**From Sports Power to Strong Country Sports: China Needs a New Positioning**
*Date: March 16, 2015, 18:09*
Editor’s Note: In October 2014, the State Council issued “Some Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption,†marking a significant shift in the national sports strategy. According to an article by Wan Hao, chief economist at China Gold Group, Chinese sports have evolved from being a symbol of national pride into a broader mission that encompasses political economy, culture, and diplomacy—essentially becoming a key player in shaping a strong nation. To align with this new role, Chinese sports must rethink their identity and reposition themselves across four dimensions: business, service, finance, and culture.
The article titled *"From Sports Power to Strong Country Sports"* highlights how the 2014 policy has sparked renewed hope for the development of Chinese sports. The dream of building a strong sports nation began in the 1980s, when China was emerging onto the global stage. At that time, sports served as a powerful tool to express national dignity and unity, especially during international competitions. The emotional impact of winning gold medals resonated deeply with the public, making sports not just a competition but a reflection of national aspirations.
However, as China's economic and political strength grew, the role of sports began to change. It is no longer solely about achieving glory on the global stage; instead, it now needs to adapt to a more complex and diverse set of expectations. The current challenges include internal inefficiencies, commercialization pressures, and ideological shifts that have weakened the traditional spirit of competition and purity in sports. This has led to a need for a fundamental rethinking of how sports are managed, funded, and positioned in society.
To meet the demands of a strong country, Chinese sports must evolve beyond its past focus on medals and dominance. It should embrace a more comprehensive approach that includes commercial viability, service-oriented development, financial innovation, and cultural influence.
First, **commercial positioning** is essential. Sports, as part of the economy, rely on market demand and business models to thrive. As urbanization and industrialization progress, the sports industry has shown great potential. However, it must move beyond simplistic monetization and instead build sustainable, fair, and innovative systems that attract investment and foster long-term growth.
Second, **service positioning** is crucial. Sports are not just about performance; they are also about accessibility and participation. A strong sports system should ensure that people from all backgrounds can engage, learn, and grow through sports. This requires a shift from elite-focused development to inclusive, community-driven services that promote health, education, and social integration.
Third, **financial positioning** plays a key role. Western countries have demonstrated that robust financial support is vital for the growth of the sports industry. China must develop stronger financial mechanisms, such as venture capital, insurance, and betting markets, to create a more dynamic and resilient sports economy. Financial innovation can also help integrate China’s sports sector into the global market.
Finally, **cultural positioning** is where sports truly shine. As a form of cultural expression, sports serve as a bridge between nations. They carry values, traditions, and identities that can be shared globally. For China, this means leveraging its rich sporting heritage and promoting unique disciplines like martial arts or traditional games to enhance soft power and international influence.
In conclusion, as China moves toward becoming a global leader, the role of sports is expanding. It is no longer just about winning medals—it’s about building a stronger, more connected, and culturally influential nation. By redefining its purpose across business, service, finance, and culture, Chinese sports can play a central role in shaping the future of the country.
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