The Rio Olympics Will Become The Turning Point Of The Sports Market.

In the recent program of pioneering China by Hu Hai Quan's cross border group, the storm group CEO Feng Xin and the music sports CEO Lei Zhen Jian pair.

The current situation and Prospect of the dialogue are analyzed and predicted.

1, the pseudo demand of Internet sports.

Internet intervention has not brought new consumption exports to the sports industry.

In the past, the movie theater opened for guests, there were quite a lot of empty seats, people lived near the cinema, but they did not go.

When the outbreak came, the spiritual demand of cinema went up, attendance rate increased and box office rose.

Sports are different.

In the past, the sports scene, or the export of people's sports consumption, was a stadium and a TV station.

In fact, both of them have been filled up in the past.

That is to say, compared with movies, in the past, the stadium was already full of state. The scene of sports construction did not have room for further development. When people wanted to further invest in sports enthusiasm, they could still choose the way of consumption or go to the stadium to watch the ball or to watch at home.

Even the involvement of the Internet has not brought new consumption exports to the sports industry.

The breakthrough is to build new services.

In a scenario where users can directly connect to sports, they can provide better services.

(Feng Xin)

Users in the living room watching games can not lead to consumption.

The rising trend of sports industry is beyond doubt. Motivation is not the capital push, but the improvement of people's economic level.

Great changes have taken place in people's consumption and participation in sports.

Compared with watching sports, participatory sports can directly touch consumers and stimulate consumption.

This part is the core driving force for the development of sports industry.

But its chain and market scale are relatively small at present.

Sports media and IP grow very fast, but the scale of income generated by the consumer side is very small.

Sports equipment and brand growth is not that big, but the scale of income is the largest.

The sports industry needs to trigger the market through the high growth rate service at the very beginning, but the consumption of watching sports, that is, spectators watching games, is very limited in China.

Even this business is untenable.

Consumption has hard and soft parts. The soft part is the most needed and capable part of Internet Co.

In the future, there is no difference between online and offline consumption scenarios. The most important part of 2C is what links are most efficient.

Whether we can really break out depends on whether we can lead to consumption.

(Lei Zhenjian)

2, the Internet platform to create differences in picture experience and live experience.

If the Internet platform is watching TV and stadium watching on the computer and cell phone screen, it will not be able to detonate the needs of the audience.

If the fans say the TV screen is big and will not block, then we will discard it.

Now, the Internet platform is honest, no TV platform is doing very well, at least TV will not be snap off.

(Feng Xin)

In fact, China has worked hard in the past dozens of Internet platforms, but it has not made any substantial changes in this matter.

Just put the TV signal on the computer screen and put it on the screen of the mobile phone.

Over the past year, we have bought a lot of copyrights and stored a lot of content.

Although some adjustments have been made in the front-end playback, some interactions have been made.

But these contents may be 70% or 80%, or live broadcast mode of TV station.

Copyright development is far from complete.

(Lei Zhenjian)

3, the Olympic Games or the turning point of sports capital market from hot to cold.

The past year, or 15 months, is the outbreak of sports capital.

The surplus funds, including the film and television industry, are pferring to the sports industry. Many reasons such as the predominance of high-quality assets and capital layout have triggered the upsurge of investment sports.

Music sports itself invested about 10 projects last year with venture capital funds.

But in the investment process, we found that the quality of the project is very bad.

I think that in August, especially after the Olympic Games, the capital market of sports will cool down for a while.

At the beginning of this year, we have tightened the pace of investment, and we did not invest in any projects this year.

The core reason is that after the rapid growth last year, the situation of "hot inside" has been brought about.

Outside heat is capital fever.

People are also very concerned about this.

Internal temperature is the process of building up the whole value chain of the sports industry. In the process of building, the capacity of the product is not immediately displayed. The direction of our investment is the direction of resources, but we lack good products.

In the first two years, the major companies are laying out their copyrights and resources. By this year, resources will be basically stable and investment will turn to good products.

But good products are very limited, plus the whole environment of RMB, the sports venture capital market will enter a period of adjustment in the second half of this year.

(Lei Zhenjian)

There is bound to be a bubble in capital, but a certain bubble is reasonable, and capital is an injection of energy into the industry.

But I am so optimistic about the change of sports capital market in the future.

When sports are far from two, some companies want to be quiet, but other companies don't want to be quiet. In the next two years, quiet is short, and it's the norm.