China-Singapore Jingwei, October 22 (Li Huicong and Song Yafen) On October 18th, the Beijing Winter Olympics tinder was successfully collected in Olympia on the Peloponnese Peninsula, the birthplace of the Olympic Games.
In front of the Hera Temple site with a history of more than two thousand years, the Olympic flame once again ignited Beijing!
The 24th Winter Olympic Games, the Beijing Winter Olympics, will open on February 4, 2022.
At that time, Beijing will host the ice event, and Zhangjiakou City, Hebei Province will host the snow event.
Beijing will also become the first city in the history of the Olympic Games that has hosted both the Summer Olympics and the Winter Olympics.
In the context of global epidemic control, what impact will the Beijing Winter Olympics have on Beijing and Zhangjiakou?
How does the Beijing Winter Olympics achieve a balance between social benefits and economic value?
How should Chinese companies make good use of this rare opportunity to showcase?
In this regard, Sino-Singapore Jingwei interviewed Sun Linfei, a senior analyst at the Foresight Industry Research Institute.
The benefits of the Winter Olympics for the host city are "real"
As the world's top event, the Olympic Games has a high degree of social attention and attractiveness.
According to data released by the International Olympic Committee, the number of viewers of the previous Summer Olympics has exceeded more than half of the global population.
According to data collected by Nielsen, a world-renowned media and information agency, in 37 countries and regions around the world, from August 8 to August 24, 2008, the number of spectators watching the Beijing Olympics reached 4.7 billion, accounting for approximately 70% of the global population. %.
In the interview, Sun Linfei said that the hosting of the 2008 Beijing Olympics not only enhanced China's international reputation and strengthened its sense of national identity, but also played a significant role in promoting Beijing's urban construction and economic growth.
Therefore, in the 2022 Beijing Winter Olympics, it is also obvious that the brand value of the two cities of Beijing and Zhangjiakou will be improved.
The Winter Olympics will be held by a large number of world-class sponsors and media. The new images of the two host cities will be exposed with high intensity and high frequency worldwide.
Sun Linfei believes that this is a precious opportunity for exhibition no matter which city.
At the same time, the Winter Olympics can not only promote the upgrading of the industrial structure of the host city, but also promote the rapid development of the local ski industry, tourism and leisure industry and other tertiary industries.
Sun Linfei gave an example: In 1972, the Winter Olympics were held in Sapporo, Japan.
The hosting of the Winter Olympics promoted the renewal of the local urban infrastructure in Sapporo.
After the Winter Olympics, the population of the area gradually rose to about 1.8 million, and it gradually developed into Japan's ice and snow sports center.
The "Zhangjiakou City Ice and Snow Industry Development Plan (2019-2025)" clearly states that it is necessary to rely on the existing industrial advantages to strengthen the concentration of ice and snow resources and establish the development and manufacturing of ice and snow equipment, ice and snow cultural tourism, ice and snow sports, ice and snow talent education and training, The ice and snow industry system supported by modern ice and snow services will strive to build Zhangjiakou into an international ice and snow sports resort, an international ski tourism destination, a national ice and snow equipment industry base, a world ice and snow talent training base, and a world ice and snow forum exhibition highland.
Beijing's "14th Five-Year Plan" also mentioned that it will take the preparation of the Winter Olympics as an opportunity to drive the overall development of national fitness, competitive sports, and the sports industry.
By 2025, the number of people participating in ice and snow sports in Beijing will reach 10 million.
It is worth noting that the Winter Olympics is a kind of "green transformation" in promoting the industrial transformation of the host city, and its ultimate goal is the overall improvement and promotion of the urban environment.
In order to cope with the hosting of the Winter Olympics, the industrial development of Beijing and Zhangjiakou is constantly moving towards green, high-energy and high-efficiency.
Chongli County, Zhangjiakou City, where the snow project for the 2022 Winter Olympics is bidding, used to support the local economy by mining and mining, and now the tourism industry is gradually becoming the local economic pillar.
In 2013, China successfully bid for the 2022 Winter Olympics.
Then in 2014, the Beijing-Tianjin-Hebei integration strategy was formally put forward, and the coverage reached an unprecedented 100 million people.
The holding of the Winter Olympics will also become a benign “catalyst” that will continue to promote the synergy and integration of the development of the Beijing-Tianjin-Hebei region.
The "Abacus" that upsets the Winter Olympics
"Social benefit first, economic benefit first" is the basic concept to promote the benign operation of the Olympic Games.
In recent years, the topic of Olympic profits has attracted much attention.
Before 1984, all previous Olympic Games had huge losses.
Under the principle of "non-professionalization, non-politicalization, and non-commercialization", the cost of hosting the Olympic Games shall be borne by the government of the host city.
Until the 1984 Los Angeles Olympics, Peter Uberros, chairman of the Los Angeles Olympic Organizing Committee, raised funds for the Olympics through commercial means, creating the business operation model of the modern Olympics, becoming the first profitable Summer Olympics since 1932. This basic business framework It is still in use today.
The "2021 Olympic Economic Blue Book" released by the Foresight Industry Research Institute shows that from the perspective of the host country, the income from hosting the Olympics includes three parts: share income, direct income, and continued income.
It comes from the income from the International Olympic Committee’s revenue from the Olympic broadcast rights and the TOP plan (every 4 years is an operating cycle), from direct income from the Olympic Organizing Committee’s ticket revenue, sponsorship fees, etc., and from consumers' local consumption , Hotel, catering, tourism and other industries brought market revenue.
The "2021 Olympic Economic Blue Book" also shows that since 1992, the cost of each Olympic Games has been higher than budget, and all of them have been operating beyond the cost.
