On June 30, 2018, from 9:15 to 15:45, the 2018 Asia Exhibition Summit [Running Industry Forum] was successfully held in Meeting Room 6202, Hall 6 of the Nanjing International Expo Center!
This forum invited top professionals from the sports industry and leading figures in the running sector. Drawing on their extensive experience and precise data analysis, they conducted multi-dimensional discussions on topics of interest, offering an objective outlook on the development prospects of the running industry.
Mr. Yan Yi
As the founder and deputy general manager of Yidao Sports—Mr. Yan Yi, who served as the special host of this forum, said that if China’s sports industry were compared to a marathon, we have now reached the halfway point. In this industry, mutual learning and encouragement among professionals are very important. The Running Industry Forum provides such a platform for exchange.
The following sharing will also bring more inspiration to practitioners in the running industry!
Topic 1: A detailed look at Jiangsu Province’s marathon event policies and the cultivation of urban running environments — how will future events develop?
Mr. Zhang Shuantai
As the head of the First Competition Department of the Jiangsu Provincial Sports Competition Management Center, he stated: marathons have turned running into a fashionable sport and developed it into an industry. Moreover, the reform in marathon event management is leading the reform of sports event management in China.
According to statistics, in 2017 Jiangsu organized 29 Class A events, with various cities in Jiangsu holding large-scale events. Nanjing, Suzhou, and Wuxi ranked in the top three, hosting 47, 46, and 16 events respectively. These data demonstrate Jiangsu’s leading position in national event organization, but he also advised local governments and brands not to blindly pursue quantity—more focus should be placed on quality!
Looking at China’s marathon events today, a lack of distinctiveness is a major issue. Event organizers need to seek inspiration from cultural elements such as characters, graphics, colors, and architecture.
More thought should be given to why we run, and approaching every event with the original intention is the right attitude. Additionally, the government has a responsibility to promote each sporting event. Brands and event organizers can seek government support to organize standardized events and provide solid guarantees for smooth execution!
Topic 2: Data is king — what trends will emerge from the analysis of running big data?
Mr. Liang Feng
Mr. Liang Feng, co-founder and CEO of Joyrun, pointed out at the beginning of his sharing that those in the running industry must clearly and rationally understand the current environment, avoiding being caught up in self-satisfaction.
Based on usage data from the Joyrun app, the current user base is relatively young, with the main audience aged 19–36 and a balanced gender ratio. The predominance of young users is related to factors such as the rise of mobile internet and the use of smartphones. However, it's worth noting that although the proportion of young people is high, top-performing runners are mostly experienced individuals over 35, while younger participants typically run around 5 km. Also, according to Joyrun runner mileage statistics, beginner runners account for as much as 63.70%.
Judging from these data points, race organizers and event planners should pay more attention to smaller events and shorter-distance races, and hold more engaging activities to involve more beginner runners. This is an important step for them to progress from beginners to professionals. Only by injecting more fresh blood can the running market continue to expand!
Finally, Mr. Liang Feng suggested: doing one event well is far more meaningful than organizing many events.
Topic 3: In the internet ecosystem, how can brands use online and offline channels to recommend suitable products to consumers in a labeled manner?
Messrs. Yan Wei, Sun Bo, and Ms. Liu Yinmei
This topic was explored jointly by three guests, each offering their own advice on brand sales through both online and offline stores.
Ms. Liu Yinmei, PR and Marketing Manager of the Zui Ku Events Information Service Platform, suggested that brands can build user profiles based on race big data: age groups, gender ratios, price ranges of purchased products, etc.; while physical stores should also create buyer profiles. By analyzing whether these two types of profiles match through big data, the goal of optimizing product offerings in-store can be achieved.
Ms. Sun Bo, founder of 42195 Running Gear and a writer in the running industry, stated that maintaining both online and offline stores can be done in the following ways: integrating supply chains—for example, using centralized warehouses can effectively reduce costs; unifying pricing; integrating customer management systems; merging retail operations; aligning sales commissions; and properly allocating resources between physical and online stores.
Mr. Yan Wei, head of Sanfo Huiyue, suggested reflecting on cost structures and planning reasonably; and increasing customer stickiness and the base of professional running gear buyers through events and guidance from in-store professionals.
