Reporter Jia Yanfeng reported that due to the impact of the recent epidemic, not only the Chinese Super League, but actually the entire Chinese professional league, all of which have to be postponed. However, the suspension of the event does not mean that the work is suspended, and the Chinese Football Association, the Preparatory Group of the China Football Federation, and the Chinese Super League Company are still working hard. In fact, the operation of the tournament system caused by the epidemic for many years is extremely difficult for the entire investment promotion work, and there is also an immeasurable loss to the brand value of the entire league. Even so, the operation should be worked on, and the above three institutions and departments at the core of Chinese football operations have not given up.
Although the market currently looks sluggish, this means that it is not possible to give up, and the closure of the home stadium of the Chinese Super League under the pressure of the epidemic in recent years may bring a strong rebound after the epidemic has receded. If you want to win the market's turnaround in the future, you have to work hard now.
Taking advantage of the business opportunities revealed by user profiles, looking for professional commercial market research service providers, and continuing to work hard to make the league start, the continuous impact of the epidemic has made the operation of the entire league brand face a reallocation.
As early as the end of the 2021 season, the preparatory group of the China Football Federation held an internal discussion meeting for the first time to actively make efforts to restore the home and away system in the new season. Although it seems that some of the original plans are difficult to achieve at present, the criteria they have prepared are that if there is a glimmer of possibility one day in the future, the plan to restore the home and away games can be launched at any time, and there is no need to study it temporarily at that time.
All this stems from their understanding of the importance of home-and-away systems for the entire professional league and Chinese football.
On April 9, 2021, the official platform of the Chinese Super League released the "Chinese Football Association Super League - White Paper on Commercial Value for the 2020 Season". In this "White Paper", it contains three parts: analysis of the domestic sports industry, analysis of the performance of the Chinese Super League, and fan portraits and behavioral characteristics. In the analysis of fan portraits and behavioral characteristics, the basic attributes of "among Chinese Super League fans, middle-aged men are the core group, the age is concentrated in 30-40 years old, most of them are married and have children, and they generally have high cultural quality". Male fans account for 62%, and female fans have nearly 40% of female fans. In terms of educational distribution, 75% of undergraduate degrees account for 75%, 57% of fans are between the ages of 30 and 40, and married fans with children account for 78%. Among them, most of the fans are veteran fans, who have been following the Chinese Super League for more than 5 years. In the field of business cognition, Chinese Super League fans generally prefer official supplies, the Internet and car-related supplies, and their purchasing power has increased to 763 yuan per year.
Compared with basketball leagues, although the overall number of fans is not as large as that of football fans, the average spending power is higher than that of football. According to the 2020 survey report, the average annual consumption of senior Chinese basketball fans on equipment is 2842.1 yuan, and the annual expenditure on basketball activities is 3191.5 yuan, and more than 60% of fans spend directly on the venue.
What are the factors that contribute to this contrast? One is the overall performance of the sport, and the other is the sense of participation. If the Chinese Super League has a live game and a sense of participation, the prospects of the whole event and the confidence given to investors are different. Want to better promote the sustainable development of the entire league, it is more important to do its best to promote the market, even if the market base of football is not good enough, and the past two years have been affected by the epidemic, but it is because it is not good, so it is necessary to continue to work hard, the Chinese Super League company realized that the Chinese Super League as a product, user experience is always the first important, so to the fans to do a user portrait.
In the user portrait, the results of the survey on the consumption concepts and hobbies of Chinese Super League fans were also announced. The results show that most Chinese Super League fans enjoy outdoor sports, surfing the Internet, gaming and traveling. The concept of consumption is mainly based on rational planning and reasonable enjoyment, and the main consumer goods are in three aspects: clothing accessories, outdoor sports, and electronic digital. In the market development, "user portrait" is actually a specific market field and business opportunities, to understand the real "user portrait" of the Chinese Super League, is conducive to the Chinese Super League and even the clubs to reasonably develop relevant derivative products, to find the most suitable sales channels and consumer groups.
