1. Analysis of the current market situation of China's sports industry. When the per capita GDP reaches more than 5,000 US dollars, the sports industry will usher in a golden growth period. In 2011, my country's per capita GDP reached approximately 5,700 US dollars, and in 2015 it was closer to 8,000 US dollars. It is obvious that the sports industry has entered rapid development. stage, if the 5 trillion target in the State Council Document No. 46 is followed, the average compound growth rate in the next 10 years will reach more than 27%.

In addition, from several perspectives of international comparison: 1. my country’s total population exceeds 1.3 billion, and the current sports industry scale is about 50 billion U.S. dollars. Compared with the U.S. population of 300 million U.S. dollars, the sports industry market size is still relatively large at about 500 billion U.S. dollars. Growth potential.

2. The State Sports General Administration predicts that the added value of my country's sports industry will account for 0.7% of GDP in 2015. Although there is a trend of increasing year by year, it is still far lower than the average level of 1%-3% in developed countries (the global average is about 2%). Therefore, there is at least room for growth of 2-3 times, and it is expected to reach 1% by 2020.

3. In 2014, my country's per capita sports consumption was approximately US$152, which is at least twice as high as the level of over US$300 in other developed countries.

2. Forecast of the development trend of China's sports industry 1. In the second half of 2014, my country's sports industry ushered in policy dividends and a long cycle of deepening reforms. The development of sports has risen to the national strategic level, and the top-down promotion is unprecedented. Improving national fitness and assisting economic transformation and development will have a far-reaching positive impact. We believe that since 2015, it has quickly entered the substantive implementation stage, especially with the gradual implementation of the relevant opinions in Document No. 46. Football has become the vanguard of reform, and the overall industry development environment has Significant changes have been made. We have seen that in 2014, sports cultural industry funds and sports property rights trading platforms were established one after another. In 2015, media copyrights such as the Chinese Super League, China Team, and Women’s Super League realized market-based bidding, and the General Administration of Sports decoupled from the Football Association. In 2016, the Chinese Professional Football League and the Chinese Professional Basketball Association were announced one after another. The entire market is full of confidence in the market-oriented reform of sports.

2. If 2015, known as the "big year of athletics, the first year of industry, and the hot year of road racing", is a relatively "small year of sports", then the Olympic Games and the European Cup, which are held every four years, as well as the

The 2016 America's Cup is a veritable "Sports Year".

This year we will enjoy the Rio Olympics that attract global attention, the World Cup qualifiers lit by flames, the fast and furious skating competition, the peak tennis open show, the NBA Finals where the Cavaliers will revenge the Warriors, and the National Football Team World Cup Qualifying Tour.

, as well as the Chinese Super League and AFC Champions League that run throughout the country, it can be said to be dizzying and there is no shortage of hot products. It is expected to drive domestic game attendance, market popularity, media exposure and brand effect.

3. The New Year of sports events has a significant positive correlation with the ratings of related programs.

During the Olympic Games, the viewership share of CCTV-5 events has increased significantly. CCTV has bought out the broadcast rights of the four Olympic Games since 1997 and has exclusive rights to the Olympic Games distribution rights. The 2004 Athens Olympics received 700 million yuan in advertising revenue, and Beijing

During the Olympic Games, advertising revenue of 2-3 billion was obtained.

During the 2010 World Cup and Asian Games, as well as the 2012 Olympic Games and European Cup, the number of minutes that national TV viewers watched sports programs increased significantly compared with previous years.

2012 is the year of the European Cup and a big year for sports lottery. The total sales volume of China's sports lottery exceeded 100 billion for the first time, and the sales of guess-type lottery tickets were 26.83 billion yuan, a year-on-year increase of 23.0%.

Driven by the European Cup, sports lottery sales increased by 39.69%, with sales reaching 17.315 billion yuan, accounting for 65% of the total sales of sports betting lottery tickets.

In addition, sports events bring growth in sponsorship advertising business.

Broadcasting major sports events means that greater advertising market revenue can be obtained. While the media captures the audience's attention to the maximum extent, it will certainly provide unprecedented advertising opportunities for many international and domestic brands.

Data shows that during the 2012 London Olympics, alcoholic beverage advertising spending grew strongly by 32%; both traditional media advertising and Internet advertising that year reached their peaks in the second quarter (2-3 months before the Olympics).

4. Compared with overseas mature and developed markets, my country's sports industry started relatively late. It was only in the 1990s that the deepening institutional reform of the sports industry was proposed. Around 2000, it gradually became large-scale and began to integrate with the capital market. Among state-owned sports companies, The sports industry was first listed on the market in 1998. With the issuance of Document No. 46 in the second half of 2014, the industry broke away from administrative overtones and officially entered the substantive stage of market-oriented reform. However, for a large number of sports companies, the investment layout is still During this critical period, the integration of sports business and capital has risen to a new strategic height.