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Road running business fundraising in China
1.
Run Road Running
business@ China 节奏整合营销股份有限公司 Tempo Integrated Marketing Co.,Ltd 中国大陆路跑项目募资计划书 提案人:黄泓琳 Family Health Fashion
2.
台湾路跑现况与交易规模 路跑商机 亿 肖像IP路跑持续增加 2015年办 场 年密集度世界第1 数据源:
Runners‘ Plaza2016,黄泓琳绘制 18-24岁 25-34岁 35-44岁 45-54岁 55岁 世界运动品牌参与 2
3.
台湾主题式路跑 时尚健康 品 牌 形
象 城 市 观 光 亲 子 欢 乐 #只为更赞#去台北 ,疯一场女子马拉松 3© Solver Huang 2016
4.
数据源: 中国田径协会 2016,
黄泓琳 绘制 迎接大陆马拉松赛事井喷期 150万人 马拉松周期 所谓「马拉松周期」,指的是当人均GDP超过5000美 元之后,一个国家的多个城市以「马拉松赛事」为依托, 进入全民路跑的体育消费黄金周期。这一个在欧美三四 十年前曾经普遍发生过的「马拉松赛事现象」,近一两 年正成为中国的主流时尚,在未来三五年内即将出 现「赛事井喷期」。 原文网址:https://read01.com/y6REPK.html 12-18岁 19-24岁 25-34岁 35-50岁 50岁 75 万人 90 万人 大陆经常性跑步者年龄分布 跑步经济 4
5.
根据统计2015大陆84%省市举办过1场或多 场马拉松赛事,包含4直辖市、23个省自治 区、79个城市。 大陆各省慢跑人口普及率 产业环境与潜力市场分析 东5.4% 东15.4% 6.1% 苏5.3% 5.0% 10.1% 依统计初期潜在市场 以慢跑人口普及率较 高之城市先行。 5© Solver
Huang 2016
6.
迎接大陆马拉松赛事井喷期 根据统计2014年杭马毛利 至少67% 2015年厦马结束后,直接 经济效益2.07亿,整体经 济效益高达2.55亿元,促 进城市经济发展。 上游 中游 下游 2015年1月田协取消对马 拉松赛事的审批。 政策红利助推马拉松运动 进入快速发展的“黄金时 期” 据统计跑者在服装鞋子等 可穿戴装备平均花费36 01元人民币,核心跑者 更高达4594元人民币, 形成完整产业链市场商机 黄金时期
城市营销 产业链形成 创 资 营销 动 务 6© Solver Huang 2016
7.
大陆环境成熟与供应链完整 赛事经验 IP品牌授权 健身俱乐部 传播媒体 平台营销 社群媒体 活动参与 城市经济 社交活动 科技应用 电子商务 体育经济 7 专业 路跑鞋 随身音乐
运动手环 运动手表 运动服饰 运动机能型袜子 图片来源: 新京报/高俊夫 © Solver Huang 2016
8.
节奏公司服务项目 节奏 没有设限 热血 欢笑
创意 是我们的代名词 8© Solver Huang 2016
9.
节奏公司2014~5服务实绩 创 级 场为 动终 创 赛
专 级 动 动 创 跑纪录 创赛 结 营 动 结 闲 乐 联 东 关 赞 过 营销 显 1. 台湾领先全球Hello Kitty RUN。带领以卡通人物为主流的欢乐路跑风潮。 2. 独创礼盒式配送赠品。 3. 首创独立官网、APP系统和跑友互动。 4. 补水站提供独家Kitty纸杯,不仅具纪念意义,贯彻环保概念。 5. 鼓励RUN是生活型态的一部份,结合乐园、观光、轻露营等活动。 6. 路跑会场另安排与跑友们同乐活动。 7. 赠品、奖牌、奖杯、整体活动安排,备受各媒体关注。 8. 以欢乐路跑比照专业路跑的医护安全规划,史无前例。 9
10.
节奏公司2016服务规划 纪念潮T 艺人代言 城市景点 时尚潮流 将再次创造台湾 路跑赛事史IP值 最高路跑 活动超过30家厂 商赞助 10
11.
营运商业模式 关键项目 •完整单一报名运动平台 •路跑规划 •欢乐路跑+专业赛事 主要合作伙伴 • 当地路跑举办者 • 当各地公部门建 立友好关系 •
名知名运动品牌 • 产业相关厂商 费 结构 现金流 关键资源 • 掌握多样肖像授权 • 台湾主题路跑领先品牌 • 多次成功举办经验 • 掌握LBS APP等技术 价值主张 •健康 •亲子 •时尚! 客户关系 • 掌握大数据库 • 熟习掌握路跑习性 与需求 • 掌握时尚商品者 通路 • 自建报名平台 • 社群媒体通路 • 多方平台合作 目标族群 •有慢跑习惯者 •喜爱参与活动 •喜爱时尚商品者 •女性为优先争取 • 路权 • IP费用 • 路跑赠品费用 • 活动费用 • 报名平台营运费用 • 人事管销费用 •赞助商 •报名费 •IP再授权 •周边产品销售 11© Solver Huang 2016
12.
