Building a national basketball carnival Tencent's NBA strategic layout is fully launched

Building a national basketball carnival Tencent's NBA strategic layout is fully launched

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Building a national basketball carnival Tencent's NBA strategic layout is fully launched

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Tencent Sports May 21: "It's your turn" - Tencent 2015 NBA The strategy release and resource promotion conference was held in Beijing, and a "never-ending national NBA carnival" also kicked off. At the meeting, Liu Shengyi, president of Tencent's online media business group and senior executive vice president of the group, made an opening speech, saying that Tencent can maximize the convergence of fans, and the cooperation with NBA will continue to extend the NBA value chain. The principals of different business segments of Tencent's NBA project made strategic interpretations on the live broadcast of future NBA games, content operation, product technology innovation, and commercialization prospects. As a result, Tencent launched its first shot after cooperating with the NBA.

Covering 1500+games

For more than three months since the announcement of the cooperation, the industry has not stopped speculating about Tencent's future practices. This time, Chen Juhong, Vice President of Tencent, introduced Tencent's strategic plan for the exclusive operation of NBA event resources in the next five years, aiming at how Tencent will operate the exclusive copyright of NBA's Chinese digital media in the future, which is the most important concern of the industry and advertisers.

Head of Tencent Sports Tencent Zhao Guochen, Deputy Editor in Chief; Ma Yankun, Deputy General Manager of Video Platform Operation Department of Tencent Network Media Business Group and Chief Producer of Tencent Video Programs; Huang Hai, General Manager of Tencent Network Media Business Group Network Media Product Technology Department; Luan Na, general manager of advertising client department of Tencent's online media business group, and four principals from different business sectors respectively interpreted Tencent's NBA strategic planning in detail from the aspects of live broadcast of NBA games, content operation, product technology innovation, and commercialization prospects.

In terms of the content experience most concerned by the majority of users, Tencent said frankly that it would build NBA related content into a "never-ending national NBA carnival". Zhao Guochen showed Tencent's NBA resources for next season, including more than 1500 live games in one season. At the same time, Tencent will operate the NBA official website+30 team official websites to create the only official Chinese community of the NBA and the exclusive community of the top 100 players. Of course, Tencent will also gather the most powerful team of experts and media resources in China to participate in the broadcast of NBA reports.

Based on these resources, Tencent will build the concept of super media. Zhao Guochen said that Tencent will launch multiple signals and multi track commentary for a single game for the first time in the future broadcast to meet the user's customized demand for watching the game. Tencent will build the most powerful media resource library in China to collect every score and every action of the players for the team and stars that users most care about. In order to enable users to have a real-time experience of watching the game, Tencent will also set up a studio in North America, where a super star will be a guest every day. And in 28 cities across the United States, 30 team reporters were set up to report in all directions without dead ends. In addition, in order to enable users to obtain more intuitive NBA information and materials, Tencent will also establish a "four database complete book" including star database, team database, season database and video database, covering 69 years of NBA historical data, so that users can easily query anytime and anywhere.

Zhao Guochen believes that through Tencent's efforts, the way fans watch the ball will change. From the "ant perspective" in the past to the "God perspective" in the future, anyone can open the "God perspective" and experience the NBA from any angle he likes.

Live innovation+community building, watching, playing and chatting

Compared with the previous live broadcast of NBA games, Tencent also launched many innovations in the live broadcast of games and video columns. Ma Yankun introduced that Tencent will provide four channels of signals at the same time for the live broadcast of NBA games in the future, so as to realize the independent switching of the field, stars and audience. In the live broadcast, 3D tactical analysis and real-time data display will also be used to enhance the user experience of watching the game. In terms of interaction, Tencent will interact with WeChat through pop-up comments, and use Tencent WeChat QQ and other full platform resources, encourage netizens to participate and share across scenarios, and create an all-round game watching mode of watching while playing.

Users have a better experience of watching the game, and the next step is mutual communication between fans. Huang Hai said that based on its social attribute advantages, Tencent will establish an NBA fan community, gather fans around teams and stars, and operate online and offline activities. of course, NBA themed interactive games are also indispensable. Tencent will promote the existing NBA authorized interactive games on the game platform.

Small units build large marketing space

As for the commercialized profitability of partners, Luan Na stressed that Tencent will use big data analysis to provide targeted resources for different customers, as needed, and tailor cooperation programs for partners, especially providing "small unit" segment marketing. Luan Na made a vivid analogy for this: "Just like playing Lego toys, you can use them to build a huge Optimus Prime, or you can form a small hello kitty, so that customers can get what they want in this marketing carnival, no matter how big the size and the size of the market, and achieve win-win results."

Many insiders said: "Fans can experience the fun of NBA in a multi-dimensional way while watching, playing and talking about the ball, which also means that they can provide advertisers with more marketing resources to choose from, and ultimately increase more business space for the operation of this right."

Chen Juhong (Vice President of Tencent and Chief Editor of Tencent Internet Media) presented a souvenir shirt to Xiao Jingteng

Double fans only 1/35 of the value NBA has huge market potential in China

For Chinese fans, NBA is not only a sports event, but also the spiritual and cultural connotation behind it. As Liu Shengyi, president of Tencent's network media business group and senior executive vice president of the group, said, Tencent hopes that with the exclusive cooperation with NBA in the next five years, it will not only operate the event content, but also bring the original American sports culture represented by NBA to China, thus influencing and serving the development of Chinese sports culture.

In this regard, Shu Dewei, CEO of NBA China, also believes that he hopes to make more Chinese users feel the sports culture behind the NBA through the influence of Tencent's all media platform. At the same time, NBA hopes to jointly expand the Chinese sports market with Tencent in the next five years, and also hopes that more excellent partners can join in to share the dividend of market development and achieve multi win.

"At present, the number of Chinese fans of NBA is more than twice that of American fans, but the market value it creates is only 1/35 of that of the United States, which undoubtedly contains huge market potential, which is exactly what NBA and Tencent will focus on in the next five years." Brandon Snow, senior vice president of NBA China Global Marketing Cooperation, said frankly, The future cooperation between Tencent and NBA has broad market space.

In this strategic conference, Julius Owen, the former NBA superstar "Dr. J", also came to the scene to help, and Xiao Jingteng, the "Rain God", was also present as a guest. In addition, Zhou Qi, a 19-year-old teenager from Xinjiang Guanghui Club, is the most promising Chinese player to be the next to land in the NBA. Zhou Qi said, "I am both a player and a fan. When I was a child, I always followed NBA games to learn how players played, how players moved and how coaches arranged tactics. I believe that through the cooperation between Tencent and the NBA, Chinese fans will get closer and closer to the NBA."