What Zhou Yi and Schulze may not know is that the contract they signed with CK-Jeans has extraordinary significance for the history of Chinese football. Pen | fun | pavilion www. ｂｉｑｕｇｅ。 ｉｎｆｏ

This is because this is the first non-sports endorsement contract signed by a Chinese player from a well-known foreign brand since 2007.

In many countries, sports stars are the most popular and market-recognized endorsements by advertisers.

Because sports have a lot of attention in society, so do sports stars.

In China, there is a very obvious phenomenon that the obvious appeal of sports is not proportional to its achievements in the professional field. They are very good in their respective fields, and even world-class sports stars, but they are not as good as those entertainment stars in terms of commercial appeal.

But this is not necessarily the case in other countries. In Japan, golfers and baseball stars alike are at the top of the advertising pay charts, beating entertainment stars.

In the Chinese sports world, stars of basketball, tennis, swimming, badminton and other sports can more or less obtain personal endorsement contracts other than some sports brands.

But football stars don't even think about it.

In fact, before 2003, Chinese football stars also had a good time earning millions of advertising dollars a year.

In 2001, after the Chinese team successfully reached the World Cup finals in the top 10 matches, the coach of the national team, Milutinovic, won a large number of sponsorship contracts for brands that have nothing to do with football, including brands such as DVDs, liquor, and air conditioners.

And most of the national team players at that time also had advertising endorsements.

Hao Dong, who was the national team's number one striker at the time, was China's number one star, and media reported that his advertising revenue had exceeded 7 million yuan in 1998.

In 2001, Dalian star Li Ming became the spokesperson of a local luxury real estate.

Sun Hai advertises motorcycles.

Central defender Li Weifeng endorsed a graphics card. Guomen Jiangjing endorsed the drug.

At that time, Yang Chen, a striker who played in Frankfurt in the Bundesliga, was the player who received the most advertisements in the national team with his outstanding performance and handsome appearance in the Bundesliga, and they were all international brands, such as Coca-Cola, Puma and Duracell batteries.

At that time, Pepsi was eager to promote in the Chinese market, and also found several international players to shoot a classic TV commercial.

In short, at that time, you could always see advertisements for the internationals on TV.

But in the years that followed, the craze for player advertising endorsements cooled dramatically. Several players who have played in Europe have also been able to get some commercial endorsement contracts. Sun Hai, who played for Manchester City, had the most brilliant overseas experience, so he always had an advertising contract before leaving Manchester City. These include large mobile phone chains, online games, seafood, and even family cars.

In 2007, the leading striker of the women's football team, Ma Xiaoxu, could also endorse Japan's Suzuki's Jimny off-road vehicle.

But that was the last endorsement contract for a Chinese player from a foreign non-sports brand.

After missing the top 10 of the World Cup qualifiers for three consecutive times, only Zheng Zhi, the former captain of the national team, can still get an independent Adidas sponsorship contract. But despite this, the value of his advertising endorsement is not large, only between two million and five million yuan.

And what about Zhou Yi?

Just one endorsement contract from ck-jeans will bring him an income of 8 million yuan in bonuses a year!

Even if you don't look at the brand of this contract, but also look at the value of the contract, Zhou Yi is now the first person in Chinese football.

The main reason for the low advertising value of Chinese players for a long time is naturally related to their own football level, the general environment of Chinese football and the poor performance of the national football team.

In the eyes of the general public, Chinese men's football players have no good image to speak of. Therefore, it is impossible for domestic businesses in China to find these players to endorse their brands, and the risk is too great. You must know that in the darkest years of Chinese football, there was even a joke that watching the national team games was more embarrassing than watching Japanese AV, which shows how miserable the image of Chinese football is in the minds of the masses.

There are also people who have made up jokes suitable for the endorsement of the national football team. For example, condom companies can find national football strikers to endorse, and the advertising slogan is: "Who can go 90 minutes without ejaculating?"

It's really dirty and indebted, but it reflects well the society's perception of Chinese players at that time.

Therefore, on TV, newspapers and magazines, and outdoor advertisements, you can see that many second- and third-tier entertainment can obviously show a bright smile next to a certain trademark, but you can't see any Chinese football players appear on it.

And the endorsement contract that Zhou Yi has now signed with an American fashion brand shows everyone one thing - as long as you play well and have a reliable agent, then the commercial endorsement contract will still find Chinese football players.

After all, football has an extremely strong appeal.

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In addition to the endorsement contract of the ck_jeans, Schulze told Zhou Yi that the other contracts are still being negotiated and have not been negotiated.

Because there are too many companies that come to Zhou Yi at the same time, he is really lacking in skills alone, and he can't arrange it, so he can only push the schedule back.

