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Ali Sports changed its name to Orange Lion Sports, and stadium operation became its key business

via:新浪科技     time:2022/6/25 23:01:35     readed:66

图片来源:网络Photo source: Internet

Reporter: Wang Xiaoyun

On June 24, 2022, Ali Sports officially changed its name to "Orange Lion Sports", and Mu Yang, the former CEO of Ali Sports, became the chairman and CEO of Orange Lion Sports. Later that day, Mu Yang announced the latest resolution of the shareholders' meeting through the letter of all members.

Ali Sports was founded in September 2015, and its co-founder Zhang Dazhong once proposed the goal of "sports economic foundation platform". In the seven years since its establishment, It has been relatively mature to run CUBA, Hangzhou Marathon and other events, and its layout is mainly in the field of mass sports and campus sports.

"We found that in the sports industry, no one gives you a halo just because you have the word 'Ali'," Mu told the media last year.

Previously, "Orange Lion Sport" was used in arenas operated by Ali Sports in Hangzhou, Chongqing and other cities. Ali Sports also has subsidiaries with Orange Lion sports as the main brand in Beijing, Zhejiang, Jiangsu and other places.

"The little Orange lion is an image of Ali Sports in Ali Zoo. It is a very powerful male lion. With the name change, we are more focused on the brand and have a clearer business model."

According to Quan Xin, Orange Lion Sports will rely on its Lepower platform and offline venues to expand the long-term layout of national fitness, and provide digital services to sports people and small and medium-sized enterprises engaged in sports services.

In other words, Orange Lion Sports will take "digital" national fitness as its core business. On the offline side, 30 stadiums will be in operation by the end of 2021, while on the online side, business cooperation will be launched around sports health records.

Orange lion of sports motivation APP, is the first domestic walking step one kind of application, backed by ali matrix advantage, already formed including APP port and taobao, pay treasure, nailing three-terminal small program, with the same venues and offline wisdom brand "le power sports center" business linkage, the platform users exceeds 227 million.

According to the latest QuestMobile data, the active users of Le Dynamics APP grew at a high rate for three consecutive months, increasing by more than 120%.

Offline, Orange Lion Sports has independently operated Le Power Sports centers in Shanghai, Chongqing, Zhejiang, Jiangsu, Sichuan and other places. Users can complete one-stop use of online reservation, self-service entry and exit, team booking, event registration and other tools with the help of mobile apps and mini programs.

It is reported that Orange Lion sports is building a business operation model of "small chain within big chain, small headquarters within big headquarters". Including its own venues that it operates in first and second tier cities, and it's more about bringing the system to more venues. In terms of mode, the venue is actually "operated by agent" using the system.

"In the future, the ideal model would be for us to go to a second - and third-tier city and take some of the leading institutions there and support some local institutions that are capable and willing to grow," Said Mu Yang.

After the system is incorporated into the system and the venue is operated digitally by Orange Lion Sports, LE Dynamics APP has formed a set of relatively scientific sports points system. Users can exchange points through sports, which can be used to buy some goods at a discount.

In the just-concluded 618 promotion campaign, the total volume of transactions guided by le Power platform increased by nearly 30% compared with normal days. The online business also helped the company achieve profitability for the full fiscal year, with operating gross margin and total revenue increasing by more than 150% year-over-year. Advertising and online transactions are the two main profit points in this model.

Wang Hui, head of Orange Lion sports operations, told Jiemian.com: "We hope to connect with the entire Alibaba business network online and bring some incremental value to the offline business model, which is our most unique point."

Ali Sports was founded at the peak of the domestic sports industry, when the copyright bubble attracted a lot of hot money into the sports industry. Seven years later, in 2022, with the bursting of the copyright bubble, the sports industry has undergone several changes.

In Mu's opinion, sports service is always the "dirty work" of the industry. But in the current situation where the sports industry is not booming, the venue operation and the better connection of it to the whole territory of Ali are closer to the foundation of sports economy.

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