In summary, to boost brand sales, costs must be optimized; while retaining existing customers, new ones must also be continuously tapped; and suitable new retail methods should be adopted based on the brand’s own situation!
Topic 4: From the hidden gems of the Jiangnan region to the snow-capped mountains of the southwest — Qiongjing Sports has operated the Ninghai Trail Challenge in Jiangnan, China since 2013. After five years, it has grown into a large-scale event with nearly 2,000 participants. Why has it now ventured to Yunnan to organize the niche Yulong Snow Mountain Ultra Trail Race? What trends in China’s trail running development can be observed from this?
Mr. Xue Qianyao
Mr. Xue Qianyao, CEO of Shanghai Qiongjing Sports Culture Development Co., Ltd., said the reason for choosing to organize a trail race at Yulong Snow Mountain was mainly to create a unique event. Rather than chasing viral success, they aim to produce steady and safe trail races.
Currently, the commercialization of trail races is not strong, which is partly related to the practitioners themselves. Industry players need to consider how to attract brand sponsorships and how to use media to draw in participants and brands.
In addition, he suggested that event organizers should focus more on the essence of the competition itself and improve the level of the events. Domestic trail running needs to create a better race experience and try organizing shorter-distance events such as 50 km races, rather than blindly pursuing long-distance competitions!
Topic 5: How to scientifically approach pre-race training and post-race recovery, avoid technical errors, and make sports more scientific?
Mr. Zhuhe
Zhuhe, founder of Yiji Fitness Camp, stated that long-distance runners are better suited to muscle endurance training, which involves using light weights and high repetitions. He advised against simultaneous force exertion training and instead recommended diagonal-side exertion training.
Before participating in a running event, runners can train progressively. During the foundational phase, they can build a base through slow jogging, spending 3–6 weeks to establish an aerobic foundation; during the development phase, they can improve oxygen uptake capacity—and thus running ability—through 4–6 weeks of interval running; when entering the competition phase, they should spend 3–4 weeks running at a pace close to race pace to allow the body to recover and adapt.
When knee or ankle joints are not in optimal condition, training can be carried out through brisk walking.
After the race, runners can relax through stretching and practicing yoga. Additionally, foam rolling is highly suitable for post-race recovery as it provides deep muscle relaxation. For recovery training, rope jumping can be chosen as an alternative to maintaining mileage, or ball sports can be opted for. In terms of diet, it’s important to choose foods rich in carbohydrates, protein, and vitamins, which help maintain body weight and muscle mass while repairing damaged tissues.
Topic 6: Facing the role of media in enhancing the value of events, how can various types of events leverage media to achieve innovation and transformation?
Mr. Suziling and Ms. Hong Yingcheng
Suziling, founder of Yidao Sports, and Hong Yingcheng, Marketing Director of Menpai Sports, shared their extensive experience: any event requires communication and dissemination. As long as a company seeks commercial operation, aims to maximize business benefits, and broaden brand value, media involvement is essential. To achieve widespread publicity, events should allocate about 40% of their costs to media promotion.
The media plays a guiding role in the development of the sports industry and influences the supply dynamics of the sports market. Media professionals also drive the organization of events by providing expert advice to organizers. Moreover, the media acts as a bridge between the market and the government, helping governments integrate their needs with events to create distinctive activities.
In the future, industries such as film and gaming will also integrate with sports, offering new forms of media promotion for its development.
Topic 7: Under consumption upgrading, how can unique styles be created for events and develop event IPs with exclusive cultural characteristics?
Mr. Zhang Haifeng
Zhang Haifeng, CEO of China Outdoor Network & Wuyou Events, believes that creating distinctive event IPs relies on charismatic destinations and professionally experienced operation teams. When selecting event locations, consideration can be given to third-, fourth-, and fifth-tier cities with certain cultural features or unique scenery, integrating the events with local characteristics.
For destinations, hosting branded events can integrate regional culture, cuisine, and scenic beauty, expand the base of regular sports tourism participants, and stimulate the event economy.
Did you get all the valuable insights from the 2018 Asia Outdoor Expo Summit [Running Industry Forum]? Adopting a rational and professional attitude, combining multiple channels, and wholeheartedly crafting truly unique events is the right approach.