PS: I wish you all a happy Dragon Boat Festival~

Arsenal, the real meaning of the word arsenal in English.

However, the "arsenal mall" in front of Zhuang Mingge is not a place to sell arms, let alone a warehouse for storing military supplies, but a place opened by the Arsenal club for its fans and supporters to sell the club's various products.

Originally, in Zhuang Mingge's imagination, Arsenal in 1995 had only been developing its own commercial value for more than two years, and even under the overall publicity and drive of the Premier League, it should not be so prosperous.

However, Zhuang Mingge, who was in this arsenal mall, was stunned to find that in just over two years, the speed of development of football-related industries in England was completely beyond his imagination.

From a wide range of jerseys and sneakers to more homeware that incorporates the Arsenal concept, the mall has it all. Italian clubs, in terms of sales of peripheral products, are still limited to a series of "primary products" such as jerseys, sneakers, posters; More than half of the entire Arsenal mall is occupied by the Arsenal Club itself, which is used to sell various products with the concept of Arsenal.

In fact, among these clubs in the Premier League, Arsenal is not the most haode in the sales of peripheral products, but it can be seen from Arsenal's business situation that the Premier League clubs have left the Serie A teams far behind in the development of their own peripheral products. Among them, of course, there are reasons for the different ways in which football clubs are managed in the two countries, but more often than not, it is Italy's conservative and unenterprising.

Imagine, if the major clubs of Serie A also launch their own peripheral products like the Premier League to create a strong commercial atmosphere, how can Serie A, which is still known as the "Little Shijie Cup", lag behind the Premier League clubs in terms of team management?

Before the crossing, Zhuang Mingge also had a certain understanding of these practices of the Premier League team, and knew that the Premier League team mainly learned from the NBA's operational experience in terms of market development and marketing. As a result, he hired Kenyon, one of the biggest contributors to United's commercialisation, to work on Fiorentina's market development.

But Zhuang Mingge still thinks too much about market operations, first of all, the overall environment of the Italian and English leagues is different, and many things that can be done in the Premier League will be difficult in Italy; Secondly, the current Kenyon is far from being as mature as the Manchester United CEO a few years later, and without reference, many of Fiorentina's market operations are completely groping on their own; And the most important point is that Fiorentina is in Serie A, and there is no promotional platform like the Premier League.

The TV broadcaster of the Premier League is Murdoch's Sky TV, and through Murdoch's media empire, the Premier League's coverage can reach most English-speaking countries; At this time, Serie A was completely subject to Italian domestic law: according to Italian law, the state only allowed the Italian Radio and Television (RAI) to broadcast programs nationwide, and this monopoly kept the TV broadcast fees of Serie A teams to a very low level, and the RAI had a far less popular audience than Sky TV, resulting in Serie A being less well-known than the Premier League in some regions.

Zhuang Mingge, who was immersed in the scene, naturally had a different feeling than before, and this trip to London allowed him to look at the market operation of Florence from a new perspective, and had a lot of new views.

"Kenyon, do you have any new ideas?" Zhuang Mingge felt that as a "layman" in market operation, it was better to ask this professional for his opinion first.

"Boss, what were you talking about?" Kenyon, who was also thinking, clearly didn't hear his boss's question.

"I said, do you have any new ideas when you see this mall?" Zhuang Mingge repeated helplessly.

"Uh, boss, let's put it that way. Originally, I thought that the market operation of a football club was to sell shoes and jerseys at most, and the task of the marketing department was only to expand the sales in this area and pull more sponsorship fees. Kenyon then realized what his boss had just asked, sorted out his thoughts, and said, "But, knowing that I saw this mall of the Arsenal club today, I realized how ridiculous my previous thoughts were. ”

"Manager Kenyon, you don't need to blame yourself so much, even this is the first time I've seen this kind of sight. It's unimaginable that these Britons would go so crazy to buy the products of the clubs they support as if they didn't have to spend money on things...... What a lot of income just by selling these peripheral products! Speaking of reassurance to Kenyon was another general manager on the team, Antonioni.

Antonioni, who was born as a player, often travels around Europe to inspect players, but due to the nature of his work, he is more focused on handling team affairs, and obviously does not have the spare time and energy to spend on experiencing the development and changes of the football industry.

This time, Antonioni was arrested by Zhuang Mingge, and he came to London with the team and visited the arsenal mall with Zhuang Mingge and others. This visit completely subverted Antonioni's original perception of the market development of Premier League teams. Such a huge change made Antonioni, who has always been calm, naturally feel surprised.

"No, Giancarlo, you are only a layman when it comes to the operation of the market, and you do not understand these excusable circumstances; However, it was a remiss on my duty to not be aware of the latest situation as the Florentine leader in charge of market operations. Kenyon did not accept Antonioni's relief and had a look of self-reproach.

"Hehe, Manager Kenyon, you don't have to blame yourself so much, after all, no one is perfect. Even your boss, I, before I came here, never thought that a football club could run like this. Zhuang Mingge patted Kenyon on the shoulder, exonerated him, and said, "What we have to do next is to find out as much as possible the shortcomings of Fiorentina in the operation of the market during this investigation, and learn from the successful experience of Premier League operations...... We want to earn back all the dollars we have lost over the years due to not paying attention to market development through our own efforts! ”