28歲的中國中央電視臺主持人芮成鋼，被美國耶魯大學(xué)授予“耶魯大學(xué)世界學(xué)者”稱號，成為耶魯大學(xué)歷史上最年輕的“耶魯世界學(xué)者”。 

Rui’s speech in Yale University
芮成鋼在耶魯?shù)难葜v

And the introduction I do not really deserve.In China,we have an idiom called 拋磚引玉，I’m sure all the coutryman under this roof know what this means.You throw out a few dirty old bricks,and hopefully,some pieces of jewelleries and jades will follow.And so here are my bricks :on the surface,I’m not involved in the sports.I am an anchorman and co-founder of CCTV9,international TV channel of China,and I’m used to read news produce news in CCTV2,the business channel.But I happened to be born to a farther who was a novelist in 1970s ,who wrote the really famous book about gymnastics--___story,small boy from remote countryside became world-wide champion in gym in 1976,which was a best-selling book of the year,which was made into major motion picture and nobody talk about the book now because it was a book during the Cultural Revolution.And also one of my co-founders of CCTV9,which is now a title of CCTV5,CCTV’s sports channel ,which is of course the most powerful sports medium in China.
那樣的介紹實在令我受不起。在中國，我們有一句諺語叫做拋磚引玉，我相信在座的各位都知道它的意思。你扔出去寫舊的破磚頭，然后如你希望的，引出些珠玉。所以下面就是我要跑出去的“破磚”:表面上看，我并未涉及體育領(lǐng)域，我是個電視主持人，并且是CCTV9的奠基者之一，我還在CCTV2播新聞。但是我的父親是上世紀(jì)70年代的小說家，他寫了本關(guān)于體操方面，且很有名，這本書講的是在1976年一個來自偏遠(yuǎn)地區(qū)的小男孩后來成為一個世界體操冠軍的故事，那是當(dāng)年的暢銷書，并且被拍成了電影。但是現(xiàn)在沒有人談?wù)撃潜緯耍驗樗Q生于文革時代。當(dāng)年和CCTV9一起成立的還有現(xiàn)在被稱為ＣＣＴＶ５的頻道，當(dāng)然它是中國最有影響力的體育頻道。

And a long ago,I myself was invited to speak in serious events including the Davos summit meeting of World Economic Forum on sports,but I’ll start with a personal story that happened about four months ago,I was invited by a friend of mine financial based in New York by the name of Teddy Forceman.If you’re MBA cadidates,I’sure you’ve heard this man before,who is one of the leading characters of this book called____ at the gate,the father,the grand father of the business called the lavish buyers.He gave me a call and said “chenggang,I bought another company and it’s called IMG,international management group”,and it’s 一個副詞?，the world’s largest and most powerful sports marteting and management company,And he said my reputation in the business world is that whenever I bought a company,I’ll sell it in three or four years at ten times the purchased price.And he said I wanted to come to Florida and gave a talk to all of the IMG staff who is going on in China.I said “why?”and he said because IMG has been in China for more than 28 years ,yet IMG has failed to establish a business in China.IMG is also a case study,you’ve found a case study in either Havard or Yale business school textbooks.So when to Florida ,I spent three days with all the senior executives of IMG and had a very interesting disscussion with all of them,and somehow I found the reason why for modern___IMG failed to start business in China.The reasons are not unique.
很久之前，我參加了幾個重要活動，這其中就包括達(dá)沃斯世界經(jīng)濟論壇。但是今天我要以一個發(fā)生在四個月前的我的私人故事為開始。當(dāng)時我受我的一個朋友的邀請，他是Teddy。如果你是ＭＢＡ的申請者，我敢保證你一定聽說過他的名字。（省一段，因為我也沒聽清）。他打電話給我說：“chenggang，我又買了一家公司，叫做ＩＭＧ”。ＩＭＧ是世界上最大的市場管理公司，而Teddy在商業(yè)領(lǐng)域的聲望在于它買一家公司，三四年后以買進(jìn)時十倍的價格賣出。“而現(xiàn)在我要去福羅里達(dá)州，和ＩＭＧ的同事做個交流。”我問他為什么，他說IMG進(jìn)入中國已經(jīng)28年多了，然而去從沒建立起正式的生意。IMG也是個案例學(xué)習(xí)，你可以在哈弗或者耶魯?shù)纳虒W(xué)院教科書上找到它。所以我也去了佛羅里達(dá)，并且和那里的高級執(zhí)行官進(jìn)行了有趣的交談。無意中，我發(fā)現(xiàn)了為什么IMG沒能在中國做成功的原因。且原因并不特殊。

