Its Magic in Triggering Viral Sports Trend - PDF document

1 Its Magic in Triggering Viral Sports Tre
Its Magic in Triggering Viral Sports Trend Community SPORTSCONSUMERVALUESPAPER Chinese Sports Consumer Values – PAPER 4/7 Executive SummarySports communities are a highly commercialized tool in China. Online communitiesarecategory-basedevolvearound socialsurroundingsor the group is key for corresponding brands. A tested success model is the complementary combination of online andsportsobservation ofvirtualbehaviorsmore relevanttouchpoints.While KOLs (Key Opinion Leaders) are still dominant, their actual ROI gets misty, especially in the sports industry. KOCs (Key Opinion Consumers) are on the rise as they present a more down-to-earth Community’s Magic in Triggering Viral Sports Trendleveragedconvenienttoolpowerfulviraltrends.torathertoprospercommunity.Privacyhowever,remainnecessarywithin group settings, just with a few modern tweaks. The understanding of sports communities in China is drastically different from that in the West. According to Nielsen Sports’ 2018 World Football Reportexceedederadevelopment of footb

2 all entertainment manifests in engaging
all entertainment manifests in engaging in comment wars live-streaminghome while forging bonds in football apps. And for the 22.4% of female MarketingCentre),rankinglevelplayers has always been a passion that has huge commercial potentials. According to QuestMobile, up until May 2019, the MAU in the sports and industrybrandshavearraysWeChatprogramsordertosportssports information, online communities are usually where discussions sportssportsloversindustry,voiceinterpretationstrendsfollow.ComprehensivesportslikecoverrangesportshavetoactiveHUPU’sparticularenjoysgreatcuratedtoevenattractingprofessional players, coaches, and commentators. Chinese Sports Community Landscape 1.1.1. Common Interests2.3. Friendship2.2. Partnership2.1. Family Main focus of social media talks about communities is about friendship and partnership. More general postings discuss de�nition/common goals or interest of communities and that one feels supported by communities. General aspects of communitiesIndividual communitiesCommunities oriented

3 towards idea / involuntaryVALUE COMMUNIT
towards idea / involuntaryVALUE COMMUNITY: DETAILED CONTENT OF POSTS Source: Chinese Consumer Value Index 2019 (Trendbüro, 2019)Unit: PercentChinese Sports Consumer Values – PAPER 4/7 4 relativelymoresportscategories are not yet mature in the market. replyingaroundinteresttosports,sportsareheavbyMinistrySportsreleasedPromotionYouthexerciseeverydaysportsovercountrybyPresidentXi’s“soccerdream”,developmenttopromoteyouth,togroundsbyareother major areas where sports communities can take form for the purpose improvingrelationships,accordingtoReport of Beijing Sports CrowdbyPIXFortohavebadmintonhaveother.Zhibo8provideslive-streamservicenational and domestic major sports matches, compatible with the digital trend of Chinese consumers’ attachment to their mobile phones. Since 2010, its soccer section has become known as one of the most professionally2018,livebroadcastfunction was launched that sportstoconveniently listen to matches. Fuchi Sports is dedicated to the community of soccer-playing juniors and corresponding gea

4 r. As soccer training for younger genera
r. As soccer training for younger generations gains unprecedentfavors,Fuchi’sable co-operations with schools and local sports bureaus securedHiking communities started to thrive2014favorableFromcomprehensiveplatforms such as Chinawalking.com to more segmented hiking groups such as LOHIKE—China’sCEO-targetedcommunity where resources are also exchanged for social innovationrelativelythresholdstrong replicable nature, hiking communities are expected to keep growing with huge commercial potentials, facilitated by like5Gfor enhancement of participant experience. The 10th Beijing International Mountain Walking Festival2019Xinyangwhere5Gtolive-streamwhole competition. Audience can also experience the beautimorethrough5G Best PracticesChinese Sports Consumer Values – PAPER 4/7 THOROUGHLY UNDERSTANDING THE ORIENTATION OF EXISTING ONLINE AND OFFLINE SPORTS COMMUNITIES IN CHINA IS KEY IN SHAPING A COMPREHENSIVE COMMUNICATION STRATEGY. haveevolvedintovariousdifferenttraditionalwayfeedinglive-streamingbullet-screentransformation

5 sportsareenvironmentand national policie
sportsareenvironmentand national policies. While it is not always necessary for brands to build their own havingactivepresence Business Advice by ISPOChinese Sports Consumer Values – PAPER 4/7 6 Havingcomparablyseparatearecreatingproductivesynergy.aredeliveredtocommunities initially can strongly affect the reaction and dynamics of largelyoverlappingundertakesrolesinvolvevarioussportsChinese consumers’ impression of a brand is affected by opinions from todifferentdegrees.however,face-to-faceexchangepurchasingwith friends, colleagues, and families are just as necessary in completing the consumers’ perception and trust cognition. Hence the interaction sportsKEEP’sstep-by-stepvirtualnaturalconversionloyalcustomersgeneratedbyhavedifferentA 38-year-old programmer could be a member of the local gym, a marathon circledepartment’sa sporty father of a ten-year-old son and a participating guardian of ainterestlikelytoBVBDortmund’sWeibomarketslivesare inter-connected. Any link in this sports circle could be a consumption

