China's cross-country races have seen explosive and rapid growth in the past two years.
According to incomplete statistics, there were more than 330 races in China (excluding Hong Kong, Macau and Taiwan) in 2016. Compared to nearly 100 games in 2015, the number of races in China has increased significantly. Among them, there are 39 races in the 100+ kilometers class. , is doubled in 2015.
It is estimated that in the next 3-5 years, endurance-type events will still dominate the running market in China. Although road races will still be mainstream, the participation of off-road racers will increase their proportion to endurance races. More than one-third of the total population.
However, behind such a "prosperous" market, there are many points worth our attention.
On July 7, the 3rd Asia-Pacific Trail Running Summit will be held in the same period of ISPO Shanghai Exhibition, focusing on the development trend of cross-country running in the Asia-Pacific region, discussing the current hot spots and future opportunities and challenges, and inviting the top experts of the International Trail Running Association to focus on the analysis. Understand the advantages of the development of global cross-country races in Japan and South Korea and their future trends.
The case analysis of Japan and South Korea and other special event modes was carried out, focusing on the development status and earnings management of cross-country running in Jiangsu, Zhejiang and Shanghai. We will discuss topical topics such as the rise of tournament consortium, cross-country race and the relationship between the Internet.
"Measuring the role and value of an event is not just about winning a championship or how fast an athlete can run. What's more important is to bring more value to everyone participating in the competition through this event."
- Ma Demin
On April 20th, the “ISPO Everybody Says†online sharing session invited Mr. Ma Deming to come as a guest. He is not only the organizer of the senior cross-country race events, but also the operation director of Beijing Saino International Culture Communication Co., Ltd. The sponsor of the tour and the executive director of the Dahengduan (Transverse Broken Road) project shared with us the new trend of China's trail running and the creation of IP for the event.
1. Strengthen the foundation of IP tournament culture, core value: differentiation
“In my opinion, the core value of cross-country races is their uniqueness. Every organizer of cross-country races needs to insist on cultivating its own cultural philosophy and avoid homogenization. If the characteristics of the tournament itself are not clear, There is not much difference between the circuit design or the environment and other events. For participants, once they have been there, they are not interested in going for the second time."
Ma Demin said: "The development and competition of the homogenization of the competition is very terrible. If the number reaches a certain level, it is also very unfavorable for the overall development of trail running. For example, Japan has more than 300 cross-country races, almost There are many games every weekend, but they all have their own characteristics. They are not blindly pursuing climbing heights, but also paying more attention to characteristic culture and interest.
2. Strengthen the competition system design is a breakthrough to enhance the experience
Cross-country races do not mean that the longer the distance, the better the climb, the better. If you understand this, it is too narrow. Even in the plains, cross-country races that lack mountain resources can be very attractive.
Ma Demin mentioned to the ISPO that cross country running can be divided into two categories if it is based on climbing. One type is the conventionally said cross-country run, which includes climbs such as vibramHK100, over 100 kilometers in total length and 4,500 meters of climb. The other is an off-road cross-country that is listed annually in the IAAF. The longest distance is 14 kilometers. It is a kind of project that compares athletics, climbs very little, mainly in the dirt road or the golf course is similar to such place, some small hills, the route is not difficult. This kind of game is particularly popular in Europe and the United States, including the United States.
Taking the traditional “door hundred†competition as an example, this is a long-established event, but due to the unclear positioning of operations, the influence is gradually declining. After the takeover in 2016, a total of 102 kilometers of events will be upgraded to 60. Km (accumulated climb of 1,700 meters) cross-country running project and 42 kilometers (cumulative climb 300 meters) of marathon project composition, and set a reasonable closing time, the new competition system actually gives a new experience, after all, is a very good design .
3. The value-added and derivatives of the event need to be carefully explored as a special product. In addition to its unique values ​​and spiritual core, it cannot be denied that the competition also requires cost, and when the income is difficult to balance, the event organization It is bound to be difficult to put all your thoughts on the game itself.
Compared to many government-led urban marathons, cross-country trails have much less public attention and public resources due to their inherent characteristics. Also limited to the reasons of the track venue, the number of cross-country runners can not be unlimited expansion, so cross-country races need to use all aspects of organizational strength to promote cross-country race together.
The China Mountain Super Trail Running Touring Consortium led by Ma Demin (hereinafter referred to as “China Mountainâ€) is the first in China to bring together the most representative and symbolic Alpine-style cross-country races to form a new event consortium that will have different events. Linked together with the common alpine values, integrate resources with a unified image, and zero for the site to promote and publicize. In the international arena, Italy, Spain, France, and so on all have similar organizations and alliances to win more favorable resources.
In addition to a strong combination strategy, Ma Demin said that the brand's sponsorship and the added value and derivatives of the event also require the organizers to carefully dig. Taking UTMB as an example, as the world’s top cross-country race at the moment, it’s positioning itself as the “Global Trail Running Summitâ€. It not only brings together events, product displays, and creates cross-country running expeditions and children's runs. At the same time, events around the world will also Get together.
Another example is the third Kaileshi Siguniang Mountain Trail Race in 2017, and the number of participants will reach 1,000. This year is not only an increase in the race group, but also a lot of supporting activities, such as song and dance performances, movie theaters, mountaineering-related sharing activities, local local product sales, etc., all of which are constantly improving to form a Siguniang Mountain off-road. Run a carnival to expand its influence.
At the brand sponsorship level, in addition to the brand of sports running equipment that has always been the same, it is also possible to focus on sports lifestyle brands, sports car brands, etc., and open up wider business opportunities.
The new sports lifestyle is booming.
To meet the development needs of the industry,
Upholding ISPO Shanghai Exhibition with "Ingenuity"
Will be on July 6-8, 2017
The grand opening of Shanghai New International Expo Center.
While the exhibition further strengthens outdoor sports,
Deeper into the fields of running and fitness, urban light outdoor and sports trends,
Support innovative brands, provide support for technological innovation, and promote communication and exchange among industries.
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