**From Sports Power to Strong Nation: The Need for Re-positioning in Chinese Sports**
*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 strategy for sports. According to an article by Wan Hao, chief economist at China Gold Group, China’s sports have evolved from a symbol of national pride into a mission that embodies political economy, culture, and international representation—essentially, the mission of a strong nation. To align with this new vision, Chinese sports must rethink its identity and reposition itself across four key dimensions: business, service, finance, and culture.
The article titled *"From Sports Power to Sports in a Strong Country"* highlights how the October 2014 policy sent shockwaves through the sports sector, sparking hope that China would experience a new era of growth and development.
China’s dream of building a strong nation through sports began in the 1980s, when the country was still emerging from decades of isolation. At that time, sports served as a powerful tool for showcasing national dignity and unity. The playing of the national anthem at the Olympics wasn’t just a moment for athletes—it was a shared emotional experience for an entire generation. In many ways, sports became a way for the people to express their aspirations and pride. This is why, during that period, Chinese sports focused heavily on winning gold medals, turning it into a national dream.
However, as China has grown into a global power, the role of sports has also changed. It no longer carries the same weight as before, but it is far from being irrelevant. Instead, it has become a key player in the political, economic, and cultural spheres. Today, the challenge lies in redefining what Chinese sports should stand for and who it serves.
To meet the demands of a strong nation, sports must evolve beyond competition and focus on broader goals. This includes embracing commercialization, enhancing service quality, strengthening financial support, and promoting cultural values.
First, the **commercial positioning** of sports is essential. As part of social development, sports are closely tied to the economy. Market demand drives business value, and as this grows, so does the industry. With urbanization and industrialization, sports have shown great commercial potential. By expanding business models and leveraging new media and capital, sports can reach more people, attract investment, and generate sustainable growth.
Next, the **service positioning** is crucial for long-term development. Sports are not just about games—they are a form of service that encourages participation, learning, and personal growth. A fair and inclusive system allows more people to engage, creating opportunities for all. Athletes, too, play a vital role in delivering high-quality service, and their connection with fans enhances the overall experience.
Financial support is another pillar. In Western countries, the success of the sports industry is largely due to strong financial backing. China lags behind in this area, with limited integration between sports and finance. Developing a robust financial infrastructure, including venture capital, insurance, and betting markets, will be essential for future growth.
Lastly, **cultural positioning** is where sports truly shine. As one of the oldest forms of human activity, sports reflect cultural values and traditions. Through international events, countries can promote their heritage and values. For China, this means strategically highlighting its unique sports and using them as tools for soft power and diplomacy.
In conclusion, as China moves toward becoming a global leader, sports must adapt to new roles. They are no longer just about winning medals—they are about driving economic growth, providing services, securing financial support, and promoting cultural influence. This transformation is not only necessary but also an opportunity for China to redefine its national identity on the world stage.
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