Lining Executive Director Li Qilin: How Do Traditional Sports Practitioners View The Competition?

After Suning and Jingdong, Lining also jumped into the electric circuit circle through the acquisition of Snake electric club.

Leading the acquisition is Lining executive director, the extraordinary Chinese sports CEO Li Qilin, who is also Lining's nephew.

In February 18th, at the Lining center in Tongzhou District, Beijing, when Li Qilin told the titanium media why he bought the Snake electric club, Lining issued a limited number of sneakers "Wade Road 7", which had been fired to nearly 60 thousand of the poison App on the double buff of Wade's decommissioning battle and Zhan Wei connection.

Games, limited joint sports shoes, which is Li Qilin's two interests.

In his office, there is a three story cabinet with characters, sports and sports shoes and shoes.

When it comes to the rise, Li Qilin will also let his colleagues take out the limited number of sneakers he "hides" in the office, including of course one of the 232 pairs of "Wade's way 7" shoes in the world.

At the end of last year, Li Kirin spent three weeks to complete the acquisition of Snake electric club.

As a subsidiary of the special China Holding Company Limited, which is responsible for sporting events, China sports has been running CUBA for five seasons (the Chinese University Basketball Association). After last year's cooperation, extraordinary China chose to withdraw from the competition of CUBA operation right.

Entering the competition has become the new direction of the extraordinary Chinese sports.

"The more I learn about the competition, the more I feel it is like traditional sports events.

Returning to the spiritual core of sports events, E-sports events are essentially the same as traditional sports events.

As a practitioner of traditional sports, Li Qilin has his own view on electric competition.

The future of sports events is electric competition.

In fact, Li Qilin also considered the bidding of LPL seats in 2017, but at that time, he found that after winning the bid, they only got a seat, not a competitive electric club.

Why did he choose to buy Snake club at the end of last year? The environment gave him the most profound feeling.

Li Qilin, who participated in ISPO in Germany several years ago, found that competition has become a hot topic for ISPO.

In the world sports goods conference, which is the most wearable device, sporting goods and other materials exhibitors, how sports practitioners embrace electric power in operation has become a problem for everyone to think about. The organizers of ISPO believe that perhaps half of the exhibitors on ISPO will be related to electric competition in the next ten years.

Although the traditional sports industry has begun to embrace the electric games, the topic of "competition is not considered as a sports event" is a controversial issue in the past few years.

Among them, the reaction of players and hand speed, ban election tactics can be compared with the physical strength of players, offensive tactics analogy is the most common discussion.

But after deeply understanding the contest, Li Qilin thought that apart from the above 10% of the surface difference, there is no difference between the competitive core and the spiritual core of the traditional sports events.

The competition and traditional sports events are based on teams, and achieve the goal of "higher, faster and stronger" through strategic deployment.

In a further extension, the social roles of the competition and traditional sports events are now consistent.

They are becoming the medium of human social interaction.

In the past, people who liked the same team were the brothers who could play together. Now, people who like the same game or team can be allowed to play together.

The development of science and technology has brought generations of people's way of thinking to traditional sports events.

If we want to get entangled with whether the mouse can replace the muscle, Li Qilin talked about the F1 racing car. "More than 100 years ago, as a substitute vehicle, the car racing that appeared in 1930s is also not recognized as a sports event. By 70s and 80s, this controversy is still going on, but now, racing cars belong to sports events is beyond doubt."

LPL's action also provided confidence for Li Qilin.

The alliance system was explored in the past two years. In January this year, Tencent interactive entertainment and fist game was set up with joint venture company tengjing sports with a registered capital of 530 million yuan, which means that LPL will be operated independently.

Unlike other contestants who only regard competition as a means of game marketing, Li Qilin thinks that this means that LPL is a serious performance of IP and has virtually increased the value of LPL Club assets.

The user base and activity of the game are also important factors.

With the help of Tencent, the League of heroes not only passed the seven year itch, but also came to another breakthrough at the age of nine.

According to the "global competition market report" released by Newzoo and sports industry ecosystem circle, the game with the longest watching content on Twitch and YouTube Gaming in the world is the League of heroes in 2018.

However, in view of the competition chain, the club threshold is relatively low, and the team can also create its own brand image, which is a link to both manufacturers and fans.

To sum up, Li Qilin's views on the competition are similar to those of Paul Chaloner, a professional English host.

A few days ago, referring to the tag of e-sports, Paul Chaloner made such a statement. "Many people would ask, is this a sport? I don't care.

Is it competitive? Yes.

Is it interesting? Yes.

Do people pay to watch? Yes.

"Feelings can't be eaten, products can."

Fans are really willing to pay to watch the event. The first LPL clubs that built home games last year include Snake in Chongqing, LGD in Hangzhou, OMG in Chengdu, RNG in Beijing and WE in Xi'an. Recently, JDG's home also landed in Beijing.

The establishment of the competition hall is conducive to the development of the club's own small ecosystem under the sanctuary of the alliance.

Among them, the most beneficial is cooperation with the local government.

Until recently, the Ministry of Culture issued a plan to list games and electric games as a new format. Specifically, Shanghai should build Shanghai into an international competition capital. Li Qilin said that enterprises in Jingan District doing electric business have preferential tax policies.

Perry, founder of the WE E-sports club, said in a media interview last year that they collaborate with the Qujiang government of Xi'an to promote the promotion of electric business and become an ambassador of Xi'an.

In detail, the competition club will cooperate with the government in the development of the surrounding competitive real estate and personnel training.

Optimism, such as LGD, has also become the IP fulcrum of Hangzhou electric competition town. The town council Management Committee said that they should play the IP brand influence of LGD, focus on the industry vision, and attract relevant electric business enterprises, thus forming the ecological circle of the electric competition industry.

