Analysis on the present situation and investment prospect of Chinese sports industry in 2016 (II)
The operation of sports events: the marketization of competitive sports and national sports
The statistics show that:
66% of the residents will participate in sports every week,
the number of daily sports accounted for 14.8%.
The participation of running is the highest, followed by badminton.
Football game with the larger population of fans , but thesite constraints lead to lower participation.
Survey of the frequency of the national movement
Running is the project with the highest participation.
From the business model,
At present, the operating mode of China's public events and non professional league is relatively simple.
The direct income of event operation are usually dominated by advertising and sponsorship,
National sports competition can also earn income through ticket, training and related derivatives sales.
Take the Xiamen marathon in 2014 as an example,
According to statistics, the total profit of this event is more than 30 million RMB.
the Contractor's data show that
The cost of Marathon is 12 million RMB, the income is 20 million.
In 2014, company report shows that the gross margin of event operating is as high as 65.8%.
Cost range from 40 to 120 RMB, It estimate that the registration fee is about 2 million RMB.
The income of sponsorship fee is nearly 20 million RMB.
The main source of income for the domestic league operating institutions:
the media copyright, the ticket, the derivative product, the sponsorship income and so on.
The club is mainly rely on tournament bonus, corporate sponsorship and the derivative products to obtain income.
Income structure of each club
Domestic competitive events with commercial sponsorship as the main.
Take the income structure of the Super League and the Premier League for example,
China Football Association Super League income is only 3.7 billion RMB.
Commercial sponsorship 0.263 billion RMB, accounted for 71%.
Broadcast rights is less than 7.4 million RMB, accounted for 2%.
Income of tickets and derivatives products is 10 million RMB or so;
Income of Premier League is 23 billion RMB.
Income of broadcasting rights, commercial sponsorship, tickets and derivatives products accounted for 46%, 30% and 24% respectively.
The income structure is balanced.
In 2013, revenue structure of China Super League and Premier League
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