Yang Huan stood on the stage, looking at the reporters in a mess below, not to mention how proud he was.
You guys, what did you say when I said it would be free?
Each one of them almost swallowed me up without saliva, but now I just want to show it to you.
I just want to tell you that our Southampton tickets are free.
What's the matter, you bite me.
The reporters below were whispering and discussing, and the order at the scene was somewhat chaotic.
Yang Huan was not in a hurry and waited leisurely.
He even secretly gave Charlene Lahiri a playful look.
The latter glared at him angrily, but she felt funny in her heart and was even more impressed.
Frankly speaking, four years ago, Yang Huan proposed free tickets during her exclusive interview.
But at that time, Charlene Lahiri felt that this was impossible.
Because no team in the world has ever played like this.
Tickets are free.
It is a huge loss for any team.
Who can afford it?
Even for Real Madrid, which earns tens of millions of euros in ticket revenue a year, if you can say it’s free, then it’s free.
However, at the time, some business people were interviewed and expressed that this was a possibility, but the premise was that Southampton could find a way to supplement the team's income.
To put it simply, the wool comes from the pig “We are very pleased that, in partnership with Citibank, we will launch a Saints fan card, which is an exclusive credit card for all Southampton fans and a symbol of distinguished status.
With it, you can travel on artificial islands, underwater hotels and All our Southampton Club authorized consumption venues for consumption.”
"It is like all other credit cards, the only difference is that it has a points system specifically for Saints fans.
Every penny you spend with this card will be recorded as your fan points. " "When your fan points accumulate to a certain amount, you can take it, log in to our official website, mobile app, or come to our stadium and redeem it for your game tickets and season tickets.
Different points can Redeem it for different discounts, or even for free.
We will not charge any other fees except necessary fees such as insurance premiums.”
"Not only the tickets, but also all the souvenirs and fan supplies in our official fan store can be redeemed with fan card points, and these are designed by we invite famous artists, and some are global limited editions."
This time, everyone present finally understood.
It turns out that this is the model Southampton wants to play.
On the surface, fans’ tickets are free of charge, but in fact Fans need to apply for a fan card, then use the fan card to make purchases in exchange for points, and use the points to exchange for tickets.
Therefore, although Southampton does not collect tickets directly from fans, in fact, fans are also paying for tickets, but this payment is not a one-time payment, but is paid in daily consumption accumulated over time.
There is everything on the artificial island, including dining, leisure, entertainment, and shopping.
What Southampton wants to do now is to attract fans from all surrounding areas to the artificial island.
No, no, no Attracting to the artificial island is just the first step If there are other merchants outside the artificial island, even London, even the UK, or even other merchants on the European continent who are interested, Saints will also charge an authorization fee and grant authorization to the other party after passing the review.
What Southampton wants to do is to serve as a platform to connect Saints fans and businesses.
It is foreseeable that Southampton tickets are free of charge, souvenirs and fan supplies are free of charge, but they can turn around and collect licensing fees and sales shares from merchants.
With Southampton's shrewdness, it is absolutely impossible for them to suffer a loss at this point.
They must have carefully calculated it.
Otherwise, who will do the loss-making business?
As for fans, it’s very simple.
You eat wherever you go, and you consume wherever you go.
But if you use a fan card to spend, after accumulating a certain amount of points, you can also receive free game tickets and fan supplies, or game tickets.
Discount, tell me, will fans still refuse?
Especially for those die-hard Saints fans who live in Southampton and south London, this is a good deal for them, because the annual savings in season ticket prices are hundreds of pounds.
As for Southampton, they will definitely make money.
At least they won't have to pay tax on ticket sales.
Yang Huan was also worried that the outside world would misunderstand Southampton's measures, so he further analyzed it and said that consumption on the artificial island will not increase due to the points system.
All the products in Harrods are exactly the same as Harrods in London.
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At the same time, he also said that after careful calculation by the club, the design of the points system will not put too much burden on fans.
In fact, when Southampton formulated this points system, it also conducted a very detailed and long-term investigation.
It hired as many as three investigation companies for two years, and it targeted areas including London.
To the south and around Southampton.
Finally, the results of the questionnaire sent to Yang Huan showed that Southampton fans generally support the Conservative Party, or at least are centrist.
Therefore, Yang Huan is closer to Terry Matthews and Boris Johnson, and will even allow Boris Johnson is openly a Saints fan.
Fans generally work in mid-to-high-end industries, such as engineers, tourism and hotel industries.
Salaries in these industries are generally relatively high.
Therefore, Southampton fans have more than a thousand pounds per month in addition to normal expenses. , with an average of more than 2,000 pounds, ranking among the top 20 teams in the Premier League.
This is also in line with the outside world's view of Southampton.
