The curtain is about to start on a new season

Peterneon stood in front of the window of the administration office on the second floor of the White Hart Lane Stadium on Hagrid Road, looking at the long queue of people in front of the fan store not far to the north, with a smile on the corner of his mouth, and he was thinking happily in his heart.

Football is a very interesting field for him, and as a marketing guru, he feels that the marketing of the football market is full of things that are not possible in other fields, such as the football league starts again every season, and you can launch a new shirt every season, and the fans will still buy like crazy, provided you have to have the element to attract them.

Not long ago, Peter Nien accompanied Ye Qiu to meet in London with Angela Hellenz, the CEO of the world-famous luxury brand Burberry, who is a well-known strong woman in the fashion industry in the UK and even around the world.

After graduating in 198l, she went to work for the American fashion brand Donna Ren, and later joined Henry O Bandel, and in 1998, she entered the well-known brand Risiegarbon, but this time her position was vice president of operations and design, and the very famous TU was made in her hands.

In UU, Angela Helenc joined Burberry, a local British luxury brand, with the success of Riche Kabang, a world-famous brand that is regarded as a brand exclusive to the British royal family, and has been admired and loved by countless people all over the world, and is known as a timeless brand.

Angela Lenz soon launched a range of luxury products tailored to women after joining Burberry, and in just four years or so, she managed to increase the value of Burberry's stock by five times and her annual income by more than three times, allowing the century-old brand to regain the attention of the fashion industry.

This is valued by Ye Qiu, personally poached, hoping that she can join Ye Technology, take care of the retail stores under Ye Technology and the strategy, expansion and operation of the online retail business, which is a big leap forward and challenge for her, you know, Ye Technology has nearly 200 stores in the world, and it is expected to reach 400 in 13 years.

Ye Qiu has a huge marketing team and professionals under the command of Ye Technology, including Brian O Wallace, who is now very famous in the field of marketing, including brand strategy expert Keith Paid, etc., all of whom are well-known professionals in the world, but Ye Qiu has always emphasized that good products can only have good sales if they cooperate with good marketing, so he personally came forward to poach Angela River Lenz, hoping that this strong woman in the fashion industry can shape Ye Technology's products into an eternal brand.

In addition to Angela Lentz, Ye Qiu is also poaching Burberry's famous luxury designer Christopher Bailey, a Briton named one of the most influential designers in the world by Forbes magazine in UU, in addition to being good at men's and women's clothing design, he is also proficient in the design of children's clothing, accessories, sunglasses, perfumes and home products, which can be described as an all-rounder.

Ye Qiu poached Christopher Bailey, hoping that he could be responsible for the design of Ye Tech's peripheral products and provide more and more valuable ideas for Ye Tech's products, after all, he has been working in some luxury companies for a long time.

Angela Lentz and Christopher O Bailey, this is undoubtedly a poaching and strengthening of Ye Qiu's shortcomings in Ye Technology, and these two experts also agreed to join Ye Technology, but it is initially estimated that it will not be able to do so until January of the year ll.

When Peternien accompanied Ye Qiu to meet Angela Lenz, this strong woman once said something that made Peternien very impressive, and at the same time seemed to open up a lot of new horizons.

For example, Angela Lenz said that now the UU of the whole world is under thirty years old, that is, this is a world of young people, and what is the most acceptable thing for young people now? The digital world, such as the internet

Therefore, when Angela Helencz discussed with Ye Qiu how to make Ye Technology's Zeus series products, such as mobile phones, tablets and ultrabooks, become a luxury brand, she emphasized the most not how to shape this brand, but how to make it more convenient for everyone to accept this brand.

"When you go anywhere, no matter when you go, no matter who people around you, you can access a brand anytime and anywhere, it's a luxury brand."

This is clearly Angela Lentz's vision of luxury brands, or the timeless brand of Burberry, and she feels that with the advent of new mediums, such as Twitter, Weibo and WeChat, the marketing of luxury brands will become more and more social.

And Angela Helencz also said that she has paid attention to Tottenham Hotspur and feels that the brand building of Tottenham Hotspur has been successful in the past few years, but it is also time to transform, which needs to make Tottenham Hotspur more and more social, that is, more and more integrated into this society, and become a social brand that everyone in the world can reach.

She believes that Tottenham Hotspur has entered the Internet early in the past, using smartphone APp for promotion early, and using a variety of emerging tools for publicity and promotion early, which has undoubtedly created a very good foundation for Tottenham Hotspur's transformation, and everyone knows that professional football is the rarest industry in the world that does not need to compete for users.

