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China gSER
1.
gSER
CHINA gemba SPORTS AND ENTERTAINMENT REPORT gemba SPORTS AND ENTERTAINMENT REPORT © 2011 GEMBA GROUP © GEMBA GROUP 0
2.
About gemba gemba
is a top tier Management and Marketing Consultancy that specialises in the Sports, Media and Entertainment Industries. • At the heart of any of our work is an in-depth understanding of consumers. Although it is important to understand what consumers are doing, the “what” is superficial if we do not understand the “why”. • The development of the gemba Sports & Entertainment Report was a result of a need to understand “why” consumers engage with sports and entertainment brands as a means of self expression or self actualisation. The gemba Sports and Entertainment Report was developed initially through qualitative research to explore the reasons and motivations behind behaviour. These insights were used to help shape the quantitative questionnaire. • The Sports & Entertainment report yields quantified information and insights into the behaviour and emotional connection consumers have with the Sports and Entertainment properties. gSER research © GEMBA GROUP 1
3.
What is the
gemba Sports and Entertainment report (gSER)? The gemba Sports and Entertainment report (gSER) package provides a detailed analysis of the China sports and entertainment landscape with the ability for clients to access an extensive database for more tailored insights. Regular detailed reports and strategic analysis enables: • Full understanding of the sport and entertainment landscape • Effective planning • Performance review • Opportunity identification and sales tool for sponsorship proposals • Full understanding of consumer engagement gSER research © GEMBA GROUP 2
4.
The Report looks
in depth at 15 Sports and 13 Entertainment properties 15 SPORTS Running/ Basket- Table Swimm- Gymnast- Martial Snooker/ Badminton Football Diving Volleyball Tennis Golf Athletics Cycling Jogging ball Tennis ing ics Arts Pool 13 ENTERTAINMENT Chinese Live Music International Theme Live Pub Entertainment Theatre/ Chinese Electronic Karaoke Museums Live Comedy Disco/ Clubs Movies Concerts Movies Parks Bands in Macau Plays Opera Games gSER research © GEMBA GROUP 3
5.
The report is
driven by the need to make better informed, fact based decisions 1 2 3 Understand the “Why” Sports vs. Entertainment Informed Response The underlying drivers and the To view sports and To provide a detailed analysis level of engagement with sports entertainment together as seen of key measures on a regular and entertainment that shapes by consumers – not as rights basis to assist decision-making the “what” holders or marketers Methodology • Sample size: 2100 responses • Methodology: via a 40-minute face to face interview • 50% Male/Female, aged 16 - 65 years, split evenly across 16 - 29, 30 - 44 and 45 – 65 • Markets: Covering 9 cities - Shanghai, Beijing, Guangzhou, Nanjing, Chengdu, Shenyang, Xian, Hefei and Dalian - reflecting actual population across the cities • Data are weighted by age, gender and location according to the latest China Census data gSER research © GEMBA GROUP 4
6.
Using „passion‟ as
a metric for gauging the level of engagement is the key to understanding an entertainment‟s consumer profile gSER research © GEMBA GROUP 5
7.
gemba‟s gSER report
is the only study of its type that analyses sport & entertainment from a global perspective gSER research © GEMBA GROUP 6
8.
While Badminton is
positioned in the top 2 positions for fanaticism, the top ten properties for Sports and Entertainment experience an equal share Fanatic Passion Levels (Top 10) % of scores of 4 or 5 53 43 40 39 37 32 31 31 28 % 25 Chinese Badminton Karaoke International Swimming Basketball Table Tennis Live Music Electronic Football Movies Movies Concerts Games Sports Entertainment Q. Please indicate your level of passion for each of the sports/activities? 1=not at all; 5=very Base: All Chinese; n=2100 gSER research © GEMBA GROUP 7