Although the benefits obtained by Longteng Group through the Longteng Club are relatively obscure and difficult for outsiders to see, Zhang Zhijun is still very clear. Pen Fun Pavilion wWw. ｂiquge。 ｉｎfo

When Longteng Group acquired Optics Valley Football School, it proposed to develop around the Olympic Sports Center, and the government also gave a commitment to support this decision, but it did not take action in all aspects.

First of all, the government is still very strict about the land near the Olympic Sports Center. The local government has also seen the prosperity of the sports industry, so it has very strict control over land approval. Longteng Group has carried out public relations many times, and the response is that the time is not yet ripe, and the government has not planned to make an auction plan for 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 bidding base of these plots of land is not low, and some even have a slightly high trend. Longteng Group has questioned the price many times, but has been rejected by various reasons, such as sports real estate, beautiful environment and other arguments.

However, these were reversed when the results of the Dragon Club gradually improved. The auction of the land near the Olympic Sports Center is the first good, when the Longteng Club and the Longteng Football School received a lot of attention, the government also launched the auction of these plots while the iron was hot, and took the initiative to invite the Longteng Group to participate in the bidding.

After the Longteng team's results in the FA Cup are getting better and better, and they are investing more and more in football. Through negotiations, Longteng Group successfully lowered the price of land. At present, it is still very rare for ordinary residential communities to have their own football fields, and in Jiangcheng, Longteng Group's Olympic Sports Center project is equipped with a half-field football field, which is also a rare commercial real estate project equipped with a football field in China. The government was very satisfied with the concession, and finally at a price 50% higher than the bottom of the bid and the commitment to some conditions for the football package, Longteng Group successfully won these plots.

In fact, this is one of the reasons why Zhang Zhijun agreed to Zhang Sheng's football in the first place: in order to let his son have a stable career, he also grabbed greater benefits for the company through this career.

It is no longer news that real estate companies have entered the football industry, and among the seven 100 billion real estate companies, Evergrande, Greenland and Wanda are involved in football. The same strength includes large enterprises such as Huaxia Fortune and Beijing Holdings, which later entered the football circle, and there are countless local real estate companies such as R&F, Greenland, Renhe, Jianye, Albin, ******, etc.

In fact, real estate companies investing in football are not very affectionate towards Chinese football, they all have their own interests.

First of all, other resources can be exchanged through the football service. China's football reform plan emphasizes the need to increase the construction of professional football stadiums, amateur football stadiums and campus football stadiums. In addition, local governments have proposed to add football projects to the quality education of students, and will vigorously promote the development of campus football in the future. It can be seen that the popularization of football will be a major trend, and football will be more and more closely related to people's daily life.

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 use free construction of stadiums in exchange for naming rights. Actively participating in such public welfare projects can also strengthen relations and cooperation with local governments. The construction of the Jiangcheng Olympic Sports Center participated in by Longteng Group was this model.

Second, it can exchange resources with schools and kindergartens. For example, negotiate with key primary schools to build football facilities for them free of charge, or provide free and regular football fields in the community to the teachers and students of the school, in exchange for the qualifications of the community counterpart schools, and the services of famous teachers to teach in the community. This is how Longteng Group planned the commercial and residential community near the Olympic Sports Center.

Thirdly, it can be planned or acquired in the land acquired and equipped with football facilities at the same time. Through the negotiation of these conditions, real estate companies are expected to drive down land prices, and even supporting facilities will become a major reason to attract home buyers. Once football is included in the high school entrance examination and college entrance examination, there will inevitably be parents who want to shape the environment and cultivate their children's strengths. At present, it is very rare for ordinary residential communities to have their own football fields, and in Shanghai, only the Greenland Maqiao project is equipped with a half-field football field, and in Jiangcheng, Longteng Group is also the first.

Secondly, we can establish a consumer experience football base to attract tourists. The football base is a combination of the main business of real estate enterprises and the football business, and Longteng Group is exploring this industrial mode. If the base can be given the functions of "consumption" and "experience", it will not only conform to the two major trends of the state to encourage consumption and promote the development of football, but also improve the commercial operation ability of real estate enterprises.

Through the planning of the football base, real estate enterprises can obtain land resources, build advanced training facilities, and develop the construction of youth training echelons. In the vicinity of the training ground, real estate companies can build a series of supporting facilities, such as: football-themed commercial centers, hotels, resorts, fitness and other sports venues, etc. For example, the football field rental provided by Longteng Football School and the free field opening provided every week are all doing this work.