For some of Angela Helund's remarks, Peternion was stimulated a lot, he is also a smart person and very good at marketing, so he knows very well that everything Tottenham Hotspur has now is just the beginning, just on the right track, and has not yet developed at a high speed

And he also very much agrees with Angela Helund's words, that is, how to promote the image of Tottenham Hotspur, a cockfighting brand that steps on football, to the world and become a social brand that everyone can reach, which is undoubtedly the focus of Tottenham Hotspur's next efforts and efforts.

During the conversation, Angela Lenz also learned from Ye Qiu about one of the R&D projects of Leaf Technology called Lighthouse.

Peternien had never heard of it before, but after listening to Ye Qiu's story, he was completely convinced, and he felt that if this technology was applied to Tottenham Hotspur's new stadium, it would bring a revolutionary change to matchday stadium management.

Ye Technology has acquired a number of companies before, including the now popular UUAR software, which was originally intended to be a geo-location search engine that connects businesses around the city and their preferential activities with consumers.

However, after Ye Zi Technology acquired this software, some employees within the company were very interested in this software and set up a research team, but his research went in a different direction, because this software is user-oriented, and the new research is mainly based on businesses, which is the so-called lighthouse project.

The purpose behind the research of the Lighthouse project is the same as that of the UUAR software, which is to connect consumers with merchants, promotions and so on, but the way he did it was to deploy base stations in stores.

When a user with a Bluetooth-enabled smartphone walks into the store, the base station can push some notifications to the user, which will combine the user's previous consumption habits, the products they are concerned about, and the merchant's preferential activities, such as special discounts and promotional information, etc., and the user can also use these in combination with social tools such as Puuar Weibo and WeChat.

At present, this technology has been successfully put into use within Leaf Technology, and began to be put into use in Leaf Technology's stores, especially with the release of Bluetooth 40 technology, low power consumption has brought practicality to this technology, but at present, it still has some weaknesses, such as when users repeatedly pass through a certain area, it will repeatedly push information, and the coverage area is incomplete, and the signal in some areas is weak, etc

But these are obviously not insurmountable problems, Ye Technology has set up the lighthouse project, and as a major business of the company in the operation and promotion, the next is not only to overcome these problems, but also to establish a complete set of user database, that is, all users and base station data will be updated into the database, just like the website saves the user's access records, the next time you come back can use it.

At the same time, the R&D team is also actively studying the next step, such as not only serving users, but also serving the internal business, such as adding a background management system similar to Hff, which is not only applied to merchants, but also will act on the management of all aspects of the company's internal operations, including product development, production data and orders, etc.

Then there is the addition of payment functions and further research to make lighthouse technology more secure and convenient.

With the evaluation of this new technology by the outside world, it is believed that this will not only change the entire retail industry, but also completely change the internal management mode of the enterprise, and at the same time, Ye Technology has also begun to open the lighthouse technology to some cooperative developers, allowing them to develop some APp applications or some games based on this technology.

Angela Hellentz's high evaluation and affirmation of this technology made Peter Nien realize that the future of this service, if it is introduced to the daily management of the future Stratford Stadium, as well as the marketing of fans, and even if it can support the payment function, then can it be said that it will be more convenient for fans to buy things when watching football in the future?

This can definitely greatly promote the operating income of the home stadium, after saying goodbye to Angela Lenz with Ye Qiu, Peternien immediately asked that this technology must be used in Stratford Stadium, and Ye Qiu also said that this was already in his plan, and at this time Peternien realized that he still had to slow Ye Qiu one step.

Of course, in terms of emerging technologies, Peter Nienion is certainly not as good as Ye Qiu, but in some traditional projects, he can prove that he is an expert in marketing.

Tottenham Hotspur launched a new jersey with Adidas in the new season, which undoubtedly further stimulated Tottenham Hotspur's sales revenue, and according to the sales in the first half of this year, Tottenham Hotspur's shirt sales in l0 are expected to further break through, and are expected to exceed 1.5 million pieces.

In fact, many media and clubs often have some moisture when announcing their jersey sales, and the real sales data will not be released to the outside world, and it depends on the situation.

Now the jersey sales are mainly divided into two camps, Nike and Adidas, of which Nike has the highest sales of Manchester United, followed by Barcelona, only these two teams have exceeded one million jersey sales, of which Manchester United reached about 1.5 million, which is an average number in the past three years, and it is expected to be higher to win the Champions League this year.

Barcelona is around 1 million, Arsenal is between 700,000 and 800,000, Juventus and Inter Milan are basically around 5 million, and these are the annual jersey sales of the teams sponsored by Nike.

The highest sales of Adidas jerseys is Real Madrid, but in fact, Real Madrid's jersey sales are not as terrible as advertised by the outside world, Real Madrid's annual jersey sales are about the same as Manchester United, that is, about 1.5 million pieces.

