409 - 4|10 - 4|10 4|09A Balancing ActChina's Sports Industry at a Crossroads Elite vs. GrassrootsChina’s Sporting Dichotomy Points to Starkly Diverging Interests  As the one-year anniversary of the Beijing Summer Olympics approaches, Beijing is planning to stage a celebration in the Bird’s Nest, China’s national stadium. Back in 2008, the opening and closing ceremonies for both the Olympic Games and the Paralympics were held there, as well as the track and field competitions. In choosing an occasion to mark the anniversary, the challenge the organisers of the celebrations faced was running through the options to find an event whose grandeur would match the gigantic venue’s profile. One of the first ideas was to stage a performance of Puccini’s opera, Turandot.read moreCan They Work (It) Out?Catch 22 for Chinese Gym OperatorsWhen the Chinese health and fitness industry took off on a grand scale in the early 2000s, the focus was on Beijing and Shanghai. Residents of these cities have higher incomes and are generally more health conscious than those in other parts of the country. Fitness markets in western China have shown robust growth in recent years as well, as the government encourages economic development in its “Go West” policy. With about 86 per cent of the total number of fitness centres, commercial gyms dominate the Chinese market. Hotel gyms comprise about 10 per cent of the market, while public gyms lag well behind in terms of expansion into the market.read more
The Show Must Go onAfter the Beijing Olympics, What Will Happen to China as a Host of Sports Events? A year after the International Olympic Committee (IOC) packed up and left town, Beijing is left wondering what happened to its celebrity status. The world’s attention is now focused elsewhere. If Beijing officials are missing the limelight, perhaps they should have started their post-event planning long before 2008. Any city – or country – that plays host to a large-scale event needs to factor some post-event realism into the romance of being the world’s darling for a while. So what plans should Beijing have made to remain a major sporting city in the post-Olympic period? And which type of events should the city try to attract next? A circuit event that returns each year or a one-off extravaganza such as another multi-sport event or world championship?read moreMaking a SplashHow Brands Can Tap into China’s Vast Sports Marketing Potential The sports marketing industry in China stands at a crossroads. China needs a competitive and successful sports marketing industry to enable its major sports to realise their full potential. While great strides have been made, there is much more still to be done. China has at least 300 million sports fans. Eighty per cent of the Chinese population watches sport on TV. The country has a vast new middle class of more than 150 million, with spending power and great interest in international and domestic brands. Put those facts together and the equation is clear. read more
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