Beijing Marathon Development Trend Analysis (2014~2017)
As the oldest marathon event, the Beijing Marathon has been held continuously for 37 years. In the rankings of China's "Most Influential Marathon Races" released by the People's Network in 2015 and 2016, the Beijing Marathon race has topped the list for two consecutive years. It can be seen that studying the Beijing Marathon is not a part of studying the Chinese Marathon. This article will take the development of Beijing Marathon 2014~2017 as a sample to analyze the Beijing Marathon from the aspects of the event operator's background, event business model and income structure, event dissemination, event service and event innovation, in order to gain insight into the Beijing Marathon. Competition business value. Night Stand,Wood Bedside Table,Modern Nightstand,Nightstand Bedroom Foshan Poesy Furniture Co., LTD. , https://www.poesy-furniture.com
1. The Northern Malaysian race operator has a state-owned assets background, occupying high-quality resources and possessing professional operating standards.
The Beijing Marathon is an IAAF gold medal event accredited by the International Association of Athletics Federations (IAAF), the International Marathon and the Highway Running Association (AIMS). The Beijing Marathon, formerly known as the Beijing International Marathon, was re-branded in 2010 in conjunction with other high-level marathons. Since the first marathon was held in 1981, after 36 years of development, the Beijing Marathon has been greatly improved in the professional operation of the event, the level of events, and the value of the brand. Since 2008, Northern Malaysia has won the IAAF Road Gold Medal Award for nine consecutive years, becoming one of the few marathon events in the country to meet the international gold standard. 
Beijing International Marathon's operating company is Zhongao Road Run (Beijing) Sports Management Co., Ltd. (hereinafter abbreviated as Zhongao Road Run), and Zhongao Road Run is run by China Athletics Association and China-Austria Sports Industry Co., Ltd. (China Sports Industry Subsidiary) ) The joint venture established by the professional road run promotion company, the China Athletics Association and China-Austria Sports each accounted for 50% of the shares.
Zhongao Road runs mainly in four core businesses: exclusive operation of the IAAF gold standard marathon Beijing Marathon; launches, operates, promotes, serves marathon events in other cities in China; operates the China Athletics Association Road Run Committee; opens Marathon College and distributes roads Run the magazine. As a company formed by the Chinese Athletics Association and China-August Sports, Zhongao Road Run has a pure background of state-owned assets. The China Field Association is both the supervisor and the organizer of the Chinese marathon events; China-Austria Sports is a subsidiary of the listed company's sports industry, and the Chinese sports industry is the only listed company platform of the State Sports General Administration.
2. Northern Malaysia’s income has increased year by year, but its competition sponsorship accounts for nearly 90% of revenue, and business models and income structure need to be improved.
The income of Beijing Marathon Games mainly comes from sponsorship income, registration income and derivative economic income. In terms of sponsorship income, the annual sponsorship income from 2014 to 2016 is about 40 million yuan, of which 15 million yuan is from the name of the Beijing Hyundai Motor; this year, China Happiness is the name of the Northern Horse Racer, and the title fee exceeds 20 million yuan. It is expected that the sponsorship income of Northern Malaysia will reach about 55 million yuan in 2017.
In terms of registration income, in 2014, Northern Marathon set up half-marathon and full-marathon events. The registration fee for the entire tournament was 200 yuan, and the registration fee for the half-match race was 150 yuan. According to the public data of the association, the registration fee for the Northern Malaysian horses was recorded in 2014. About 5 million yuan. Since 2015, the Beijing Marathon has only set up a full-range project, registration fee is 200 yuan (Foreign contestant registration fee is 100 US dollars, and 200 yuan is calculated here), and the number of participants is fixed at 30,000, so this year has included the deadline for registration. In the past three years, the registration fees for the Northern Malaysian horses have all exceeded 6 million yuan.
