Recently, Yao Ming resigned as chairman of the Chinese Basketball Association. The State Sports General Administration spoke positively of Yao Ming’s work as chairman of the Chinese Basketball Association and expressed its sincere gratitude. The State Sports General Administration believes that Yao Ming has done a lot of fruitful work in laying a solid foundation for popular basketball, building a professional league system, improving the level of the national team, promoting the integration of sports and education, and promoting the construction of the basketball industry and culture. The talents accumulated during his tenure Resources, institutional resources, and social resources lay a solid foundation for further deepening institutional reform and promoting high-quality development of projects. It is hoped that Yao Ming will give full play to his social popularity and international influence and continue to actively contribute to the development of basketball.

During his tenure as chairman of the Chinese Basketball Association, Yao Ming actively promoted the physical reform of the association and launched the “dual national training team” model. The CBA League also made innovations in competition systems, drafts, business promotions, etc., and vigorously promoted the integration of sports and education as well as “small “Basketball” and the popularization of three-person basketball.

Since Yao Ming became the chairman of the Chinese Basketball Association in 2017, Chinese basketball has embarked on a new path of profound reform and development. As a Chinese basketball legend who has made brilliant achievements in the NBA, Yao Ming not only shoulders the important task of improving the competitive level of Chinese basketball, but is also actively committed to promoting the commercialization of basketball and exploring a new path for the long-term development of Chinese basketball. Yao Ming has injected strong vitality into China’s basketball industry with his international vision, professionalism and innovative thinking, especially in the commercialization of the league, the construction of the youth training system and brand promotion. Since Yao Ming became the chairman of the Chinese Basketball Association, he has promoted the reform and development of Chinese basketball with his broad international vision and excellent leadership.

Yao Ming is an iconic figure in Chinese basketball. He has made brilliant achievements as a professional basketball player in the Chinese Basketball Association (CBA) and the National Basketball Association (NBA). In August 2023, Yao Ming was elected to the FIBA ​​Hall of Fame in 2023. Previously, Yao Ming, who played for the NBA Houston Rockets, was elected to the Naismith Memorial Basketball Hall of Fame in 2016.

The following will analyze various aspects of Yao Ming’s promotion of the commercialization of Chinese basketball and his outstanding contributions in promoting the commercialization of Chinese basketball.

1. Promote the marketization of the CBA League and move towards professionalism and internationalization

As the highest professional league of Chinese basketball, the degree of commercialization of the CBA League is directly related to the development potential of the Chinese basketball industry. Since Yao Ming took office, he has continued to promote the market-oriented reform of the CBA, aiming at professionalism and internationalization, enhancing the commercial appeal of the league and expanding the international influence of the league.

Optimize the league structure and improve the competitive level. After Yao Ming took charge of the Basketball Association, the CBA league structure ushered in large-scale reforms. By introducing the “2+1” new foreign aid policy, the enthusiasm of domestic players is further mobilized and more young players are provided with training opportunities. Yao Ming also introduced measures such as expanding the playoffs and lengthening the regular season to enhance the enjoyment of the league. These reform measures not only improve the competitive level of the league, but also further release the commercial value of CBA, attracting the attention of more sponsors and viewers.

Build alliance brands and strengthen brand promotion. In order to enhance the market awareness of the CBA brand, Yao Ming proposed the goal of building the CBA “top basketball event” brand. Driven by Yao Ming, CBA has comprehensively upgraded its event packaging, visual design, social media operations, etc., giving CBA more commercial elements. Through the redistribution of live event rights, IP packaging and cross-border marketing, CBA has further consolidated its brand image, making the league’s influence no longer limited to basketball fans, but expanding to a wider audience.

Promote competition system innovation and attract more viewers. Under the leadership of Yao Ming, the CBA League has carried out a series of innovations in the competition system to improve the enjoyment of the competition. For example, in order to make the game more exciting and eye-catching, Yao Ming promoted the increase of playoff rounds and adopted a more intense competition arrangement in order to create a league system with “more highlights”. At the same time, CBA has also improved the quality of event broadcasts and introduced advanced data analysis systems so that viewers can have a deeper understanding of the game content. These measures have undoubtedly enhanced the appeal of the CBA and laid a solid foundation for the commercialization of the league.

2. Reform the youth training system to provide talent guarantee for the commercialization of the league

Yao Ming is well aware that in order to promote the commercial development of CBA, it is not enough to rely on the reform of the league itself. There must be a stable talent delivery system. Therefore, Yao Ming focuses on the construction of the youth training system and uses various measures to cultivate more high-level players for the long-term development of the CBA and Chinese basketball.

