Ace Young Marshal

Chapter 1200 Take what you need
It is basically impossible for ordinary teams to earn much income from the sale of jerseys. Their biggest income is the annual sponsorship fees given to them by sponsors.

In addition to the team wearing jerseys to advertise these jersey sponsors, in addition to the exposure rate of different amounts every week, the team also authorizes the team's team logo, player name, LOGO, number and other rights to the jersey sponsors business.

But this is an ordinary team. At the level of giants, jersey sales can earn considerable or even huge profits.

Take Real Madrid as an example. After signing James Rodriguez, who was popular in the 2014 World Cup, their agreement with the jersey sponsor is that 40% of the sales will go to Real Madrid. - 48 hours after Rodriguez, Real Madrid recovered 1300 million euros from James Rodriguez's personal jersey sales!
When Situ Yunbing coached Liverpool, the agreement with the sponsor would be very complicated. It was so complicated that different players had different commission ratios. That is to say, the commission for selling Mbappe’s jerseys could reach 50%. This was his last year of coaching Liverpool. The agreement at that time, and only 15% of the commission for selling Coulibaly's jerseys, because the consumption power of the African market is not high, and Coulibaly only represents a country in Africa.

It is estimated that Umbro did not expect that Schalke 04 would sign a Chinese player, and he is a star player who is now a household name among Chinese fans!

This makes Umbro very passive in market development and expansion, and their presence in the Chinese market is almost zero!
In particular, jerseys are only a small part of the sports brand, not all. Umbro returned to the Chinese market, and their own business strategy and main brand style have not yet been clearly thought out.

Even so, the overseas shopping fever in China has enabled a large number of purchasing agents to directly stimulate the sales of jerseys from abroad!
But after all, this is not the way to directly earn the highest profit from the Chinese market.

Two years ago, as the Xinghuo system became popular in Chinese football, Situ Yunbing already had a jersey production line and his own brand!
From the Xinghuo youth football training base to overseas clubs in which Situ Yunbing has a stake, this jersey called Xinghuo Sports has already launched a global strategic deployment and promotion work.

Instead of spending money, they formed a complete business chain with their own resources.

With the opening of the Youth National Competition last year, the jersey sponsors of all participating teams were Starfire Sports. After the World Cup, the sponsorship brand of the Chinese national team also became Starfire Sports. In the new season of the Super League in 2019, the jersey sponsors of all teams It's also Starfire Sports!
It can be said that Starfire Sports has developed very rapidly in the past two years, and at the same time, it is also rapidly seizing the Chinese market.

Now that Schalke 04 wants to earn more money from the Chinese market, Situ Yunbing doesn't think there is any problem. After all, giants from all over the world have been continuously developing and tapping the Chinese market since 20 years ago!

But to ensure the interests of Situ Yunbing himself, fans and consumers, and Schalke 04, Situ Yunbing needs to come up with a plan.

He took Sigrid and two children to play in Germany for two days, and then came to the Schalke 04 chairman's office with his plan.

Tunis has already begun to formulate a reform plan, and at the same time, he also hopes that Situ Yunbing can come up with an effective plan to make them open up their finances immediately!
When Situ Yunbing was sitting on the sofa in his office, Tunis went to pour tea for him in person.

Situ Yunbing handed his plan to Tunis, who picked it up and looked it over carefully.

Looking at it, he frowned.

"Schalke 04 want to guarantee the main position of Chinese players in the team?"

Situ Yunbing took a sip of the tea and tasted it. It was very fragrant, but it lacked any aftertaste.

He said of course: "That's right, I don't want the Chinese market to pay for capital, and I don't want Chinese players to be just cash cows. The cooperation is for both parties. If the main force cannot be guaranteed, the cooperation will be terminated."

Turnis then looked down, frowning even deeper.

"You want us to be tough on Umbro and demand a re-signing of the agreement?"

Situ Yunbing shrugged and said, "This is about the interests of Schalke 04, you can't just wait for money to fall from the sky, can you?

And the premise of bringing benefits to Schalke 04 is that you must increase the income share of Bai Yuanfan's jersey, isn't it right?
If I come to increase sales, Umbro will give you the profits and at the same time I will advertise Umbro in the Chinese market, shouldn’t I ask for the cost?

This is the redistribution of benefits, right? "

Tunissi decided to give it a try after much deliberation. Besides, Situ Yunbing's idea was completely fine. Whether Umbro wanted to generate higher income or carry out marketing and promotion, they were likely to accept this new agreement.

Two days later, the tripartite talks.