6 touchpoint. The Synergy of Online and O
touchpoint. The Synergy of Online and O�ine Communities Chinese Sports Consumer Values – PAPER 4/7 volunteer-ledorganizationtobuild meaningful communities of passionate members. All of their workouts are free and deintoare accessible and adaptable toeveryone.SearchWeChatprogram,participateo�inedirectly.processcommercial strings attached. LI-NING and China’s high-end automobile brandis a paradigm in reinforcing their common brand value—patriotismbycreatingthe style of Chinese swag. Their joint product of sports hoodies receivedpliments on the customers’ end. Moreimportantly,this greatly expanded their auditoHONGQIMIGU Charity Run is an app that skillfully combines charity sports.organizeso�inemarathonseventswhereeveryeverycoveredtransformedintovariousforms of donations in relation to the sponsorship situation. In registration as a company or organization and supports extensiveinteractionsmembers, creating a docking joint for employees to bond o�ine. Bes

7 t Practices REALIZING THE MULTI-IDENTITY
t Practices REALIZING THE MULTI-IDENTITY NATURE OF CONSUMER GROUPS IS ESSENTIAL IN BUILDING SEAMLESS TRANSITIONS FROM ONE CONSUMPTION SCENE TO ANOTHER. virtualprovenbyviralcrossovermarketingbeyondBrandstracetheir customers in a seamless circle make sure they are always one step ahead in terms of both purchasing and participation. Business Advice by ISPOChinese Sports Consumer Values – PAPER 4/7 8 KOL’scredibilitygraduallypro�t-drivenratherumbrellagivepracticalsincererecommendations.ComparedtoKOLs,KOCshavefeweradvantagemoreverticalrelatabletowardsTheyaretogivereportsrewardseventheir content and presentation might not be as delicate as KOLs. The KOL sensation in China is incomparable in the world’s marketing industry. In 2018, the number of KOLs with more than 100,000 followers still grewrate(iResearch,However,KOLsarenowadaysrealizeKOLshaveoperationalbehind. The power of KOLs now starts to shift towards consumers who havefewerproduceattractive2018 Accenture Chinese Consumer Insights Series Report points out,

8 sports consumers aremorelikelytobyintere
sports consumers aremorelikelytobyinterestcircle.KOCstheyaretogetherbelievemicro-in�uencersprovidereviewsproducts.interestingproducedbycreatespreadcommunity.The Focus Shift from KOLs to KOCs Chinese Sports Consumer Values – PAPER 4/7 9 FOR BRANDS THAT WANT A MORE SUSTAINABLE IMAGE AND BOTTOM-UP CUSTOMER LOYALTY, WORKING WITH A SELECTED GROUP OF KOCS MITIGATES THE RISKS OF UNSTABLE KOL REPUTATION AND LOWERS THE COST. The KOL economy had its peaks in the Chinese market and although it still a major marketing force,brandsarevisionaryarestrategieseffectKOLsSportsbrandsespecially,tobuyerretention,cultivateKOCsarerealsportsloversrelatemoreto Business Advice by ISPOHUPU has always been the activeprovidinginclusivefor sports fans and consumers to express their opinions freelyobjectively.waycultivatedsports KOLs who later became professional columnists or TV commentators because of their However,the credibility of KOLs weakens along with the expansion of HUPU’sloyal and low-key consumers are now the trustworthy resourc

9 es that beginners turn to. Investedby201
es that beginners turn to. Investedby2015,“Du”(Poison)towherearetoine the authentication of sneakprovidereports surrounding certain sports product. Urged by the great market reaction, it jumped into the blue ocean of e-commerce focused on niche sports shoes. Its major audience—the late post-90s and post-00s, alreadyhavegenerationwith the seniors and want to stay away from the mass trends led by KOLs. China’sKOLsummit organizedbyMAXOutdoor:they not only rewarded sports KOLs, but also launched the MAXcultivationKOCbecome natural ambassadors moregrass-rootlevel. Best PracticesChinese Sports Consumer Values – PAPER 4/7 10Chinese Sports Consumer Values – PAPER 4/7 Pictures:The images shown are pictures from complanies were selecterd as best practices, otherwise sketch illustrations were created to underline the context of the values. Published by ISPO is the world’s leading sports network for business professionals and consumer experts. The platform was launched in 1970 and brings together an integrated

10 range of industry-related servicesbrand
range of industry-related servicesbrandfar-reachingvationpromotion,industryeditorial365daysa year to support companies and sports enthusiasts, and to foster passion for sport worldwide. world’slargesttradeportalISPO.com,Brandnew,OpenInnovation,Award,Academy,Textrends,Marketispo.comWith its global team of researchers, analysts and consultants, Trendbüro creates consumer innovationstrategiesbrandacross1992,it keeps track of megatrends, technological change and social trends as well as their impact on consumers and markets. Trendbüro turns them into actionable insights that helps brands adapt their business and address the customers of tomorrow. trendbuero.comSix More Chinese Values that are Relevant for Your FreedomNature The 7-part whitepaper series Chinese Sports Consumer Valueson Trendbüro’s Chinese Consumer Value Index 2019�rst-everquantitativequalitativevalues,on 7.7 million user-generated posts from Sina Weibo and WeChat. researchersCCVI’stoChinese sports and outdoor industry, complete with best pract