Establish a “basketball school linkage” youth training mechanism. Driven by Yao Ming, the Chinese Basketball Association has increased cooperation with primary and secondary schools and universities to promote a “basketball school linkage” youth training system to ensure that outstanding basketball talents receive systematic training from an early age. The establishment of this mechanism not only provides a large amount of fresh blood for Chinese basketball, but also lays a talent foundation for the long-term development of the league. Yao Ming once said, “To create sustained competitiveness, we must first have a group of high-level young players.” Through the reform of the youth training system, the CBA will no longer rely on short-term signings or individual players, but will gradually build a talent reserve. sustainable mechanism.

Promote CBA clubs’ youth training responsibilities. Yao Ming also pushed CBA clubs to pay more attention to youth training, requiring each club to set up youth teams and improve echelon construction, and assume the responsibility of cultivating basketball talents. Yao Ming hopes that through this move, the club will gradually realize that youth training is not only the responsibility of cultivating players, but also the key to enhancing the strength of the club and promoting the prosperity of the league. Through this reform, the youth training systems of each club have gradually improved, providing a large number of outstanding young players to the league, and significantly improving the competitiveness and enjoyment of the league.

3. Strengthen fan interaction and enhance CBA’s market influence

Fans are the key group for the success of the league’s commercialization, and Yao Ming attaches great importance to the interaction between CBA and fans, and uses various methods to shorten the distance between CBA and fans to further expand the league’s market.

Social media and new media platform promotion. Driven by Yao Ming, CBA has increased its promotion efforts on social media and new media platforms, using live broadcasts, short videos, interactive topics and other means to attract young groups and expand CBA’s influence among young audiences. CBA releases highlights, players’ daily life and other content through official social media channels, allowing fans to have a deeper understanding of players and teams, and improving fans’ stickiness and interactivity. Through these efforts, CBA has successfully expanded new audience groups and provided a broader market foundation for commercial development.

Establish a fan welfare program. Yao Ming realized that in order to maintain the long-term popularity of the league, he needed to provide tangible benefits to fans. Driven by Yao Ming, the CBA launched a fan membership system to provide members with discounted tickets, player meetings and other benefits. This move further strengthens fan loyalty while also boosting the league’s brand value.

Innovative “Fans Carnival” event. In order to allow fans to get closer to the CBA, Yao Ming promoted the establishment of the “Fans Carnival” event. This event is held during the league’s offseason and invites fans to participate in various basketball experience activities and interact with players. Through the “Fans Carnival”, CBA has strengthened the emotional connection with fans, which not only enhances the brand image, but also creates more opportunities for the league’s commercialization.

4. Introduce an international perspective and enhance the global influence of CBA

In promoting the commercialization of Chinese basketball, Yao Ming not only focuses on deepening the domestic market, but also looks internationally, hoping to attract more international capital and attention by expanding the global influence of the CBA.

Strengthen international cooperation and introduce advanced management experience. Yao Ming has repeatedly invited managers of international competitions such as the NBA and the European Basketball League to visit China to learn from advanced international management experience. This move not only improves CBA’s management level, but also deepens CBA’s recognition in the global basketball community. Yao Ming’s international vision and rich experience have injected new business concepts into the CBA, allowing the league to better integrate into the global basketball system.

Promote the international development of CBA players. Yao Ming encouraged Chinese players to “go out” and strengthen contact and exchanges with international high-level leagues. Through cooperation and exchanges with other leagues, Yao Ming hopes to expose CBA players and coaches to more high-level competitions and expand the global influence of CBA. This move not only improves the competitive level of the CBA, but also attracts more overseas audiences to pay attention to Chinese basketball and injects international elements into the commercialization of the CBA.

5. Positive evaluation from the international community

Yao Ming’s efforts have been highly praised by political figures, professionals and famous athletes from many countries. The following are some positive comments about Yao Ming from some international people:

NBA legend Kobe Bryant. Kobe Bryant expressed his respect for Yao Ming many times during his lifetime: “Yao Ming has always been a leader in the basketball world, not only on the court, but now he is also outstanding off the court. As the chairman of the Basketball Association, he has made great contributions in promoting Chinese basketball and improving the level of CBA. He made great efforts. He knows how basketball can inspire young people and the importance of balancing commercialization and competitive sports.” Kobe also commented: “Yao Ming has a unique talent. A great career, his contribution to the NBA cannot be overstated, he is a giant, a top player in the league in my opinion, and we talk about his injuries all the time, but when When he can appear healthy on the court, he is a dominant player.” Kobe’s most classic saying is that Yao Ming “builds a bridge between all of us.”

NBA star LeBron James. James praised Yao Ming’s leadership: “Yao is a very influential person, not just because of his height and performance on the court. As the chairman of the Basketball Association, he has brought new opportunities to Chinese basketball. He knows how to let It’s admirable for a sport to truly ‘enter the public’ and know how to combine commercialization with sportsmanship.”

Spanish legend Pau Gasol. Gasol expressed admiration for Yao Ming’s contribution to the Chinese Basketball Association: “Yao Ming is not only a symbol of Chinese basketball, but also a leader committed to the development of global basketball. He promotes the popularization and commercialization of basketball in China and helps the CBA League More professional. His deep understanding of basketball and professionalism inspired fans around the world and allowed us to see the rise of Chinese basketball on the international stage.”

