[Exclusive Interview] Ma Jilong: 18 Degrees Spring And Autumn, 2011 Body Expo Highlights

2011 is the eighteenth year of the China International Sporting Goods Fair (hereinafter referred to as "sports Expo").

Now, Sports Expo It has become the largest sporting goods fair in the Asia Pacific region. This exhibition is more than a thousand companies participating in the exhibition. The 6 exhibition area is over 100 thousand square meters, which is the 9 exhibition hall of Chengdu New Century International Convention and Exhibition Center.

After 18 years of baptism and accumulation, the 2011 Sports Fair has shown some new and wonderful features in the southwest of the motherland. On the afternoon of May 14th, Ma Jilong, director of the sports equipment and equipment center of the State General Administration of sports, made a brilliant comment on the highlights of the current sports Expo when he received an exclusive interview with the media.

From Beijing to Chengdu, the two social backgrounds of the current sports Expo

As the opening year of the national "12th Five-Year plan", the 2011 body Expo is different from the past. It has a significant social background. One background is that the requirements for the development of the sports industry have risen to a new height in the "12th Five-Year plan". The development of the sporting goods industry has also been discussed in detail, including the development requirements of the sports fair. Therefore, this year's Chengdu Expo will be reflected at all levels. The second background is the post disaster reconstruction in Sichuan. The Expo came from Beijing to Chengdu. It expressed a social responsibility and love for the sports industry in Wenchuan after the earthquake, and made a contribution to the heroic spirit of Sichuan after the earthquake.

It is these two major backgrounds, together with the unremitting efforts of the Organizing Committee of the sports Expo and the active cooperation of many sporting goods companies, that the scale of the sports fair, the number of exhibitors, the quality of exhibition and the sports fair itself are made. brand building All took a big step and reached a new stage.

New products, new processes, new technologies, new materials and applications, although every session will have, but in Ma Jilong's eyes, the new highlights of this year's Expo are more and better. Although Chengdu's radiative power and influence are not more than that of Beijing, many exhibitors have responded positively to Chengdu, which is obviously inseparable from the sense of social responsibility of exhibitors.

Start the high-end industry forum to instigate new impetus for the development of enterprises

Many enterprises may encounter a bottleneck when they develop to a certain stage, that is capital and capital. The age of relying solely on the first bucket of gold has passed, and the age of relying on bank loans or interbank borrowing will not exist.

"Through the capital operation of the financial market, enterprises will get more room for development, but financial operation is a great challenge for the vast majority of enterprises. First, knowledge preparation, and capital operation contains a lot of new knowledge in finance. If others can run successfully, you may not be able to operate successfully. If someone else makes money on the market, you may not make money. Ma Jilong believes that the sports Expo will set up a platform for enterprises through the establishment of the industrial capital forum, so that more entrepreneurs can gain experience and new knowledge.

"Sports industry and Capital Forum" is an important forum organised by the 2011 body Expo. It is committed to building the first high-end forum of China's sports industry in the financial field. It has become a platform for exchanges, cooperation and think tanks between government and enterprises, between finance and sports industry. It provides more useful cases and information for enterprises seeking higher development goals, and plays a positive role in guiding the development of China's sports industry.

In addition, the state has many supportive policies for sports industry financing. Ma Jilong said, "some of our enterprises are successful in listing at home, overseas listing or other ways of operation. It should be said that local governments and competent departments have created a very good environment to support enterprises."

COC licensed products to disseminate Olympic culture through the Expo

A commemorative medal and a souvenir will combine the Olympic Games with Chinese culture to form a unique licensed product of the Chinese Olympic Committee (COC), which perfectly reflects the cultural value of the Chinese Olympic Committee. This is a special highlight of this sports Expo. The Chinese Olympic Committee has actively participated in the sports Expo and has two franchise booths. Like the blue and white porcelain plates appearing in this exhibition, COC will build more sports and cultural products that highlight the essence of Chinese traditional culture in the future to meet the needs of sports fans.

The COC partnership club, founded in May 12th, will dig deeper into Olin. Peak And the connotation of Chinese culture, thus bringing a broader work platform for the development of enterprises. The 11 partners of the "TOP" plan and the 5 partners of COC are all members of the COC partners club. 16 companies are also the top brands in their respective fields. Ma Jilong said that the COC club will build a platform for exchanging experiences, enhancing friendship and sharing resources through discussion, observation and friendship. He hoped that with the help of this platform, the majority of partners could maximize the benefits of the resources development of the Chinese Olympic Committee and the Chinese sports delegation, promote the Olympic cultural prosperity and promote the development of the sports industry.

As an Olympic partner, enterprises are not only exposed on the event, but more importantly, at the spiritual level. Through the dissemination of the Olympic Games, the brand will be conveyed to the public level of consciousness. The audience will love the Olympic Games and Olympic champions to the love of enterprises and brands, and the enterprises will benefit from it.

Joint large scale sports Expo development of new ideas {page_break}

It is a topic that the Organizing Committee of sports Expo is thinking about combining exhibitions with large events. Large scale comprehensive events have objective requirements for facilities and training equipment. Large scale events involve not only the competition itself, but also the products of related industries such as time scoring system, LED display and so on. The end of the 08 Olympic Games does not mean that the major comprehensive events will be over, and there will be Olympic Games, Asian Games, National Games, City Games, Universiade, Universiade and so on. There will be objective needs for these events. Match the event to do the exhibition and display platform, to build more bridges for enterprises, through the Expo to bridge the supply and demand sides face to face communication, can quickly solve the various needs of the competition.

"If we combine events and exhibitions, we will solve many problems. It can help more people understand the sports market, such as new materials, new technologies and new applications. Just as a family wants to buy furniture, it will be troublesome to find it alone. If you have a good platform, you will soon find what you need. Ma Jilong's metaphor is penetrating. "What kind of exhibitions do you want to do is more appropriate, and we need to constantly grope for it. A successful exhibition should have two conditions: one is the objective demand of the market, the other is the enthusiasm of the enterprise. For example, the Liaoning hosting the Twelfth National Games has the desire to do exhibitions so as to meet the huge demand for venues and equipment during the preparations for the games.

18 year old ceremony, Chengdu exhibition far beyond expectations

"To tell you the truth, the scale and quantity of the Chengdu sports fair are much better than I imagined. Before, when I heard that I wanted to go to the western part of the exhibition, some enterprises, especially the big brands, were not very motivated because their target audience was more in the first tier cities. Before the opening of the sports fair, Ma Jilong had always had such a concern.

Large scale, multi class and good atmosphere is a brand image formed by Beijing sports fair. When it comes to Chengdu in the west, it will inevitably affect the scale and atmosphere. However, the Chengdu sports Expo's actual participation is much better than expected. "Yesterday I had a chat with a few local friends. They said that compared with the previous three times, the Chengdu sports fair is more distinctive and more vivid, giving people more visual impact."

The use of visual core graphics and color elements in this Expo has been recognized by many exhibitors, viewers and the media. This is also a representation of the Cultural Expo's deep excavation of its cultural connotation over the years. The internationalization and specialization of the Expo is a process, and it is an endless process. It has better but no peak.

Ma Jilong believes that this year's media service is much better than before. Media reporters get information faster and more convenient. Because the Organizing Committee of the sports Expo has an important concept: the sports Expo is to serve the development of China's sports industry.