Channel 5 Launches Brand Strategy to Promote Mass Sports for 550 Million People

On December 26, the brand strategy launch event of Channel 5 themed “Promoting Mass Sports for 550 Million People” (hereinafter referred to as the “event”) took place at the Bird’s Nest Cultural Center in the National Stadium, Beijing.

The year 2018 marks both the 10th anniversary of the Bird’s Nest Olympics and the 10th anniversary of the establishment of the “Channel 5” brand. As an important sports brand under China Sports Media, the “Channel 5” brand has continuously innovated over the past decade, integrated sports resources, and consistently delivered high-quality content, reaching an audience of 550 million. In today’s shifting landscape toward a more active lifestyle, the “Channel 5” brand has adopted a differentiated market strategy and pioneered new business models in the sports industry. This event marks the first public announcement of the brand’s strategic direction and implementation achievements following its transformation and brand upgrade.

Attending the event were leaders from the Youth Voice Sports Service Alliance under the Communist Youth League Central Committee, the Chinese Olympic Committee Foundation, China Sports Media Entertainment Co., Ltd., as well as the Hebei District Government of Tianjin and the Congtai District Government of Handan. The gathering also attracted over 500 guests including sports industry experts, partners, financial investment institutions, and media representatives, all coming together to witness the unveiling of Channel 5’s brand strategy “Promoting Mass Sports for 550 Million People,” and to celebrate the brand’s innovation, transformation, and achievements over the past 10 years. Liu Jiayuan, host of CCTV’s Sports Channel, was invited to preside over the event.

During the event, Ms. Xiang Jun, Executive Publisher of Channel 5 Magazine under China Sports Media Entertainment Co., Ltd., Mr. Xue Wanhe, Vice Chairman and Deputy Secretary-General of the Chinese Olympic Committee Foundation, Mr. Shao Dehai, Secretary-General of the Youth Voice Sports Service Alliance under the Communist Youth League Central Committee, and Mr. He Wenyi, Executive Director of the China Sports Industry Research Center at Peking University, among other leaders and experts, delivered inspiring speeches. The event also received strong support from the General Administration of Sport of China’s Mass Sports Department, the Beijing Municipal Bureau of Sports, the Beijing Municipal Education Commission, the Beijing State-owned Cultural Assets Supervision and Administration Office, and the Tianjin Municipal Bureau of Sports.

Speech by Mr. Xue Wanhe, Vice Chairman and Deputy Secretary-General of the Chinese Olympic Committee Foundation

Deep Cultivation to Promote Mass Sports

Mr. Hong Ping, CEO of China Bright (Beijing) Culture Media Co., Ltd., the operating company of the “Channel 5” brand, shared insightful perspectives on the brand’s transformation and strategic planning.

Speech by Mr. Hong Ping, CEO of China Bright (Beijing) Culture Media Co., Ltd.

Through an innovative business model integrating an online platform, sports events, and sports spaces, the “Channel 5” brand connects sports competitions, consumption, venues, and marketing to form a sustainable and comprehensive mass sports and entertainment service platform. This has gradually given rise to and implemented competitive and commercially valuable projects such as the “Hi5 National Sports Card,” “Hi5 Sports Spaces,” and “Sports Towns,” advocating a new way of life centered on sports, actively promoting mass sports participation, and contributing to the development of a stronger sports nation.

Mr. Hong stated that the “Channel 5” brand has set the strategic goal of “promoting mass sports for 550 million people.” Through initiatives such as the “Mass Sports and Entertainment Service Platform,” “Hi5 National Sports Card,” “Hi5 Sports Spaces,” and “Sports Towns,” the brand aims to lower barriers to sports participation, increase the availability of sporting activities, and influence and encourage more people to engage in national fitness programs—joining the “Channel 5” brand to love sports and embrace life.

Tenth Anniversary of the Bird’s Nest Olympics – A Spectacular Celebration

The event specially invited Mr. Han Jincǎo, General Manager of the Bird’s Nest Cultural Center, to deliver an insightful speech.

As an iconic sports landmark and a significant legacy of the Olympics, the Bird’s Nest has, over the past 10 years, pursued its strategic goal of building a large-scale international comprehensive sports and cultural center. It has actively promoted mass sports and explored the integration of events, culture, art, and fitness. On the occasion of its 10th anniversary, the Bird’s Nest will offer the public a grand sports celebration.

Against the backdrop of commemorating the 40th anniversary of reform and opening-up, the Bird’s Nest will host a series of cultural and sports activities under the theme of “A Decade.” Planned events include a commemorative running activity titled “Relay the Torch Route, Welcome the New Era,” a day-long National Fitness Experience and Sports Music Festival along with an evening sports music extravaganza, a large-scale interactive exhibition exploring the history of the Olympic venue and themes related to urban planning and architectural art, as well as various forums such as the Bird’s Nest Sports Industry Forum, Ice and Snow Art Summit, Bird’s Nest Commemorative Photo Exhibition, and Sports Product Design Week.

In the past decade, the Bird’s Nest has become a top-tier international venue for comprehensive events and performances, as well as a popular attraction welcoming tens of millions of visitors. In the next decade, the focus will be on its positioning as an “international cultural and sports leisure experience complex,” with plans to integrate its physical space, expand the conceptual boundaries of intangible assets, and help every visitor to the Bird’s Nest become more active—engaging with the venue on multiple levels and enjoying diverse cultural experiences.