Former NBA Commissioner David Stern. Stern has repeatedly expressed recognition of Yao Ming’s leadership, saying: “Yao Ming is not only a legend of Chinese basketball, he is also a true promoter of basketball globalization. He knows how to commercialize and improve basketball. The combination of the national basketball level has brought unprecedented changes to Chinese basketball. His efforts have made the future of Chinese basketball brighter.”

NBA Commissioner Adam Silver. Adam Silver said: “As the leader of the CBA, Yao Ming is promoting a new era of basketball. Through league reform, youth training construction and other measures, he has not only improved the level of Chinese basketball, but also made the CBA the focus of the world’s attention. “Yao Ming’s leadership is not only crucial to Chinese basketball, but also benefits the global basketball community.”

Former FIBA ​​Secretary General Patrick Bowman. The late Secretary-General of the International Basketball Federation (FIBA) Bowman once spoke highly of Yao Ming’s work in public, saying that he “made a huge contribution in promoting the internationalization of basketball.” He said: “Yao Ming has set a benchmark for the promotion of basketball around the world. He is not only a representative figure among players, but as the chairman of the Basketball Association, his reform measures also have a profound impact on the development of basketball.”

Australian Basketball Association Chairman and NBA star Andrew Gates. Andrew Gates praised: “As the chairman of the Basketball Association, Yao Ming’s reform of the CBA was groundbreaking. He knew how to drive interaction among fans, players and sponsors, and improved the level of the entire league. As a basketball manager, His vision is amazing, not only promoting the development of Chinese basketball, but also bringing new ideas to global basketball.”

International Olympic Committee President Thomas Bach. Bach said: “Yao Ming has unique insights in promoting the development of basketball. He has integrated international experience into China’s basketball industry and helped basketball become a more important part of the lives of Chinese young people. As a leader in athlete transformation, He has shown great talent in promoting the professionalization and commercialization of the sports industry.”

Houston Mayor Anne Parker. Anais Parker used three words to evaluate Yao Ming: diligence, hard work and intelligence.

Canadian Prime Minister Trudeau. Trudeau once mentioned Yao Ming in a China-Canada sports exchange event: “Yao Ming is an important promoter of the development of Chinese basketball. He has contributed a lot to the globalization of basketball. Yao Ming has shown outstanding foresight in promoting and commercializing basketball, making We see the huge appeal and development potential of basketball not only in China but also around the world.”

Former US President Barack Obama. Obama has repeatedly mentioned Yao Ming’s sports achievements and leadership. He once said: “Yao Ming is not only a sports legend, he is also a leader with international influence. He has shown great potential in promoting the professionalization and commercialization of Chinese basketball. He represents not only basketball Sports is also a bridge for cultural exchanges and cooperation between China and the United States. Liang.” Obama also said: “As a new president and a basketball fan, I learned a lot from Yao Ming’s words: ‘Whether you are a new player or an old player, it takes time to adapt to each other. ‘I believe we can meet Mr. Yao Ming’s standards.”

Former US President George Bush (Sir). Bush commented: “I would like to express my special gratitude to Yao Ming for his contribution to the city of Houston!” See clearly, it is not a contribution to “the Rockets”, but a contribution to “the city of Houston”. Yao Ming’s achievements are no longer measured by basketball statistics or championships. His contribution is more reflected in the relationship between China and the United States.

As a player, Yao Ming was China’s most convincing “national business card”. Yao Ming is not only one of the outstanding representatives of the Chinese nation, but also an outstanding representative of the people of the world. Yao Ming conquered the fans and the world with his skillful playing skills and friendly smile; Yao Ming showed his country with a positive and healthy image; Yao Ming has a tough character, hard-working attitude, humble attitude, vigorous and courageous attitude, all of which make him The world feels the height of Yao Ming,

Yao Ming’s performance as chairman of the Chinese Basketball Association has received widespread praise from the international basketball community. His innovative reform and commercialization exploration not only revitalized Chinese basketball, but also inspired the commercialization process of the global basketball world. These comments from political figures, sports managers and well-known players from various countries fully affirm Yao Ming’s outstanding achievements in promoting the commercialization of Chinese basketball. Yao Ming’s efforts not only changed the face of the CBA league, but also set a new example for the development of diversity and inclusiveness in global basketball. (Fortune Chinese)

The author Wang Yanxing is a columnist for Fortune Chinese.com, a senior researcher at the Chongyang Institute for Financial Studies at Renmin University of China, a former deputy secretary-general of the China Banking Association, and a consultant to the Internal Control Standards Committee of the Ministry of Finance.

This content is the independent opinion of the author and does not represent the position of Fortune Chinese. No reproduction without permission.

Editor: Du Xiaolei