First of all,what sports really mean in China?What I believe is sports is not an industry in China,not yet!If you really want to talk about sports in China,you have to talk about Chinese history.And we have to talk about particular __mentality of Chinese people,that I would interpret as “the sick man of Asia”情結(jié).If I take a look at myself,before I was 7 years old ,I knew nothing about this__,and then Iwatched a Tv series called霍元甲，now major motion picture’s made about this guy.And then I heard the expression for the very first time,sick man of Asia,is about China in the 80 or 90 century when the aggressive foreign powers basically split China,and China was turned into a colony.And Chinese people lived in shame and humiliation,and this guy ,the congfu master was fighting all the Japanese and European boxers to win glory and pride for Chinese people once again.This name was actually delegated to Chinese people by our Japanese friends-sick man of Asia.So I think ever since then ,for more than 100 years,the Chinese people were working really hard at all ??to prove that the Japanese and world were wrong about the judgement .That Chinese people can stand top among the world community,that the Chinese are not sick men and women of Asia.Properly,given China’s today’status,we will weigh down that,but unfortunately it is still ,maybe because of our education or the way of our books,novels and movies were made,we were still more or less influenced by this mentality.So,everything ???on sports,it’s always used as vehicle,either for diplomacy,I’m sure all of you heard about “pingpong diplomacy”and vehicle for Chinese people to win back the pride that we once owned,so that is the reason why that’s 100% regulated by the states and not really an industry.So for IMG, a world renowed sports management company to come to China as early as in 1970s,it is difficult for them to make money.
首先在中國，體育真正意味著什么？我認(rèn)為在中國體育還不是一個產(chǎn)業(yè)，至少現(xiàn)在不是。如果你想談?wù)撝袊w育，你必須要了解中國歷史。我們要談?wù)劚环Q作“東亞病夫”的這種情結(jié)。回顧我自己，我在7歲以前對這種情結(jié)一無所知，知道我看了幾部叫做“霍元甲”的電視劇，我才第一次聽到了這種說法。那是指在在19世紀(jì)80，90年代，外國列強侵入中國，中國淪為半殖民地，而中國人生活在羞辱下，而霍元甲，這個武術(shù)高手，和來自日本和歐洲的拳擊手比武，且為中國人贏得了曾經(jīng)擁有的榮譽。而在這個過程里，我們的日本朋友就叫我們“東亞病夫”。自此之后的100多年里，我們中國人一直奮斗以證明給日本和世界看他們的看法是錯誤的，我們不是東亞病夫，且中國人也能站在世界民族之首。所以由于此種歷史原因，體育在中國成為種特殊的手段，不管是在外交上（我相信你們一定聽說過“乒乓外交”），更是為中國人贏得曾經(jīng)屬于我們的榮耀的辦法。這就是為什么體育在中國被政府絕度管理，還不是個產(chǎn)業(yè)的原因。這也就解釋了為什么對于IMG這樣的世界聞名的公司早在20世紀(jì)70年代就進(jìn)駐中國卻未能成功的。

