On December 26, the brand strategy launch event of Channel 5, titled "Promoting Mass Sports Participation Among 550 Million People" (hereinafter referred to as the "event"), was held at the Bird’s Nest Culture Center of the National Stadium in Beijing.
The year 2018 marks the 10th anniversary of the Bird’s Nest Olympics and also the 10th anniversary of the establishment of the Channel 5 brand. As an important sports brand under CCTV Sports, Channel 5 has continuously innovated over the past decade, integrated sports resources, and consistently delivered high-quality content, reaching an audience of 550 million people. In today’s era of shifting towards a mass sports lifestyle, the Channel 5 brand has implemented a differentiated market strategy and innovated the business model of the sports industry. This event marks the first announcement of its strategic layout and implementation outcomes following its transformation and brand upgrade.
Attending this event were leaders from the Youth Voice Sports Service Alliance of the Communist Youth League Central Committee, the Chinese Olympic Committee Foundation, China Sports Media Co., Ltd., as well as the Hebei District Government of Tianjin and the Congtai District Government of Handan, among others. The event also attracted more than 500 guests, including sports industry experts, partners, financial investment institutions, and media, all gathered to witness the unveiling of Channel 5’s brand strategy to "Promote Mass Sports Participation Among 550 Million People," and to celebrate the innovation, transformation, and achievements of the Channel 5 brand over the past 10 years. Liu Jiayuan, host of CCTV Sports Channel, was invited to preside over the event.
At the event, Ms. Xiang Jun, Executive Publisher of Channel 5 Magazine under China Sports Media Co., Ltd., Mr. Xue Wanhe, Vice President and Deputy Secretary-General of the Chinese Olympic Committee Foundation, Mr. Shao Dehai, Secretary-General of the Youth Voice Sports Service Alliance of the Communist Youth League Central Committee, and Mr. He Wenyi, Executive Director of the China Sports Industry Research Center at Peking University, delivered keynote 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 Municipal State-owned Cultural Assets Supervision and Administration Office, and the Tianjin Municipal Bureau of Sports.
Speech by Mr. Xue Wanhe, Vice President and Deputy Secretary-General of the Chinese Olympic Committee Foundation
Deep Cultivation to Promote Mass Sports
Mr. Hong Ping, CEO of China Sports Liangzhong (Beijing) Cultural Media Co., Ltd., the operating company of the Channel 5 brand, shared insights on the brand’s transformation and strategic planning.
Speech by Mr. Hong Ping, CEO of China Sports Liangzhong (Beijing) Cultural Media Co., Ltd.
The Channel 5 brand has innovatively created a tripartite business model integrating online platforms, sports events, and sports spaces. By connecting sports competitions, sports consumption, sports venues, and sports marketing, it has formed a sustainable and comprehensive public sports and entertainment service platform. It has also gradually developed and launched competitive and commercially valuable sports and entertainment projects such as the "Hi5 National Sports Card," "Hi5 Sports Space," and "Sports Towns," advocating a new sports lifestyle, actively promoting mass sports participation, and contributing to the development of a strong sports nation.
Mr. Hong stated that the Channel 5 brand has set the strategic goal of "Promoting Mass Sports Participation Among 550 Million People." Through the "Public Sports and Entertainment Service Platform," "Hi5 National Sports Card," "Hi5 Sports Space," and "Sports Towns," the brand aims to lower barriers to sports participation, increase the supply of sports activities, influence and encourage more people to engage in national fitness activities, and join Channel 5 in loving sports and embracing 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 Culture Center, to deliver an insightful speech.
As an iconic sports landmark and an important Olympic legacy, the Bird’s Nest has, over the past 10 years, actively promoted mass sports around the strategic goal of "building a large-scale international comprehensive sports and cultural center." It has explored the integration of events, culture, art, and fitness. On the occasion of the 10th anniversary of the Olympics at the Bird’s Nest, a grand sports feast will be presented to the public.
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 events for its "Ten Years" anniversary, featuring activities such as the "Relay the Torch Route, Welcome the New Era" commemorative run, a "Daytime National Fitness Experience Sports Festival + Nighttime Large-Scale Sports Music Gala," a large interactive exhibition exploring the history of the Olympic venue and themes of urban planning and architectural art, as well as 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 sports and performances and a popular attraction hosting tens of millions of visitors. In the next decade, it will focus on the positioning of an "international cultural and sports leisure experience complex," considering the integration of its physical space, expanding the conceptual boundaries of intangible assets, helping everyone who visits the Bird’s Nest to engage more actively, interact on multiple levels, and enjoy diverse cultural consumption experiences.
