Sport en Chine

It is obvious that Nike's success in building up the popularity and value of their swoosh icon has been based on how they have presented celebrity superstars -- such as Michael Jordan, Bo Jackson, André Agassi, and Michael Johnson -- whom they have under contract. But Nike has amplified the value of their image by the attitude they project, and the way in which they address viewers. The attitude they project is bound up in the ways that Nike metacommunicates with viewers.

In Nike's ads, a recurring subtext concerns the relationship between the advertiser and the viewer. Indeed, sometimes the subject of the commercial is not the shoe at all, or what it can do, but rather a self-reflection about the world of other television ads that daily assault viewers with a mantra of consumption based on false assumptions. The most conspicuous false assumption that ads position viewers to make concerns the suggestion that products can make the viewer equivalent to the model (or spokesperson) shown in the ad. This is one of those assumptions that most viewers know to be untrue, but whose seductive powers repeatedly lure them back.

Being positioned to play out this assumption for the benefit of advertisers eventually prompts anger among a significant percentage of the viewing audience. Nike ads recognize that anger, and its correlate, resistance to listening, and have built their approach to advertising around denying such assumptions. Hence, a key relationship in Nike ads is between Nike as an advertising voice and the spectator's sense of identity. This relationship takes place primarily as metacommunication.

Nike's style of metacommunication is most evident in their ads that project "irreverence," but it is no less important in ads that convey a sense of the "inspirational." Copywriters at Wieden & Kennedy, Nike's ad agency, routinely comment that their overarching aim is to produce commercials that treat the viewer with "respect" as an "intelligent peer." They resent, along with their audience, the insulting way most ads speak at viewers. Nike's style of metacommunication was revealed to us when we interviewed a Wieden & Kennedy copywriter about an ad called "A Time of Hope" (see chapter three). When asked why W&K had used heavily scratched high-contrast film sandwiched between the primary images, he replied that it was no big deal. He merely wanted to avoid having the ad "feel like a generic Pepsi commercial with a seamless sensibility." The scratches signified to him, and to viewers, a "rawer, edgier" tone and a more jarring textual climate. What was to him an unremarkable moment, was to us a powerful example of metacommunication at work.

Presentation

 

En 2003, le ‘all star team’de NBA et l’équipe de Real Madrid, les deux équipes fabuleux sont venus en Chine presque en même temps, acceuillés par nombreux  fans chinois, ils sont revenus en apportant plein de benefits : 10 000 euros pour l’émission en direct de la part de la station de télévison de YUNNAN, 80 000 euros pour l’autorité de la nomination de la part du group HONG TA, 180 000 euros pour le fais d’entrer sur le terrain, 650 000 euros pour le procuration du voyage en Asie, seulement l’équipe de Real Madrid a gagné 8000 000 euros pendant le voyage de 3 jours en Chine.

Depuis 2002 les émission de NBA sont transmis par 14 stations de télévision en Chine, il y a en total plus de 287 000 000 fans de NBA en Chine. A Shanghai où le star chinois du basket en NBA est né, les fans peuvent attendre 40 heures pour 1 ticket, A Beijing, comme il y a plus de 5000 fans attentent d’acheter le ticket, l’organisme intéressé a avancé le temps de commence du vente par 9 heures, 5000 ticket sont vendus de 21.75 dollars à 362 dollars dans un pays où le revenue annuel est inférieur de 1000 dollars, ce n’est pas normal dans les eyes des experts économiques orientales.

Bien qu’il n’y pas beaucoup de chinois qui ont connu le F1, les personnes qui comprennes les véhicules de course sont encore peu nombreux , mais la situation commerciale de F1 en Chine est étonnante : avant le commence du F1, le chiffre d’affaire de F1 est déjà arrivé à 300 000 000 euros.

En présent, le chiffre d’affare de l’industrie du sports dans le monde est 400 Milliards dollars, et il augmente progressivement en une de vitesse de environ 20％. L’industrie du sport par sa capacité d’attirer l’attention, combiner les ressources transnationales, tirer le develope économique, est devenue une des points chaudes d’investissment du monde. Mais en Chine, bien que après le compétition sportif asiatique en 1990, quelqu’un a connu le grand potentiel de l’industrie de sport et a commencé à travailler dans cette domaine, et l’industrie de sport en Chine développe vite récement, mais il a jamais réussi d’attirer la passion des investisseurs en raison de l’échec de former un industie complet.

 

Intéressés par le grand potentiel et la perpective de development de l’industrie du sport en Chine, notre équipe composé par LI Zemin, XIE Chong, ZHAN Qingwen, a l’objectif de faire une étude de marché de l’industrie du sport en Chine et aussi les affairre concernant les jeux Olympiques 2008 à Beijing pendant 1 mois en étudiant en les éléments suivant :

 

l        Les comportements des consommateurs du sport en Chine

l        Le prix des produit du sport en Chine

l        Les distributeurs des produits du sport

l        Les histoires de réussite des grandes marques

l        Les marques dans le marché du sport en Chine

l        Marché potentiel

l        Olympic 2008

l        Sport media

 

 

As world's most populous country with an amazing economic growth, China is emerging as the world's largest sports market, said Wang Jun, deputy director the State General Administration of Sports at 2004 CSII (China Sports Industry International) International Sports Forum held in Beijing on November 6.

According to Wang, Chinese sports industry can be left without the general background of the social and economic development since the reform and opening-up. With opportunities as well as challenges ahead, it is conducive to enhancing the overall commercialization and standardization of China's sports industry that China learn from the advanced market operation.

Ever improving living standards on the one hand provide much room for the development of sports industry and raises more requirement on the other. Solid foundation has been laid for the development in the new century: a growth rate of Gross Domestic Product (GDP) around eight percent for the past five years and per capita GDP close to US$ 1, 100 in 2003. Now the most urgent task is to give a substantial play to sports, which is an upper-stretch industry with strong relativity and driving force. Plus, it is also a priority to expand the overall scale of the industry and meanwhile raise its contribution to the national economy.

Upgrading structure of residents' needs and consumptions creates great impetus to the industry, for which how to effectively pull up spending in sports is also on the top agenda.

In 2002, the Engel Coefficients among China's urban and rural residents dropped to 37.7 and 46.2 percent respectively and the average of the two is expected to be lower than 35 percent in 2010. Increasing consumption with adjusted structure will surely ask more for the sports industry, for which China should on one hand formulate scientific and rational policy in a bid to find new consumption points and meanwhile make out correspondingly scientific plans on products, service, price and marketing.

Wang said, the value added in China's services accounts for only 33 percent of the GDP, far lower than the world's average of 64 percent as well as the 45 percent in low-income countries. Sports as a new service should play an active role and stand out through improving its structure and quality while actively introducing new means of service, ideas and products.