And secondly ,the most important point of any sports industry,is,the athletes.And in China,the athletes are widely seen as property and ? of the state and roughly so,because,just like the character of my father’s book,they’re usually poor boys and girls born and raised in small,remote countryside for there were no other options,so their parents had to send them to state-form sports school to get proper education and??.That’s usually how were the stories started.And of course,?? entire tuition,education fees or substances paid for by the government from the municipal level to the provincial level,and if you are really good,by the state level.And of course,it’s that’s  that you’re basically owned by the government.They paid for everything and you need to pay back.And of course,these athletes ??the way that they should go out and win national pride for the country.That’s why the Chinese people love them.So in this case ,these athletes are not really active for just themselves this industry.I’m sure you heard the story of the really famous Chinese gold mendalist,three times or two times (twice),Olympic champion???,Mr Tianliang.I was just karaoking with him in Beijing.He is actually a very nice boy and karaoking is really the national sports in China.He was kept out of national team of China for doing too many commercial endorsements.I still remember that 2 years ago,wherever I go ,whenever there is major commercial events like the ?? opening in Beijing or Armani suit,??I always ran into him.Mr Tianliang who just won gold mendals at the Athens Olympics.And he started to have quarrels with the state athletes regulation of sports and maybe he didn’t give enough ? to the ?,so he came out of the national team.There were also athletes who are on the ? of being kicked out of national team,but somehow through certain connections,they didn’t do that.There are also rumors going on that if Yaoming had not been that famous in the US,maybe he would have been getting himself into trouble as well.So this is big debate whether these athletes have the right and reason to make money for themselves?On the one hand ,if you see them as individuals,of course ,they should.One the other hand, you know ,they’re basically raised by the state,that is probably a little complicated.So if these valuable athletes of sports industry actually athletes of state,then how do you ? them, how do you make money out of them?It’s another story.But nowadays,things are changing because people like Yaoming and the hurdler(what’s the hurdler’s name?Liu xiang,yes,thank you for that),er,they are no longer poor ? boys from countryside.They are both natives of Shanghai from ? families.And actually,their stories are telling Chinese parents that sports is actually a very competing alternative:you don’t have to go to school, to Harvard ,getting a MBA degree to become a lawyer or doctor or become an anchorman.You can actually send your children to a sports school,and maybe one day,he will be a huge star,making a lot of money out of it.They’re proving to the people that they’re alternatives but it’s just beginning, we still have a long way to go.So this is something very unique about Chinese sports industry.
在任何體育產(chǎn)業(yè)中最重要的是運動員，而在中國，運動員卻被看做是國家資源。就像我父親書中的主人公，他們都是來自偏僻,貧窮的的小鄉(xiāng)村,而對于他們的父母來說，他們將孩子送到體校以接受適當(dāng)?shù)慕逃酥猓改競儧]有更好的選擇，通常故事就是這樣開始的。當(dāng)然他們的整個生活費都是由政府承擔(dān)，從地級政府到省級政府，如果他們確實很優(yōu)秀，那么國家會為他們承擔(dān)費用。理所當(dāng)然地，作為運動員就需要回報政府，所以他們得出去比賽，并為國家贏得榮譽。這就是為什么中國人喜歡他們的原因。在這樣的情況下，運動員并非主動參與到體育中去的。我相信你們一定聽過中國著名的運動員田亮的故事，他是兩次還是三次奧運會金牌得主。我和他在北京唱過卡拉OK，他是個很不錯的男孩，當(dāng)然了卡拉ＯＫ在中國可以稱得上全民運動。他因為參加過多的商業(yè)活動被踢出國家隊。我仍然記得，兩年前，只要北京有重要的商業(yè)活動，我就能遇見他。這是因為雅典奧運會冠軍賦予了他明星效應(yīng)。他被踢出國家隊可能是因為沒有得到相關(guān)方面的同意，當(dāng)然也有一些其他運動員也參加過多活動，但通過一些交涉，他們并未被踢出去。甚至還有一些傳言，如果姚明不是在美國太有名，可能他也會惹上麻煩。所以產(chǎn)生了這樣的激烈討論就是：運動員是否應(yīng)該有權(quán)利和理由為自己掙錢。一方面。如果你將他們看做個體，他們當(dāng)然可以。可是另一方面，他們都是由國家培養(yǎng)的，就很難回答了。當(dāng)然今天，情況有所改變，因為像姚明或是跨欄運動員劉翔，他們都不是來自窮苦的鄉(xiāng)村，他們都是土生土長的上海人，事實上，他們的成功告訴中國家長其實從事體育也是很不錯的選擇，這意味著不一定要將孩子送去上像哈弗那樣的大學(xué)去獲取大學(xué)文憑，然后成為一個醫(yī)生或律師或者記者，你也可以將孩子送去體校，也許有一天，他能成為巨星，賺很多錢。當(dāng)然這樣的嘗試剛剛開始，我們還有很長一段路要走。這就是為什么我說在中國體育在中國還并非一個產(chǎn)業(yè)的原因。

