Leaders Beijing: "The young Chinese audience is looking for engagement" (Collins Qian, NBA China)

"You will be surprised how long people watch on mobile here in China; it's the same as on TV. The difference in screen size is a challenge, not the length of the game. Our viewers are mobile driven. You have to be constantly listening to the market and adapt very quickly. In less than two years, a digital start-up can have half a billion followers, and become your next reference partner," stated Collins Qian, chief operating officer of NBA China, as part of the first edition of the "Leaders Sport Business Summit" conference series held in China, in Beijing on 21/07/2017.

"The key is also to turn your audience into engagement. The young Chinese audience is looking for engagement, with other youth, with e-commerce, with online content, and with social networks. Bring that, no matter what the platform or how the content is distributed," added Collins Qian.

The NBA China director spoke as part of the "Major Leagues, Major Market: Varied Strategies for Growth" panel alongside David Proper, executive vice-president for media and international strategy of the NHL, and Jay Li WWE…