Although he explained the reason for this arrangement to the other party, the other party thought that he was a bargaining method, and some people were worried that they would be put behind and have no chance at all, so they desperately raised the offer, hoping to impress Schulze and Zhou Yi.

If it weren't for Schulze being a principled broker, seeing the endorsement fee as crazy as the auction, I am afraid that he would really kneel - the Chinese are so rich!

Yes, it's all brands and companies from China that do this. They probably know better than Schulzer the value of Zhouyi in the Chinese market.

Not only because of Zhou Yi's outstanding performance in the Bundesliga and his consistent positive image in the media, but also because he is a beacon of Chinese football in the darkest times, and the shock and economic benefits he can bring to the market far exceed the value he should have.

Think about it, when Chinese football was at its most sluggish, he suddenly rose to prominence, and immediately attracted the attention of all those who were dissatisfied and loved Chinese football to him, what a terrifying appeal?

Only people in the environment of Chinese football, which has long nights and no day, may understand the value of Zhou Yi so well.

For this, no matter how much money they spend, they are probably willing.

But Schulze was unwilling.

He has an overall plan for Zhou Yi's personal image, not that whoever wants to sign can sign it, any brand company can make a fuss about Zhou Yi's image, and some things will not be changed for how much money is given.

He adhered to his bottom line and principles, and rejected many companies with very high bids.

For this reason, he also told Zhou Yi why he did this, and he also got Zhou Yi's understanding and support.

As long as you have a long-term vision and scientific planning, you can't make enough money.

And now there is one more important thing than making money in China, and that is signing contracts with sports brand sponsors.

In the world of football, there are many brands, but there are not many brands that can be called world-class.

The most famous ones are Adidas and Nike.

These two are bitter rivals in the football world, and the grievances and hatreds between them are not clear for three days and three nights.

But this time, they are not the protagonists.

It was not Adidas or Nike that first paid attention to Zhou Yi, but Puma, Dortmund's jersey sponsor.

After all, there is an advantage of being close to the water.

Therefore, Puma is the most active company that wants to sign a contract with Zhouyi.

As Zhou Yi's performance became more and more outstanding, he attracted more people's attention, and giant crocodiles like Adidas and Nike were naturally also attracted.

At the beginning, Schulze hoped to let these three families fight, fight for the best of your life and death, and then he and Zhou Yi would be on the left side of the fisherman's profit.

But the three companies are not stupid, and they are not so easy to be led by the nose by the agent.

Every business makes a relatively comprehensive assessment of a new talented player when it comes to it, assessing his current ability and predicting his future ability.

This detailed assessment determines how much business value the new talent can bring to the business, and how much money the business is worth betting on him.

Yes, unlike those cases where stars have become famous from their competitors, for the young talents who are now flocking to them every year, signing them with giants like Nike and Adidas is also like a gamble.

If you win the bet, you earn it, and if you lose the bet...... It's not good, anyway, such a big company can still afford to lose, but there will definitely still be some frustration.

For Zhou Yi, they all made an assessment.

This evaluation report determines how much confidence they will have in Zhouyi, and how much money and resources they are willing to pay for Zhouyi.

Zhou Yi's performance in the first season was outstanding, and the numbers speak for themselves. That's why Nike and Adidas came to him.

The media and fans are cheering for Zhou Yi every week. However, the professional team of Nike and Adidas cannot be led by the nose by the media, they must keep a cool head in the cheers and carefully dissect this person.

While Zhou Yi is outstanding, his shortcomings are also very obvious.

For example, his technical characteristics are relatively simple, which is very evident in his game, short passing is what he is best at, but there is no more means than that. In addition, his body is thin and his physical fitness is not up to standard, and a player who is already 19 years old has to be replaced in advance in most games, which shows that his physical problems are indeed very serious.

So what will be the future of such a young man with extremely outstanding advantages and outstanding shortcomings?

Both Nike and Adidas believe that Zhou Yi has the potential to succeed, but it is more likely that it is not so successful. That is to say, he has very distinct characteristics and can win a place in football, but if you want to be a particularly successful player, you will be far behind.

Because there's something important about that.

In today's football, the requirements for players are becoming more and more comprehensive, and it is difficult for a player with distinctive characteristics but many shortcomings to become a big player. However, those players with distinctive characteristics and no shortcomings will succeed, and even those players who have no distinctive characteristics but no weaknesses may achieve greater achievements than Zhou Yi.

Physical fitness is especially important. A player with poor physical fitness can achieve some results by virtue of everyone's unfamiliarity with him when he first debuts, but once the opponent gets to the bottom of him, it may be difficult for him to perform as dazzlingly as in his first season.

In world football, everyone has seen such an example I don't know how many times.

Will it be repeated in Zhou Yi?