“China did not go to the World Cup except for football，Everyone else has gone。"These words of the famous host Bai Yansong hit home the current situation of various domestic industries participating in this World Cup。But compared to vivo、Mengniu Dairy (02319.hk）、Hisense Electric (600060.sh）、Yadi Holdings (01585.hk) and other companies，Chinese real estate companies are much more low-key，Only Wanda Group went。

The real estate companies that love to join in the fun have not gone to the World Cup，But unwilling to miss this wave of sports craze。In addition to using marketing methods to consume the World Cup，The sports industry has been deployed for a long time，Hope to get a share of this new blue ocean。

With the arrival of the national fitness wave，The way real estate companies enter the sports industry has also changed from initially holding football clubs to developing sports towns。The financial advantages that real estate companies have，Also popular in local areas。

According to incomplete statistics，As of now, including China Evergrande (03333.hk，Hereinafter referred to as: Evergrande)、Wanda Group、Greenland Group (600606.sh）、Vanke (000002.sz）、Ajule Group (03383.hk，Hereinafter referred to as: Agile) and more than 20 real estate companies have already made plans in the sports industry。

However，For real estate companies that lack sports operation capabilities，The layout of sports towns is for business innovation，Still "enclosing land and selling houses"？

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June 8，Ajule Weihai Sports and Leisure Town starts construction in Nanhai New District, Weihai City, Shandong Province，This is Agile’s first sports industry ecological demonstration zone。

Public information display，Back in November 2017，Ajule signs an agreement with Nanhai New District of Weihai City，Announced to spend 50 billion yuan 188bet app download to build a sports town。In order to build this town，Ajule is joining hands with two major sports IPs, Olympic champions Liu Guoliang and Wang Nan，Both parties expressed that they will have in-depth cooperation in operations。

Ajule’s move is just a microcosm of the current trend of real estate companies rushing to seize the sports industry。June 13，Sunac China (01918.hk) signed a contract with Liangzihu Sports Town in Ezhou City。And before，Gemdale Group (600383.sh，Hereinafter referred to as: Gemdale) Chairman Ling Ke also said，Gemdale Group will step by step towards education、Medical、Explore and practice in the elderly care and sports industries。Otherwise，The real estate company that has invested heavily in the sports industry is none other than Kaisa Group (01638.hk，hereinafter referred to as: Kaisa)。2015，Kaisa, which has just emerged from bankruptcy, is investing in the sports industry，From May to August this year, the Shenzhen Yantian Sports Center was taken over through bidding、Foshan Gaoming Sports Center，And the 11-year operation and management rights of Guanlan Sports Park in Longhua New District, Shenzhen。As ​​of now，Kaisa has become the largest private venue operator in China。

According to incomplete statistics，Including China Evergrande (03333.hk，Hereinafter referred to as: Evergrande)、Wanda Group、Greenland Group (600606.sh）、Vanke (000002.sz) and more than 20 real estate companies have already made plans in the sports industry。

The real estate companies’ rush to seize the sports industry is inseparable from the support of national policies for the sports industry。October 2014，A landmark document for the sports industry - State Council Document No. 46 "Several Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption" is released，For the first time, the development of sports industry is positioned as a national strategy，And emphasized the economic function of sports。After，Various supporting policies have been intensively introduced。May 9, 2017，The General Office of the State Sports General Administration issued the "Notice on Promoting the Construction of Sports and Leisure Characteristic Towns"，The construction of sports and leisure characteristic towns has officially started。

With the support of policy，The sports industry has rapidly entered the "blue ocean" period，Real estate companies that sensed business opportunities also began to invest heavily。As participation continues to deepen，The way real estate companies enter the sports industry has also changed，By previous investment club、Introducing top events、Transformation of agent-built and agent-operated 188bet sports betting app download sports center into a characteristic sports town。

However，Vice President of Jiangsu Sports Industry Research Institute，Liu Li, Vice President of Tsinghua University Alumni Real Estate Association, told Blue Whale Real Estate: “The current construction of sports-characteristic towns is in its infancy，Many small town plans are castles in the air that are ‘made out of nothing’。A common problem is that investors and construction parties do not understand this new field of sports industry，Lack of industrial factors and resource integration capabilities，It will be two years before the acceptance stage is reached，Must be lenient in and strict out，Quite a few projects will go unfinished。”

Use the sports town to "enclose the land"?

Although it is a blue ocean industry，However, my country’s sports industry is still facing the dilemma of making profits。Evening of April 27, 2018，Guangzhou Evergrande Taobao Football Club, a Chinese Super League club listed on the New Third Board (834338.oc，Hereinafter referred to as: Evergrande Taobao) releases 2017 financial report。2017，Evergrande Taobao achieves operating income of 52.8 billion yuan，Decreased by 5 compared with the same period in 2016.91%，Operating cost is 17.2.4 billion yuan；Realized net profit attributable to shareholders-9.8.7 billion yuan，-8 compared to 2016.1.2 billion yuan expanded；Deducted non-net profit，Evergrande Taobao’s loss in 2017 was as high as 12.3.9 billion yuan。

As the first football stock in Asia，Evergrande Taobao is still like this，The performance of other teams can be known from this。In fact，In recent years，With the intervention of capital，Although the development of my country's sports industry is in full swing，However, the current consumer market of the sports industry is still insufficiently cultivated，The current domestic sports industry is still at a low level of development，The value realization ability of the sports industry, especially the sports service industry, is still insufficient，The profitability of the sports industry is also very limited。

