Chapter 1321 The Magical Internet

The team's advertising revenue is mainly divided into three categories: jersey and sneaker sponsorship, jersey chest advertising, and stadium billboards.

Jersey and sneaker sponsorship means cooperating with sports companies, such as Nike, Puma, Adidas and other companies, which can help them sell jerseys and sneakers. The jersey chest advertisement is the big advertisement on the jersey chest.

These two advertising revenues are the team's main sources of sponsorship revenue.

It is also the most important marketing promotion for each club.

The stadium billboards look shabby in comparison. Even Premier League giants like Manchester United and Liverpool receive very few billboard advertisements.

It's not that the resources are bad, it's that the team's business operations are really poor.

If it is a small team, it will be even worse. They can only cooperate with some local companies. Because the market promotion is far from enough.

For example, when Manchester United came to Japan this time, Santoku helped Manchester United secure three advertising sponsorships: Honda cars, Yanmar agricultural vehicles and nutritional supplement product Manda.

Honda is a little better. This is a world-class giant. They have a professional marketing planning department. If you have similar needs, you can take the initiative to contact Manchester United.

But here comes the question, why should Honda look for Manchester United? Is there any data to support this?

In Japan now, Serie A is the most popular, because most Japanese overseas players play in Serie A. Manchester United's ratings in Japan lag far behind Arsenal.

Ferguson's football was very good at winning championships, but it was not good-looking at all, and it was far worse than Arsenal.

In this case, Honda has no rigid demand to cooperate with Manchester United, and wants them to come to Manchester United to cooperate... Why?

This is especially true when it comes to Yanmar agricultural vehicles and nutritional supplement product Manda.

The reason why these two companies cooperate with Manchester United is that its products are mainly sold to Southeast Asia, Thailand, Malaysia and Singapore.

Manchester United has absolute dominance in Southeast Asia.

This is considered a rigid demand, and everyone is eager to cooperate with Manchester United.

But both of them are small regional companies.

Let them take the initiative to contact Manchester United? How to contact? Fly to Manchester and come to your door? A round trip of £100,000 is a lot of money to spend, so forget it.

This is true for Manchester United, and even more so for other European teams.

The main reason is that there is a lack of communication bridge between European clubs and global companies. Especially overseas small and medium-sized enterprises, there are almost no opportunities to contact European teams.

In later generations, Manchester United, through Santoku's business operations, built a business empire with more than 60 partners, allowing Manchester United's commercial advertising revenue to rank first in the world all year round, surpassing Real Madrid and Barcelona.

However, there is only one Sandezi in European football.

Manchester United can do it, but what about other teams?

A billboard for a sports team is better than an elevator ad in an apartment building, right? Focus Media has been able to run the elevator advertising business prosperously and has become a large company with annual revenue of several billions.

European football stadium advertising doesn’t work?

You are just sitting on a golden mountain and complaining about being poor.

This is also related to the inherent thinking in football. For example, the internal disagreements at Manchester United this time. San Dezi worked hard to attract three sponsors for Manchester United, but was scolded by David Gill and Ferguson...

Regardless of whether it is domestic or foreign, reform is a very complex and large-scale project.

At least in its previous life, European football was pretty much the same. Even if some people want to guide reforms, such as the European Super League, this is also the most traditional thinking reform, and they still want to seek changes in the game model.

It's a bit far from Zhou Buqi's level.

What he wants to do is "Internet + Football", and he wants to use the influence of football to help Ziweixing's European business gain a foothold and become an Internet giant that can firmly take root in Europe.

In this way, even with the collective suppression of Silicon Valley giants and the endorsement of the two major markets of China, Japan, South Korea and Europe, Ziweixing still has the power to fight!

San Dezi obviously couldn't keep up with Big Boss Zhou's thinking. He was a business wizard, but he was only a businessman in the traditional sense and lacked understanding of the Internet.

"The operation mode of this kind of billboard is too complicated."

"Not complicated."

"Isn't it complicated?"

Sandoku smiled bitterly, and there were bidding rankings and various details... He really didn't understand it.

Zhou Buqi glanced at him and said, "That's why I asked you to go to Focus Media to study."

Sandoko took a deep breath.

Now I finally understand.

The big boss had already planned everything. Taking advantage of the internal differences among the three sponsors, this plan was deployed.

Santoku smiled bitterly and said: "Even if Manchester United can solve it, there are still obstacles on the customer's side. We can't send sales to the world and let them pull orders for Manchester United, right? In that case, their travel expenses may be more than the order amount. It’s still big.”

Zhou Buqi said: "So we need a platform."

"platform?"

San Dezi was slightly startled, and then he thought about what this young boss's main business was.

Zhou Buqi smiled, "An advertising platform about team sponsorship. And why does it have to be a stadium billboard? Can you open your mind a little? On the toilet door in the stadium, on the table in the cafe, on the wall of the corridor, news The background wall for press conferences, the background wall for post-game interviews, there are too many advertising resources in the stadium.”

