中国运动总策略.pptxVIP

中国运动总策略;目标Objective;我们做了哪些工作？What we’ve been doing;我们学习到了什么？What we’ve learned;体育的现状Sports Today;在中国玩体育不是件容易的事情。It’s not easy to play sports in China today.;现实存在的问题Barriers to sports;体育基础设施不足Few facilities;全国各类体育场馆有85万多个，平均每万人拥有体育场地6.58个，人均体育场地面积为1.03平方米。 There are total more than 850000 sports facilities in China, average 6.58 facilities per 10k people and 1.03sqm per person.;体育基础设施不足Few facilities;体育健身计划覆盖面不够Few programs;体育健身计划覆盖面不够Few programs;即便存在这些问题，在中国依然有2千3百万14-55岁城区非农人口为活跃性运动者。But even with all these obstacles, there are 23 million people aged 14-55 that actively play sports in China today.;大家都在玩什么？Sports people are playing;体育项目What sports;年龄Age;运动品牌的使用Sports brands they‘re using。;全国城市主要运动产品品牌市场总量（运动者+非运动者） Total population by sports brand;各体育项目的品牌使用Brands by sports;篮球 – 运动服Basketball wear;篮球 – 运动鞋Basketball shoes;;;羽毛球 – 运动服Badminton wear;;足球 – 运动服Football wear;足球 – 运动鞋Football shoes;女子健身 – 运动服Women fitness wear;女子健身 – 运动鞋Women fitness shoes;4,000,000+;而且他们已经在各种体育领域有大量的投入And they’ve invested heavily in sports properties.;;;;;;领先运动品牌已经确定了他们的品牌观The leading brands have established a strong point of view.;;障碍Issue;作为后来者，其他领先对手似乎已经设定了这场游戏的规则。Because we are late to the game, other players have set the rules.;2008.8.25;中国在各种体育项目上赢取金牌的数目空前众多 China win unprecedented number of gold medals， pride 中国人亲身接触到了很多新兴体育项目 Exposure to new sports 对奥运精神的真正领会，对体育文化更深化的体验 Understanding of true meaning of Olympics, and a better understanding of sports culture;中国被体育唤醒…China awakens to sports…一场新的比赛开始a new game begins.;;我们的竞争对手会怎么做We know what our competitors will do;这是对体育运动一种片面地解读，它针对的是那些梦想成为巨星的人。This is a one-dimensional view of sports. More importantly, it speaks more to people aspiring to be super star.;今天，2千3百万运动者仅占全部城区人口的14%。The 23 million people playing sports today only represents 14% of the total urban population.这个市场从2004年至今增长了15%，奥运之后它将以更快的速度发展。Market has grown 15% from 2004, and will accelerate after the Olympics.;14%;在超越目前的竞争对手之