China's school kids stepping up to plate

China's budding little-leaguers are stepping up to the plate as Major League Baseball brings the sport to the nation's schools.

Last Thursday, the league's 'First Pitch Clinic' visited Qiaozi Town Central Primary School in Beijing, where kids－most of whom had never even touched a baseball or bat before－received expert tuition from MLB coaches.

The Beijing clinic followed classes in Shanghai and Wuxi, Jiangsu province.

"One of MLB's aim is to promote baseball in China and let more kids embrace and fall in love with the sport," said Tony Qi, managing director of MLB China. "MLB can offer baseball equipment, teaching material and training sessions for the teachers and coaches. The MLB coaches will lead the school kids through basic baseball training.

"This year we have our First Pitch activities in Beijing, Shanghai and Wuxi, and in the future we hope to bring it to more provinces, cities and schools. I have high expectations of our First Pitch class.

"The First Pitch public class is different from the MLB Development Center we established in China. The aim of the development centers is to help nurture professional baseball talent. But the First Pitch class is more about promoting baseball culture and allowing more kids to have their first taste of the sport."

MLB coach Anthony Bennett was heartened by what he described as the "incredible" response from the kids.

"From my stand point where I grew up playing baseball, I now see baseball, the game I love, in China. It's fabulous," Bennett told China Daily.

"I keep saying it's about interest. The more time kids spend outdoors learning to play a sport and how to use their bodies, the more it will benefit them. Learning baseball is a journey.

"What's exciting for me is to look at these kids playing baseball and getting satisfaction. They also have to learn what it is to be in a team environment and achieve team goals."

Chinese pop singer Jike Junyi, who is the 2020 MLB China junior baseball ambassador, added a little glitter to Thursday's activity and said such classes were "unimaginable" when she was a kid.

"I tried to play a little baseball today, and I really enjoyed it! Now I'm at the same level as the kids, but I will play more in the future. Helping to promote sports in China is always worthwhile," she added.

As a music and fashion icon, Junyi hopes her ambassadorial role can boost baseball's mass appeal.

"One very direct way we can promote baseball is by collaborating with MLB through my music. All sports and tournaments need music, so I will release a baseball-themed song in the future," she revealed.

Qi said he is looking forward to hearing Junyi's new creation and hopes it can become a modern anthem for the sport.

"Baseball is a lifestyle. It's connected with music, food and fashion－just like the song Take Me Out To The Ball Game, which has been very popular for decades and transcended the sport," Qi said. "I hope we have an iconic Chinese baseball song one day, which can be heard at every baseball match in China."

All the stats point to baseball's huge potential in the world's most populous nation.

According to the Chinese Baseball Population White Paper, published by MLB last October, China's total "baseball population"－including players, coaches, administrators and fans－reached 41 million in 2019, of which 21 million are classified as "active". Most are located in major cities like Beijing, Shanghai and Guangzhou.

Among active fans, 81.5 percent are classified as "baseball consumers", 45.7 percent regularly watch games and 40 percent currently play the game or have done so in the past.

China's adult baseball population is mostly higher-income, white-collar consumers, among which 86.9 percent have bachelor degrees and 82.1 percent have a monthly income exceeding 8,000 yuan ($1,216).Health, quality of life and investment all rank high on their list of priorities.

Much of MLB's revenue in China is generated through the sale of merchandise. Qi acknowledges that not every fan who wears a New York Yankees jersey or cap may be entirely familiar with the team's storied history. However, he hopes the popularity of MLB attire can ultimately point people in the direction of the action.

"MLB has always been related to fashion in China. We hope to attract more people who like fashion to the baseball community," said Qi. "They may be first attracted to a team's jersey and then they start to learn more about the team, the league and baseball as a sport."