Invest in sports industry，Real estate companies have their own "little ideas"。In the opinion of industry insiders，The entry of real estate companies into the sports industry can not only cultivate a new profit growth point for the company，At the same time, it helps to strengthen the relationship between government and business、Promote brand。

The two most obvious cases are Greentown Group (03900.hk，Hereinafter referred to as: Greentown) and Evergrande, two real estate companies。January 15, 188bet app 1998，Song Weiping, founder of Greentown China, set out to form Zhejiang Greentown Football Club。After，Greentown Group has launched strong support for football，The total investment of Greentown Club in 2001 was 85 million yuan，This is 2/3 of Greentown Group’s total profit that year。Song Weiping’s large investment also received generous returns，Greentown’s real estate sales have ranked first in the real estate industry in Zhejiang Province for 7 consecutive years。At the same time，The Zhejiang Provincial Government has designated the Huanglong Stadium under construction as the home ground of Greentown Football Club，Also allocated more than 50 acres of land next to the stadium to Greentown Real Estate Company as a "compliment"。

And on the AFC Champions League night in November 2015，Evergrande team members appeared wearing uniforms with the label "Evergrande Life"，Conducted a high-profile free marketing campaign for Evergrande Group’s new financial sector。

With the changes in the above entry methods，While enjoying the glory, real estate companies have also been questioned。Liu Cheng, Director of the Investment Department of China Urban Development Research Institute, told Blue Whale Real Estate: “Whether it is agriculture、Sports is also a characteristic town focusing on technology and other industries，Developers actually use concepts to obtain land，Only compared to other industries，The sports industry has two benefits: first，Relatively clear in investment direction，It is a relatively stable industry，The future is more certain；Second，Early investment is relatively controllable，Later IP implantation is a soft cost。”

Liu Cheng’s judgment on “borrowing concepts to enclose land” is not only due to the lack of sports operation capabilities of real estate companies。In his opinion，Most real estate companies make profits from housing when building sports towns，Not the sport itself。

Liu Li also agreed with this: “The main reason why real estate companies participate in the construction of sports towns is to obtain land development opportunities for more ‘healthy’ reasons，Also has the intention of trying to transform the sports culture industry and operational roles。Under construction of a sports town，The role played by real estate companies is mainly the main body of investment, development and construction。”

Crack the curse of "enclosing land and selling houses"

Weihai Sports Town of Agile，While gaining greater attention with the help of the high temperature of the World Cup，Also faces more doubts。

As understood，The sports town planned by Agile is located in 188bet sports betting app download Nanhai New District, Weihai，The population base and industrial base of this area are relatively weak，A local “ghost city”、"Ghost Town"。In this area，Ajule wants to “use concepts to sell houses”，More difficult，This places higher demands on Agile’s sports operation capabilities。To fill the gap in the sports industry，In less than four months prior，Ajule has successively cooperated with Ali Sports、Dahe Sports and Tianrong Sports signed a framework agreement to develop sports towns。

However，Even so，The possibility of successful operation of Agile Weihai Sports Town is also relatively small。In Liu Cheng’s view: “If real estate companies want to successfully build a small town，First of all, site selection is more important，Choose a humane environment、The place where the sports industry is based，Building a sports town out of thin air is actually a real estate act。A successful sports town cannot be created，It should have certain industrial accumulation，It is a stage of spontaneous industrial upgrading。” he pointed out，Weihai had no culture related to table tennis before、Event IP atmosphere。How to create strong attraction based on a blank industry，Ajule Weihai Sports Town may still need a longer cultivation period。

For Agile Weihai Sports Town，Liu Li once publicly pointed out: “There is nothing wrong with Agile’s real estate development in small town projects，The real estate construction component included in the project is profitable，How to make the sports industry part more attractive is the key to the project。”

The situation faced by Yajule，This is a common problem that many real estate companies are currently deploying in sports towns。Liu Li told Blue Whale Real Estate: “The difficulty for real estate companies in building sports towns is mainly the inertia of real estate，Lack of patience for the industrial sector。First，Real estate sales targets are difficult to change。Secondly，For long-term holding and operation of sports sector，Due to lack of resource accumulation and operational experience，Not very interested。For large real estate companies，Unless the direction of industrial development is clarified at the group level or an industrial sector is established，Otherwise the project company’s focus would hardly be on real estate development。For small and medium-sized real estate companies，The transformation decision is relatively easy，However, due to limitations in capital scale and private enterprise status，It is difficult to obtain small town project opportunities。”

Liu Li said: “Evaluate whether a sports town meets the standards，Need to start from the evaluation criteria of sports towns。Currently，The only evaluation and certification standard for sports towns in China is issued by the Jiangsu Provincial Sports Bureau。According to this standard, sports towns are evaluated in four major aspects: the basic characteristics of the town、Top-level design and planning、Investment Implementation、Operation Management。

He thinks，If a sports town must live up to its name，There must be a healthy operating industrial chain。“If a sports town takes “sports + tourism” as its main industry direction，Industrial ecology must be healthy，Industrial contribution must become the main economic pillar of the town。"He said so。

True as it says，Real estate and sports industries support each other，is an effective mutualism model，But in the operational part of the sports industry，Real estate companies still need to spend more time on research，Avoid the chaos of “enclosure” of sports towns，Is the key to promoting the healthy development of the industry。

*This article comesSource: Blue Whale Real Estate, Author:Shi Qingling, original title: "Under the World Cup fever，Agile and other real estate companies have been questioned by using sports towns to "enclose land"》.