I heard that the J-League wants to restore the corporate title, and many people have said, is this not a face-punching FA president Chen Shuyuan? It is the reform of the neutral name of Chinese Super League clubs promoted by Chen Shuyuan that makes chinese Super League clubs difficult.
But in fact, these are two different things.
The current operation of chinese super clubs is difficult, and it has a certain relationship with the neutral name reform, but it does not play a decisive role. The most critical thing is that the Chinese Super League team is still relying on corporate blood transfusion and self-reliance as a supplement to the business model.
Under the dual impact of the overall situation of China's economy and the epidemic, the capital chain of investment enterprises is under great pressure, and at the same time, the epidemic has led to the club's operating income falling to the freezing point, so there will be many teams that are unsustainable.
For example, the 2020 season champion Jiangsu Suning and the previous champion Guangzhou Evergrande, even without the neutral name reform, they are still the same situation today. Because the problem is Suning Group and Evergrande Group, what the name of the club is, can not change the dilemma of tens of billions of billions of yuan encountered by these two groups.
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Of course, neutral names do discourage some companies from investing in football, but these things are easy to do when the economy is in good shape, such as a decade ago. Nowadays, all aspects are sluggish, and enterprises can't even make money by "losing money and making money", so naturally they are even more reluctant to invest money. However, after all, this is still under the background of the big, if the overall environment is good, it is not a big deal to lose money and make money.
So, how much responsibility does the neutral name bear for the difficulties of the Operation of chinese Super League clubs today? At best, it is 10%-20%, which is not decisive at all.
In fact, to speak of, the problem with neutral names is that the timing is not right and the way is not right. The club's implementation of neutral names is a requirement of the football reform program, but this program has been for several years. In the past two years, the epidemic has continued and the economic situation is grim, so it is certainly not a good time to resolutely implement the neutral name at this time. Moreover, the one-size-fits-all approach is even more unacceptable.
The most typical is Beijing Guoan, although it is a corporate name, but in fact it is already a neutral name in the recognition of society and public opinion, in order to meet the requirements, it can only be divested from equity, from multiple shareholders to single shareholders. The neutral name is indeed completed, but the equity reform is actually a turning back. This in itself is not in line with the requirements of the foot reform plan.
Neutral names are not a wrong requirement, but if they are introduced a few years earlier, or from the beginning of the professional league, it is right.
The Japanese J-League was reformed with a neutral name from the time it was first created, the company withdrew, and the teams all had their own names. What Urawa Red Diamonds, Osaka Flying Feet, Kashima Antlers, Kawasaki Striker, Hiroshima Sanfreccol and so on. It should be said that the Japanese J League is doing a step in this regard, not only the name has been changed, the equity structure of the club has also been adjusted, basically the Japanese teams are multi-shareholder joint participation, but also basically local enterprises.
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Urawa Red Diamonds, for example, 50.69% of their shares come from Mitsubishi Heavy Industries and its subsidiaries, and the remaining shares come from a number of different companies, which basically guarantees the independence of the team.
The current football reform of the Chinese Super League is also done in this direction, with multiple shareholders and it is best to have local state-owned enterprises to invest in the shares.
But under the epidemic, members of the J-League in Japan have proposed to make adjustments, one of which is to increase the number of corporate titles.
Although the J-League has been playing, the degree of audience openness has been limited, the income of Japanese clubs has shrunk significantly, and many teams have lost money. You know, the Japanese J League is very strict about the club's revenue audit, if it is in a long-term loss state, the club may be ordered to be relegated. But now that more than half of the clubs are losing money, what if the law does not blame the public?
As a result, Japanese teams also began to save themselves, one of which is the corporate naming.
Many Chinese fans have heard that Japanese clubs are going to re-name the company, and they think that this is a slap in the face of the Chinese Football Association.
Not really. Because the neutral name of the Japanese club has long been completed, the ownership structure of the team has long been fixed, and the team's connection with the local area has been very close, the title in this case is actually just a channel to increase revenue.
Although the Japanese J-League has not yet officially agreed to this application, from the news of japan, this title will not affect the name of the club itself, but only on the original name of the club. For example, urawa red diamond club may be named Urawa red diamonds mitsubishi by the Mitsubishi Group.
This naming method is a bit like the previous Beijing modern. When Beijing Hyundai originally named Beijing Guoan, in fact, the real naming method was: Beijing Guoan Football Club Beijing Hyundai Motor Team. The two words of guoan are still retained, but the media has called the Beijing Modern Team in order to save trouble.
This title of the J League is very different from the title of the previous team in the Chinese Super League. The title of the Chinese Super League is that the company directly adds the name to the team name, or the team itself has no name, and who is the company behind the funding, use whose name. So there are evergrande, R&F, Huaxia Happiness, Quan Jian and a series of real estate or other industry enterprises name.
The name is the capital enterprise, and the shares are also the majority of the funded enterprises. Therefore, the Chinese Super League team is not actually a title, but a pure corporate team. This is completely different from the title of the Japanese J-League, where the Club exists independently and then opens the title to the company as an advertising window.
So, don't look at the title of the Japanese J-League team and think that you are going back. The road that people should take has been completed, and the road to be taken now is only superficial things, to put it bluntly, it is to give the team an open source and throttling window.
It cannot be said that as soon as I saw that the Japanese J-League intended to rename the team again, I thought that the neutral name was wrong, and I felt that the Chinese Super League team should have a corporate title. This view actually only sees the superficial thing of the title, and does not consider the things behind the club's independence, shareholding structure, regional concept, etc. It's like when we study Japanese football, we always learn a truth. When we see That Japan win the Asian Championship, we think it's because he naturalized the Brazilian Ramos, and when we see the development of Japanese football, we think he hired a lot of well-known foreign coaches.
In fact, these are superficial furs. Before Japan's naturalization, the Chinese team could not compete with Japan in the scene (such as the Danas Cup in 91), and when Japan did not ask for big-name foreign aid, the league was already in full swing.
Where the difference between Chinese football and Japanese football is, the difference is that Japanese football moves the bones, and Chinese football learns the face.
Therefore, even if Japanese football really returns to the title, it does not mean that the Chinese Super League is wrong to cancel the title. The fault of the Chinese Super League is that the timing is not right, the way is not right. Either, it should be done in the early days of the professional league, or wait until the epidemic is basically over.
Of course, the leader slapped his head and forced him to rush to implement the foot reform plan, which is also a matter of face and substance.