And offline activities can be more close to young people, enhance the stickiness of fans, and create the brand image of the club.

At the beginning of the year, Li Qilin, who watched the match at home in Chongqing, still remembers the situation. "Many audiences are 14-25 year old girls. They not only hold the brand with the words written, but also discuss the tactics of the game with each other."

After his own experience, he believed that fans could only be put into operation in a single area, because most of the audience was next generation. They grew up in the boundless Internet world.

This phenomenon also makes the club pay more and more attention to the content mining of electric games.

The club's content includes not only the performance and achievements of the team players, but also the story behind the teams, between the players, and even with other teams. Even the players' pfer period is the opportunity of content output.

"Man set", a routine used in entertainment circles, is also used in the electric circuit circle.

The game media touch music has a summary for some of the competitors. The words are high and cold. Those who like to communicate are warm men. The champion is born strong, and the champion is sad fate.

Of course, if the players are of high value, the fans will filter out a lot of content through the filter brain.

A few years ago, in order to attract audiences, StarsWar chose to lower the threshold of E-sports and entertainment.

Li Qilin also acknowledged the role of entertainment in sports events. "Style is not divided, and topic matters are to be created."

But the value of the whole platform and club operation is the biggest, and the output of content must be continuous. If there is a competition and topic on one side, it will be of little value.

What kind of product form, how to sell, how to tell stories, how fans can come over, and finally how to reflect in the product, Li Qilin touches the joint sneakers with EDG club last year, "feelings can not be eaten as food, this can be eaten as food."

This sentence illustrates the goal of the electric racing people how to speed up the commercialization of electric games.

LPL leader Kim Ye Bo has revealed that the number of independent spectators in the 2018 World Championship finals was over 99 million 600 thousand.

The attention of young people to the competition has already exceeded NBA. However, looking at other dimensions, the commercialization of the competition is far from being very high.

Newzoo and the global competition market report released by the sports industry ecosystem show that in 2018, the global competition market reached $865 million in revenue, with sponsorship revenue of about 40% and media copyright earnings of 18%.

But with the maturity of the event, the media copyright earnings will show the fastest growth trend at a compound annual growth rate of 39.6%, and the sponsorship proceeds with a compound annual growth rate of 28.4% will be second.

The prospect looks good, but to the club, according to the "2018 China competition game industry analysis report - the market depth survey and investment prospect research" published in 2018, it shows that the direct revenue of the game reaches 93%, the direct broadcasting platform (downstream) is the main broadcasting medium of the competition game, the income accounts for second of the 5.6% rows, and the other income of the middle tour and the club is less than 1.5%.

The electricity market is still in its incubation period.

The commercialization progress of the competition, which is inconsistent with the attention, is a huge upsurge in Li Qilin's view.

With more contacts with traditional sports events, he has his own plan for the future profits of the electric club. "Just like we have been investing in Lining Sports Park, doing sports is an industry that is deeply absorbed in development and can finally get returns and benefits."

We must first consider the return on investment in the competition industry, and the comprehensive return will take into account the multidimensional factors, assets, cash income, brand value, intangible assets, resource returns and so on.

Li Qilin and the extraordinary Chinese sports value the investment return ratio more than ten years or even twenty years in the future. For example, they have invested in the construction of the Lining Sports Park in many cities throughout the country. He believes that sports is a sunrise industry related to the national way of life. When the country develops to a certain extent, people's demand for sports content will gradually become the same as that of the developed countries.

Because we value the future, the future rewards will be greater. "

Li Qilin said he could accept long-term investment, but the industry had to let him see the point of structural growth in the future, which is his investment logic.

After daily observation of Twitch and other foreign platforms, Li Qilin believes that after the Western dominated football and basketball industry, China will have the opportunity to become the dominant player in the future.

LPL still needs a lot of improvement, such as the professionalism of the athletes' rehabilitation system and the whole industrial chain, which can lengthen the career cycle of the practitioners.

"According to our data analysis, because AD keeps moving A, the possibility of his hand tendon injury is much larger than that of other players. It is also the direction of our business to do something about how to restore the players' position, prevent problems and strengthen the status of players."

Li Qilin told the titanium media.

Secondly, it is professionalization. It is not that players play full-time games, they can be called professionalization.

For example, these two old age players who have more than 5 years of professional age, Faker, and Clearlove of LPL, have great commercial value with strong pressure and serious attitude.

At the same time, the professionalization of the youth training system and coaching is also an ongoing exploration by LPL. It is a question that many people are thinking about whether the employees who have retired from a certain link can be reintegrated into other aspects of the industrial chain.

Li Qilin said that LPL has been discussing the direction of the operation of many coalition rules, many of which have NBA backgrounds.

But with reference to the long history of NBA, how long can the life cycle of the League of heroes be extended under operation? When asked when LPL can complete such a professionalization process, Li Qilin admitted that he could not make predictions easily. "I don't know this time point, but I can only say that we are going to do our best to make the process as fast as possible."

A few years ago, Liu Yang, a senior electric racing player, said in his book "the history of China's post race television" that he asked for electric fans: "the electric race people should be able to think about every problem they encounter in the perspective of the electric power industry, learn to look away from their preferences and look at the new trend and layout of the competition, instead of just treating themselves as a CSer, a Dotaer or a LOLer.

The competition must consider what kind of electric competition is in 3, 5 or 10 years, and what forces should be combined to promote the standardization and development of the whole industry.

In his exclusive interview, Li Qilin also mentioned many times about titanium media. He did not enter the competition industry as a sports practitioner as a player.

With more and more "regular army" efforts, what changes and upgrading will LPL take next? And where will the Snake club go through two changes to Li Qilin's operation?