HONG KONG–(COMMERCIAL WIRE) – The Tour de France Škoda Shanghai Criterium 2019, a world biking competitors, was held on the Chinese language Artwork Museum on November 15 and 16, 2019. The champion of the Tour de France Egan Bernal for the yr 2019, the Three-time Grand Slam champion Vincenzo Nibali and four-time Tour de France champion Christopher Froome, together with different Tour de France stars, together with 5 world-class biking groups and seven distinguished native groups, participated within the occasion. With an impressive means, Caleb Ewan took the lead and was topped champion of the Tour de France Shanghai.
In 1903, the primary Tour de France was held in France. The occasion has a historical past of greater than 100 years and is taken into account probably the most prestigious occasion on the earth of biking. In 2017, the Tour de France passed off in China for the primary time. Over the last three years, it was held in Changsha, Beijing, Zhuji and Shanghai. Nationals and foreigners, professionals and newbie cyclists, in addition to the general public, have already loved the Tour de France. With the help of native municipal governments in China and their companions, the Tour de France in China was held in Zhuji and Changsha, the place four,000 folks participated within the closed circuit biking occasion and broke the attendance document. The Tour de France model has gained recognition in China because the occasion combines the weather of sport and leisure with the participation of the perfect cyclists on the earth.
The mental property of the Tour de France ("IP") combines parts of sport and leisure as a mannequin for the commercialization of sporting occasions.
In recent times, an operational mannequin based mostly on mental property within the advertising and marketing of sporting occasions has been adopted. In that working mannequin, sporting occasions are on the heart of selling content material, whereas individuals and the viewers can take pleasure in varied types of leisure throughout experimental advertising and marketing. On this manner, mental property ("IP") markets and types might be developed. Taking the 2019 Shanghai Tour for instance, nationwide newbie cyclists can compete with the perfect skilled cyclists. Followers can take part in a public relations picture session earlier than the sport and put on customized yellow T-shirts from the Tour de France. The Tour de France model has attracted a big viewers, permitting them to expertise the appeal of the Tour de France. These experiences have shaped a singular and modern product within the operational mannequin of selling based mostly on mental property. On the identical time, skilled cyclists attempt to sing the Peking Opera and are taken to the streets to strive conventional breakfasts in a spot the place the Tour de France is well known. As well as, a sequence of retro merchandise from the Tour de France and the merchandise of the biking occasion have additionally been launched which have tailored to the native cultures of the locations the place the occasion was held. These actions can promote a cultural change between worldwide skilled cyclists and the venues of the locations the place the occasion is held, thus increasing the mental property market of the Tour de France. The ingeniously personalised service to the Tour de France contestants permits them to totally take pleasure in their participation within the occasion and, on the identical time, permits the Tour de France to take over the host nation.
Amaury Sport Group (A.S.O.), the main worldwide sports activities firm and planner of the Tour de France, has actively promoted the globalization of the Tour de France model lately. That is aligned with the IP advertising and marketing idea of the Activation Group. The 2 sides have cooperated since 2017 to advertise the IP of the Tour de France in China. The Tour de France, held in Changsha in 2017, Beijing, Shanghai and Zhuji at first of the yr, in flip, has earned its host cities fame and plentiful enterprise alternatives. It’s reported heart of experiences for biking in Zhuji will probably be opened in 2020. It will likely be positioned as the primary "multifunctional and distinctive outside biking service heart", which will probably be complemented by official biking routes and themed household homes . With its sturdy market sense, Activation Group has explored the mixing of the Tour de France with mass consumption, permitting cyclists and sports activities fans to take pleasure in leisure as a part of their lives.
Along with the expertise heart for biking in Zhuji, Activation Group has additionally introduced one other new technique for the Tour de France IP below which a tv sequence with the theme of the bicycle "Legendary of Biking" will probably be produced. As the primary such tv drama in China, "Legendary of Biking" combines parts corresponding to youth, inspiration, deduction and biking. The manufacturing of the tv sequence is scheduled to start in 2020. The pictures in actual time and within the act of a Tour de France occasion will probably be included within the tv drama. For each the Tour de France model and the Activation Group, the modern and pragmatic IP-based advertising and marketing working mannequin will open a brand new and sustainable shopper market.
