The Problem Of Campus Sports Industrialization Of Noble Birds

Benefiting from the State Council document No. 46 of the State Council on accelerating the development of sports industry (the State Council's opinions on accelerating the development of sports industry to promote sports consumption), the "bird of honor" is distributing from a sporting goods company to the upper reaches of sports industry, and the share price also rises with the action of its capital market.

However, as an important part of its pformation, the layout of campus sports is controversial.

According to the insiders, the main purpose of campus sports is to educate, and the related sports events have public welfare nature. It is still a difficult problem for the birds to enter the campus sports events and how to get the corresponding commercial returns on the public welfare events.

The cooperation between the noble bird and the association can not get the resources for the race, so it cuts into a very difficult field of industrialization. Besides, the sports APP invested by the industrial fund of the noble bird has no customer stickiness. Many students immediately delete it after getting a certain discount from the download, and APP, which has broken away from the sports resources under the line, becomes a mere skeleton.

Although one of the fixed growth projects is a promising sports cloud platform, 40% of the total increase will be spent on debt repayment.

In November 22nd, the company announced that the company would issue no more than 55 million 841 thousand and 600 shares and raise total funds not more than 1 billion 681 million yuan for the supply chain construction, sports cloud platform construction and repayment of bank loans.

The plan shows that the supply chain construction project will invest 551 million yuan, and the sports cloud platform construction project will invest 531 million yuan.

The sports cloud platform will consolidate the construction of sports ecosphere with the core of big data, and form a linkage effect with users, partners, upstream and downstream industries.

In addition, the company intends to use the 600 million yuan of the non-public offering to raise funds to repay bank loans.

Less than a year after the listing of noble birds, it has already gone through two stock financing and one bond financing. This time, the birds of the world have added blood again.

Your bird landed at the Shanghai Stock Exchange in January 24, 2014 and raised 943 million yuan.

In just two months later, in April 8th of last year, the company issued another five year corporate bond of no more than 800 million yuan. In December 5th last year, the company completed the issuance of corporate bonds, which was mainly used to supplement operating capital.

Today, 11 months after the last issue of corporate bonds, the company added blood again.

The three quarterly report of 2015 shows that the total liabilities on the company's books are 1 billion 927 million yuan, short-term loans are 443 million yuan, current liabilities are 1 billion 107 million yuan, and debt pressure is relatively large.

In fact, the growing debt pressure is closely related to its declining performance.

It is understood that since the listing of the birds, the performance has continued to decline, and the downward trend is expanding: in 2012, its revenue was 2 billion 855 million yuan, and in 2013, it fell 15.76% to 2 billion 405 million yuan. In 2014, the sales volume of 1 billion 919 million yuan was reduced by 1 billion 919 million yuan, a decrease of 20.21% compared with the same period last year.

Most of the products are mainly sports shoes and sportswear, and the poor sales of clothing products are the main factors causing their income decline.

In 2014, the clothing revenue of the company was 860 million yuan, a decrease of 460 million yuan compared with 2013, a decline of 34.7% over the same period last year. The sales of sports shoes remained stable, and the income of 2014 was 1 billion 30 million yuan, down 3.5% from the same period last year.

At the same time, in 2014, the company originally planned to close the 100~150 store, but the number of actual outlets was up to 534 (about 5000 total). The poor performance of stores resulted in shutting down, which was also an important reason for the decline in revenues.

In this case, the great birds began to continuously lay out sports industry.

At the beginning of this year, the "noble bird" co operated with tiger sports and Spanish football brokerage company BOY to set up the 2 billion sports industry fund. In May, it signed the framework agreement with the Chinese University Student Sports Association (hereinafter referred to as the "general association") and the Chinese Middle School Sports Association (hereinafter referred to as the "China Sports Association").

In November 22nd, the noble bird released another 1 billion 600 million yuan increase plan, of which 530 million yuan will be used for the construction of sports cloud platform.

In the layout of sports industry, campus sports is a very important part of its pformation.

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 events resources, with the general association, the China Sports Association, the Shanxi Media Institute and the tiger pads.

Sports culture communication signed the "framework agreement on cooperation", set up 3 companies, are engaged in campus sports content professional video production, sports operation and sports brokerage business.

Public information shows that the general association and the China Sports Association have the most abundant and most widely covered campus sports resources, including the CUFL, CUBA and the Chinese College Volleyball League, and more than 80 college sports events and more than 40 individual events.

After signing the cooperation agreement,

The exclusive development rights of various sports events will be sponsored by the general association and China Sports Association, including the right to make programs, the right to pmit information on the Internet, the copyright on the Internet, and the right to promote advertising by using their own websites.

In this way, you are expected to build your own sports IP.

Founder Securities analyst Yang Renwen told reporters that the American model of campus sports industrialization is a successful example. In the highly developed professional sports in the United States, their campus sports tend to take the lead in the world, have a healthy and healthy system and a rich talent pool, and even compare with the high standard of professional sports, so the campus sports in the United States has become one of the largest entries in the sports industry.

Gao Song Ying, director of Beijing cohesion Sports Promotion Center, told reporters that the main function of the campus is educational function. Social capital involvement in campus sports will pform the educational function of the campus into a place where capital gains profits.

Gao Songying believes that enterprise investment

This is a public welfare undertakings. The benefits gained by enterprises are limited to enhancing the brand reputation of enterprises. Even the campus sports events sponsored or sponsored by enterprises can only enhance the brand value of enterprises. The profit of students in the sporting events is not allowed. Of course, some students can be trained as objects of continuing education, vocational education and sports brokers, but this kind of investment usually has a long cycle of return, and social capital is hard to profit from in the short and medium term.

He Wenyi, executive director of the China Sports Industry Research Center of Peking University, told reporters that the industrialization of campus sports itself is a false proposition. At present, capital plays a key role in the physical education and industrial cutting of campus, and competition is secondary.

In the sports industry, IP resources are ranked first. However, because the educational function of sports is the first place in campus sports, the hosting of sports events is only a supplement to campus sports. The IP resources of campus sports events do not have exclusiveness and uniqueness, and their value of scarcity is absent.

Yang Renwen believes that the layout of campus sports is a way to cultivate sports IP resources through the campus, and cooperation with the association is an essential step.

But He Wenyi told reporters that at present, the central policy stipulates that in the future, the trade associations should weaken the administrative color and highlight the service functions. The Physical Education Association and the general association will have less and less binding force on the sports management departments of their respective campuses. With the continuous decentralization of the examination and approval rights of the games, China Sports Association and general association will be more difficult to control the sports IP resources.