Xinhuanet Shanghai, October 15 Sports Special (Reporter Su Bin Zhu Hong) "From the popularity of the NBA China game, how can China's sports industry find international benchmarks (corresponding targets)?" This is the thinking of Gao Hong, CEO of Sports Window Culture Co., Ltd., the promotion partner of the 2015 NBA China game, as a "man in the game".

From the first time they came to China in 2004 to this year's Clippers and Hornets "performing" in Shenzhen and Shanghai, NBA China has gone through 11 years. Standing at a new starting point in the second decade, this high-profile event has innovated in a number of ways. In Gao Hong's words, "a new model, a new city, a new starting point". Among them, Window of Sports has become the promotion partner of the event, creating a "precedent" for the cooperation between Chinese sports industry companies and NBA China game operations.

It is understood that in the past, the NBA China game was promoted by AEG in the United States. After 10 years of development, NBA China began to explore a new operating model and look for event promotion partners from China. After nearly a year of investigation and evaluation, Window of Sports has completed an important chapter in the history of the NBA China competition.

In Gao Hong's view, sports are currently in an explosive period, and top events are the focus of attention. "The NBA is one of the most commercially successful events, and running an NBA game is the dream of many sports companies."

Gao Hong feels "very excited and proud" to win the right to operate the NBA China game, but a more realistic problem lies ahead: how to strengthen the interaction between the event and the city through the pre-event promotion, rather than just one or two games as before?

"By entering enterprises and communities, it has aroused people's love for sports, and made it a habit for people to watch sports competitions, not just to watch the excitement, and has become a social hotspot from a simple event," Gao Hong said.

Whether it is Shenzhen or Shanghai, the promotional posters of the NBA China Games can be seen everywhere in the airports, hotels and streets, and the NBA China game elements are everywhere in the two cities with buses full of NBA logo basketballs parade between cities.

In Gao Hong's view, compared with previous NBA China games, this year's event has strengthened the interaction with the city, just like the impact of the Olympic Movement on a city or even a country, the NBA China game also emphasizes the influence on a city and mobilizes the enthusiasm of the city, not just the enthusiasm of more than 10,000 fans on the scene.

In October last year, the State Council issued the "Several Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption" (hereinafter referred to as the "Opinions"), deploying and actively expanding the supply of sports products and services, promoting the sports industry to become an important force in economic transformation and upgrading, promoting the comprehensive development of mass sports and competitive sports, accelerating the construction of a sports power, and constantly meeting the growing sports needs of the people.

This year's NBA China Game is the first time that it has been held since the issuance of the Opinions. As one of the organizers of the event, Gao Hong said that China's sports industry has just begun and has not yet really ushered in an explosion. In terms of content innovation, business design, professional operation, sports population, etc., NBA China Games can provide some inspiration for the future development of China's sports industry.

"Content innovation will be at the heart of the sports industry." Gao Hong said that the core competitiveness of the NBA lies in its world-class content, a large amount of investment and scientific and technological research and development, through on-site implantation, video implantation and technology implantation, forming a unique live experience and video experience, it has the world's unique original ability.

"If China's sports industry wants to develop, it still needs to solve the problem of originality and have its own original intellectual property rights," he said.

Wonderful content presentation is inseparable from excellent commercial design. Gao Hong said that to allow various stakeholders, including the government, enterprises and spectators, to find their own roles in it, this requires a complete commercial design, so that enterprises are willing to invest, so that fans feel that the tickets are "worth buying". In terms of professional operation team, the development of the sports industry is also inseparable from high-end sports talents.

In Gao Hong's vision, the future ideal of the sports industry should be a virtuous closed circle. "At present, sports are still spectatorial, and a virtuous circle should be formed in the future, after watching high-level games, people have the urge to go to sports, want to imitate, and there are more people participating in sports, which in turn will make people more willing to watch high-level games."

"That's where the NBA's contribution to the American industry comes in. We still haven't formed a complete virtuous closed circle, and we dissipated after watching the game, which didn't promote personal training. We need to find the benchmark of international sports, how various sports industry sectors can benchmark with advanced countries, and innovate and develop. ”

Gao Hong believes that the ultimate goal of high-level competitive competitions is to create a sports population. "One of the current problems in China is the shortage of sports population, turning the non-sports population into a sports population, and the spectator population into a sports population, so as to promote sports consumption, thereby promoting the country's economic transformation."

The success of the NBA in terms of operation has a strong reference and demonstration role for China's top professional leagues such as the Chinese Super League and the CBA. Gao Hong said that the current Chinese professional league is still too little good content, and the overall level needs to be improved, which requires the club to increase content research and development, "the current investment is still not enough, and there is no output."

"Today is just the beginning, China's sports industry will have a leapfrog development in the next 3 to 5 years." For the future of China's sports industry, Gao Hong is full of confidence.