Through the investigation, the Chinese Super League found that the Chinese Super League fans do not lack spending power, but in addition to the competition, the rest of the products available for market consumption in Chinese football are still relatively limited, so the development of related products is a business opportunity left for the management department and clubs to dig deeper.
I thought that 2021 would be the most difficult year for investment promotion, but I did not expect that the 2022 season would be more challenging. In order to solve this dilemma, we can only start from the root causes.
The Chinese Super League is looking for annual market research cooperation projects for the league. The project is to provide market research services for the Chinese Super League, through competitive negotiations to openly solicit suppliers, the Super League company finally determines the market research service providers, responsible for the annual evaluation and development trend analysis of China's domestic sports industry and football business market, in addition to providing the Super League sponsor brand commercial value, marketing activities effect evaluation and other related services.
Involving the specific requirements of the project, a total of four aspects: 1, the overall analysis of the domestic sports industry: comparative analysis of football, the Chinese Super League and other sports projects and league sponsors, fan groups, etc.; 2, the Analysis of the brand development trend of the Chinese Super League: group comparison of fan sports attitudes, viewing channels, daily consumption and brand interaction behavior, etc. and conduct research, analyze the embodiment of the Chinese Super League brand and put forward targeted promotion suggestions; 3, Media copyright evaluation: research and evaluation of the value of broadcasting rights in different professional sports leagues at home and abroad, analysis of the commercial benefits of the event broadcast platform and potential copyright business development opportunities; 4, sponsorship rights evaluation and suggestions: analysis of the valuation of the rights and interests of designated sponsors, including return on investment, etc., summarize the shortcomings of sponsor brand marketing and put forward optimization suggestions for future marketing activities.
At present, the project is still in the bidding process, the bidding deadline is April 15, if there are more than 3 bidders, the bidding speech will be launched on April 20, which will be held online. In fact, this is also combined with the consumption capacity of the fan group in the state of prevention and control, under the influence of the epidemic, the consumption strength and consumption structure and consumption habits of the entire fan group may change, so how to adapt to changes in the market in the future of the Chinese Super League, how to continue to promote business work, fans can not go to the scene to see how to narrow the distance between the team and the fans, these must be solved step by step in the future.
Some people say that the epidemic has brought about the cold winter of professional football, and some people say that the national team's loss to Vietnam has put the league into an ice age. In any case, the status quo is already like this, and no longer complaining can change the status quo, only positive face can solve everything. As industry managers, the Chinese Football Association, the Preparatory Group of the China Football Federation and the Chinese Super League Company strive to grasp the changes in the market from the overall situation of the industry, and specific to each club, every player and the media practitioners who follow and report on Chinese football, they should think at this time about how to form a synergy and jointly bring vitality to the industry, rather than further destroying the already precarious living environment.
Therefore, "first play the league", this is the Chinese Football Association, the Most Important Work Goal of the Preparatory Group of the Chinese Football Association and the China Football Federation, of course, it is best to restore the home and away system, limited by the situation and conditions, the first stage of the first stage of the implementation of the tournament system is also OK, the most important thing is that the league can not be pressed the "stop button". For the Chinese Super League players in the front line, they are more eager than anyone to return to normal as soon as possible, they said that in the past two seasons, although everyone does not really like the game of the conference system, but if even the game system can not be played, the overall interests of Chinese football will be more harmful, the common concern of many Chinese Super League players is that if the league can not be reopened, or can not restore the home and away system, may be this year's salary will be owed again, "the old account has not been given, the new account has increased."
Long-term plagued by the epidemic, coupled with the sluggish performance of the national team in the top 12, so that some people say that the commercial value of the Chinese Super League is almost zero, but even so, there are still many people who work hard for this, and as long as the entire industry does not choose to give up, it will eventually usher in a spring breeze.