Collaborative Resources to Jointly Advance Mass Sports
The brand strategic cooperation signing ceremony was a key highlight of the event. The Channel 5 brand integrated high-quality sports venues, sports experience projects, and sports resources, actively innovating operational models and service offerings. It partnered with nearly 300 sports brands and institutions such as Huaxing Huiguang, Ju Shi Da Zhen, and Xing Ao Yuan, and held an award ceremony at the event.
Zhang Liang, Vice President of China Sports Liangzhong (right), in dialogue with representatives of quality partner brands (left)
Li Jie, Chairman of Huaxing Huiguang 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 and Entertainment Culture Co., Ltd. (fourth from left)
Meanwhile, the Channel 5 brand has comprehensively integrated its channel, product, and market resources. It has also established strategic partnerships with the Shijiazhuang Municipal Bureau of Sports, JD Sports, Chinese Culture Co., Beiren Outdoor, Xingdong Sports, CYTS Sports Development Co., Ltd., Huayi Sports, Yuanjie Sports, and Nie Weiping Go School, holding signing ceremonies at the event.
Channel 5 Brand Strategic Cooperation Signing Ceremony
Mr. Wang Xuesong, General Manager of the Fashion Business Unit’s Sports and Fitness Department at JD Mall, delivered an insightful speech on the strategic vision of the partnership 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 high level of attention to the sports industry. Facing the trend of consumption upgrades in the sports sector, JD Sports will continue to invest and promote national fitness initiatives. By organically combining online product sales models 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 potential of sports consumption is enormous, and JD Sports is entering a fast track of development. Leveraging its advantages in marketing, big data, logistics, and other areas, JD Sports will explore the sports market together with the Channel 5 brand, injecting new momentum into the promotion of national fitness.
The Channel 5 brand will work with its partners to create a high-quality, healthy, and diverse "public sports and entertainment service platform," meeting the growing, diversified, convenient, and personalized sports consumption needs of the public. This initiative will drive the transformation and upgrading of sports and fitness consumption and jointly advance mass sports.
Sports Spaces and Sports Towns: Integrated Urban and Sports Solutions
The Channel 5 brand’s "Hi5 Sports Space" and "Sports Towns" primarily target urban commercial real estate, sports parks, public spaces, and sports towns, providing integrated urban and sports solutions. Through market-driven and commercialized approaches, they promote the integrated development of national fitness, the economy, cities, and society, enhancing the overall cultural competitiveness of cities. Projects such as the Tianjin Wanghai International "Channel 5·Hi5 Sports Space" co-developed with Bashichu Real Estate Group, the Beijing Fanyuefang "Channel 5·Hi5 Sports Space" co-developed with Nanguo Real Estate, and the "Culture + Sports" themed idiomatic town planned and implemented with Shunze Holdings, all held project launch ceremonies at the event.
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 gave 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 national fitness with a heart for charity
While promoting mass sports, the “Channel 5” brand is also actively involved in sports philanthropy, hoping to get more people to participate in fitness activities and enabling 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 Federation and donated 500,000 “Sunshine Sports Public Welfare Cards” at the launch event. This charitable donation is not just about “giving,” but more importantly, about inspiring and advocating for mass sports participation.
Zhang Liang, vice president of China Vision Liangzhong (Beijing) Culture Media Co., Ltd., interpreted the sports philanthropy and 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 National Fitness Development Public Welfare Fund,” aiming to take greater social responsibility for sports philanthropy and support national fitness with a heart for charity.
Speech by Zhang Liang, vice president of China Vision Liangzhong (Beijing) Culture Media Co., Ltd.
The Chinese Athletics Federation 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 future development vision of the “Channel 5” brand came together in a historic moment. Hong Ping, CEO of China Vision Liangzhong (Beijing) Culture Media Co., Ltd., and Han Jincǎo, general manager of the Bird’s Nest Cultural Center, invited the guests present to witness the launch ceremony of the Channel 5 “Promoting Mass Sports for 550 Million People” brand strategy.
Launch ceremony of the Channel 5 “Promoting Mass Sports for 550 Million People” brand strategy
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.