"Beckham's success is not only due to his own hard power on the pitch, but also to strong business factors, that is, some of his labels are very suitable for the communication needs of the TV age.For example, he is handsome, such as his chic style of play, such as his wife Victoria, such as his many off-field lace, such as his charming smile, such as his skillful handling of TV reporters, etc. ”"So what does that mean?"
The reporter seized the opportunity to ask.Wang Ai put down the teacup: "This shows the commercial attributes of football stars and superstars, which is the same as that of entertainers."
For example, in my country's official institutions, only actors are recognized, and they are distinguished from the first and second levels according to their hard power.But commercial organizations don't look at it very much, who has strong appeal, who brings more money, and who has priority, so when you watch commercial blockbusters, they must be led by big stars and the backbone of powerful actors. ”"Why do football stars have to appear?""
Because the club is the core element of modern football, he develops, excavates and organizes players downwards, organizes leagues and sets rules upwards.Although the Football Association and Football Association are always official institutions, the opinions of clubs, especially the opinions of the vast majority of clubs, can never be ignored, because clubs are self-financed, and if you don't let him make money, he won't play, then football will be over.So under the self-financing club system, there will definitely be football stars, the strength of the two players is almost the same, one can sell tickets, jerseys, and broadcast rights, and the other can't, who do you say the club chooses?
In other words, in football, which is dominated by the private economy, the emergence of football stars is inevitable.I don't believe you recall that before the football reform in our country, although the public, whether it was a spectator in the stands or a TV audience, there was already a basis for certain players to endorse the product, but the system did not allow it, and the result was only football stars in the mouths of the public, not real football stars.In other words, the well-known players in this period were empty and influential, and there were no commercial monetization channels, so they were not stars, and our media rarely called them stars at that time. ”The reporter nodded frequently when he heard this: "So how did the superstar appear?""
Internet."
Wang Ai's words are concise: "Just like the expansion of the stands, the two ecosystems of players and stars have been differentiated, and the audience brought by TV has ten times that of the audience outside the stadium, just like the stars and superstars have been divided."
The Internet's barrier-free communication, clearer scenes, and the ability to rewatch at any time further differentiate superstars from superstars.The tastes of Internet audiences are also different from those of TV audiences, with more emphasis on interaction, more novelty, and more like to chase new things.So the two superstars, one loves to try new things, loves to use the language of the Internet, and likes to communicate with the public through the Internet, and the other still revolves around the TV audience, so naturally, the former has huge commercial value based on the Internet.In turn, his income, influence, ecology, and life are different from the latter.For example, superstars in the TV era need to have a good image, at least be civilized when interviewed, and not have uncomfortable habits.But in the age of the Internet, these are not enough, you also need to be interesting, friendly, and trendy, only in this way can you get the likes of netizens and then they will watch your games, buy your jerseys, and consume your brand. ”"The characteristics of the Internet as a channel and tool are as good as the characteristics of television as a channel and tool, which have shaped the football stars of the new era.In terms of channels, the income of contemporary players is divided into three parts, one part from the stand audience, one part from the TV audience, and one part from the online audience.As much as you can catch, your club and sponsors will give you.They have a very strong and rigorous investigation organization, which will investigate your business appeal clearly, and will never give you more, but they dare not give you less.So, modern football has entered the age of supergiants. ”"But according to you, there are a lot of superstars?
A large number of superstars such as Maradona, Beckenbauer, Platini, the Dutch Three Musketeers and so on, but it seems that there are only three of you?
”"One of the major characteristics of the Internet is that it is barrier-free, unlike television, if you say that it will not be broadcast, it will not be broadcast, no matter how influential you are, my TV station will not let go, and the audience of my TV station will not know you.The Internet, at least in terms of cultural and sports sports, is basically free of obstacles in various countries, or it is easy to be broken through if it is set.This brings about two novel characteristics: one is the extreme expansion of influence; The second is that resources are very easy to concentrate.For example, fans outside Europe have directly seen European football matches for the first time with the help of the Internet, so it is natural that he will first pay attention to the head clubs and head players, so in the Internet era, the income gap between the giants of major league clubs and general clubs has widened, and the income gap between players has also widened.In the end, it won't be like a big bunch of superstars in the TV era, and three or two people will come to an end. ”Figuratively speaking, with the help of the barrier-free Internet, the eyes of the whole world are concentrated, and the most concerned football stars can only be three or two, and there are too many to pay attention to.If I hadn't even had three of them, if I hadn't come from a very backward and very large part of football in Asia, and I had a very solid supporter.The normal situation is two, and various data can be compared in turn, caught and killed, what about three people?
It's messy!
If it weren't for the fact that all three of us were goalscorers and there was a European Golden Boot to compete with, it would have been even more chaotic.For example, a goalkeeper, a striker, and a midfielder, how can you compare?
”"You just said that becoming a supergiant will transform your life, or that the greater the commercial value, the greater the impact on your life, where are you affected?"
Wang Ai smiled when he heard this: "We are like Maradona's early superstars, belonging to the early supergiants, everything is the result of appearing in a daze, not too much shaping, more of our own fit to fill that position."
Of course, after filling, there are still changes to our lives, for example, I was originally an interest in surfing the Internet, but after becoming a supergiant, it was strengthened and became a responsibility, and now I have to go online every day, and I must update my social account every game.The two of them too, in fact, with Messi's shy and introverted personality, he may not like the hustle and bustle of the Internet, but there is no way, you are a supergiant, your system is like this, you have to do things like this. ”"I saw upstairs the other day that you had a room full of toys?
Is this also a supergiant business?
”The reporter suddenly asked.Wang Ai was stunned for a moment when he heard this, and laughed loudly: "No, that's a father's love like a mountain."