2018 Le Tour de France events to kick off in China

Global Times – Metro Beijing - - ENTERPRISE -

The 2018 Le Tour de France held a press con­fer­ence in Bei­jing on June 4, dur­ing which the de­tails of the up­com­ing events in China were re­vealed to the pub­lic. The event is com­posed of two sections – the pro­fes­sional round match in Shang­hai and chal­lenge match in places in­clud­ing Bei­jing and Hainan Prov­ince.

When the 115-year-old Le Tour de France event first took place in China in 2017, it im­me­di­ately cap­tured mas­sive fans of cy­cling with some 5,000 peo­ple par­tic­i­pat­ing in the event and 50,000 spec­ta­tors. This year, the or­ga­niz­ers promised to bring more in­no­va­tive and thor­ough ex­pe­ri­ences to the pub­lic.

Not only will the lo­ca­tion of the event be ex­panded to other ma­jor cities and prov­inces out­side of Shang­hai, the par­tic­i­pat­ing cy­clists can fully de­vote them­selves to the com­pe­ti­tion while also en­joy­ing the sur­round­ing land­scapes along the jour­ney. The event in Bei­jing will take place in Huairou district on Septem­ber 23. In col­lab­o­ra­tion with Ac­ti­va­tion Group, a lead­ing in­te­grated mar­ket­ing agency that is host­ing the 2018 Le Tour de France events in China, the host of the Bei­jing sec­tion Guoan Sport picked the in­ter­na­tional con­ven­tion cen­ter on Yanqi Lake in Huairou district as the main arena for the game.

At the press con­fer­ence, the pres­i­dent of CITIC Guoan Group Li Jianyi talked about why Guoan Sport de­cided to be the host of 2018 Le Tour de France events in Bei­jing. “In the sports sec­tor, ev­ery­one knows that Guoan has been in the soccer field for over 20 years, dur­ing which we have col­lected a good deal of ex­pe­ri­ences,” Li said. “Or­ga­niz­ing a large sport- ing event [like the 2018 Le Tour de France] is very chal­leng­ing. It is very dif­fi­cult to get the of­fi­cial ap­proval to hold an event with over 5,000 par­tic­i­pants in Bei­jing due to se­cu­rity con­cerns. To make it hap­pen, we in­vited ex­perts from the Le Tour de France to pick the right place for the game to be held and co­or­di­nated with lo­cal govern­ment in ev­ery de­tail in ad­vance.”

Ac­ti­va­tion Group’s Sport Man­ager Zhou Qi also at­tended the press con­fer­ence and spoke about how to mar­ket sports. “We have been us­ing in­te­grated mar­ket­ing for many years in China. As a brand de­vel­oper, we had so­phis­ti­cated re­sources in the fash­ion and entertainment in­dus­tries be­fore we en­tered sports. Now, fash­ion, entertainment and sports are our three “troika” that are nicely-com­bined,” Zhou said.

The ac­tor from Tai­wan is­land Ethan Juan will also par­tic­i­pate in the Bei­jing sec­tion of the events. Liu Jinyao, the gen­eral man­ager of Ac­ti­va­tion Group, con­cluded that the 2018 Le Tour de France of­fers a very valu­able op­por­tu­nity for cy­cling lovers, and he hopes that more and more peo­ple will be able to join in this in­ter­na­tional tour­na­ment and share their sup­port for cy­cling as a greener life­style.

Photo: Cour­tesy of 2018 Le Tour de France

2018 Le Tour de France hosted a press con­fer­ence in Bei­jing to re­lease de­tails of the up­com­ing event.

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