High-tech mulligans for the Chinese newbie

Golf is a difficult sport to learn. It's even harder to master. But the emergence of high-tech teaching products from several Chinese distributors is bringing more convenience and simplicity to the sport.

With such products as the digital caddie and the indoor golf simulator, golfers in China are practicing the game anytime and anywhere they want.

"On a conventional golf course, you can see caddies carrying golf clubs around. But digital caddies, a pioneer of golf GPS, have shown how technology can improve golf operations," says Jin Chengfeng, a salesperson for Yongin Electronics (Tianjin) Co Ltd, which distributes the product created by Voice Caddie, a United States producer of the voice-guided GPS rangefinder.

Yongin Electronics became the sales distributor two years ago and since then, the product has been sold to about 50 golf specialty stores in China.

One voice caddie costs 1,580 yuan ($256; 176 euros). Jin says more than 200 are sold a month.

"With the voice caddie, golf players can play the game without a caddie, who can sometimes be as expert as the golfers on the game. Players can just press the button and will know how far they are from the center of the green," Jin says.

Although the product is not allowed in professional golf, Jin says it is very useful for golf lovers practicing the game and gives them a better understanding of their level of play.

Another drawback for golfers is the long distances they must travel to a course, most of which are located in the suburbs of major cities. An indoor golf simulator, however, makes it possible for golfers to improve their game indoors.

Long queues of visitors at the China Golf Show in March lined up to try simulators on display at the China National Convention Center in Beijing.

"We are operating four simulators currently, and the one presented here is the newest product," says Li Chaoqun, technical manager of Beijing 72 Sky Golf.

"We can sell up to 200 golf simulators a year. Each costs 288,000 yuan," he says.

With recent government policies making it tougher to build new golf courses, Li says more golfers are shifting to playing indoors. But golf simulators have just hit the market and business operators are scattered throughout China.

"Different operators can set the price as they wish," Li says.

Golfzon China, a branch of the South Korea-based producer, had two simulators, the Golfzon Vision and the Golfzon Real, at the convention.

"In the past five years, we have been the agent of the company. In order to expand into the Chinese market, it has set up a branch now," says Wen Jing, director of the business development department.

The Vision is the newest product from the company, priced at 310,000 yuan; the Real retails for 260,000 yuan. Golfzon mainly targets golf driving ranges and golf schools.

The simulators reproduce real golf courses in accurate 3D graphics and use a swing plate, which creates a field slope for players during their swings.

"Through recording players' swings, the simulator helps analyze their swings and improve their game while having fun," Wen says.

Unlike in developed countries where golf is seen as a casual outlet of entertainment, in China, golf is regarded as an exclusive luxury for the rich.

"However, the simulator can help popularize the sport among mass consumers as it is much cheaper compared with going to a golf course. And people can have a fun alternative and can play it when they want to," Wen adds.

yaojing@chinadaily.com.cn

(China Daily 04/26/2013 page11)