Over the past few decades, thousands of tourists took trams to the Kamakura University station every day on an ordinary old railway in Kamakura, Japan. Because of an anime, this ordinary small town station has become a famous scenic spot in Japan.
Similar to "slam dunk master", from the last century's popular Japanese TV series "volleyball women will" to the India movie "wrestling!" Although sport has always been an important theme in literary and artistic works, the relevance between sports and culture is often neglected.
"In the past, I thought sports and culture were separate. Before I was invited to give a speech, I never considered the close relationship between sports and culture. At the recent sports conference held in Shenzhen recently, Kataoka Yoshiro, the famous Japanese anime producer, told the twenty-first Century economic news reporter that although he had worked for 45 years and acted as a sports anime producer of baseball heroes, he did not really realize the profound connection between sports and culture until he prepared his speech materials.
In fact, the promotion of stylistic integration has long been written into relevant policy documents. In 2014, the State Council issued a number of opinions on promoting the integration and development of cultural creativity and design services and related industries, pointing out that cultural creativity and design services are closely related to the one or two and three industries, and the sports industry has been identified as the key direction of integration. In September 2019, "the outline of sports power development" was published, referring to the "culture" 21 times, "tourism" 5 times, "leisure" 5 times, and the importance of sports culture was highlighted.
Under the background of sports power, sports culture and creative industries are increasingly becoming new draught and new track. However, many industry insiders told the twenty-first Century business reporter that compared with the international market, China's sports and cultural industry is still at the initial stage, lacking the local quality IP with international influence, and the commercial potential of sports culture is yet to be developed.
The power of culture can not be ignored.
"Sports naturally have the topic of human concern, that is, lose and win." Kataoka Yoshiro said.
Kataoka Yoshiro told the twenty-first Century economic news reporter that Japanese anime can be roughly divided into two categories: young people under 14 years old account for 40% of anime, and 60% of Adult Animation for 14 years old or above. According to its incomplete statistics, sports subjects account for about 1/3 of teenage anime. In 2018, Japan captured nearly 250 animation works, of which sports accounted for about 10%. Generally speaking, sports animation is mainly for Japanese teenagers.
Small animation can even bring a far-reaching impact on a country's sports industry.
Taking the history of Japanese football as an example, soccer was not popular in Japan when it was released in 1983. However, after the broadcast of the football major, the popularity of soccer is popular. Many children love football and directly stimulate the development of Japanese football. With the popularity of soccer in Japan, the Japanese professional soccer league was officially opened in 1993 after only ten years of broadcast in soccer kid.
Because sports rules are generally universal and easy to understand, cultural influences can even cross national barriers. A college student who just attended the 2020 postgraduate entrance examination told the twenty-first Century business news reporter that he was interested in boxing as a result of Japanese animation influenced by boxing. Recently, he has started looking for the appropriate boxing hall in Guangzhou.
American sports culture is also developed. The earliest known Ivy League is the sports alliance established jointly by eight universities.
"In the United States, families can often be seen watching baseball games on weekends." Yang Ming, the founder of Si Bo Fei Sports Culture Co., Ltd. has been engaged in sports consulting for a long time and has lived in the United States for many years. In his view, one of the most important reasons for the development of sports events in the United States is that the participation process is similar to the social scene, with the attribute of emotional ties.
In contrast, the overall integration of Chinese sports culture is not high, and is still in its infancy. From the perspective of industrial structure, the proportion of sporting goods in China is as high as 79%, and the core industries such as sports services account for only 21% of the total output value of sports. The gap between the proportion of sports services and the mature market, such as the 58% of the United States, is relatively large.
At present, sports culture and creative industry is becoming a new outlet for industry. In 2014, the State Council issued several opinions on accelerating the development of sports industry to promote sports consumption, pointing out that we should focus on sports service industry and coordinate the promotion of interactive development between sports industry and related industries. On the basis of this, it is a key factor to cultivate sports culture and create a consumer market by leveraging sports consumption policy and promoting sports culture.
How to excavate quality sports IP
How to cultivate sports culture and tap its commercial value? The importance of building quality IP can not be ignored.
The founder of the devil cat, Yu Hai, believes that IP refers to works, symbols, trademarks and patents of various intellectual property rights. High value IP often has three attributes: unique cultural penetration ability, strong cross-border cooperation ability, and continuous product liquidity. In his view, qualified top IP will do derivatives and peripheral products.
"If IP is limited to culture and content, it will be bound by itself. By developing commodities and exploiting rich application scenarios, we can achieve pervasive penetration and truly realize energy products and industries. " Yu Hai said.
Sports IP is an important mode to excavate the value of sports industry. Sports IP is the focus of current sports culture industry. Since 2015, Wanda, Alibaba, Suning and other giants have turned their attention to the sports industry, and sports IP has become a priority.
Li Guangdou, CCTV brand consultant and famous brand strategy expert, told the twenty-first Century economic news reporter that the reason for this is that the sports event IP has the attribute of high quality IP. The competitive core of sports event IP is characterized by strong appreciation and entertainment. In addition, the IP life cycle of sports events is longer and more stable. In the short term, it will not be easily replaced by celebrities, variety shows and other IP.
It is worth mentioning that IP can not only empower existing products and industries, but also create new products and services. Kataoka Yoshiro gave an interesting example. For example, the athletes in the football player once wore a pair of Nike sneakers, which did not exist in the market and were painted by the painters themselves. After the popularity of the animation, Nike made the shoes and put them on the market according to the animation prototype. In a sense, it is entirely possible to create a brand new brand or product in this way.
As a way of cultural output, building sports IP should also actively promote the integration with traditional Chinese culture. In June 2019, a special international championship of Chinese traditional sports opened in Changsha. The competition is divided into two days. There are four traditional projects: dragon dance, lion dance, drum dance and kylin. Li Ping, director of the Changsha Sports Bureau, expressed the hope that the IP of China's Traditional Sports International Championships could be built to make Changsha the center of traditional cultural exchanges in the world.