Although the benefits that Longteng Group obtains through Longteng Club are relatively obscure and difficult for outsiders to see clearly, Zhang Zhijun is still very clear.
When Longteng Group acquired Guanggu Football School, it proposed to develop the area around the Olympic Sports Center. The government also promised to support this decision, but it did not take action in all aspects.
First of all, the government's control over the land near the Olympic Sports Center is still very strict. The local government has also seen the prosperity of the sports industry, so it has very strict control over land approval matters. Longteng Group has conducted public relations many times and obtained
The response was that the time is not yet ripe and the government has no plans to auction the land near the Olympic Sports Center.
The second is the negotiation of land prices. In the middle of the year, the local government officially listed several plots of land in the Olympic Sports Center, but the bids for these plots of land were not low, and some even tended to be slightly higher. Longteng Group has many
Every time I questioned the price, I was rejected by various reasons, such as sports real estate, beautiful environment, etc.
However, these things were reversed when the performance of Longteng Club gradually improved. The auction of the land near the Olympic Sports Center was the first good thing. When Longteng Club and Longteng Football School received a lot of attention, the government also launched these projects while the iron was hot.
auction of land, and proactively invited Longteng Group to participate in the bidding.
After the Longteng team performed better and better in the FA Cup and invested more and more in football. Through negotiations, the Longteng Group successfully lowered the land price. At present, projects with built-in football fields in ordinary residential communities are still very rare.
, in Jiangcheng, Longteng Group’s Olympic Sports Center project is equipped with a half-field football field. This is also one of the few commercial real estate projects in China equipped with a football field. The concessions made the government very satisfied, and the final price was 50% higher than the minimum bid.
% price and the commitment to some conditions for football supporting facilities, Longteng Group successfully won these land plots.
In fact, this was one of the reasons why Zhang Zhijun agreed to Zhang Sheng playing football in the first place: in order to allow his son to have a stable career and at the same time gain greater benefits for the company through this career.
It is no longer news that real estate companies have entered the football industry. Among the seven real estate companies worth 100 billion, Evergrande, Greenland and Wanda are involved in football. The same strong companies include China Fortune Land Development, Beijing Capital Enterprises and other large companies that later entered the football circle. As for
There are countless local real estate companies such as R&F, Greenland, Renhe, Jianye, Albin, **** and so on.
In fact, when real estate companies invest in football, it is not because they have great affection for Chinese football. They all have their own interests.
First, football services can replace other resources. China’s football reform plan emphasizes the need to increase the construction of professional football venues, amateur football venues and campus football venues. Secondly, governments around the world have proposed adding football projects to students’
In quality education, campus football exhibitions will be vigorously promoted in the future. It can be seen that the universal popularization of football will be a major trend, and football will be more and more closely related to people's daily lives.
Opportunities available to real estate companies:
First, it can directly participate in the construction of football stadiums. Real estate companies have obvious advantages in construction costs, and they can also build stadiums for free in exchange for naming rights. Actively participating in such public welfare construction can also strengthen relationships and cooperation with local governments. Before
The construction of Jiangcheng Olympic Sports Center that Longteng Group participated in is exactly this model.
Secondly, it can exchange resources with schools, kindergartens, etc. For example, negotiate with key primary schools to build football facilities for them for free, or regularly provide football fields in the community to the teachers and students of the school for free, in exchange for the support of the corresponding schools in the community.
Qualifications, services for famous teachers to teach in the community, etc. This is exactly how Longteng Group plans the commercial and residential community near the Olympic Sports Center.
The third is to plan or acquire the land and build football facilities at the same time. Through negotiation on these conditions, real estate companies are expected to lower the land price, and even the supporting facilities will become a major reason to attract home buyers. Once football is included in the high school entrance examination, the college entrance examination
, there must be parents who hope to shape the environment and cultivate their children's talents. At present, projects with built-in football fields are still very rare in ordinary residential communities. In Shanghai, only the Maqiao project with green space is equipped with a half-field football field. In Jiangcheng, Longteng
The group is also the first.
Secondly, a consumer experience-based football base can be established to attract tourists. A football base is a combination of the main business of real estate companies and football business. Longteng Group is exploring this industrial method. If the base can be given the functions of "consumption" and "experience", then
It not only complies with the two major trends of the country encouraging consumption and promoting football exhibitions, but also improves the commercial operation capabilities of real estate companies.
Real estate companies can acquire land resources, build advanced training facilities, and develop youth training teams through the planning of football bases. Around the training ground, real estate companies can build a series of supporting facilities, such as football-themed commercial centers, hotels, and resorts.
, fitness and other sports venues, etc. For example, the football venue rental provided by Longteng Football School and the free venue opening every week are all doing this work.
