Chinese Sport Venue and Market Values Essay

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The Chinese sport has been identified as one of the most dynamic sectors in China based on the market value of the sports industry. In 2013, the market value of the Chinese sports industry was more than $2.91 Billion and increased to $3.44 Billion in 2014 revealing an increase of 18.01%. Typically, Chinese sports industry also recorded the market values of $3.43 Billion at the end of 2015 fiscal year. Although the Chinese sports industry only contributes to 0.63% of the GDP in 2013, however, since 2000, the sports industry has recorded more than 4% annual growth rate based on the increase in the household spending. After the Olympic game in 2008, the market value of the Chinese sports industry has increased by 20%. A report by the Chamber of Commerce (2015) shows that before the success of Lina's, the CSSM ("Chinese Sports Sponsorship Market") value (p 1) was approximate $2 billion yearly. Currently, the CSS market value is more than $15 billion. Typically, Stephon Marbury, the former NBA player, will continue improving the market values of Chinese sports industry which will lead to a growth rate of 16% per year. It is also forecasted that the market value of the industry will reach $320 billion by the year 2020 based on the proposed development initiated by the China's State Council.



In essence, the sports market value has been accelerated based on the current improvement of the Chinese manufacturing industry. Currently, the China is the "world largest manufacturer of the sporting goods equipment" (Chamber of Commerce, 2015 p 1), and the wholesale sporting industry is estimated reaching $35 billion. Since the China's disposable income has increased, and the country sporting industry does business with the rest of the world, thus, sales from event promotion, concession, and ticket sales have increased.

Chinese sports Venue Availability and Operation Conditions




China has 9 sports venues in the major Chinese cities. There are also 28 sports venues by the province in China. However, each city in China has sub sports venues. For example, there are 40 sports venues in Beijing, and the Chinese government is largely responsible for the operations of the venues. For example, the government builds the country's public stadium through the public funds under the sports administrative department. The government is the manager and principal owner of the sporting venues. The government is also responsible for the management, maintenance, and development of the Chinese sporting facilities. (Yang, & Yang, 2016). Since the market economy is being gradually established in China, the operations of the sporting venue are presenting unfavorable phenomenon. For example, there have been the issues of the operational inefficiencies since the government lacks the operational understanding of the sporting business.

The NFL and NHL difficulties in China




The ambition of NFL (National Football League) is to extend its operation globally. Moreover, China has become a most important market to explore based on the increase in the standard of living of the middle class and growing population.

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In the last few years, the NFL has launched its operation in China, however, the NFL officials have been disappointed because Chinese markets have not been favorable. In term of marketing, NFL relies on the social media such as Facebook, Youtube, and Twitter to reach millions of people in the United States, however, these avenues are blocked in China. Moreover, NFL face challenges in addressing the problem of counterfeit merchandise. Many NFL products have counterfeited in China making the company lose income. The logistic problem is another challenge facing the NFL. Since the NFL teams are not ready to stay in China, traveling to China this week to play games and return to the United States the same week to play another game remains a challenge. (Marvez, 2016). NFL also faces challenges in dealing with the Chinese government. NHL (National Hockey League) is also facing similar difficulties in China since the 2022 Hockey World Cup scheduled to take place in China is still in doubt because the Chinese government has not yet made the public announcement with reference to the NHL tournament. Moreover, infringement of the IP (intellectual property) rights has been the major challenges facing NHL. The issues of copyrights, trademarks, and patents right misappropriation are still rampant in China.

Venue Issues in China




This section discusses the social, economic and political impacts of the sporting venue in China.



Social Impact



The sporting venue in China represents a place where elite athletes and sporting lovers around the globe meet. Typically, the venues allow the world's leading athletes as well as hundreds of millions sports lovers and spectators getting together. Over the years, the mass media are making the sporting events accessible to people globally.



Participate knowledgeably -Education level



An increase in the popularity of the sporting venues in China has attracted many knowledgeable educational levels to launch the sporting events. Some of the knowledgeable educational levels in China are "Beihang University Gymnasium, Beijing Institute of Technology for Gymnasium, Beijing Science & Technology University for Gymnasium, Beijing University of Technology for Gymnasium, China Agricultural University for Gymnasium, and Peking University Gymnasium." However, these higher institutions focus on the gymnastic than other major sports events. Since the Chinese government has hosted the Olympic in 2008, the Chinese sporting events have improved tremendously because several organizations and higher institutions are participating in the events. For example, the Beijing University of Technology developed the gymnasium seating in 2008 that occupied 7,500 people with the floor space of 24,000 square meters. Institute of Technology in Beijing also hosted volleyball competitions for the 2008 Olympics. Sun, (2015) argues that colleges and universities have been able to make a considerable progress with reference to the hardware construction and opening up of sports venues. However, the author points out that there are still some deficiencies and shortcomings in the Chinese sports venues in the.....

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Reference


Chamber of Commerce (2015). Sports & Sports Marketing. American Chamber of Commerce China.

China Business (2014). Chinese customers' lack of loyalty puts pressure on brands. South China Morning Post.

Collignon, H. Sultan, N. & Santandar, C. (2011). The Sports Market: Major Trends and Challenge in an Industry of Passion. A.T Kearney Inc.

Delliote (2016).Delivering Superior Customer Experience in China The Essential Ingredient to Building Customer Loyalty. Report.

EIU (1015).The big league? The business of sport in China. Economist Intelligence Unit.

Fullerton, S. & Merz, C.R. (2008). The Four Domains of Sports Marketing: A Conceptual Framework. Sports Marketing Quarterly,17, 90-108.

Ho, J. (2015). China's $3.3 Billion Amusement Park Market Attracts New Entrants. Forbes.

Marvez, A. (2016). Playing an NFL game in China remains a Logistical Nightmare. Sporting News.

Sun, Z.(2015). A Brief Analysis of Sports Venues in Colleges and Universities. Asian Social Science; 11(16):114-117.

Yang, C. & Yang, T. (2016). Study on Operation Mode of China's Stadiums. International Journal of Managerial Studies and Research (IJMSR). 4 (1):66-71.

Zhang, J. (2015). Reality and Dilemma: The Development of China's Sports Industry since the Implementation of the Reform and Opening-Up Policy. The International Journal of the History of Sport: 32 (8):1085-1097.

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