Chapter 1200： .1200 each take what you need

It is basically impossible for an average team to earn much income from jersey sales. Their biggest income is the annual sponsorship fee that sponsors give them.

In addition to the team putting on the jerseys to advertise these jersey sponsors, the exposure rate varies from time to time every week, the team also authorizes the team’s team logo, player name, LOGO, number and other rights to the jersey sponsor Quotient.

But this is an average team. At the level of giants, jersey sales can make considerable and even huge profits.

Take Real Madrid as an example. After signing James Rodríguez who was so popular in the 2014 World Cup that year, their agreement with the jersey sponsor was that 40% of the sales would go to Real Madrid. They signed James Rodriguez. -48 hours after Rodríguez, Real Madrid recovered 13 million euros from the sales of James Rodríguez's personal jersey!

When Situ Yunbing was coaching Liverpool, the agreement with the sponsors would be very complicated. It was so complicated that the commission ratios for different players were different. That is to say, the commission for selling Mbappe's jersey could reach 50%. This is his last year coaching Liverpool. At the time of the agreement, the sale of Coulibaly’s jerseys is only a 15% commission, 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 Schalke 04 to sign a Chinese player, and he is now a well-known star player in Chinese fans!

This makes Umbro actually very passive in market development and expansion, and their presence in the Chinese market is almost zero!

In particular, the jersey is only a small part of the sports brand, not all. Umbro has returned to the Chinese market, and their own business strategy and main brand style have not been clearly thought out.

Even so, the sea shopping craze in China has allowed a large number of purchasing agents to directly stimulate the sales of jerseys from abroad!

But after all, this is not the way to make the most profit directly from the Chinese market.

Two years ago, with the Spark system becoming popular in Chinese football, Situ Yunbing already had a jersey production line and its own brand!

From the Xinghuo Youth Football Training Base to overseas clubs where Situ Yunbing has invested in shares, this jersey named Xinghuo Sports has already launched the global strategic deployment and promotion work.

They did not spend money, but formed a complete business chain with their own resources.

With the opening of the Youth National Competition last year, the shirt sponsor of all participating teams was Spark Sports. After the World Cup, the sponsorship brand of the Chinese national team has also become Spark Sports. In the new season of 2019, the sponsors of all teams' shirts It is also Spark Sports!

It can be said that Spark Sports has developed very rapidly in the past two years. At the same time, it is also rapidly occupying the Chinese market.

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

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

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

Tunisia has already begun to formulate a reform plan, and at the same time hope that Situ Yunbing can come up with an effective plan to make them financially open source can be immediate!

When Situ Yunbing was sitting on the sofa in his office, Tunis personally went and poured tea for him.

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

He frowned as he watched.

"Schalke 04 wants to ensure the main position of Chinese players in the team?"

Situ Yunbing took a sip of the tea and tasted it. The fragrance was fragrant, but there was a little aftertaste.

He took it for granted: "Yes, I don't want the Chinese market to pay for capital. I don't want Chinese players to be just a cash cow. The cooperation is bilateral. If the main force cannot be guaranteed, the cooperation will be terminated."

Tunis looked down, frowning deeper.

"You want us to be tough on Umbro and ask for a new agreement?"

Situ Yunbing shrugged and said: "This is about Schalke 04's interests. You can't wait for the money to fall from the sky, right?

And the prerequisite for bringing benefits to Schalke 04 is that you must increase the revenue share of Bai Yuanfan's jersey, isn't it right?

I'm here to increase sales, Umbro will give you profits, and I will advertise Umbro in the Chinese market. Shouldn't I ask for the cost?

This is the redistribution of benefits, right? "

After thinking about it, Tunis decided to give it a try. Besides, Situ Yunbing’s idea was completely okay. Whether Umbro wants to create higher revenue or conduct marketing promotion, they are likely to accept this new agreement.

Two days later, the tripartite talks.

Still in Tunis’s office, Situ Yunbing met Umbro’s German Marketing Director, who had absolute power to take care of everything related to the German market.

After introducing each other, the three sat down to start negotiations. Umbro’s representative Charles heard Tunis’s request to modify Bai Yuanfan’s jersey revenue share and shook his head with a smile.

"Mr. Chairman, you only see that the sales of Bai Yuanfan's jerseys far surpassed other Schalke 04 players in the past six months. You think the Schalke 04 club has suffered, but have you ever thought about our interests?

Schalke 04’s record this season, let alone the most pessimistic outcome, 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. Do you think How much did we lose because of your team's poor record?

How can we make up for our losses? "

Tuniston was speechless when Situ Yunbing spoke.

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

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

Charles, a gentle middle-aged English man, smiled at Situ Yunbing: "I would like to hear more."

Situ Yunbing said: "What we are certain is that Bai Yuanfan's jersey sales are brought by Chinese fans. There are many professional purchasing agents, including overseas Chinese fans, but Umbro has not directly won beyond imagination in mainland China. Income.

I can calculate it for you now. Only 10% of Bai Yuanfan's jersey income went to the Schalke 04 club, which means that for a shirt of 49 euros, Schalke 04 only got 4.9 euros.

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

If Umbro’s share of Schalke 04 is increased to 25%, and the cost is passed on to me, you only need to authorize it to me and collect the money, and you can get 25% of the shirt revenue.

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

The remaining 50% belongs to me, but I bear the production and sales costs of the jersey.

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

Maybe you think the loss of 40% of the profit will be great, but my sales network in mainland China can increase sales by 10 times, 20 times? "

When Charles heard the words and began to think seriously, Tunis made a cut.

"If Umbro disagrees with this plan, we can terminate the contract in advance, or wait until the contract expires, and Schalke 04 will cooperate with Spark Sports. What we need is a long-term partner who can maximize the club’s benefits. Obviously we There is now an opportunity to increase revenue, but Umbro’s market share in China is simply non-existent."

Charles ignored Tunis. Of course he knew that Schalke 04 was in financial crisis. The chairman had already jumped the wall in a hurry in order to prevent the club from going bankrupt.

He said to Situ Yunbing: "I don't think this is 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 trademarks but of 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, I can guarantee the quality and craftsmanship level. If we can finalize the cooperation plan, I will definitely ask you before the product goes online. Check the quality of the samples."

Perhaps ten years ago, China’s fakes were indeed world-famous. At that time, there were shoddy fakes everywhere, but today is different.

China's counterfeiting capabilities are no longer limited to fakes, but the quality is better than genuine and genuine!

It would be hard for Charles to continue discussing this issue after listening to Situ Yunbing's words. It didn't make sense. In any case, Situ Yunbing's face would still be sold.

Especially after just leading the Chinese team to win the Asian Cup, Situ Yunbing's influence in Chinese football can be described as unprecedented!

The prestige has already reached its peak. If Situ Yunbing carries the banner, Umbro will indeed have imaginable space in the Chinese market.

But this plan requires him to report to the headquarters, which is decided by Umbro headquarters. After all, this is not just a matter for the German market, but involves the Asian market.

Afterwards, the three parties bargained, and it was nothing more than the proportion of interest distribution.

In the end, the Schalke 04 club took a step back and gave up 2% of the share to Umbro. Not only did Situ Yunbing not back down, he also said that he would reduce the price of the jerseys in the Chinese market. The Chinese market will only sell for 299 yuan.

Charles disagreed at first. In the end, Situ Yunbing said that he wanted to compete with Nike and Adidas. They had a genuine jersey, 399, 499, 599. If he sold the same price, how would he compete?

The Chinese football fans market is huge. He wants to make the market bigger and he must have an advantage in price!

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