What are the development trends and main challenges of "Internet plus sports industry"?

The forms of sports social products in China are constantly improving, and the mobile internet technology makes the advertising methods of traditional sports marketing more diversified. Sports enterprises can not only put advertisements on traditional TV programs and sponsor players and stars, but also do marketing activities on e-commerce platforms and sponsor online celebrities on other new media ports.

Users only need to know and experience the latest and hottest sports activities, events and products on their mobile phones, and the sports consumption experience is more abundant. Moreover, you can interact with sports fans all over the world online and communicate with sports stars in Weibo, which makes you feel more involved. With the in-depth application and integration of "internet plus", the classification of micro-sports platforms in sports industry is more refined, whether it is sports activities or sports products.

For example, basketball in sports events is divided into NBA, CBA, WNBA, WCBA, Italian basketball, French basketball, German basketball and western basketball, which is convenient for users to quickly search and find the events they want to watch. Under this refined platform classification, fans with diversified sports hobbies have flocked to various platforms and interacted with users with similar interests in real time through the Internet and mobile terminals, which greatly mobilized the sports enthusiasm of the masses.

With the continuous development of self-made sports programs and IP, it will become the mainstream of future industrial development. With the deep integration of "internet plus" and sports industry, in order to keep the flow, sports enterprises began to turn their attention to the core IP of sports industry chain. It is hoped that by constantly enriching and expanding the content of sports IP, the quality of IP will be improved and its own healthy development will be promoted. At present, the sports IP of self-made sports programs has gained certain praise and traffic, and formed a considerable user base, which can be said to be relatively successful. Therefore, it can be predicted that this low-cost, light-pressure, self-made way combined with the Internet will become the mainstream of sports industry development in the future.

At present, the development of "Internet plus sports industry" lacks perfect policies, regulations and management system, and it is difficult to guarantee the sustainable development of sports industry. On the one hand, there is a big lag and defect in the relevant policies and regulations system, the lack of relevant laws and regulations, and the lax supervision of sports consumption, which makes the phenomenon of counterfeiting and piracy of sports goods and brands on e-commerce platforms serious. This greatly reduces consumers' consumption experience, affects consumers' trust in sports brands, and cannot meet the development needs of sports industry in the era of "internet plus".

On the other hand, the relevant laws and regulations for the online sports industry are still missing, which makes the sports industry compliant enterprises face huge losses. For example, at this stage, there are more than 100 app infringing links aggregated in China, and the total number of customers is close to100000, which is a very serious infringement problem in the genuine event.

Under the background of "internet plus", some sports enterprises still don't realize the essence of "internet plus sports industry", and simply regard opening online stores, building online platforms or official WeChat accounts as "internet plus sports". This simple knowledge has not changed the development of enterprises much, so the brand innovation efficiency of enterprises is not high and the effect is not good.

Throughout the current domestic traditional sports enterprises, such as Li Ning, Xtep, Anta, Peak, Hongxing Hongxing Erke, 36 1, most of them are aimless development, their own brand characteristics are not prominent, their sense of existence is low, and their appeal to consumers is weakening. On the other hand, Nike, the world's first sporting goods brand, has improved its overall popularity with its simple symbols and unique LOGO design. First-line stars, dazzling advertisements, constantly updated performance and strong after-sales service have effectively increased the stickiness of fan customers to the brand.

In order to increase users' trust in online consumption of sports enterprises, China should constantly improve the development guarantee system of sports industry and strengthen network security management. Specifically, we can promptly formulate legislation and related policies for data openness, give full play to the advantages of big data, and strengthen the informatization construction of sports industry. At the same time, China should step up the establishment of sports intellectual property protection system, protect the intellectual property rights of new sports media enterprises such as Tencent and LeTV, and ensure the healthy operation of the video or sports live streaming media market. In addition, it is necessary to establish a personal information protection system for sports consumers, strengthen network security management, create a healthy big data environment, and implement the supervision of relevant departments.