Kick­ing off peak show of Chi­nese soc­cer brand

China Daily (Hong Kong) - - BUSINESS -

team. The salaries of club mem­bers are sim­i­lar to that of other China League One clubs. The high­est an­nual salary was sev­eral mil­lion yuan,” she said. “We didn’t pay tens of mil­lions of yuan to hire play­ers like others did.”

For all of Wen Xiaot­ing’s re­lent­less ef­forts, Guizhou HFZC is yet to ring in prof­its.

About 200 mil­lion yuan were spent on op­er­a­tions last year, which in­cluded play­ers’ wages, bonus, brand pro­moto broad­cast news, in­for­ma­tion bills and rou­tine ex­pen­stion and other forms of con­tent es. about the club. For an­other, The club earned only 10 per­auto­mo­biles and ra­dio be­came cent of that, mainly from pub­lic­ity ve­hi­cles. Ad­ver­ti­sein-sta­dium ad­ver­tise­ments ments at strate­gic lo­ca­tions and sales of team-themed like air­ports and host grounds mer­chan­dise like ap­parel, cre­ated brand aware­ness. footwear, ac­ces­sories, she said.

That’s not all. Twice a month, “Re­ceipts from ticket sales fans of Guizhou HFZC were were low. Most of the tick­ets in­vited to the home sta­dium. were given away free of cost to When the games ended, Wen. the fans, par­tic­u­larly pri­mary would show up with the club’s and mid­dle school stu­dents.” mas­cot. In China, own­ing a foot­ball

In May 2016, a con­test was club is more of a hobby and held for fans to write the team non­profit ac­tiv­ity than bu­sisong. The win­ner was awarded ness, she said. Many Chi­nese 10,000 yuan ($1,477). foot­ball clubs ex­ist be­cause of

The same year, the club has their sup­port­ers’ en­thu­si­asm. de­signed its team jer­sey for the But Guizhou HFZC wouldn’t fans. Ear­lier this year, she hired burn money blindly, she said. an­chors to broad­cast the That nous comes from famiteam’s games live. ly back­ground. Her fa­ther

“By con­struct­ing foot­ball heads China Guizhou Heng­cul­ture, I ex­pect to make more feng Real Es­tate Devel­op­ment lo­cals watch a week­end game, Co Ltd, which fo­cuses on the whether they love foot­ball or sale, rent and prop­erty man­not,” she said. “What I’m do­ing age­ment of high-end com­meris at­tract more fans to the cial real es­tate. ground. With crowd sup­port, She grad­u­ated from the play­ers will feel en­cour­aged to Univer­sity for the Cre­ative play to their full po­ten­tial.” Arts in the United King­dom

She also ra­tio­nal­ized spends be­fore join­ing Harper’s on play­ers and ex­penses. Bazaar China, a fash­ion maga“There is no su­per­star in our zine, in 2011.


Wen Xiaot­ing, chair­woman of the soc­cer club Guizhou Hengfeng Zhicheng, ex­plains her brand pro­mo­tion idea dur­ing chat with three Ger­man Chan­nel 2 tele­vi­sion staff in a soc­cer sta­dium in Guizhou prov­ince.


Wen Xiaot­ing, chair­woman of Guizhou Hengfeng Zhicheng.

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