Ma Yun Led Alibaba To Enter The Sports Industry To Make Sports "More Beautiful And Sexier".

In the past year, the sports industry has become a key word in the capital market. With the emergence of Ali sports, what changes will it bring to the future of the sports industry?

Sports service + ecosystem

In the announcement issued by Ali on 9, he put forward the two strategic directions of health and happiness as the future layout of the group, and the sports industry is the "golden intersection" of the two directions.

In this announcement of hundreds of characters, "sports service" and "ecosystem" are two high-frequency words.

Ali sports group is expected to integrate strong electricity suppliers in the Ali ecosystem, media,

"Video, home entertainment, intelligent equipment, cloud computing, big data and financial platform will form a new industrial ecosystem that runs through all aspects of operation, copyright, media, business development and ticketing."

In order to "race operation, copyright, media, business development" these ideas, Alibaba after nearly a year of development.

In June 5, 2014, Alibaba invested in Guangzhou Hengda football club with a strategic investment of 1 billion 200 million yuan to acquire 50% of the latter's shares. Then the team changed its name to "Evergrande Taobao".

This is also considered by the outside world to be the first turning of Ali in the sports industry.

And after a period of precipitation, the last two months, Ali began to frequent shots, and made the final preparations for the establishment of sports group.

In May 2015, the Yunfeng fund of Ma Yun led the A+ round of music as sports. In the same month, Ali also signed a sponsorship of the "Parke twelve alliance" of the top universities in the United States, and subsequently won the exclusive broadcasting rights of NCAA in China.

In July, Ma invested in sina sports and became a sina sports partner.

In August, Ali also played a "star effect". NBA giant Kobe's Kobe Inc formally co operated with Alibaba, covering film and television, sports and so on.

Platform advantage, Ali's "killer"

Now that we have come to the sports circle, what is the advantage of Alibaba?

Chen Tong, vice president of Xiaomi, said in an interview with Xinhua news agency, "the commercial price of live broadcast of sporting events is limited.

For Alibaba, it is important to distribute the content resources of sports industry, but it is by no means a killer.

However, from the official announcement of Alibaba, we can read out that the electricity supplier is still the first choice for Ali, and is also the real "trump card" of Ali.

According to Ali's official statistics, there are 367 million active buyers and nearly 1000 sports brands on Ali's retail platform. In 2014, sports products sold on Ali retail platform amounted to 76 billion 500 million yuan and nearly 100 million tickets were sold.

Also in this summer, Real Madrid and Bayern have followed Ali's banner.

The platform starts to cooperate, hoping to get a share from China's sports consumption market by Ali.

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Xinhua News Agency wrote analysis that the platform advantage will be the biggest weight for Alibaba to lay out the sports industry.

"In the traditional sports cross domain linkage degree is not high, the use of Internet big data will be able to build a new industry chain operation, ecological development ideas, will bring huge imagination to the development of the industry."

As for Ali's advantage, CEO, a domestic sports agency, is also quite optimistic: "although the final landing point of Ali sports is not clear now, the only thing that is certain is that Ali will still expand its own electricity business, relying on strong sports resources and rich sports channels to achieve liquidity."

"For example, through the advantage of its own electricity supplier, we can cooperate with various clubs to sell peripheral commodities and tickets, and combine with Taobao's crowd raising, entertainment treasure business, and even do sports tourism services."

However, some people expressed concern about the prospect of Ali sports. The head of a sports company said: "now everyone is pulling a banner, not to mention tomorrow."

For all kinds of speculation and analysis of the outside world, we seem to be able to read the clues from Ma Yun's Joint Conference on strategic cooperation of Alibaba group in 2014.

"We do not want to be a sports industry, nor do we want to be a sports enterprise. What we want to do is sports economy.

The Hollywood culture industry brings 4 points to 5 points for GDP, while sports bring 7 points to 8 points.

The income of sports industry will surpass everybody's imagination in the future.

This big game: Ali how to play is very safe?

Since it has the advantage of platform, the specific development pace of Ali sports has become a hot topic.

Ali sports CEO Zhang Dazhong said in an interview: "we mainly take sports IP as the core, through the digital economic platform of Ali, to provide users with all kinds of products and services in the sports industry chain. What Ali did was to make business easier."

Zhang Dazhong has made an analogy, for example, if the user wants to go abroad to watch a game one day, he will not worry about a ticket. If he has a favorite sport, he can easily find coaches and sports venues.

At the same time, Ali will rely on the platform to let more domestic sports brands go international.

Regarding the specific products, Zhang Dazhong promised not to let the outside world wait too long, the fastest of the end of this year, Ali sports specific products and services can be released.

Although the strong new media such as sports, Tencent, PPTV and so on have begun to split the big cake of sports industry, but as a latecomer, Ali has more unique characteristics.

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CEO, a domestic sports company, thinks Ali is likely to play a bigger game in the next round: "Ali wants to grasp the overall situation."

Sina is a partner, as well as the financing of sports as well as the background of Ali, coupled with the previous cooperation with Suning, we need to know that Suning owns PPTV.

In this way, several major sports platforms are occupied by Ali, and how to play is very safe. Even if we do not find the most effective profit mode at present, it has seized all positions.

And "all positions" is also consistent with Ali's "new industrial ecosystem" described in the announcement.

Of course, Ali sports CEO Zhang Dazhong's own experience also let the outside imagination.

As vice president of the former SMG, Zhang Dazhong's arrival probably means Ali sports will make great efforts in sports video and program production. However, after domestic capital has gone through a frenzied copyright war, there is not much left for high-quality copyright, and whether it can be recovered in this field, the industry will wait and see.

All parties wrestled with the "5 trillion" cake.

In the official announcement of Ali, we mentioned the document No. forty-sixth of the State Council on accelerating the development of sports industry to promote sports consumption.

In October 20, 2014, the State Council officially issued the "opinions", raising the national fitness into a national strategy, and strengthening the people's physique and improving the health level as the fundamental goal. The sports industry was supported by the green industry and sunrise industry, and the total scale of sports industry exceeded 5 trillion yuan in 2015.

After the "opinions" came out, the big capital predators began to wrestle in the sports market.

In January 2015, Wanda Group entered the Madrid Liga athletic competition and bought the Swiss surplus Sports Group wholly-owned. Recently, Wanda re sold its 100% stake in the world's Ironman company for us $650 million.

In the past two years, music has been taking part in sports events IP. After nearly a year of frenzy of copyright acquisition, music has 200 or more more than 10000 games.

PPTV is also unwilling to lag behind, throwing 1 billion 685 million yuan to pack the 2015 exclusive exclusive media copyright in China in the 2015 - 2020.

Tencent has spent 500 million US dollars to replace Sina and become the exclusive official partner of NBA digital media in China in the next 5 years.

If Ali layout sports industry is the inevitable choice of strategy, then with the Internet companies to strengthen the depth of the sports market,

There will be more abundant patterns in the sports market.

According to Analysys think tank, the sports market is no longer just the battlefield of traditional giant enterprises, but also the Internet companies represented by Alibaba, music and so on. With the continuous development of the Internet industry, the Internet and sports market will continue to usher in new opportunities for development.