China Super Business Report: Football is still the most promising industry in Chinese sports

China Super Company Mister Lu Feng, 2009 in the Super Principal Name Business Asia Pacific CEO Bai the same question questions and answers international Capital appraisal: Also will increase to in the super investment "finally got done." "Until a few days before the Premier League began, the Chinese Football Association and China Super Company finally finalized the league's main sponsor and avoided the embarrassment of" streaking "the league. When the football market is in a relatively low period, why does Pirelli choose to sponsor the super? What is the future of China's football market in the view of the company?　　With a few thoughts on the Chinese ball market, the Morning Post reporter has interviewed the Premier League sponsors in the negotiations of the Lu Feng company general Manager and the champion of the Asia-Pacific CEO Bai.　　Because the national size of the team are at a low ebb, fans of Chinese football confidence generally insufficient, how to evaluate the current Chinese football market? Lu Feng: Now hear a lot of people say in the warmer, indeed, in the Super League and the whole Chinese football market makes people feel better, but I think it is not a warmer, at most still in a pick-up stage.　　There is too much work to do to get the market up. Bai: We have always had great confidence in the Chinese football market, and we did a lot of research before we chose to intervene in Chinese football. The conclusion is that the whole Chinese football is still in a starting stage, with steady attendance and fans who are concerned about it.　　2009 Pirelli hopes to conduct a larger market operation in China, taking into account our long-standing sponsorship of the football habit and the influence of the Premier League in China, and ultimately the choice to expand corporate influence through sponsorship.　　What has changed in this year's Premier League compared to the past few years? Lu Feng: The Chinese Football Association has made a great change in management, "fake, gambling, black" and other negative factors affecting the development of the league, our league is also more good-looking.　　This is what the league sponsors want to see, after all, they want to maximize benefits. Bai: In our view, the China Super League is a high-end brand.　　This year the overall situation of the league has been in a very stable development, the title of the league championship has continued to the end, in line with the principle of fair competition, the league's attention and attendance than in the past has been greatly improved, these are gratifying phenomenon.　　From 1994 until now, the Premier League sponsors have experienced Marlboro, Pepsi, Siemens, Fox, Kim Wei Beer and Pirelli six stages, sponsorship amount experienced from peak to trough again gradually rebound process, how to see this phenomenon? Lu Feng: Indeed, the 90 's was the most prosperous time of the league. I remember being a sponsor carrying a cash box to look for the FA to become a sponsorship partner. Now the opposite is the case, and it turns out we're chasing someone else's butt (laughing bitterly). There are a lot of lessons to be learned in the process of market-oriented development.　　For example, we do not respect the sponsors very well, leading some sponsors away from Chinese football. Bai: Each of these brands and the Chinese Football Association's cooperation in each case, we have in the sponsorship of the Super League before the detailed analysis and research. I think sometimes sponsorship feesis out of proportion to the actual value, but the problem is not to be expanded. Pirelli and the Chinese Football Association after a long negotiation process to reach an agreement, the amount of sponsorship is a trade secret inconvenience disclosed.　　As for the effect of sponsorship, I think this year we have a very pleasant cooperation with the Chinese Football Association, the first year we are expected to be through the sponsorship of the super to improve brand awareness and sales, now this goal reached. CCTV has resumed broadcasting, more sponsors are involved, the attendance has steadily picked up.　　The media use "copy bottom" to describe the Pirelli and Nike's cooperation with the Chinese Football Association, do you agree? Lu Feng: I've heard that some people equate Chinese football with Chinese stocks. I think there is a certain comparability between the two, but not exactly the same.　　As for "copy Bottom", in my opinion should be so understood, the stock market is also to the bottom to "copy bottom" This argument, said "copy Bottom" Chinese football, that at least shows that Chinese football really to the bottom, rather than in a dip in the process. Bai: Signing a three-year sponsorship contract with the Chinese Football Association is an indication of our confidence in Chinese football.　　I am a "superstitious" person, in our cooperation with the Chinese Football Association two months, Pirelli has made a profit, of course, it is difficult to say whether there is a direct link between the two, but I still hope that both sides can achieve a mutually beneficial situation.　　How to view the "future" of Chinese football? Lu Feng: Since we all recognize this bottom, of course, it means there is a lot of room for development. We have also encountered some companies want to use a relatively low price and the Chinese Super League signed a multi-year sponsorship contract, but we can not sign.　　Because the Chinese football market will certainly go up in the future, this is beyond doubt, the entire football market will certainly slowly improve, signed is the history of sinners. Bai: This year is just Pirelli's first year in the Chinese football market, and we will definitely invest more in every aspect next year.