Still in Tunis's office, Situ Yunbing met the marketing director of Umbro's German market. He has absolute power to take care of everything related to the German market.

After recommending each other, the three sat down and started negotiating. Umbro representative Charles shook his head with a smile when he heard Tunis said that he would revise Bai Yuanfan's jersey revenue sharing request.

"Mr. Chairman, you only saw that Bai Yuanfan's jersey sales far surpassed other Schalke 04 players in the past six months. You think Schalke 04 suffered a loss, but have you ever thought about our interests?
Schalke 04's record this season, regardless of the most pessimistic ending, Schalke 04 will not be relegated, but it will definitely not appear in the European competition next season. We should have a consensus on this point. What do you think? How much have we lost because of your team's poor record?

How can we make up for our losses? "

Tunis was speechless for a moment, but at this moment Situ Yunbing spoke.

"Charles, I think you have misunderstood the goal of this negotiation. I think this negotiation is not about the two of you squeezing each other's profits, but our three parties working together to create more benefits!

This is a meeting that can bring more benefits to all three parties. "

Charles, a gentle middle-aged British man, smiled at Situ Yunbing and said, "I would like to hear more about it."

Situ Yunbing said: "We are sure that the sales of Bai Yuanfan's jerseys are driven by Chinese fans. There are many professional purchasing agents and overseas Chinese fans, but Umbro has not directly achieved unimaginable sales in mainland China. income.

I can now do the math for you. Only 10% of Bai Yuanfan’s income from jerseys went to Schalke 04. That is to say, for a jersey of 49 euros, Schalke 04 only got 4.9 euros.

I deduct Umbro's cost from production to sales and calculate it at 25%, which means that Umbro's own profit is 65%.

If Umbro increases Schalke 04's share to 25%, and then pass the cost on to me, you only need to authorize me and collect the money, and you can get 25% of the jersey revenue.

At the same time you will get brand promotion in the Chinese market.

The remaining 50% goes to me, but I bear the cost of producing and selling the jersey.

Still according to the calculation just now, I have 25% of the income.

Maybe you think that the loss of 40% of the income is too big, but my sales network in mainland China can increase sales by 10 times, 20 times? "

Charles heard the words and began to think seriously. At this time, Tunis made up for it.

"If Umbro does not agree to this plan, we can terminate the contract early, or wait until the contract expires, and Schalke 04 will cooperate with Starfire Sports. What we need is a long-term partner who can bring the club the most benefits. Obviously we Now there is an opportunity to boost revenue, but Umbro's market presence in China is simply non-existent."

Charles ignored Tunis, of course he knew that Schalke 04 was in financial crisis, and the chairman was already in a hurry to prevent the club from going bankrupt.

He said to Situ Yunbing: "I don't think it's just a simple matter of authorization. We must know that our brand has excellent craftsmanship and excellent quality assurance. If the market is full of products with our trademark but poor quality, Then it will have a fatal blow to our brand!"

Situ Yunbing smiled and said: "I don't think there is any need to worry about this. Since I dare to authorize production, then I can guarantee the quality and craftsmanship. If we can finalize the cooperation plan, then we will definitely ask you before the product goes online. Check the quality of the sample."

Maybe ten years ago China's fakes were indeed famous all over the world. At that time, shoddy fakes were everywhere, but today is different.

China's counterfeiting capabilities are no longer limited to the real ones, but are better than genuine products, and the quality of genuine products is even better!
After hearing what Situ Yunbing said, Charles couldn't continue discussing this issue. It was meaningless. No matter what, Situ Yunbing's face still had to be sold.

Especially after he just led the Chinese team to win the Asian Cup, Situ Yunbing's influence in Chinese football is unprecedented!
The prestige has already reached its peak. If Situ Yunbing carries the banner, Umbro will indeed have room for imagination in the Chinese market.

But this plan needs to be reported to the headquarters by Umbro headquarters. After all, this is not only a matter of the German market, but also involves the Asian market.

Then the three parties bargained, and it was nothing more than a question of the proportion of benefit distribution.

In the end, the Schalke 04 club took a step back and gave up 2% of the share to Umbro. Situ Yunbing not only did not back down, but also expressed that he would sell the jersey at a reduced price in the Chinese market. The Chinese market will only sell 49 yuan.

Charles didn't agree at first, but finally Situ Yunbing said that he wanted to compete with Nike and Adidas. They have an authentic jersey, 399, 499, 599. If he sells it at the same price, how can he compete?

The Chinese fan market is huge, and he wants to expand the market, so he must have an advantage in price!

Charles thought about it, and finally took the plan back to the headquarters.

(End of this chapter)