Affected by the new crown epidemic, compared to the eagerness of the major European leagues to restart, it is currently the sleepy period of Chinese football. Domestic leaders have been emphasizing that it is necessary to ensure that all competition regions can host matches before this season. The curtain opened. In the absence of domestic football news, there is such a club that, with its strong brand risk handling capabilities and publicity capabilities, grabs the attention of fans and becomes the media’s traffic leader. Yes, this is Guangzhou Evergrande.
From the start of Fernando’s 3 million fines for training for lack of training in March, to Yu Hanchao’s dismissal for altering his license plate; from the construction of the Evergrande professional football stadium to the solicitation of stadium design proposals from fans across the country, it took just one month, especially in the latter few years. The events were only a few days apart. At a time when the Chinese Super League could not be opened, Evergrande has become the focus of Chinese football recently, increasing its brand exposure. Then, if we use the "Hengda body" circulating in the rivers and lakes to view the Yu Hanchao incident, what unique experience will we have?
The management model of Evergrande Club has many similarities with the management model of the group.
Speaking of football, in 2013, Boss Xu personally participated in the formulation and issuance of the "Eight Rules for Evergrande National Football Team". Before last year’s World Preliminary Competition between the National Football Team and the Philippines, Wei Shihao and Yang Liyu both entered the National Football Team’s 25-member training list, but both lost 23. There is a large list of players in the game. Some media reported that the training status of the two in the national team was questioned by the then national football coach Lippi. In the end, Evergrande issued an announcement, announcing heavy fines on the two, circulated criticisms and fined each of 300,000 yuan, and suspended training to participate in professional quality classes.
In 2019, Evergrande issued the "Guangzhou Evergrande Taobao Football Club Players "3 Nine" Team Regulations", and Fernando and Yu Hanchao were both punished for varying degrees of violations in just one month. On the morning of March 13, Guangzhou Evergrande officially issued a penalty announcement against Fernando. During the team’s training camp in Dubai, Fernando refused to implement the arrangement of the club and the head coach, which seriously violated the “March 9” team rules. He reported criticism and fined RMB 3 million. On the morning of April 14, the video of Yu Hanchao altering the license plate was continuously reposted on the Internet. The Guangzhou traffic police followed up on the matter and the Guangzhou Public Security Bureau notified Hanchao to punish Hanchao at about 8 pm. Two hours later, Evergrande officially issued an announcement to expel the player Yu Hanchao.
2019年，恒大发布了《广州恒大淘宝足球俱乐部球员“三个九”队条例》，费尔南多和于汉超均在短短一个月内受到了不同程度的处罚。 3月13日上午，广州恒大正式对费尔南多发布了处罚公告。在球队在迪拜的训练营期间，费尔南多拒绝实施俱乐部和主教练的安排，这严重违反了“ 3月9日”球队的规定。他受到批评，并处以人民币300万元的罚款。 4月14日上午，于汉超更改车牌的视频不断在互联网上转贴。广州交警跟进此事，广州市公安局于晚上8点左右通知汉潮对汉潮进行处罚。两个小时后，恒大正式发布公告，驱逐球员于汉超。
Evergrande’s handling of Han Chao has been strongly questioned by the outside world. Is this practice legal? Is it necessary to compensate Yu Hanchao for liquidated damages? Some media said that Xu Jiayin personally made the decision for Han Chao. Now that the rules have been set, the Evergrande Club has not previously refused to implement the case; in addition, after Yu Hanchao altered the license plate and was notified by the Guangzhou traffic police, the Weibo was quickly deleted, and the club made a decision within two hours. The player decision is enough to see the efficiency of Evergrande.
Boss Xu once said,
Therefore, it is not difficult to understand that Evergrande responded so quickly to the Yu Hanchao incident. As long as the traffic police department determines that Yu Hanchao has altered the license plate, the club will expel Yu Hanchao. Even if you were a hero of the team, even if you are a national, but it has a bad influence on the brand, this is what the group does not want to see.
However, the corporate purpose of "building a brand with quality and creating a great cause with integrity" failed to continue in the club. Since the advertisements of its own new energy vehicles in the championship celebration last season were not consistent with the sponsors of the Super League, the Super League imposed a fine of 500,000 on Evergrande. This is not the first time that Guangzhou Evergrande has been questioned by fans due to such incidents: In the quarter-finals of the AFC Champions League in 2014, Evergrande replaced the jersey advertisement with "Hengda Cereals" at a cost of 8 million yuan; in the AFC Champions League in 2015 In the final, a certain car brand that was supposed to be printed on the chest of the jersey became "Hengda Life". The club once again changed its chest advertisement at the highly anticipated AFC final at the cost of paying a penalty fee. Football brought The brand exposure rate is evident.