For the derivative economic income, during the Beijing Marathon, the Beijing Marathon Expo was held simultaneously. The Beijing Marathon Expo is jointly organized by the China Athletic Association and the China Sporting Goods Industry Federation. The expo brought together four categories of road running equipment such as athletic shoes, nutrition products, physical monitoring and auxiliary training equipment, and fashion products, as well as demonstrations of fitness training equipment and tourism products. It is understood that the 2014 Beijing Marathon Expo will have a revenue of 200,000 yuan; in 2015, it will have a revenue of 300,000 yuan; in 2016, it will have a revenue of about 400,000 yuan. It is expected that this year's Expo revenue will reach 500,000 yuan.
Based on this estimate, in 2014, the total revenue of Northern Malaysia was about 45.2 million yuan, the sponsorship income accounted for 88.49%, and the registration income accounted for 11.06%; in 2015 and 2016, the total revenue of Northern Malaysia was about 46.3 million yuan and 46.4 million yuan respectively. The sponsorship revenue accounted for 86.39%, and the registration revenue accounted for 12.95% and 12.93%, respectively. In 2017, the Northern Horse sponsorship revenue was approximately 61.5 million yuan, the sponsorship revenue accounted for 89.43%, and the registration income accounted for 9.75%. 
It can be seen that, on the one hand, Northern Malaysia’s income has been increasing year by year. On the other hand, it can be seen from the composition of income that the income structure of Northern Malaysia is not reasonable. Compared with the United States, where the marathon business model is relatively mature, the Beijing Marathon is overly dependent on sponsorship income, and it lacks broadcast income. According to Sohu Sports Data, 40% of American Marathon revenue comes from television copyright revenue, 30% from sponsors, 20% from registration income, and 10% from tournament souvenirs. 
It is understood that in terms of rebroadcasting revenues, the North Malaysian is currently not only unable to broadcast profits but even to pay for broadcasts. This is a common problem in all marathon events in China. In addition, compared with the income structure of the United States Marathon, Northern Horse also lacks the revenue structure of franchising products. In general, Northern Malaysia over-reliance on sponsorship income, its business model and income structure need to be improved.
3. Beima has a professional broadcast team. The live coverage of the event covers the entire country and TVs have been launched in at least 40 overseas countries or regions.
Although the Northern Malaysian official did not announce the relevant data on the broadcast of the event, the Northern Horse has been certified as a gold medal event by the IAAF for nine consecutive years since 2008. According to the IAAF's evaluation criteria for the gold medal event, Golden Label events are to be broadcast live on television stations that cover the whole country, and can achieve television coverage in at least 40 overseas countries or regions (there are at least 10 minutes of the event highlights can be judged as the event landing), the transmission cycle of at least 6 months ( From the start of registration to one month after the game). According to official statistics from China and Austria, historically, the North Horse race has been broadcast live and landed in nearly 100 countries and regions.
In addition, it is foreseeable that CCTV, as one of the co-sponsors of the Beijing Marathon, is undoubtedly more professional in supporting live events and signal production. More than that, according to a group of data on Sina Weibo, the #2016 Beijing Marathon #2016 readings were 960 million. According to Weibo's 2016 third-quarter financial report data, the number of Weibo monthly active users in September 2016 was 297 million. In terms of each Weibo user, almost 3-4 microblogs related to the # Beijing Marathon # are read. The above content is enough to see that the race in Northern Malaysia has attracted much attention and its dissemination is also very strong.
4. The quality of the North Horse race track, the more thoughtful service for the event, the stronger sense of event experience, and the enthusiastic enthusiasm of the people participating in the competition, are accompanied by further improvement of the entry threshold.
