Why is the popularity of Rio Olympic Games not as good as before?
Objectively speaking, the folk response of this Olympic Games is not only inferior to the 2008 Beijing Olympic Games, but even inferior to the 20 12 London Olympic Games. After careful study, there are profound psychological and economic reasons behind this.
After the 2008 Beijing Olympic Games, China has been ranked first in the gold medal list. China people's enthusiasm for grand sports is declining, and the pain brought by the economic model transformation has also distracted China people's attention. Their concern for daily life has led to their concern for the Olympic Games.
At the same time, China's post-80s and post-90s have become the main body of communication with the passage of time. However, by the Rio Olympic Games, post-80s are busy coping with the enormous pressure of survival and development brought by China's economic transformation and currency issuance, while post-90s have stronger consumption and brand awareness, and their attention tends to be fragmented, which means that they may pay more attention to the subdivided projects and brands rather than the changes of each gold medal of China team.
In addition, in recent years, the media environment in China has changed significantly. Sports media people migrate from paper media to portal, and from portal to personal internet entrepreneurship. For example, Yan Qiang, a well-known sports media person, left Netease to start four-a-side football, and Liu Jianhong left CCTV to join LeTV Sports. During the 2008 Beijing Olympic Games, a group of famous sports media people still gathered in the paper media, and the Internet brought a new experience of real-time broadcast and interactive communication.
With the integration of media, communication can achieve high efficiency and every group can be greatly satisfied. Rio Olympic Games, there are many platforms to participate in communication, the traffic is more dispersed, and the intervention of social functions makes people's attention to the Olympic Games scattered.
The Olympic Games has just begun to be reshaped by the Internet.
Although the attention of the Olympic Games is indifferent, the communication pattern is changing. Major portals and video websites have launched new functions one after another, and VR and unmanned aerial vehicles have appeared one after another, which has also driven the new trend of Internet sports consumption ecology in China.
Trend 1: China's new sports idols have new personality characteristics, and the collision between individuals and systems will become more and more obvious. The outstanding examples are Fu, Ning Zetao and Sun Yang, and the game between commercial packaging, individual consciousness and collective ecology is becoming more and more obvious.
There are signs that the system will be adjusted accordingly, which brings new opportunities for the emergence of personal idols. If a new idol is born in Rio Olympic Games, it will greatly stimulate the growth of sports consumption in China. The brand-new interactive experience based on the Internet and the online and offline packaging form will promote the promotion of this consumption form.
Trend 2: With the development of capital and community, China people's sense of belonging to sports groups will be further enhanced. Take football as an example. With the enthusiastic investment in football, this culture has gradually taken shape, such as Guangzhou Evergrande Club and Beijing Guoan Club. China Capital is also developing the "buy buy Buy" model around the world.
Olympic Games is a grand event of sports exhibition, but too many sports events will also make people lack the focus of attention. However, the big and comprehensive model is also beneficial. Because of the huge sports IP function of the Olympic Games, many people who didn't pay attention to a certain sport before will become interested in a certain sport, and then expand the community base of a certain sport or star under the influence of the Internet.
Trend 3: The change of sports policy in China. With the change of China's economic model, experiencing economic and cultural consumption will become a major trend, and the policy is supporting this change. China's sports authorities are gradually adjusting the national system and gold medal strategy instead of stimulating sports consumption and attaching importance to sports culture.
The China administration's enthusiasm for football and other projects is unprecedented, which also reflects China's concern about the rise of the middle class. Future policies will have more interaction with the economy. In the next 10 year, the scale of China's sports industry is expected to reach 5 trillion.
Internet plus sports has become the next outlet.
At present, internet plus's economy is accelerating its integration with different industries, and there are great opportunities for the integration of sports and the Internet.
On the one hand, compared with developed countries, the commercialization of sports in China is still very backward. Although the number of Olympic gold medals is on the list, the state-led gold medal strategy, like exam-oriented education, is not conducive to national sports and sports industrialization. This situation is expected to be reversed.