Many people may find it strange, how is it possible? Real Madrid is full of stars, but Manchester United doesn't have many superstars

This has to be said to be a fact, jersey sales actually pay attention to the promotion of channel providers, Nike is the first to promote Manchester United in the world, and Adidas is the first to promote Real Madrid in the world, so the jersey sales of these two giants have always been far ahead.

But in recent years, Nike has launched Barcelona, and Adidas has launched Tottenham Hotspur, although these two teams have not received as many resources from sponsors as Manchester United and Real Madrid, but because of the team's excellent results, sales have also risen.

It is also necessary to mention here that Tottenham Hotspur sold more than 1.2 million jerseys in 09, and this year with the addition of Raul, with the addition of players such as Neymar and Coutinho, it is expected that the sales will exceed 1.5 million pieces, that is, it will catch up with Manchester United and Real Madrid.

But in the proportion of the overall sales, Manchester United and Real Madrid are very dependent on channel providers, that is, Nike and Adidas stores around the world, but Tottenham Hotspur is also very dependent, but the dependence is relatively weak, because the team itself has many sales channels, such as official websites, mobile APp and online shopping.

It is precisely because of this diversified sales method that Tottenham Hotspur has surpassed Barcelona in terms of sales, which is fully dependent on the local market and channel providers, and Barcelona is actually a mess in terms of jersey sales and commercial sponsorship, and if it were not for the excellent results in the past few years, it would have been finished long ago.

There is also a problem that the sales of more than one million are just jersey sales, in the internal information of Adidas and Nike, Tottenham Hotspur includes jerseys, commemorative jerseys, training boots, scarves and other all with the club emblem, among the goods handed over to Adidas, Tottenham Hotspur's sales are veritable first, and the sales are far ahead, and the second place is not Real Madrid or Manchester United, but Liverpool.

This is also a business strategy implemented by Tottenham Hotspur after Peter Denion took office, that is, to sell products that all fans are likely to buy, while Real Madrid generally only have jerseys, boots and scarves, etc., and some other small goods and accessories are relatively few, but Tottenham Hotspur even includes drinking glasses.

Another interesting statistic is that Tottenham Hotspur has the highest percentage of female users in all sales figures, whether they are bought for their own use or as gifts for family and friends, the proportion of female users of Tottenham Hotspur far exceeds that of all other teams.

In addition, the proportion of female fans in the current season ticket bookings at White Hart Lane is far higher than that of all other teams, so many media have joked that Tottenham Hotspur is a veritable friend of women, which is really true.

However, it is not difficult to see from this that the plan drawn up by Peternion when he took over Tottenham Hotspur seems to be going very well, and the team's strategy of sticking to the women's market in the past few years and using the women's market to drive the entire sales market is correct.

Relatively speaking, the situation of the new Champions League champion Manchester United is a little embarrassing, although the Red Devils won the Champions League, but the season ticket sales for the new season are less than 50,000, and there is still a lot of distance from the club's target of 54,000 tickets, which is basically difficult to achieve, after all, the league is about to start.

Tottenham Hotspur, on the other hand, have nothing to worry about and are all fully booked.

Thinking of this, Peternion, who was standing in front of the window of his office at White Hart Lane, couldn't help but smile confidently, he felt that Tottenham Hotspur had come a long way in the past few years, but this was just the beginning.

Tottenham Hotspur currently has a huge resource in their hands, which is the team's influence and fan appeal, and he will take various measures to convert this influence and appeal into commercial income for the team.

For example, in the new season, Tottenham Hotspur has launched a book on the basis of the original season viewing guide, which is called "Tottenham Hotspur Official Diary of the 10th Season", which will review in detail the bits and pieces that happened to Tottenham Hotspur in the past season, all interesting things, and all the important games before and after will be recorded in this book.

The book is very popular online and in APp because everyone wants to know what it's like inside the stars and Tottenham Hotspur, what they're going to do in the dressing room, what's going on in the big games, and so on.

According to the plan of Peterneon and the publishing house, if the sales are hot, it is not even excluded that a monthly, or even semi-monthly, will be transformed into a magazine, after all, there are important matches every week, and as a team, a lot of insider and interesting things are happening every day that ordinary fans are eager to know.

Since the club's announcement of these messages through the official website and APp can attract the attention of fans, it is believed that the integration of these inquiries into a magazine will also be supported by some loyal fans around the world.

Of course, these announcements will continue to be published on the official website and APp, after all, this has become a way for Tottenham Hotspur to communicate and communicate with fans.

It can be said that in Peternien's view, the current Tottenham Hotspur are ready for everything and are waiting for the opportunity to soar