Ali, Tencent And Other Giants Rush To Beach Big Cake - "Internet + Sports"

Accelerating the development of sports industry recently

"A number of opinions" put forward, data show that by 2025, China's sports population reached 500 million, sports industry output value reached 5 trillion yuan target.

Facing the huge potential sports industry, Internet giants have increased investment.

Ali, Tencent and other giants rush to make big cakes to achieve "Internet + sports".

For millions of Hongkong fans, September 22nd is a big day.

Music sports announced on the same day that it won exclusive broadcasting rights in the 3 Premiership of Hongkong Premier League from 2016 to 2019.

This means that in 11 months, the Premier League in Hongkong will bid farewell to "wired" and enter the world's first Internet Co led "wireless Premier League" era.

But it is not the only Internet giant who has invested heavily in the sports industry. Just a week ago, Alibaba announced the establishment of Alibaba sports group and formally entered the sports industry.

If we add the $500 million "Tencent" that will smash "NBA" copyright in the next 5 years, and separate PPTV independently, holding PPTV sports of the Spanish, the Dutch and the ultra all media copyright...

The relationship between sports industry and the Internet has never been as close as it is today.

Dong Li, deputy general manager of PPTV sports, admitted: "the concept of combining Internet + sports has attracted a lot of capital coming into play."

For the Internet giants, the layout of the sports industry is based on favorable policies and market opportunities.

Last October, a number of opinions on accelerating the development of sports industry to promote sports consumption were put forward. It was proposed that by 2025, China's sports population reached 500 million, and the output value of sports industry reached 5 trillion yuan.

Xie Yuefeng, general manager of business cooperation and marketing of Tencent sports information department, said: "China's per capita GDP has reached 7575 US dollars last year, and the economic development has entered a new stage. However, the proportion of sports industry in GDP is only 0.6%, far below the global average of 2%, which means that China's sports industry is about to enter the outbreak period."

The Internet giants' real gold and silver are entrusted with their favorable anticipation for the development of the sports industry.

However, "

What new changes will it bring to the two industries? How can the giants create new gameplay? What kind of a cup of tea do they want to get through the sports industry?

"Smashing copyrights" and "finding friends"

In the last 3 seasons, Hongkong's Premier League's copyright belongs to PCCW, with a contract value of about $200 million. It has been reported that music has paid a copyright fee of up to $400 million for the same 3 year contract.

Although the music sports CEO Lei Zhen Jian denied this figure, he also said: "the copyright price of Premiership is getting higher and higher. It is a trend that music can win the Premiership (Hongkong) copyright, to a large extent, it is out of the advantage of quotation, but it also reflects from the side that music is such a Internet Co that actually has the ability to compete for copyright at a higher price than traditional TV."

In March 2014, music founded the music sports on the basis of the original sports channel. In May this year, music sports officially announced the completion of the first round of financing, with 2 billion 800 million yuan valuation of the sum of 800 million yuan, set the domestic sports industry's first round of valuation and financing of the double record.

But the cost of copyright in the Premiership of Hongkong has far exceeded its first round of financing in a single 3 years. Compared with the smoke of the giants in the movie and TV network copyright competition, the Internet giant has taken a more serious view of copyright in the sports field. Apart from music and sports, PPTV also enjoys exclusive rights to the Spanish version, including television, Internet, new media and public broadcasting rights (outdoor screens, subway, buses, theaters) and other media broadcasting and copyright distribution rights.

This means that even if the domestic TV stations want to broadcast the Spanish League, they also need to purchase copyright from PPTV.

The Tencent, which holds the two super entries of WeChat and mobile phone QQ, is also authorized to operate NBA official website, the official website of the 30 teams and the only official Chinese community of NBA in addition to the NBA online broadcast rights. More importantly, NBA also authorized Tencent to develop interactive games in basketball.

As for the Ali sports backed by the big tree of the Alibaba, compared with the heavy investment in the purchase of all copyrights, it is obvious that the advantage of the electricity supplier can be exerted as much as possible.

In May of this year,

Announced a strategic cooperation with Munich, Germany, Bayern, Bayern 2015 season jerseys will be launched through Tmall International; in July, Tmall international and the Spanish giants Royal Madrid football club to reach a strategic partnership; in August, NBA star Kobe announced the autobiography documentary "Kobe Mousika" authorized to Alibaba Tmall Tmall exclusive release, and cooperate with the entire Ali group to develop Kobe related derivatives.

Whether it's "smashing copyrights" or "finding friends", the Internet giant's posture in sports is quite different from that of traditional simple network video live broadcast.

"The past mode is very simple, that is, traffic is realized and advertising is being sold, but now, with the copyright price rising, the sale of advertising will definitely not bring back the cost," said Yu Hang, vice president of sports channel, director of sina sports channel.

The money has already been spent.

How do we play next? Do the giants really want to do that?

O2O blueprint for "user Contention"

The simplest and straightforward consideration of the Internet giants in favor of the sports industry is that sports fans have very high stickiness, exclusive copyright will make users connect closely with the platform.

Cai Ling, a cultural industry researcher at CIC, said that it is an important step for its international expansion to buy music from the Premier League in Hongkong.

Lei Zhenjian said: "Hongkong is the best model market for globalization, but in the past, it has always lacked a breakthrough point to really enter Hongkong's market."

What music wants to convey is that it brings a closed loop of ecology, including content, hardware, resources and needs. It attracts users through the copyright of the Premier League, and then seeks for the sustainable development of business mode, resources and consumption.

2 days after announcing the copyright of the Premier League, in September 24th, music released the third generation of super TV in Hongkong.

This is the portrayal of this desire.

Copyright wars can create user access, but how can we create new business models outside advertising, allowing users to stay on the platform and continue to consume, thus really eating the big cake of sports?

To get through the online and offline channels, seeking a variety of realizable channels is exactly what the platform intends to do.

Lei Zhenjian revealed: "from the 2016 to 2017 season, music sports will bring some 4K clarity to Hongkong fans in the Premier League, and other events such as events, market activities, watching tours, etc.".

Xie Yuefeng also said that it is important to build an ecosystem of "Internet + sports". "We hope to connect the Internet with sports events, sports services, and personal sports health. In addition to the traditional watching experience, netizens can also make an appointment online through the Tencent sports to make online fitness trainers, gather ball players, place orders in real time, pay online and sports related services."

Ali sports will focus on the offline mass sports events.

Ali sports CEO Zhang Dazhong said: "for example, the local organization of a competition, you can make clothes through Ali sports, and even ticketing sales and business development."

Yan Qiang, a well-known sports economic expert, said that with the entry of Internet companies such as Alibaba, Tencent, and music, the sports industry will become an industry in the future with a large number of Internet based and Internet based business models.

But we should also guard against homogenization competition.

Cai Ling said that at present, the layout of Internet companies in sports market is much the same. Basically, they are content, platform, terminal and ticketing board. Competition for competition content and copyright has brought about soaring prices. Whether or not value-added services can be recognized by consumers is unknown. Today's investment is likely to cause problems of high investment and low output.