and control of epidemic situation, the CSL in 2020 season changed from the home and away points system to the neutral competition area system. Under the special competition system, the net competition time and the maximum net competition time will continue to improve compared with the 2019 season. Under the continuous promotion of U23 policy, the participation and contribution of young players will be greatly improved. At the same time, the introduction of elimination competition system will further improve the suspense and appreciation of the game.
Influence performance: due to the change of competition system, the number of matches is reduced and the schedule is tight. In 2020 season, the cumulative number of viewers of CSL decreased by 13.4% to 606 million. However, the average number of viewers per round of traditional media has reached a new high in the past three years, the influence of new media has further demonstrated, and the fans’ enthusiasm for watching the game has not declined. At the same time, in order to maintain the stickiness of fans in the epidemic season, the League continues to improve the social media exposure matrix, strengthen content innovation, and continue to drive the attention of the league.
In 2020 season, 19 channels and platforms of traditional media and new media broadcast CSL, covering more than 1 billion TV viewers nationwide, with a cumulative number of over 1700 shows and a cumulative audience of over 600 million.
Business performance: after overcoming many challenges and difficulties, CSL’s commercialized resource development has been carried out smoothly, with a total sponsorship amount of more than 300 million yuan, covering 13 industries. It is still one of the top IP events with the most commercial value in China. In the 2020 season, the League actively combines various resources, plans various forms of marketing activities, and helps sponsors to complete fan drainage and consumption transformation. At the same time, the League water trial of E-sports events, warm-up for the second round, triggered a ratings boom and hot topic discussion.
Survey and summary of CSL fans
Fans portrait: CSL fans are mainly 30-40 years old, generally with high cultural literacy and income level, wide attention to information, love sports, enjoy life and active social interaction. Fans have a high degree of brand recognition, most of them are reasonable enjoyment consumers, pay attention to high-value enjoyment consumer products, favor offline brand entity store consumption, and have a certain degree of acceptance of new channels such as live broadcast and goods delivery. At the same time, they prefer sports vertical and deep reading social media, with moderate investment duration in social media, high willingness of social media interaction, and more investment duration in e-sports, and they have a good reputation They pay more attention to sports games than other groups.
League attention: there are many senior fans in CSL, and the average time of paying attention to CSL is more than 5 years. Affected by the epidemic situation, the average number of games watched by fans this season is 14.6, which is slightly lower than the previous two years, but the proportion in the total Games has increased. In terms of watching time, the fans mainly choose to watch the weekend events, and pay less attention to the mid week events. In the past three years, social media has become the preferred channel for fans. Short video platform has gradually become an important media for fans to pay attention to CSL information, and they prefer to participate in consumer welfare and star interactive social media activities.
Business cognition: CSL fans have a high degree of support for commercial brand exposure, and sponsorship of CSL has a significant role in promoting the brand attention of sponsors. At the same time, the image of “high visibility” of the sponsor brand of CSL has been further strengthened. In the category of licensed products, CSL fans believe that sporting goods, Internet and cars are most in line with the brand image of CSL fans. At the same time, fans’ willingness to transform into sponsors’ actual consumption continues to rise, reaching 89%, and the consumption amount of licensed products has increased year by year to 763 yuan.
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