The current cost of the 2020 Tokyo Olympics has exceeded 15.84 billion U.S. dollars, of which the total cost of postponement due to the new crown pneumonia epidemic will reach 2.83 billion U.S. dollars, which is 111% more than the 7.5 billion U.S. dollars budget set by the Japanese government when the Olympic bid was successful.
Due to epidemic control requirements, the 2022 Beijing Winter Olympics will not sell tickets to overseas audiences.
Some people cannot help asking: Will this affect the profitability of the Beijing Winter Olympics?
How to maximize the economic value of the Beijing Winter Olympics?
In this regard, Sun Linfei said: “Past data shows that the main source of revenue for the Olympics is'broadcast rights + sponsorship', and ticket revenue is only a small part of direct revenue and does not have a critical role.”
According to the "2021 Olympic Economic Blue Book", the economic value of the Olympic Games includes direct Olympic economy and indirect Olympic economy.
The former mainly refers to the economic activities resulting from the hosting of the Olympics, such as investment in venues and related facilities and investment stimulus, as well as the sales income of television broadcasting rights, sponsorship income and ticket income and other economic activities surrounding the development of Olympic resources.
The latter refers to activities that can cause changes in the economic and social indicators of the host city and country during the entire process of the Olympic Games.
Such as infrastructure construction, industrial restructuring, improvement of national quality, improvement of ecological environment, new growth points and cultivation of new industries, etc.
From the perspective of the time axis, the economic value of the Olympics is divided into the pre-Olympic preparation phase, the holding phase and the post-Olympic phase.
By summarizing the economic statistics of the previous Olympic Games, Sun Linfei found that the benefits of the Olympic economy mainly come from indirect economic benefits, that is, the radiating function of the Olympic economy in its later period.
In Sun Linfei's view, China must focus on at least four aspects in order to maximize the long-term economic value of the Winter Olympics.
First of all, it is necessary to formulate industrial development strategies that are compatible with the Olympic economy based on China's national conditions.
With reference to international experience, China can take advantage of the "East Wind" of the Winter Olympics to vigorously develop the ice and snow industry, strengthen relevant research on the ice and snow economic industrial chain, and enhance the supporting capabilities for the development of ice and snow tourism.
Second, under the premise of optimizing the industrial structure, the government can vigorously develop important industries such as ice and snow equipment manufacturing, ice sports development, and winter mountain outdoor sports.
After having a certain foundation for the ice and snow sports industry, focus on the development of ice and snow service industries such as ice and snow tourism consumption and winter sports training, and finally form a multi-dimensional, multi-subject, and multi-service ice and snow industry with Chinese characteristics.
Third, local cities can rely on the infrastructure reconstruction projects after the Winter Olympics and combine the advantages of local natural resources to create a number of tourist towns featuring the theme of ice and snow, and form a new urban development strategy.
Finally, in the post-Olympic phase after the end of the Winter Olympics, the further comprehensive utilization of Olympic venues and the continuous development of related industries have become the key.
Relevant organizations should carry out reasonable commercial development of the Olympic infrastructure, and combine the functions of hotels, exhibitions, conventions, and offices to increase the utilization value of venues, especially permanent Olympic facilities.
Under the current global epidemic situation, Sun Linfei predicts that the live broadcast and broadcast of the Beijing Winter Olympic Games will be more dependent on the application of 5G communication technology.
He believes that the Beijing Winter Olympics need to comprehensively use 5G communication technologies including cloud technology, big data, and AI to improve the interactive viewing experience of the Olympic Games, and through the implementation of a large number of digital upgrades and smart transformation content, promote the development of the Winter Olympics. Maximize economic value.
In the Winter Olympics, how can Chinese companies "leverage their strengths"?
As a unique "world-class IP", the Olympic Games has no doubt about the commercial value of enterprises.
How can Chinese companies make a difference on such a stage where there is extremely high exposure and brand value, and the world's top sponsors and suppliers gather?
Sun Linfei pointed out that Olympic marketing opportunities are rare in a lifetime, but the cost is also quite high.
Therefore, when Chinese companies use Olympic resources to carry out brand marketing, relevant selection strategies and implementation are crucial.
Sun Linfei cited a classic case as an illustration: At the Tokyo Olympics this year, Yang Qian, an athlete from Zhejiang, won the first gold medal for the Chinese delegation.
And the same "little yellow duck hairpin" and "carrot rubber band" that she wore on the competition field became a hot trend for a while.
In Yiwu, Zhejiang, orders for these two products have soared, and some merchants have begun to produce related extensions and series of products.
Some media commented: "Olympic champions bring the goods, and there is no need for a live broadcast room."
Therefore, Sun Linfei believes that Chinese companies sponsoring popular sports teams and athletes is a cost-effective choice.
"Currently, Olympic spectators have more diverse motives for watching the games. In addition to the gold medal event, other games with high spectators are also very eye-catching. Some athletes are also social media talents or celebrities with many fans and are very popular. And their every word and deed, including all kinds of products used in life, are easy to become the focus of public discussion. This provides companies with diversified marketing perspectives."
In addition, the current flexible production mode of domestic factories also enables companies to take advantage of the Winter Olympics to quickly respond to star events and hot events.
That is, through methods such as champion economy, hot search economy, customized economy, etc., you can enjoy the huge dividends of corporate marketing under the Winter Olympics.
Currently, there are only 106 days before the opening of the Beijing Winter Olympics in 2022.
The Olympic Games is a project with a long life cycle. The changes that the Olympic economy brings to countries and cities are as far-reaching as the Olympic spirit, and the economic ripples that arise may affect every participant in it.
(Zhongxin Jingwei APP)
All rights reserved by Sino-Singapore Jingwei. Without written authorization, no unit or individual may reprint, extract or use it in other ways.