After Longteng Group becomes famous through team operations, it plans to use football-themed designs and activities to attract fans to come for consumption experiences, such as: decorating hotel rooms in the theme styles of major clubs around the world; staying in hotels in exchange for opportunities to interact with stars at the training ground;
The mall sells peripheral products of major clubs around the world, opens football-style restaurants, KTV, etc.; spend a certain amount of money in the base to exchange for jerseys signed by players, etc.
This is something that many domestic clubs have failed to do. For example, Guangzhou Evergrande, the most professional club in the country, actually built a very small fan shop at the Tianhe Stadium, selling very simple things.
The most basic products such as jerseys and footballs. On the contrary, outside the stadium, as long as it comes on match days, all the stalls sell Thai version jerseys.
The Thai version of jerseys is a feature of China's domestic football consumption. Because early European clubs handed over their jerseys to Thai garment manufacturing companies for OEM. Therefore, many companies in Thailand also obtained sample jerseys from these clubs. They are manufacturing
Along with these official jerseys, more pirated jerseys were also produced. However, the material of the pirated jerseys was inferior to the genuine ones, and the other designs were exactly the same. Although China later began to imitate a large number of these pirated jerseys,
In the end, they were collectively called the Thai version of the jersey.
A genuine jersey, taking Guangzhou Evergrande's autumn clothes as an example, the price is between 299-1000, divided into player version and fan version. The Thai version of the jersey is mostly less than 100 yuan. Because of the contract signed by the Chinese Football Association and Nike
, all team jerseys are from Nike.
Then there is advertising for the company's brand. Liu Yi, assistant to the chairman of R&F Real Estate, the company behind Guangzhou R&F Club, once told the media, "Investing one or two billion yuan in football may bring about four to five billion yuan in advertising effects.
The additive effect it produces goes far beyond the advertising market."
According to some agency estimates, for every 100 million yuan invested by Guangzhou Evergrande in football, there will be an economic return of approximately 1.5 billion yuan. The China Real Estate Brand Value Top 10 report in 2015 analyzed Evergrande. The report shows that the Evergrande brand
The value of Evergrande has been ranked first among China's top real estate companies for five consecutive years since it invested in football in 2010. From 4.154 billion yuan in 2010 to 28.31 billion yuan in 2011, Evergrande's brand value has increased by a full 7 times in more than five years. Many companies across the country
Local fans have shouted the slogan, "The investment is still not big enough. If you want to buy a house in the future, buy Evergrande houses." It can be seen that Guangzhou Evergrande has promoted its real estate industry to all parts of the country in the context of Chinese football. I am afraid that
No matter how much advertising you do, it won’t be as powerful as a football league.
This also corresponds to the words of Evergrande Club owner ***: "The cost of CCTV advertising per second is 150,000 yuan, and the advertising cost of other local TV stations is tens of thousands of yuan per second. Our team's game is 9o
Minutes, you can calculate how much it will cost if you want to make a 9o-minute advertisement?"
Finally, from the perspective of the group's long-term planning and internationalization, it is also beneficial to the cooperation and expansion of overseas business.
By investing in overseas clubs, real estate companies can strengthen exchanges with foreign governments and facilitate the acquisition of overseas land and project construction opportunities.
Take Wanda as an example. In November 2014, news broke that Wanda had completed negotiations to acquire a stake in Atletico Madrid. In December 2014, there was news that Wanda and the Spanish government had agreed to invest in the former "European Casino" site in the south of Madrid.
Negotiations for the block are coming to an end, and Wanda will invest 6 billion yuan to build a complex. Obviously, investment in local football teams will increase the "impression points" of real estate companies in the eyes of local governments, which will be beneficial to negotiations on real estate projects. Greenland
It acquired hotels in Spain and established a training base for the Shenhua team in Spain.
Cooperation between real estate companies and overseas clubs is not only conducive to the development of their own real estate business overseas, but also provides channels for the training and growth of their young players, thus indirectly.
Football can certainly make real estate companies become "pigs in the spotlight" and exchange money for brand improvement; or it can be a protective "chip" in the hands of smart real estate companies to ensure a foothold in a complex environment; but smarter real estate companies will
We will make full use of policy guidance to carry out model innovation and turn football into an industry and a new profit point. By then, the basic effects that football can bring will also be magnified several times.
As a leader in the domestic real estate industry, Zhang Zhijun officially agreed to Zhang Sheng's investment request for football because of the above interests. This time the Longteng team entered the Chinese League One, which is regarded as officially joining the domestic football team.
Professional league. If the previous amateur league and second division league were just for Zhang Sheng to play around and make small fuss, this time it can be regarded as raising Longteng Club to the level of strategic development of Longteng Group, and it can also be regarded as officially entering the real estate & football league.