After making a name for itself through the operation of the team, Longteng Group plans to use football-themed designs and activities to attract fans to come and consume the experience, such as: decorating the hotel rooms in the theme style of major clubs around the world; Staying in a hotel in exchange for contact with a star at the training ground; In the mall, it sells the peripheral products of the world's major clubs, and opens football-style restaurants, KTVs, etc.; Spend a certain amount of money in the base to redeem the player's signed jersey and more.

This is also something that a lot of clubs in the country have not done. For example, Guangzhou Evergrande, the club with the highest degree of professionalism in China, actually built a very small fan store in Tianhe Stadium, selling very simple jerseys, football and other basic products. On the contrary, outside the stadium, as long as it is a match day, it is full of Thai jerseys sold at stalls.

The Thai version of the jersey is a feature of China's domestic football consumption. Because in the early days, various European clubs handed over their jerseys to Thai garment companies for OEM. Therefore, many Thai companies have also obtained the model jerseys of these clubs. They are making more pirated jerseys at the same time as they make these official jerseys. It's just that the pirated jersey is inferior to the original one in terms of material, and the other designs are exactly the same. Although China began to imitate a large number of these pirated jerseys, they were eventually collectively referred to as Thai jerseys.

A genuine jersey, taking Guangzhou Evergrande's autumn jersey as an example, costs 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 between the Chinese Football Association and Nike, all team jerseys are Nike's.

The second is to advertise the company's brand. Lu Yi, assistant to the chairman of R&F Real Estate, the company behind Guangzhou R&F Club, once told the media that "investing one or two hundred million yuan in football may bring four or five billion yuan of advertising effect, and the superimposed effect far exceeds the advertising market."

According to some estimates, Guangzhou Evergrande will have an economic effect return of about 1.5 billion yuan for every 100 million yuan invested in football. The 2015 China Real Estate Brand Value Top 10 Report analyzed Evergrande, and the report showed that Evergrande's brand value ranked first in the Top 10 Chinese real estate companies for five consecutive years after investing in football in 2010. From 4.154 billion yuan in 2009 to 28.310 billion yuan in 2011, Evergrande's brand value has increased by 7 times in more than five years. Fans in many parts of the country have shouted the slogan of "investment is still not big enough, buy Evergrande house in the future", it can be seen that Guangzhou Evergrande has pushed its real estate industry to all parts of the country in the context of Chinese football, and I am afraid that no matter how much advertising is done, there is no football league publicity.

This also corresponds to a sentence from ******, the owner of Evergrande Club: "The cost of CCTV advertising is 150,000 yuan per second, and the advertising of other local TV stations is also tens of thousands of yuan per second, and our team's game is 90 minutes, you can calculate, if you want to do 90 minutes of advertising, how much does it cost?"

Finally, from the perspective of the group's long-term planning and internationalization, it is also conducive to the cooperation and expansion of overseas business.

By investing in overseas clubs, real estate enterprises can strengthen exchanges with foreign governments, which is conducive to the acquisition of overseas land and the acquisition of construction opportunities for projects.

Taking Wanda as an example, in November 2014, the news of the completion of negotiations for Wanda's stake in Atletico Madrid came out. In December 2014, it was reported that ****** negotiations with the Spanish government on investing in the former "European Casino" plot in the south of Madrid were nearing completion, and Wanda would invest 6 billion yuan to build a complex. Obviously, investing in local teams will improve the "impression score" of real estate companies in the eyes of local governments, which is beneficial to the negotiation of real estate projects. Greenland acquired hotels in Spain and set up a training base for the Shenhua team in Spain.

The 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 a channel for the training and growth of their young players, thus indirectly.

Football can certainly make real estate companies become "pigs on the tuyere", and exchange for brand promotion through monetary investment; or a protective "bargaining chip" in the hands of smart real estate companies to ensure a foothold in a complex environment; However, smarter real estate companies will make full use of policy guidance to innovate their models and make football an industry and a new profit point. At that time, the basic effect that football can bring will also be magnified several times.

As a leader in the domestic real estate industry, Zhang Zhijun took a fancy to these interests and officially agreed to Zhang Sheng's investment requirements for football. This time, the Longteng team entered the Chinese League, which can be regarded as officially joining the domestic professional league. If the previous amateur league and the second division league were regarded as allowing Zhang Sheng to play and make a small fuss, this time it can be regarded as raising the Longteng Club to the level of strategic development of Longteng Group, and it can be regarded as officially entering the real estate & football league. (To be continued.) )