Kicking off peak show of Chinese soccer brand
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.