On the other hand, the Internet, as a driving force, is bringing new value to the sports industry. There are not a few teams that make heavy bets in this field. The following are seven categories of Internet sports players.
Sports media:
In several major portals, Sina Sports has always been very strong and was once a partner of NBA China. But on 20 15, the network cooperation of NBA China signed a contract with Tencent for five years. Cooperation is not limited to sports information, but also includes the operation of NBA in China and official website, the operation of NBA community and so on. In addition to large portals, there are more vertical sports portals that focus on a certain field, such as Know the Ball Emperor.
Sports community:
The first generation of the most famous vertical community belongs to the tiger pounce. The success of the Tigers is largely attributed to the NBA China fever. Outside the community, Tigers have also extended new businesses such as e-commerce. The C round of financing was 654.38 billion yuan, and the income in 2065.438+03 was close to 654.38 billion yuan. There is also a mobile-based sports App in Guangzhou called Onion Circle, which provides services such as event data, live broadcast, sports community and offline competition organization, and has completed tens of millions of yuan in financing. Counting the pan-sports apps such as Keep, Goo, and Riding Animals, Internet sports applications have mushroomed.
Sports O2O:
There are always many combinations between different hot fields, such as O2O and Internet sports. Sports O2O players are divided into several categories. One kind is booking App, which helps sports players to book tickets online through gosport, Move Up, Grand Slam and the whole city. The second category is local social apps. Yuepao Circle has received 360 weeks of investment, and football (which can also be booked) and sports events cover various sports activities. These O2O applications have some intersections with the above community applications.
Sports coach:
In April, Huang Jianxiang launched "Move Football" as Uber in the field of football coaching, which has received an angel investment of 9.5 million yuan; Yang Huali, the national Sanda champion, made a healthy cat in Guangzhou to help sports fans find professional coaches. Many of these coaches are retired athletes, as well as coaches and training apps. There is also an App called "Coach Bao" to help professional coaches manage classes, courses and students better, and prefer school sports.
Sports video:
Letv Sports is one of the most representative players. Compared with TV stations, Internet sports video programs are more personalized, with more choices for viewers and more interactivity. Letv Sports invited Huang Jianxiang, Liu Jianhong and other star TV people to join us. Recently, news broke out that the valuation was 3 billion, and the B round of financing was started. Previously, it was also invested by Wang Jianlin and his son and Ma Yun. In addition to LeTV, PPTV has always had its advantages in sports video programs. In addition, Ali also invested in Youku Tudou, which also has its own ambitions in sports. This group of players will compete for the audience directly on the TV sports channel.
Internet lottery:
Sports lottery and welfare lottery are the two largest branches of lottery industry, and the former attracts more attention. In the past, the Internet played an important lottery sales channel, which experienced explosive growth because it was much more convenient than the physical lottery channel. The 5 million lottery network also successfully landed on the NYSE, and e-commerce platforms such as Taobao were once an important channel.
Sports intelligence hardware:
Intelligent hardware gave birth to two listed companies, one is GoPro and the other is Fitbit, both of which are related to sports. Traditional sports equipment manufacturers are looking for opportunities to combine with technology. In addition to the well-known Nike+ series of smart equipment, Li Ning, a well-known domestic sports manufacturer, has jointly released smart football with a technology company, while Guiniao and other companies have started to invest in emerging sports technology companies on the one hand, and on the other hand, they are trying to launch smart sneakers combining technology.
Conclusion:
Even with the influx of so many players, the growth of Internet sports still takes time. The development speed of sports industry is relatively slow, and it needs large-scale events such as Olympic Games and World Cup. Mobile Internet has not started in China for the 2008 Olympic Games, and there are few sports items in Internet plus. It takes time to train to miss such an event. What is certain is that Internet sports will not develop as fast as Didi taxis and takeaways, and it is unlikely to stage a drama of burning money. Although it is slower, it also means that this market is more stable.