The Era of Emerald

()ps: I wish everyone a happy Dragon Boat Festival~

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

However, the "Arsenal Shopping Mall" in front of Zhuang Mingge is not a place for arms sales, nor is it a warehouse for storing military supplies. It is a place opened by Arsenal Club for its fans and supporters to sell various products of the club. .

Originally, in Zhuang Mingge's imagination, Arsenal in 1995 had only just developed its own commercial value for more than two years. Even with the overall promotion and drive of the Premier League, there should be no How prosperous it is.

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

From a wide range of jerseys and shoes to more household items that incorporate the Arsenal concept, this mall sells them all.Italian clubs, in terms of sales of peripheral products, are still limited to a series of "primary products" such as jerseys, sneakers, and posters; and more than half of the entire arsenal shopping mall is occupied by the Arsenal Club itself, which is used to sell various products. A product with an Arsenal concept.

In fact, among these clubs in the Premier League, Arsenal is not the best one in terms of sales of peripheral products, but it can be seen from Arsenal's operating conditions that Premier League clubs have already developed their own peripheral products. Left the Serie A team far behind.Among them, there are of course reasons why the two countries have different management methods for football clubs, but more of them lie in Italy's conservatism and lack of progress.

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

Before time travel, Zhuang Mingge had a certain understanding of these practices of the Premier League teams. He knew that the Premier League teams mainly borrowed from the operation experience of the NBA in terms of market development and marketing.Therefore, he hired Kenyon, the greatest contributor to Manchester United's commercialization in later generations, to work on market development for Florence.

But Zhuang Mingge still thinks too simplistically in terms of market operations. First of all, the overall environment of the Italian league and the English league are different. Many things that can be done in the Premier League will be difficult in Italy; secondly, the current Kenyon is far from perfect. A few years later, the Manchester United CEO was so mature. Without reference, many of Fiorentina's market operations were completely groping for themselves; and the most important point is that Fiorentina's Serie A does not have the kind of promotional platform of the Premier League.

The TV broadcaster of the Premier League is Sky TV under Murdoch. Through Murdoch's media empire, the coverage of the Premier League can reach most of the English-speaking countries; at this time, the Serie A is completely controlled by the domestic competition in Italy. Law: According to Italian law, the country only allows the Italian Radio and Television Company (RAI) to broadcast programs nationwide. This monopoly has reduced the TV broadcast fees of Serie A teams to a very low level, coupled with the audience range of RAI It is far inferior to Sky TV. As a result, the popularity of Serie A in some regions is not as good as that of the Premier League.

Zhuang Mingge, who was personally on the scene, naturally had a different feeling from the past. This trip to London allowed him to look at the market operation in Florence from a new perspective, and gained a lot of new views.

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

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

"I said, after seeing this shopping mall, do you have any new ideas?" Zhuang Mingge repeated helplessly.

"Uh, boss, let's put it this way. Originally, I thought that the marketing operation of a football club is at most selling sneakers and jerseys. The task of the marketing department is only to expand sales in this area, and it would be good to raise more sponsorship fees." It is now." Kenyon realized what his boss had asked just now, sorted out his thoughts, and said, "But, knowing that I saw this shopping mall of Arsenal Club today, I realized that I used to What a ridiculous idea."

"Manager Kenyon, you don't need to blame yourself so much, even I have seen this for the first time. These English people act as if they don't spend money on buying things, and they are so crazy about buying the clubs they support. It is really unimaginable... just selling these peripheral products is such a huge income!" It was another general manager in the inspection team, Antonioni, who spoke to comfort Kenyon.

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. Obviously, he has no extra time and energy to spend on feeling the development and development of the football industry. change.

This time, Antonioni was caught by Zhuang Mingge, and he came to London with the team, and visited the Arsenal shopping mall with Zhuang Mingge and others.And this visit completely overturned Antonioni's original understanding of the Premier League team's market development.Such a huge change made Antonioni, who has always been calm, naturally feel surprised.

"No, Giancarlo, in terms of market operations, you are just a layman, and it is understandable that you do not understand these things; but as the head of Florence's market operations, I did not understand the latest situation, which is my negligence. "Kenyon did not accept Antonioni's comfort to himself, with a remorseful expression on his face.

"Hehe, Manager Kenyon, you don't have to blame yourself so much. After all, no one is perfect. Even your boss, I never thought that a football club could operate like this before I came here." Zhuang Mingge He patted Kenyon on the shoulder, excused him from the responsibility, and said, "What we will do next is to discover as much as possible the deficiencies of Fiorentina's market operation during this inspection process, and to learn from the Premier League's operation. The successful experience is really not enough, we can also investigate the operation mode of the NBA... We will earn back all the dollars lost due to not paying attention to market development over the years through our own efforts!"