Racing esports in China : CUI's business expansion plan

Abstract

In recent years the racing esports industry has been of greater importance in the business world beyond the role of a cultural medium. With the industry's larger size and potential for more growth, the industry has attracted many newcomers. One of them is CUI which was founded in 2018. This thesis studies the key stakeholders in the racing esports industry, how racing esports differentiates from other esports and other sports games, and the investment landscape in this industry. Furthermore, the thesis analyzes the policies of racing esports industry in China, development potential of the industry from both supply side and demand side, and the possibility of synergies between racing esports industry and automotive industry. Based on all the research, analysis and 536 consumers questionnaires, the study gives five recommendations for CUI to expand its business including expanding business in B2B market using referral marketing, entering into B2C market with 4P strategy, expanding CUI's role in value chain, building CUI's own E-commerce platform and establishing China's first online sim racing management system.