Evergrande spent 100 million yuan in acquiring Guangyao in 2010. When Alibaba acquired 50% of Guangzhou Evergrande Club in 2014, the price had risen to 1.2 billion, and the value of the club had increased by more than 20 times. In 2015, Guangzhou Evergrande Taobao Football Club landed on the New Third Board, and its literally estimated value has reached tens of billions.
In addition, Evergrande’s response speed to public opinion is also praised. After Han Chao was expelled, public opinion developed in a direction that was not conducive to Evergrande, and the club became a target of public criticism for a while. But soon, some positive news began to emerge. Although Yu Hanchao was expelled, he did not terminate the contract with Evergrande, and the inside also ordered Hanchao’s items not to be moved. In addition, even though he made a mistake, Evergrande will not ask him for huge compensation. After the player's detention period expires, the club will send general manager Gao Han and captain Zheng Zhi to take him back. The outside world said that Evergrande was impersonal, so the club quickly reversed public opinion.
After Evergrande announced the lotus stadium plan, fans were also sprayed "too ugly" and "too soil". The club came out and said that the current modeling effect is only a preliminary conceptual plan for the light show, not the final result.
Boss Xu once said:
In 2010, during the low professionalization period of anti-gambling and anti-gaming in Chinese football, Evergrande resolutely invested in the football field and took over the predecessor Guangyao football team from the Guangzhou Football Association at a price of 100 million yuan. From the current perspective , Evergrande’s choice this time is undoubtedly a success. In the first season of Evergrande successfully rushing to the Super League, Xu Boss proposed the goal of winning the AFC Champions League within five years. From buying big-name foreign aid to hoarding many international football players, to hiring the famous World Cup coach Lippi, Evergrande is determined to realize its original vision. In the end, Evergrande won the first AFC Champions League after the AFC restructuring in 2013, achieving its goal two years in advance, and later achieving seven consecutive championships in the Super League, becoming the club with the best results in the Super League in the past decade. However, many fans sneered at the achievements of Evergrande Club. They won many championships by engaging in arms races, and greatly increased the worth and salaries of Chinese players. They violated the objective laws of professional development and were questioned by many fans and professional managers. .
On the morning of April 16th, the construction of Evergrande’s new professional football stadium started. Regardless of the design style, this stadium is known as the largest in scale, the highest grade, the most complete supporting facilities, the highest technological content, and the largest number of seats. This is also in line with Evergrande Group's style of doing things, either do not do it, or do its best.
Some media reported that Evergrande set a new record of acquiring land and starting construction on the same day. This may be a new record in football infrastructure construction, but it is by no means the first time Evergrande has achieved such a speed. In 1997, the year when the Asian financial crisis broke out, and was hit by the financial turmoil, major real estate companies waited and watched the future property market, but Evergrande did the opposite. Evergrande Real Estate Co., Ltd. was established in March 1997 and built the first real estate Jinbi Garden. It only took half a day to sell out the off-plan housing valued at 80 million yuan, realizing land acquisition, construction report, construction start, and The "Eight Years" goals that were completed, sold out that year, made a sensation that year, moved in that year, and benefited that year were a sensation.
Capitalists invest in football for commercial value. Standing at the level of brand promotion, Evergrande is undoubtedly successful. Through the achievements of the past ten years, various policies that are contrary to professionalism, strict management of players, and various connections with the national team, The various public opinions generated in the media and the advertising effect brought about by this, although there are no exact figures as examples, it is obviously successful from the results. Even if Evergrande shouted the slogan of the All-China Class and had inextricably linked with the national team in order to make the national football better, it is clear that the current situation of Chinese football is not satisfactory.
The reason why Evergrande has become the focus of Chinese football in recent years is that, in addition to achieving achievements that others cannot win in this decade, it has also attracted the attention of many footballers through a series of management policies. Often the higher the standing, the greater the controversy received, and some of the club’s practices have been criticized by fans. The latter’s attitude is clear. They all stand on the stance of hoping that Chinese football will become stronger, without any interest factors; and in the current slow process of professionalization of the league, with various clubs losing money, Heng There is often more to consider...