Collaborative Resources to Jointly Boost Mass Sports

The brand strategic cooperation signing ceremony was a highlight of the event. The “Channel 5” brand has integrated premium sports venues, immersive experiences, and sports resources, while innovating operational models and service offerings. It has partnered with nearly 300 sports brands and organizations, including Huaxing Huihuang, Ju Shi Da Zhen, and Xing Ao Yuan, holding an award ceremony during the event.

Zhang Liang, Vice President of China Bright (left), in dialogue with representatives of key partners

Li Jie, Chairman of Huaxing Huihuang Sports Management Co., Ltd. (second from left), Li Ke, Co-founder of Ju Shi Da Zhen (third from left), and Zhang Xin, General Manager of Beijing Xing Ao Yuan Sports & Entertainment Culture Co., Ltd. (fourth from left)

In addition, the “Channel 5” brand has comprehensively integrated channels, products, and market resources, forging strategic collaborations with the Shijiazhuang Municipal Bureau of Sports, JD Sports, Chinese Culture Co., Beiren Outdoor, Xingdong Sports, China Youth Business United Sports Development Co., Huayi Sports, Yuanjie Sports, and Nie Weiping’s Go Dojo. Signing ceremonies for these partnerships were also held at the event.

Channel 5 Brand Strategic Cooperation Signing Ceremony

Mr. Wang Xuesong, General Manager of the Fashion & Sports Fitness Division of JD Mall, delivered an inspiring speech on the strategic vision of the collaboration between JD Sports and the “Channel 5” brand.

As a leading comprehensive sports e-commerce and service platform in China, JD Sports has always maintained a strong focus on the sports industry. With the ongoing upgrade in consumer trends within the sports sector, JD Sports will continue to invest more resources to advance national fitness initiatives. By organically combining its online sales model with offline experiential marketing, JD Sports aims to enhance its brand value while providing users with the most professional and high-quality sports consumption and service experiences.

The future of sports consumption holds tremendous potential, and JD Sports is poised to enter a period of rapid growth. Leveraging its advantages in marketing, big data, and logistics, JD Sports will work with the “Channel 5” brand to explore the sports market and inject new momentum into the promotion of national fitness.

The “Channel 5” brand will collaborate with its partners to build a high-quality, healthy, and diverse “mass sports and entertainment service platform” that meets the growing demands for varied, convenient, and personalized sports consumption. This initiative aims to drive the transformation and upgrading of sports and fitness consumption, jointly supporting the advancement of mass sports.

Sports Spaces & Sports Towns – Integrated Urban and Sports Solutions

The “Channel 5” brand’s “Hi5 Sports Spaces” and “Sports Towns” primarily target urban commercial real estate, sports parks, public spaces, and sports towns, offering integrated urban and sports solutions. Through market-driven and commercialized approaches, they aim to promote the integrated development of national fitness, the economy, cities, and society, thereby enhancing the overall cultural competitiveness of urban areas. Projects unveiled at the event included the Tianjin Wanghai International “Channel 5 · Hi5 Sports Space” developed in collaboration with Bashichu Real Estate Group, the Beijing Fanyuefang “Channel 5 · Hi5 Sports Space” created with Nanguo Real Estate, and the “Culture + Sports” themed Idiom Town planned and implemented with Shunze Holdings.

Speech by Ms. Li Xiaoyuan, Executive President of Idiom Town

Launch ceremony of Channel 5's "Sports Space" and "Sports Town" projects

Sports Makers: "For Sports Only, Staying True to Our Original Aspiration"

At the launch event, Chen Yibing, founder and CEO of Xingdong Sports and an Olympic champion, also attended the event. With the corporate spirit of "For Sports Only, Staying True to Our Original Aspiration," he delivered an inspiring speech on how to "expand the mass sports market and connect mass sports with competitive sports" to the guests present.

Chen Yibing, Founder and CEO of Xingdong Sports (first from left), Liu Jiayuan, Host of CCTV Sports Channel (second from left)

Supporting Mass Sports with a Philanthropic Heart

While promoting mass sports, the "Channel 5" brand is also actively involved in sports philanthropy, hoping to get more people involved in mass sports and enable more young people to achieve healthy physical and intellectual development through sports. The "Channel 5" brand signed a public welfare cooperation agreement with the Chinese Athletics Foundation and donated 500,000 "Sunshine Sports Public Welfare Cards" at the launch event. This charitable donation is not just about "giving," but more about inspiring and advocating for mass sports participation.

Mr. Zhang Liang, Vice President of China Bright (Beijing) Culture Media Co., Ltd., interpreted the sports philanthropy social responsibility of the "Channel 5" brand at the launch event. At the same time, both parties jointly initiated the establishment of the "Channel 5 Mass Sports Development Public Welfare Fund," aiming to take on greater social responsibility in sports philanthropy and support mass sports with a philanthropic heart.



Speech by Mr. Zhang Liang, Vice President of China Bright (Beijing) Culture Media Co., Ltd.

The Chinese Athletics Foundation receives the donation of "Sunshine Sports Public Welfare Cards" from the "Channel 5" brand

In the final segment of the launch event, the innovation, transformation, achievements of the past decade, and the future vision of the "Channel 5" brand came together in a historic moment. Mr. Hong Ping, CEO of China Bright (Beijing) Culture Media Co., Ltd., and Mr. Han Jincǎo, General Manager of the Bird’s Nest Cultural Center, invited the guests present to witness the launch ceremony of the "Channel 5" brand strategy to "promote sports participation among 550 million people."

Launch Ceremony of the "Channel 5" Brand Strategy to "Promote Sports Participation Among 550 Million People"

In the next decade, the "Channel 5" brand will continue to contribute to the vigorous development of China's mass sports and entertainment industry with its corporate strength and integrity.