Is The Layout Of The Sports Industry In A Big Way? Is It A Bet Or A Way Out?

How far is it from a sporting goods company to a sports company?

In the strategic layout of the sports industry, the action of the birds is continuous. At the beginning of the year, the cooperation between the noble bird and tiger sports and Spanish football brokerage company BOY established the 2 billion sports industry fund. In May, it signed the framework agreement with the big body association and China Sports Association, and arranged the campus sports events resources. Recently, the birds released another 1 billion 600 million yuan increase plan, of which 530 million yuan will be used for sports cloud platform construction.

Although the prospect of sports industry can be expected, it is the next step that how to build a sustainable profitability in the sports industry chain.

Investment in sports industry continues

A few days ago, the precious birds issued a fixed increase plan to sell no more than 55 million 841 thousand and 600 shares at a price of not less than 30.11 yuan / share, raising funds of not more than 1 billion 681 million yuan, and planning to invest in supply chain construction projects, sports cloud platform construction projects and repayment of bank loans.

In the above investment projects, the construction of sports cloud platform will use 530 million yuan. The project will build a cloud platform for the "noble bird sports", consolidate the construction of the sports ecosystem with the core of big data, and form a linkage effect with users, partners, upstream and downstream industries. In the three years of the project construction cycle, the funds are mainly used for the construction of the SaaS platform, the big data intelligent application platform (PaaS), the data support platform (DATA PaaS), and the sports cloud infrastructure (IaaS). The funds to be invested are 50 million yuan, 150 million yuan, 50 million yuan and 245 million yuan respectively.

In recent years, the precious birds have continued to deeply lay out the potential areas of sports industry, and have made arrangements for sporting goods by means of self management, investment and stock ownership, and strategic cooperation. manufacturing industry Sports competition has been divided into three sub sectors of sports and sports service industry. The basic structure of the major sports industry ecosystem has been initially formed and accelerated. In the announcement, you announced that the construction of sports cloud platform project, the company can make use of the Internet big data to aggregate the resources of the big sports industry ecosystem. With the deepening of the layout of the domestic sports industry and the needs of the Internet and big data era, the company intends to provide strong support for the layout of the major sports ecosphere through the project.

As early as January this year, the precious birds began to leverage the capital market, alliances with tiger sports, looking for new profit models, and trying to connect online and offline O2O.

In April, the high-profile bird became a top Spanish football broker BOY and entered the football industry. According to the announcement, the company intends to invest 20 million euros (135 million yuan) in investment in BOY, a football brokerage firm. The main source of income of the company is service to players and service to the club. The two Madrid companies have signed 100% agreements with BOY.

In May 21st, the "noble bird" re launched the sports industry in a big way. It plans to invest nearly 209 million yuan in the layout of campus sports event resources, and sign the cooperation framework agreement with the Chinese University Student Sports Association (General Association), the Chinese Middle School Sports Association (middle school sports Association), the Shanxi Media Institute, the tiger sports and Eunice sports culture communication, and set up 3 companies, which are respectively engaged in professional video production, sports operation and sports broking business of campus sports.

The general association and the China Sports Association have the most abundant and widely covered campus sports resources, including the Chinese University Football League (CUFL), the Chinese University Basketball League (CUBA), the China University Volleyball League and other elite campus events. There are more than 80 college students' single event sports competitions and more than 40 secondary school students' single events. After signing the cooperation agreement, you will get the exclusive development rights and interests of all kinds of sports events sponsored by the general association and China Sports Association, including the right to make programs, the right to transmit information on the Internet, the copyright on the Internet, and the right to use their own websites to promote advertising. In this way, you are expected to build your first sports IP.

Is it a bet or a way out?

Industrial capital has always been sensitive to smell. In October last year, the State Council clearly pointed out that the national fitness would be upgraded to the national strategy, and the sports industry should be supported by the green industry and sunrise industry. By 2025, the number of regular exercise participants reached 500 million, the total scale of the sports industry would reach 5 trillion yuan, corresponding to the annual growth rate of sports industry nearly 20%.

In recent years, our country sport industry Rapid development and continuous expansion of market scale. Data show that from 2006 to 2013, China's sports service industry revenue increased from 3 billion 704 million yuan to 27 billion 957 million yuan, the compound growth rate reached 33.48%, and the retail sales of sports and entertainment products increased from 14 billion 130 million yuan to 45 billion 310 million yuan, and the compound growth rate reached 18.11%. However, compared with the developed countries such as the United States, China's sports industry still has enormous room for development. At present, the per capita sports consumption in China is 27 US dollars, while the global average is 217 US dollars, while in Europe and the United States, it is generally over 300 dollars.

The collision between capital and industry, and by the east wind of industrial policy, the major brands of sports products have long been eager to try. However, on the one hand, the sports industry is laid out on a large scale. On the other hand, the main business of noble birds is not satisfactory. The barrel effect caused by the short board of its main business or the pace of its transformation is restricted.

The source of main business income includes clothing, footwear and accessories, which accounted for 44.92%, 53.62% and 1.46% of the main business income in 2014 respectively. At present, the products of the costumes are mainly self-made, while the clothing products and accessories are all purchased by outsourcing. As the overall environment of the clothing industry is not good, the number of business birds has declined continuously from 2012 to 2014. In the first three quarters of 2015, the business income of the precious birds increased by 4.72% compared to the same period last year.

Since 2014, the company has development strategy Upgraded from "traditional movement" Footwear industry To upgrade the sports industry group based on the manufacture of sporting goods and clothing, and coordinate the development of various sports industry forms, "business" is based on the manufacture of sports apparel, taking mass sports and national fitness as the direction, and actively seeking for the integration of resources with clear profit models. Andy Chen, President of the expensive bird investment company, has previously told the media, "what we want to do is the first sports company in China."

From the perspective of mass consumption, sports and tourism represented a fast growing industry in 2015. A clear path is that industrial capital is being combined with listed companies to lay a strong layout of the sports industry chain. Wei Fengchun, general manager of the general strategy Department of Boshi fund, once said, "the sports industry chain is very long, from sports events, media, to the construction of sports venues, and then to the production and sale of sports products. In the whole industry chain, sports industry can promote the common development of catering, automobile, tourism and other industries through its high mobility.

However, for the noble birds, how to get profits from this long industrial chain is a problem that we must face in the future.