Revolutionizing the standard enterprise mannequin of the trade and unlocking the large potential of the sports activities and leisure IP market.
As an built-in advertising and marketing specialist in Larger China, Activation Group gives experiential advertising and marketing, digital advertising and marketing, branding and public relations providers, and goals to broaden the Chinese language sports activities and leisure IP market. Activation Group and Amaury Sport Group reached an settlement in 2016 below which the previous was licensed by the latter to completely home the ŠKODA China Criterium of the Tour de France for 11 years. Income from this unique sports activities IP-based enterprise mannequin is generated from the Tour de France sponsors, media associates, ticket gross sales income, royalties from gross sales of surrounding merchandise, tv income and on-line broadcast, and native Chinese language subsidies. municipal governments as a result of function performed by Activation Group in boosting the enterprise of the native resort and tourism trade.
An analogous business mannequin has additionally been utilized to the opposite IP challenge of Activation Group, LaLiga. Activation Group has obtained unique rights to function the LaLiga membership model for ten years since 2016. The deliberate initiatives embrace the opening of the LaLiga Expertise Heart, inviting the LaLiga workforce to help within the youth coaching and manufacturing program of on-line drama. "The looks of past love", and so on. The aim is to construct a 360-degree high-end soccer expertise platform. The LaLiga Membership, designed by Activation Group, will manage visits by coaches and LaLiga stars, actuality reveals and set up expertise facilities. The membership may even use applied sciences for interactive experiences corresponding to augmented actuality ("AR") and digital actuality ("VR") and cell purposes to broaden enterprise, promote spinoff merchandise and even manage competitions and kind groups for membership members and assist to arrange a league championship, and so on. By utilizing internationally famend LaLiga sources to additional broaden the Group's sports activities and leisure IP enterprise, Activation Group is effectively positioned to make the most of the large market potential.
Mr. Steve Lau Kam Yiu, Co-President and Govt Director of Activation Group, He stated: “Capturing the eye and admiration of biking followers all over the world in China is thrilling. Activation Group is proud to current the Tour de France, an internationally famend sporting occasion in China. We’re additionally excited to include sports activities and leisure IPs into the Group. The success of attaining the rights to arrange regional competitions for 2 main worldwide sports activities competitions not solely indicated the popularity and belief of our companions, but in addition our power and expertise in launching worldwide sporting occasions. The worldwide and strategic perspective of Activation Group, its collaborations with future companions in new Chinese language areas, along with the IP union of sports activities and leisure, display spectacular prospects for the enterprise. "
Activation Group built-in advertising and marketing providers proceed to create and enhance model worth for patrons. Shoppers can profit from the Group's wealthy expertise in advertising and marketing, digital advertising and marketing, model promotion and public relations providers. Activation Group has a stable worldwide buyer base of luxurious manufacturers, a powerful observe document and wealthy expertise within the trade. On this foundation, the Group's IP enterprise can anticipate to broaden its worldwide IP operations, which, in flip, can generate synergy and speedy development of its IP providers. With out being restricted to sports activities IP, Activation Group additionally takes the chance to develop an leisure IP. In 2019, Activation Group and the worldwide leisure manufacturing firm, Stufish Productions, collectively established Stufish Asia in 2017 and operated the dwell "Elēkrŏn" stunt program in Macau. With its modern technique and excessive efficiency execution, Activation Group is the trade chief within the experimental advertising and marketing of luxurious and high-end manufacturers in Larger China. It’s headquartered in Shanghai and its strategically chosen cities in Beijing, Hong Kong and Singapore. Activation Group has the benefit of maximizing the market potential of Larger China and Southeast Asia.