短中期运营目标 中期运营目标 跨境路跑活动 两岸交流 城市旅行 路跑体验 中期运营目标 建立活动品牌 深耕大陆市场 扩大赞助规模 争取地方政府支持 短期运营目标 活动经验复制(伙伴) 开发大陆市场(沿海) 建立公司品牌(赞助) 短期运营目标 精耕台湾市场 开发创新模式 开发创意礼盒 短期运营目标 2017年大陆试办 3场 中期运营目标 2018年大陆举办 10场 含授权 12© Solver Huang
2016
13.
规划大陆跑友来台参加活动兼旅游 未来5年女性为持续成长的金鸡母 创意参赛礼,为赠品而跑 数据源:台湾联合新闻网2015 营运方针与营销策略规划 运动品牌大厂除协助赞助商置入「隐藏性」的消费点 间接鼓励跑者做出实质的消费,立刻看到消费 跨境路跑 女性跑者 提高品牌 黏着度 持续开发 独特纪念 品拚人气 13© Solver Huang
2016
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收支结构分析 参赛礼、完赛礼品 (纪念衣…、纪念奖牌…) 纪念品 30% 活动支出 25% 路权 10% 服务费 医护、工作 人员… 筹备费用 规划书、路权申请… 硬件费用 起、终点、赛道布置 其他支出 杂项、文书、 交通… 报名费 40% 赞助商 50% ~ 政府支持 ?% 10% 10%
10% 10% 赞助商 ?% 品牌授权20~ 报名费 10% 政府支持 免路权 40% 赞助商 0~20% 14© Solver Huang 2016
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公司组织架构与工作规划 营运中心 执行长 公关媒体部 营销企画部活动执行组财务行政 活动执行 合作商家 媒体联系 艺人联系 品牌授权 商品规划采购 活动规划 经纪宣传 地方政府公关 报名平台营运 技术合作开发 策略合作 人事行政 财务 信息技术组 大数据库管理主题品牌规划保险 官网营运 活动舞台 会员互动经营 15© Solver
Huang 2016
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总结 • 路跑不再只是单纯的赛事 • 而是一场结合健康、娱乐、时尚、潮流的品牌产业 未来 •
一个充满创意的地方,孕育出创新的路跑风格 • 成熟稳健的市场体现出文创、健康、时尚的跑步经济 • 发展两岸跨境路跑交流 台湾市场 • 一个充满机会的市场,消费力随人民经济水平不断提升 • 跑步经济在大陆政府政策开放及各地方发展城市经济的同时 为跑步经济的发展提供无限的机会 大陆市场 • 一家年轻的公司,在台湾肖像跑步活动中崭露创意与营销能力 • 举办过的活动屡屡创下纪录,已为台湾路跑产业领导品牌 • 现在,我们将带着台湾成功经验与创意元素进军大陆市场 节奏公司 16
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资金募集 期初成本 ¥ W 专业资本 ¥ W 短期运营目标 2017年大陆试办 3场 中期运营目标 2018年大陆举办 10场 开办人事费用 市场调研 专业资本 肖像权取得 短期毛利目标 预估2017年整年毛利 30% 2017毛利预估 ¥
W 预估2017年毛利 预估2017其他收入 节奏公司2017年总体价值 ¥ W 含授权 策略合作伙伴 募集资金 ¥ W 节奏公司 20%股权 长期目标 预估每年至少成长 50% 2017年周转金 17© Solver Huang 2016
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地方政府与赞助商效益 赞助商 报名 讯息 曝光 赞助商 进阶级 10K 入门级 5K 媒体社群 主办单位 路跑规划 活动执行 活动讯息 曝光 地方政府 赛道周边 商家商品 活动完成 提供参赛者相 关准备讯息 推荐衣鞋 服装 建议健身 房练习 透过APP及LBS推波 参赛者可至赛道周边 商家换取礼赠品 推荐养成健 身习惯或准 备进阶赛事 通过活动讯息提高 当地政府景点知名 度,带来观光效益 参赛者建立互动 关系,提高主办 单 位知名度 透过活动讯息提高 当地政府景点知名 度,带来观光效益 衣鞋服装 18©
Solver Huang 2016
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