And also,another thing which is quite strikingly different or strange,I would say about Chinese fans that the Chinese are sometimes more interesting in sports of other countries.For instance,I’m sure there are ten times more fans of European soccer games in China than in Europe.??I ran into Germans,French,or English,and they told me that whenever they’re in Beijng ,they feel ashamed because Chinese people know more about their stars ,their sports ,their soccer leagues than themselves.And also I’m sure that their ten times ,if not a hundred times fans of NBA in China than here in the US.This is very strange because usually in Europe or in the US,people are only interested in their domestic sports while in China,they are not ,they are more interested in overseas sports ,sports with nothing to do with Chinese people.For narrow reasons ,most importantly I would say is because we don’t yet have industry in China ,and precisely,we haven’t really industrialized this ?.There are no really good competition?.We don’t have the right system,regulatory framework,?,strategies to train real world-class soccer teams and basketball teams,etc.That’s the reason why the Chinese soccer team never made the foundation,maybe once,and Chinese basketball team was disappointing,too.That’s the reason why juniors like to watch the NBA and European soccer leagues.Believe it or not,it was Teddy Forceman’s company,international management group who established the vey first Chinese football league and very first basketball league,the CBA,but eventually,they___,completely by the ? adminstration.
還有一件事我覺得非常特殊或者說是奇怪，那就是中國的體育迷更關(guān)心別的國家的體育比賽。我相信歐洲足球聯(lián)賽在中國的觀眾至少是歐洲觀眾的10倍多。比如說當(dāng)我在北京遇到德國人，法國人或英國人時，他們感到很羞愧，因為他們發(fā)現(xiàn)中國的觀眾比他們更了解他們自己的足球明星，他們的運動，他們的足球聯(lián)賽。在以NBA來看，中國的觀眾如果不是100倍，至少是美國本土觀眾的10倍。這非常的奇怪，因為在歐洲或者美國，人們更關(guān)心他們國內(nèi)的賽事，而在中國，我們更熱衷于海外賽事，那些與我們自己無關(guān)的賽事。這是因為我們還沒有真正的體育產(chǎn)業(yè)，準(zhǔn)確的說體育還沒有被產(chǎn)業(yè)化。我們沒有很好的競爭體制，沒有完善的規(guī)章制度，沒有合理的策略來訓(xùn)練出世界級的足球或籃球聯(lián)隊。這就是中國足球或籃球讓人失望的原因，這就是中國人為什么熱衷于海外賽事的原因。然而，不管你信不信，恰恰是Ｔｅｄｄｙ的公司在中國建立起了類似國外的產(chǎn)業(yè)化的聯(lián)隊。

So to sum up,my point of view is to lay a good foundation for our later discussion ?,without sufficient knowlegde of what sports really means in China,and without ___________system which is still being tightly regulated by the government,it is difficult for any company or any individual to take the full potential of marketing ,of business opportunities of sports in China.  
總結(jié)起來，也為了以后進(jìn)一步的討論，我認(rèn)為沒有準(zhǔn)確清晰地關(guān)于在中國什么是體育的認(rèn)識，沒有創(chuàng)新的體制來改變至今仍被政府牢牢管理的體育，對于任何公司或個人來講，都是很難充分發(fā)掘出中國體育的市場和商業(yè)機會的。

Thank you all very much!
非常感謝。

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