Fans generally come from the middle and upper income classes.
Fans of Arsenal, Queens Park Rangers and other teams also have a monthly surplus of more than a thousand pounds, but the ticket prices for these two teams are much higher than Southampton, and although Chelsea’s ticket prices are also High, but the affordability of their fans is very low, with a monthly surplus of less than 150 pounds.
This just echoes that sentence, the real Chelsea fans are not in the West End of London, but in Millwall.
Because Southampton fans are generally from the middle and upper classes, they have relatively high requirements for life.
For example, questionnaire surveys show that they are willing to pay more for good-quality products.
Their first choice when buying clothes is comfort, but the best can be stylish and comfortable, and they like to shop for select products and services.
After this series of investigations, Southampton decisively targeted its fan base at the mid- to high-end, so it formulated a complete points system and decided to introduce Harrods and other mid-to-high-end brands and merchants.
At the same time, when designing the points redemption system, the team also attached great importance to the close integration with daily life.
The purpose is naturally to create a situation in which clubs, businesses and fans are all happy.
Not only that, Southampton also attaches great importance to the cultivation of young fan groups.
As we all know, the average age of Saints fans is the lowest in the Premier League, but young fans will always grow up and mature one day, so the team provides point discounts specifically for children and students, hoping to cultivate more fresh blood. .
This is also a problem that has gradually emerged in the Premier League in recent years, that is, the home atmosphere is getting worse and worse.
Even at Anfield like Liverpool, the home atmosphere is not the same as it was back then.
The reason is very simple.
Fans are getting older and more mature, and they can no longer shout and cheer as passionately as they did when they were young.
Today, the average age of Premier League fans is as high as 41 years old, and only 9% of fans are under the age of 16.
This ratio is not optimistic, and a very important reason for this problem is that the price of game tickets is too high .
Although Arsenal, Manchester United, Chelsea and other teams may seem to have high attendance rates, in fact, there is a lot of false reporting.
They will use various calculation methods to increase attendance rates as much as possible, but if you pay careful attention From their ticket revenue, or paying attention to the data released by other organizations, it is not difficult to see that their attendance is not that high.
However, in the past few years, Southampton has insisted not to increase prices and the ticket prices have remained unchanged, attracting more and more fans, especially young fans, to enter the stadium, but this is obviously not enough.
Therefore, Southampton adopts such an approach, hoping to attract more younger fans to enter the stadium and the artificial island, and cultivate their sense of belonging and loyalty to the team.
At the same time, it is also to cultivate their shopping and consumption habits in artificial islands.
Everyone present was filled with shock and even surprise as they listened to Yang Huan talking on the stage and introducing the entire points system in detail.
Because they discovered that Southampton really went big this time. unbelievably big Although Yang Huan said it was a trial operation and had not yet been fully rolled out, everyone could predict that after such detailed and long-term preparations, Southampton's plan indeed showed the Saints' management The leaders have the courage to pursue drastic reforms.
If it succeeds, I am afraid that the entire European football business will undergo earth-shaking changes.
Because everyone will find that football clubs are no longer just conservative, hiding in their own stadiums and waiting for fans to come forward.
On the contrary, now we are brave enough to go out and use our club's culture and brand to connect various resources in society, integrate more deeply and closely into the social system, and obtain benefits from it.
If Southampton succeeds, it will open up a whole new situation for the management of professional clubs.
Thinking of this, many people present were a little excited.
Only now do they understand why so many brands and businesses are interested in this artificial island and Southampton's new stadium.
Because, perhaps in the near future, this will not only be a new stadium, but also the busiest consumer hotspot in South London.
It may even attract more businesses and more brands to gather in Southampton.
At this moment, countless people in the audience raised their heads and looked at Yang Huan on the stage.
Very calm, very calm, as if he has no idea what nervousness is.
But everyone looked at him with eyes full of admiration.
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In the past four years, he has refreshed everyone's understanding of football clubs time and time again, and created new business models for football clubs time and time again.
When he first set up a WeChat account for Southampton and required every player in the team to update WeChat every day, the players had some objections, and the outside world also thought this was completely unreasonable.
But now, it seems that all Southampton players are worth a lot of money.
Even if they are just a youth team player, as long as they are managed properly, they can get tens of thousands of pounds of sales share from the WeChat store every year.
First-team stars and big-name stars can More.
Since then, other teams have begun to follow suit, and other stars have also begun to flock to WeChat.
It can be said that the Saints has opened up a new model of WeChat marketing and promotion.
And now, Yang Huan is going to shock the entire European football world again.
Just the fact that this handball ticket is free is enough to make fans all over the world go crazy and make all teams around the world feel ashamed or envious.
But, this is Yang Huan, this is Southampton: