Shanghai Dapai Sports & Culture - Consumer Demand Research for an Online Football APP
Company overview
Shanghai Dapai Sports & Culture Development Co., Ltd. is located in the Hongqiao Business District, Shanghai, and is a leading comprehensive sports service provider in China, focusing on the development and operation of internet platforms. The company primarily targets the sports and e-sports value chains, aiming to build a global sports marketing ecosystem. Dapai Sports centers on its live sports streaming platform, with business operations spanning sports agency, sports copyright, sports sponsorship, and sports technology, offering users a comprehensive sports entertainment experience and high-quality content services. Leveraging its robust technological platform and industry resources, Dapai Sports continues to drive innovation and development within the sports industry, establishing itself as a key player in the domestic sports entertainment sector.
Research background
As the boundaries between e-sports and traditional sports continue to blur, live streaming platforms have become the dominant channel for sports content dissemination. Dapai Sports is currently developing a new mobile application featuring core functions such as live event broadcasts, celebrity commentary, and interactive celebrity dialogues. Due to limitations in copyright costs, the company intends to allocate greater focus to celebrity commentary and interactive features to enhance user engagement and expand its market share. To ensure the new app meets the actual needs of fans, Dapai Sports seeks to conduct a targeted survey to understand fans' viewing habits, app usage behaviors, and their receptiveness to new features—providing data-driven insights to refine the app's functionality and support future marketing strategies.
Research scope
In May 2020, CEIDEA Research was commissioned by Shanghai Dapai Sports & Culture Development Co., Ltd. to conduct a consumer survey targeting football fans, focusing on their viewing habits, app usage preferences, and demand for and acceptance of new app features. The study employed a questionnaire-based approach, with key areas of inquiry including: 1) fans' viewing behaviors, such as preferred types of matches, viewing channels (live streaming platforms, television, social media), and viewing frequency; 2) usage patterns on existing sports streaming platforms, including satisfaction levels and interest in celebrity commentary and interactive features; and 3) acceptance of Dapai Sports' new app features, particularly expectations regarding celebrity commentary and interactive modules, as well as feedback on potential improvements in user experience. By analyzing fan needs and preferences, the research will assist Dapai Sports in refining the functional design and content structure of the new app to better align with the expectations of its target audience.
Expected outcomes
This research will provide Dapai Sports with detailed data and insights on fans' viewing and app usage behaviors, helping the company identify potential needs for new app features. The findings will support content planning, feature design, and user experience optimization in the celebrity commentary and interactive sections of the new app, ensuring it better meets fan expectations and enhances user engagement and retention. Additionally, the study will deliver authentic user feedback on both the current platform and the new app, enabling the company to accurately identify user pain points and needs, further refining product features and optimizing marketing strategies to strengthen brand competitiveness. Ultimately, the research outcomes will serve as a solid foundation for the successful launch and market rollout of the app, driving continuous innovation and growth in Dapai Sports' live sports and e-sports offerings.
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