"Well……"

San Dezi twitched the corner of his mouth, not knowing what to say.

I just feel like the big boss has really fantastic ideas and a lot of imagination.

hehe!

Nowadays, many teams can’t even put up billboards in the stadium, and they have no sponsors at all. In this case, what kind of dining table advertisements, background wall advertisements, toilet advertisements...are you thinking too much?

Zhou Buqi said calmly: "Ziweixing has established a subsidiary to specialize in market development of the football industry. It will start building an advertising platform. Manchester United only needs to put advertising space resources on it, and then customers around the world can watch it through the Internet. When it arrives, then place a bidding order and pay the money to Ziweixing. Ziweixing will then connect with Manchester United for bidding ranking, advertising, and payment."

Santoku was slightly surprised, "So the process of bidding ranking does not need to be done by Manchester United, but Ziweixing's platform?"

"If I ask you to do it, can you do it?" Zhou Buqi was a little amused and shook his head, "This requires algorithmic processing, especially detailed analysis. For example, analysis of the games of Manchester United VS Liverpool and Manchester United VS Fulham. The rebroadcast rate, the calculation of the audience, and specific data are given to help advertisers conduct analysis. This is much better than the past advertisers who only focused on advertising and could not get any data. "

It is almost an impossible task for Manchester United to do this kind of thing.

But Ziweixing is very simple.

They are all ready-made businesses.

Ziweixing has its own integrated advertising platform, which provides advertising resources from platforms such as Friends.com, Toutiao, Xiaonei.com, and Helo.

Merchants can conduct comprehensive analysis based on their own needs and the data provided on the platform to determine what kind of advertising resources are most suitable for them.

Santoku is convinced, "Yes, the reason why advertisers are cautious about advertising in stadiums is because they cannot evaluate the effectiveness of advertising. Neither broadcasters nor clubs can provide effective data. This leaves the client company with advertising The planning department caused great work difficulties.”

Zhou Buqi said: "For many small companies, such as Yanmar's agricultural vehicles, there is no need for players to come forward for such small businesses in the future. They place orders directly on the platform, and the transaction is completed through Ziweixing. For Manchester United In other words, there is no need to sign a contract.”

"Don't sign a contract?"

Sandoku couldn't believe it.

"Online signing, network agreement." Zhou Buqi looked helpless and glanced at him, "Don't you even understand Google? Google's advertising covers the whole world. If customers sign contracts offline one by one, can they sign over? ?”

At this time, Sandoko was ecstatic, "This is great! This is great! If there is no offline signing, Ferguson and David Gill will have nothing to say!"

If the contract is signed offline, you will have to drag a few players over to the platform. Such business activities will distract players and may affect their competitive status.

If Ziweixing can build an advertising platform and skip the offline signing process, this contradiction can be avoided.

It turns out this is the Internet!

It's really amazing!

Zhou Buqi said: "However, some local business cooperation and cooperation with large companies, offline signings are also indispensable. As I said just now, a new reward mechanism must be given. For example, star players like Rooney. Every time he participates For offline activities, the club will pay an extra sum of money, and may even give Ferguson a fee. In this way, conflicts can be resolved and the motivation of star players can be increased at the same time."

This type of offline signing is not personal sponsorship, but team sponsorship. All advertising revenue belongs to the club, and neither coaches nor players share the benefits.

This will dampen everyone's enthusiasm.

We still need to learn from Hollywood on this point.

In order to stimulate the development of peripheral copyrights and derivative copyrights, Hollywood movies will give some relevant staff some income dividends, thereby increasing their enthusiasm for work.

The more you share, the more you can earn.

Once the money is in place, the resistance between reform and Ferguson can be reduced, differences within the club can be resolved, and Manchester United can be built into a smoothly operating machine.

San Dezi now understands what Boss Zhou wants to do. His ambition is not just a Manchester United, but a world-class entrepreneur. He sighed: "Zhou, Manchester United is just the beginning, right? This advertising platform of yours is I want to bring in all the clubs in European football.”

Zhou Buqi said frankly: "Of course, football is the largest sport in the world. As far as the eye can see, there is gold everywhere in European football, but the practitioners are like blind men, unable to see anything. Even many small and medium-sized teams are on the verge of Bankruptcy is so sad. Let alone the Premier League teams, just talk about the English League One. The offline and online viewers of each game are hundreds of thousands at least, which contains huge advertising development value. Especially local For merchants, the effect is doubled. What is missing is such a platform and relevant data analysis of advertising effectiveness.”

"So, start with Manchester United first?"

"Yes, let's experiment with Manchester United first and figure out the model. Once it's straightened out, we can promote it on a large scale."

"You acquired Manchester United..." Santoku glanced at him, "Is this your real purpose? To understand European football through Manchester United, so as to promote your Internet industry to enter European football."

Zhou Buqi said with a serious face, "Nonsense! I have been a Manchester United fan for decades! Don't spread rumors everywhere!"