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After hearing what Boss Zhou said, Lawrence smiled knowingly.

I understand everything!

Businessmen want to keep a close eye on consumers.

Manchester United's jersey sales can reach 1.5 million pieces each season. In fact, it's not too much. Generally, only die-hard fans will buy genuine jerseys. After all, the price is very high, which can reach 70 pounds.

Especially in Manchester, whenever there is a home game, you can see many fans wearing jerseys cheering and shouting inside and outside Old Trafford.

There is a way to do business here.

Manchester United launches new jerseys every season, but although it is a new jersey, the general style has not changed much. Except for senior fans, it is difficult to tell which is last season's jersey and which is this season's jersey.

The difference is too small.

Not conspicuous enough.

So many fans didn't actually spend money to buy this season's jerseys. They rushed out wearing last season's jerseys and joined the ranks of Manchester United's die-hard fans, singing, dancing, and cheering with everyone.

This is not right.

They are not "paying" for this season's football party.

How can the club make money without paying?

There are ways to motivate fans to "pay."

Therefore, in European football, you can often see a similar phenomenon - when a team encounters financial difficulties, the new jerseys they release are often very different in design from last season.

Through this difference, we can attract fans to consume and increase revenue.

However, similar tricks cannot be used frequently.

Human beings have "inertial thinking" when it comes to the aesthetics of art. They always think that the past is good and the new is bad, whether it is music, movies, paintings, or poetry.

The same goes for the design of jerseys. Fans will always feel that the previous jersey designs are good-looking, but the new jerseys are too ugly. In order to avoid this inertia phenomenon, the design changes of the new jerseys each season are relatively small, so as not to challenge the fans' thinking stereotypes too much.

This makes the model of promoting jersey sales through constant all-round jersey revisions unworkable. Fans have finally adapted to the design ideas of the new jerseys after one season, and then there will be major changes next season, and they have to start from scratch... … As time goes by, the fans will have to rebel.

A short-term chest advertising sponsorship agreement can solve this problem!

Highlight the difference of the new jersey through chest advertising sponsorship.

Last season and this season, Manchester United's chest advertisement was "Helo", which is the same, so the jerseys in these two seasons look similar.

If the chest advertisement of Manchester United's jersey changes to "Benz" next season, even if the jersey style changes slightly and there is no difference, the difference in the chest advertisement will be too obvious, and it can be distinguished at a glance whether it is an old jersey or a new jersey.

In this way, those die-hard fans will not be able to wear old jerseys to make up for their losses, but will be guided by the herd to celebrate together and buy new jerseys.

It is equivalent to boosting the sales of jerseys!

If you sign a short-term contract for a single season, then the chest advertisements on Manchester United's jerseys will change every season, which will continue to allow those die-hard fans to spend money to buy jerseys. At least the locals in Manchester will have to keep spending money. Keep buying.

Manchester United's income has greatly increased.

If more jerseys are sold, contracts with major jersey sponsors such as Adidas and Nike will also increase significantly, which will bring all-round revenue growth.

In this regard, Lawrence is an expert. He provided a theoretical summary, "Dynamic advertising effects must be better than static ones. Human eyeballs are easier to capture dynamic changes, thereby forming memory."

Chen Wenhao said: "Yes, there is a big billboard near my house. It has not been replaced for several years. I spent a lot of money on advertising, but the publicity effect is not strong. I have become accustomed to it and have no impression at all. Then one day the billboard After changing it, I suddenly discovered that there were advertisements there.”

Lawrence nodded, "The current long-term contract jersey advertising model in European football has many advantages and can minimize the club's risks. However, there are too many shortcomings. The risks are high, and the benefits are high. The long-term contract model has small risks. , the income will inevitably be greatly reduced.”

Chen Wenhao continued: "Yes, just like Manchester United's jersey advertisement, if it is Helo in a few years, the publicity effect will become worse and worse, and the fans will become numb. If it is Helo this year, Benz next year, and Benz the year after Samsung returned to Helo next year, with new tricks and freshness every year. This kind of dynamic advertising can continuously arouse the attention of the outside world, thereby showing the best marketing effect."

Zhou Buqi asked: "Have you discussed it yet?"

Chen Wenhao said: "Well, I have some ideas and discussions, and I need your support."

"How about it?"

"No consecutive signatures allowed."

"ah?"

"Just like this contract with Mercedes-Benz, the rigid rule is that it can only be signed for one year. The chest advertisement next season will be Mercedes-Benz, but it cannot be Mercedes-Benz the next season. The same sponsor has sponsored the chest advertisement of the jersey for two consecutive seasons. ."

In this regard, Chen Wenhao is even more experienced than Lawrence.

This kid was poached from China by Zhou Buqi.

While in China, he worked at Focus Media.

The general job is to hang advertisements in elevators, so that the advertising effect can be achieved through people getting on and off the elevator. In this regard, Focus leads the world, and it is no exaggeration to say that it is number one in the world. There have been many statistics and market surveys.

