Balancing act

"Acrobatics competitions and festivals, both national and international ones, are excellent platforms to display our talent. Most of the troupes bring their best program to attract foreign clients. Winning the prize in the festival will also increase the reputation of the troupe and translate into more contract wins," says Xin.

Li, however, believes that the acrobats should not rely only on reputation, but also use the services of a professional agent.

"In a mature market, the production and promotion should be divided. A professional agent is of great use during negotiations and promotions with foreign clients/circuses and will also help in getting better remuneration," she says.

What makes that point more compelling is the fact that most of the Chinese acrobats often end up as performers in foreign circuses and very few have solo performances.

"In the international market, Chinese acrobatics troupes are just employees of well-known circuses," says Li.

She says that two business models exist for Chinese acrobats in the world market. They can either be part of the independent world tours organized by Chinese companies or join foreign circuses as performers. But unfortunately it is the latter that has been more popular with the performers.

"Last year we only promoted three troupes for independent world tours," says Li. "Since Chinese acrobatics troupes are not familiar with the complicated laws and regulations and business operations in foreign countries, it would be much safer and more convenient for them to join big circuses as they have a better understanding of the local market and are managed more professionally."

She says big circuses like the Cirque du Soleil from Canada, often take the help of Chinese agents to contact local troupes and choose programs.

"These big circuses are only organizers. They hire acrobatics troupes from different countries and then organizes a world tour. What the Chinese acrobatics troupes contribute is only programs. These circuses would take care of the rest, including early promotion, organization, venue booking and ticket sales."

Though the troupes are having considerable success in the overseas markets, the situation in the domestic market is not that promising.

"The domestic market is not as good as the 1980s. People have more entertainment options and they would prefer to spend 100 yuan on a movie or drama rather than on an acrobatics show," says Li.

The shifting consumer preferences have also contributed to a stagnant market, she says.

"Foreigners are still in the habit of seeing shows. That trend did not diminish even during the financial crisis. In the US, despite all the problems, people were willing to pay as much as $30 (21.32 euros) to see Chinese acrobats perform," says Li.