British motor sport initiative China
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The document outlines the first national plan to engage the Chinese motorsport community, initiated by a Sino-British consortium led by Jim James. It aims to conduct motorsport-centered events across China to enhance cultural ties and create significant engagement with the Chinese population, while also promoting British automotive brands and values. The plan includes various events, such as the British Motorsport Festival and a classic car rally, along with projected attendance and engagement metrics for successful outcomes.
British motor sport initiative China
- 1. The first national plan to engage the Chinese motorsport community. Prepared by Jim James Organizer of British Motorsport Festival 2015 Beijing. China. Email: [email protected] Mobile: +8613910731967 http://www.britishmotorsportfestival.com 1st Feb 2016 MOTORSPORT Initiative
- 2. Summary • Motorsport centred events across China which showcase GREAT British cars, people and culture with a commercial focus. • Objective of creating 50,800,000 GREAT Engagements with Chinese people. • Organised by a Sino-British consortium with experience in motorsport events, excellent Government relations, and relationships with the British automotive industry. A cunning plan to demonstrate to the Chinese that Britain is GREAT in the world of Motorsport.
- 3. UK AUTO IN CHINA • Automotive is the single largest category of exports to China. • UK Exports: # units +/-120,000 • JLR 118,000 in 2014 • Value: £6Bn+ • Exports to China: ca. £18bn in 2014/15; 80% product of which 34% automotive - single biggest sector. • China investment to UK automotive sector: • >£500 mn in last 3 years. • Jobs created >5,000 British Brands competing in China. New entrants include Caterham, Radical, Noble.
- 4. Autoculture In China • Government and private sector actively involved in UK Auto as investors both in the UK and China. • 154 million private cars as of 2014 • Government encouraging domestic Consumption as key economic driver • 109 million Chinese with wealth of GBP35,000 - GBP400,000 • Auto culture growing rapidly • 6 Race circuits (Shanghai US$250m) • 5 under construction (confirm) • > 100 Races, 15 categories in 2016 • 1,500 certified race drivers • Promoting provincial level development. • Existing events being organised and sponsored heavily by German brands and independent companies.
- 5. Business model of automotive
- 6. People to people Town Twinning Gov. to Government Enterprise to enterprise Research & Engineering Technical racing skills Safety & certification Track design Capabilities JV Franchise Licensing Manufacturing Investments Business Opportunities Destination for FDI British Auto Brands Motorsport culture Auto Tourism Services Commercial Benefits Educate Promote Engage Monetise
- 7. The 2015 British Motorsport Festival • Held in Golden Port, Beijing, 28th Nov 2015 • Audience British brands Aspiring race drivers Spectators Brand customers • Activities Race Driver Certification Course: UK Association of Race Driver Schools Mini challenge Mclaren Hot Laps • Partners UKTI, CBI, CBBC,Association of Race Driver Schools, Federation Automobile & Motorcycle Clubs China, Beijing Motorsport Association. • Marketing Media Relations: >20 media per event Social Media: Weibo, Wechat groups created Website: http://www.britishmotorsportfestival.com (video available on the website)
- 8. British Motorsport Initiative (BMI) • The objective is to create an annual series of platforms in different cities in China which feature British motorsport culture. • British Motorsport Festivals in Tier 1 & Tier 2 cities. • Classic Car Rally Hong Kong to Beijing. • One Belt – One Road. London to Beijing Rally.
- 9. Calendar 2016 2016 then on-going. Q1 Q2 Q3 Q4 British Motorsport Festival See N.B. Below Beijing - June Shanghai / Zhuhai - September Chengdu / Jin Jiang - December Classic Car Rally Hong Kong to Beijing (via Shanghai) N.B. due to Chinese New Year in Feb., Q1 is not a good period to hold an event in China. N.B. A new GT Series is being launched in China and the BMF will be able to take part alongside these events. Dates subject to confirmation.
- 10. 2016 British Motorsport Festival • Brands: Made in Britain • Duration: 2 days. Held in conjunction with the FIA-sanctioned Super GT Race Series • Audience Amateur Drivers: Ave 200 per event Spectators: Ave 20,000 per event, Families Brand customers: Ave 500 per event • Activities Race Driver Certification Course: ARDS – One - Marque Series Races Hot Laps Concourse d’elegance for vintage cars Junior Karting in the paddock Formula E- Student Challenge pitting Chinese vs British Music concert F&B Driver safety education Modelled on the success of Goodwood, we aim to make these family affairs.
- 11. China Classic Car Rally Host Federation of Automobile and Motorcycle Sports of People’s Republic of China（FAMSC） Hong Kong Automobile Association（HKAA ） Organizer Goldenport & Hurun Automobile Culture Development (Beijing) Co., Ltd • Brands: Classic Cars of any vintage • Duration: 08.09 - 24.09. 2016 • > 50 cars • Audience • Classic car owners • Classic car buyers • General public • History • First held 1995 • 30th Anniversary Tour in 2015 • Previous year - sponsored by Audi. This year the organisers want a British focus.
- 12. One Belt, One Road. A BHAG for 2017 Xi Ji Ping’s initiative to re-build the silk route. Fulfils an objective to expand China’s wealth to the west of the country. A London to Beijing overland Rally - tracing the old silk route.
- 13. Marketing Opportunities • Objectives: 50,800,000 GREAT Engagements • Indirect - 50,300,000 viewers • Direct - 250,000 attendees • Internal - 250,000 employees • Media relations • VIP with Racers • UK With Chinese VIP‘s • VIP with Brands • Prize Giving • GREAT Branding • Cars • Clothing • Venues • Merchandise • Hospitality events • Customers • Partners • Government • Influencers MOTORSPORT Initiative Motorsport activities create a great range of activities, personalities, platforms and content rich media opportunities for promotion. • Advertising • On site pavilions • Official publications • Tickets • Internet properties • Facebook • Linkedin • Weibo • Weixin
- 14. THE ORGANIZERS British Goldenport Hurun Automobile Culture Development (Beijing) Co., Ltd The GREAT British Motorsport Initiative is being organised by an team of experienced British and Chinese partners and funded by sponsors, advertisers and attendees. Investors include Golden Port Enterprises (race track operators) , Hurun Publishing, Tencent (internet company), and China Equity Group (Owners i Aston Martin) • The management team will include: • Steven Ye - Executive Director of GoldenPort Enterprises, Motorsports & Culture Group. • Rupert Hoogewerf - Publisher of the Hurun Report & organisers of the HK- Beijing Rally. • Jim James - Founder of British Motorsport Festival. Chairman of EASTWEST PR & Eggplant Digital.
- 15. Budget GBP Events Fees British Motorsport Festival 300,000 3 900,000 Classic Car Rally 200,000 1 200,000 1,100,000 Fees exclude local taxes
- 16. Prepared by Jim James Organizer of British Motorsport Festival 2015 Beijing. China. Email: [email protected] Mobile: +8613910731967 http://www.britishmotorsportfestival.com 1st Feb 2016 MOTORSPORT Initiative The first national plan to engage the Chinese motorsport community.
Editor's Notes
- #8: BMF media coverage highlights: 2 Chinese press releases were drafted and shared with major auto media 1 English press release was drafted and shared with major English media 25 pieces of articles generated as of December 31. Among which, 2 are TV and video coverage and 23 are re-posts from both press release 2 media interviews with BMF’s spokesperson were conducted during the event by the following media outlets: Tencent Auto Auto Fans TV