Sure enough, Chen Wenhao then took Focus Media as an example, "Data and market research have shown that if it is an elevator advertisement, making a static billboard and hanging it on the elevator will have very poor effect. The best solution is to hang it on the elevator An LCD screen displays dynamic advertisements. Firstly, this is a dynamic video advertisement, and secondly, it is a constant switching of advertisements. Only by constantly changing to keep it fresh and attracting eyeballs through different content can we achieve better advertising effects. This is the most advanced marketing concept.”

Looking at Gilbert Lawrence again, he nodded silently, obviously convinced by this kid.

Zhou Buqi supported the reform and immediately made the decision, "We have ideas, theories, data, research, everything is complete, why not do it? That's it, let's do it!"

Chen Wenhao coughed slightly, "However, there is a little tricky problem here."

"oh?"

"Not being able to sign continuously is not conducive to maintaining a long-term and stable cooperative relationship, and may even cause dissatisfaction among sponsors. Just like this cooperation with Mercedes-Benz, we will sign a short contract for one year first. If Mercedes-Benz feels that the market effect is good and wants to continue cooperation, we However, there are institutional regulations here that prohibit consecutive signings.”

"This is simple, just develop a new advertising space!"

Zhou Buqi's mind was very flexible and he came up with a solution almost instantly.

Chen Wenhao's eyes lit up, "Cuff sponsorship?"

"Huh?" Zhou Buqi was a little surprised and a little amused, "Are we thinking of going together?"

Chen Wenhao said with a smile: "I have prepared three alternative plans. Among them, cuff sponsorship is the most promising plan from Manchester United's commercial side. I am just worried that there will be some controversy on the athletic side."

Cuff sponsorship is to add an advertising space to the cuffs of the jersey. For example, embroidering the four letters "Helo" on the cuffs is equivalent to developing a new advertising space on the jersey after the advertising space on the chest of the jersey. advertising space.

However, if there are too many advertisements on the jersey, it will seem too commercial.

Many traditional football people can't accept it.

This is the biggest difference between European football and American sports.

Ask a player in Europe "what is football?" and the answer is often "life", "faith", "soul", and even the absurd argument that "football is higher than life and death." Ask an American NBA player "What is basketball?" and the answer will be much more uniform: "Basketball is a business."

However, times are improving.

The American sports model is the future of professional sports. Even conservative European football will slowly develop towards the American sports model.

Zhou Buqi hummed: "It's okay, don't worry about those old guys with rigid ideas, just do whatever you want! Twenty years ago, when the chest advertisement first appeared on the jersey, wasn't it also affected by the entire European football team? The verbal criticism from the media? It’s like adding an advertisement to a jersey is a heinous crime. After so many years, haven’t everyone got used to chest advertisements? Old guys will always resist new things, don’t pay attention to them. I see cuff advertisements very much Well, if Manchester United takes the lead, it will definitely become a trend in football!"

This is true.

That is to say, five or six years later, basically all Premier League teams' jerseys added cuff advertisements. Chelsea, for example, has 40 million pounds of chest advertising and 20 million pounds of cuff advertising; Manchester City, for example, has 50 million pounds of chest advertising and 12 million pounds of cuff advertising.

The biggest difference between professional sports and Olympic sports lies in the word "professional". Professional means being able to support a family, and being able to support a family means commercialization.

This is an inevitable trend.

Zhou Buqi travels back and forth between the United States and Europe. He is particularly satisfied with the Golden State Warriors and learns every time he goes there. I am particularly dissatisfied with Manchester United and feel that the football industry is too backward.

Chen Wenhao said cautiously: "Then add a cuff advertisement?"

Zhou Buqi didn't hesitate and said decisively: "Add it! That's it! If anyone has any objections, just say this is my request and let them come to me! Starting from next season, we will add a cuff advertisement!" Well...the first cuff advertisement is Helo, with a sponsorship fee of 5 million US dollars!"

Chen Wenhao was a little embarrassed, "$5 million is a bit low, right?"

"Ah?" Zhou Buqi didn't know much about the market price, "Is it low?"

Chen Wenhao said: "This summer, Barcelona signed a sponsorship agreement with Herbalife, an internationally renowned nutritional supplement company. It is the clover on the sleeve, and the price exceeds 8 million euros."

"Oh, that's it..." Zhou Buqi didn't care much about this kind of small money, "If Manchester United wants to be the world's number one in every field, it must surpass Barcelona, ​​so how about 10 million US dollars?"

Chen Wenhao smiled and said: "Okay! However, it can only be signed for one year. Just like the chest advertising agreement, it cannot be signed continuously. Helo will be a chest advertising this season and will be a sleeve advertising next season. If you still want to cooperate after another season , can be converted into chest advertising. Constantly changing to maintain a dynamic effect."

Lawrence added, "We maintain the long-term nature of the cooperation by alternating chest advertising and cuff advertising. Constant changes can also maintain dynamics and improve publicity effects."

"There are so many benefits!" Zhou Buqi couldn't help but cheer, "Okay, let's do it!"