In terms of the track, since the beginning of 2015, Northern Malaysia has been focusing on the entire project and canceling the halfway project so that the organizing committee of the race no longer has to consider the halfway destination area and the planning. In this way, the organizing committee has more freedom to outline a space. A safer, flatter track that encompasses more urban landmarks can be designed to maximize human landscape and track conditions. This is also the biggest promotion experience for the “Northern Horse†after entering the “Malaysia eraâ€. In recent years, the starting point of the Beijing Marathon has been chosen from the Tiananmen Square, the most representative building in the capital, and along the route through Beijing’s economy—Chang'an Street, Culture—College Road, Science and Technology—Zhongguancun and other core areas. Afterwards, it passes through the Olympic Landscape Avenue. There, you can see the famous Olympic buildings - the Bird's Nest and the Water Cube, and finally reach the end - the National Olympic Park Central Festival Celebration Square.
In the event service, before the match, the organizing committee introduced the common knowledge about the marathon in the handbook for all contestants to remind those contestants who may be in danger to do a good job of protection; during the competition, the organizing committee will work on some roads. Temporary traffic control is adopted for time-sharing and sub-division, mainly involving some roads in Xicheng, Haidian and Chaoyang. In addition, the organizing committee also set up a medical rescue committee, added emergency vehicles, and set up nearly 500 medical volunteers and 10 medical security points along the races so that contestants can seek help nearby if they feel unwell.
In order to strengthen the end-of-finish experience, in 2016, North Horse set a total of 14 timing points to maximize the guarantee of the majority of players to complete the racing experience. The first time point is 4 km, the closing time is 8:25, the last time is 39.2 km, and the closing time is 13:10.
The entry threshold for the Beijing Marathon is also getting higher and higher. According to public data from Northern Malaysia, in 2015, the number of registered Northern horses was 63,188. In 2016, this number increased to 66,576. The competition attracted runners from 33 countries and regions. Due to the high enthusiasm of the public, the entry threshold Once again, the percentage of successful applicants is less than 50%.
5. Beima further strengthened competition innovation and began to pay attention to public welfare and public welfare activities to benefit poor schools, patients with depression, and blind children.
The Beijing Marathon is not only a running event, but also has a rich extension. The Beijing Marathon Exhibition, which is being conducted in parallel with the Beijing Marathon, is a major innovation in the event. Since the first Beijing Marathon Exhibition held in 2011, after five years of development, the Beijing Marathon Expo has formed a complete display system and scale, and the largest extent is to build a platform for exhibitors to achieve 30,000 contestants with domestic and foreign and about 10,000 players. Runners' interaction. In addition, taking into account the difficulty of the 2015 participants posing with the background wall, in 2016 the North Horse signature wall uses an electronic wall. Just take the entries in the directory and scan on the screen. The name of the runner will appear on the screen. In addition, lighting effects are added. This kind of innovation brings better running experience for runners on the one hand. On the other hand, runners are more enthusiastically sharing events on social platforms and events are more widely promoted.
More than that, in 2016, North Malaysia began to pay attention to public welfare. The "Yi Hu Bai Ying" action created the model for all runners to run for the commonweal. The competition provided 30,000 contestants with charity responsibility and mission. When registering, each player first chooses the charity organizations they support to form 15 charitable teams. Then according to the average team finish scores and online canvassing results, the 15 charity team rankings are comprehensively calculated, and eventually the charity organization is ranked by the Sharing 1 million public welfare funds, most of these public welfare donations were donated to poor schools, patients with depression, blind children and so on.
Conclusion: The operation of marathon events has certain resource barriers and technical barriers. The North Horse race operator Zhong Aolu runs has state-owned assets background and has a long history of running games. And the events can get strong support from associations and local governments and occupy resources. Advantage. In addition, Beima has a CCTV professional broadcast team. The live coverage of the event covers the entire country, and it has achieved television coverage in at least 40 overseas countries and regions, and has performed well in the distribution of events. It is expected that the commercial value of the North Horse Race will be further enhanced as the track becomes more and more quality, event service is more attentive, and the event experience is stronger. In addition to the above, BANK also believes that the study of contestants, such as the province of the contestants, the proportion of men and women, age distribution, work background, income status, consumption level, and frequency of competition, will affect the business of the event to some extent. value.