Chapter 716： Playing big

Standing on the stage, Yang Huan looked at the mess of reporters below, not to mention how proud he was.

You guys, what did you say when the young master said that it would be free?

Everyone almost swallowed me with no saliva, but now I just want to show it to you, I just want to tell you that our Southampton tickets are free, why are you biting me?

The reporters below whispered and discussed, and the order at the scene was a little chaotic.

Yang Huan was not in a hurry, so he waited in his spare time, and even secretly gave Charlene Laherit a playful look. The latter gave him an angry look, but he felt funny in his heart, and a little admired.

Frankly speaking, four years ago, when Yang Huan accepted her interview, he suggested that the tickets be free.

But at that time, Charlene Laheri felt that it was impossible.

Because in the world, no team has ever played this way. Tickets are free. For any team, it is a major loss. Who can afford it?

Even Real Madrid, with tens of millions of euros in ticket revenue a year, can it be said that it is free and free?

However, at that time, there were also some business people in an interview, expressing this possibility, but the premise is that Southampton can find a way to make up for the team's income.

To put it simply, the wool comes out of the pig!

"We are very happy to cooperate with Citibank. We will launch a Saints Fan Card. This is a credit card exclusively for all Southampton fans. It is a symbol of distinguished status. With it, you can visit artificial islands, underwater hotels, and All consumption places authorized by our Southampton Club for consumption."

"It is the same as 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 have accumulated to a certain amount, you can take it, log on to our official website, mobile application, or come to our stadium, and redeem it for your ball and season tickets. Different points can be used. Exchange into different discounts, or even free, we will not charge anything other than insurance premiums and other must-have expenses."

"Not only tickets, including all the souvenirs and fan supplies in our official fan store, all can be redeemed with fan card points, and these are designed by us inviting famous designers, and some are limited editions worldwide!"

At this moment, everyone present finally understood.

It turns out that this set of modes to play in Southampton!

On the surface, fans don’t have to pay for tickets, but in reality?

Fans need to apply for a fan card, then use the fan card to spend in exchange for points, and exchange points for tickets.

So, although Southampton does not directly collect tickets from fans, in fact, fans are also paying for tickets, but this kind of payment is not a one-time payment, but is paid in daily consumption.

There are everything on the artificial island, eating, leisure, entertainment, shopping... it can be said that there is everything.

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 businesses outside of the artificial island, even London, the United Kingdom, or even other businesses on the European continent, the Saints will also charge an authorization fee and grant the other party authorization after the review is passed.

What Southampton wants to do is a platform that connects Saints fans and businesses.

It is foreseeable that Southampton tickets do not require money, souvenirs and fan supplies do not cost money, but they can turn around and collect authorization fees and sales shares from businesses.

With Southampton's shrewdness, it is absolutely impossible to lose out on this point. They must have calculated it carefully.

Otherwise, who is going to make a loss-making business?

As for the fans, it’s very simple. You eat where you go, and you consume where you go. But if you spend with a fan card and accumulate certain points, you can also get free tickets and fan supplies, or tickets. Discount, then do you think the fans will refuse?

Especially for the diehard saints who live in Southampton and South London, this is a very cost-effective thing for them, because the season ticket price saved every year is several hundred pounds.

As for Southampton, there is definitely a profit, at least there is no need to pay tax on ticket sales.

Yang Huan was also worried that the outside world would misunderstand Southampton's measures, so he further analyzed and said that the consumption on the artificial island would not increase due to the points system. All the products in Harrods mall are exactly the same as Harrods mall in London.

At the same time, he also said that after careful calculation by the club, the design of the points system will not cause too much burden on the fans.

In fact, when Southampton developed this scoring system, it also conducted a very detailed and long-term survey. There were as many as three survey companies hired alone for two years, and the targets included London. To the south and the surrounding area of ​​Southampton.

Finally, the results of the questionnaire sent to Yang Huan showed that Southampton fans generally support the Conservative Party, or at least centrists, so Yang Huan is closer to Terry Matthews and Boris Johnson, and will even allow it. Boris Johnson publicly stated that he is a Saints fan.

Fans generally work in mid-to-high-end industries, such as engineers, tourism, and hospitality. These industries generally have relatively high salaries. Therefore, in addition to normal expenses, Southampton fans have a monthly balance of more than 1,000 pounds. , An average of more than two thousand pounds, ranked among the top 20 teams in the Premier League.

This is also very consistent with the outside world's view of Southampton, fans generally come from the middle and high income class.

Fans of Arsenal, Queens Park Rangers and other teams also have more than one thousand pounds a month, but the ticket prices of these two teams are much higher than Southampton, and the ticket price of Chelsea is also High, but their fans can afford it very low, with less than £150 a month.

This also coincides with that sentence, the real Chelsea fans are not in the West End, but in Millwall.

Because fans in Southampton are generally middle and high class, they have higher requirements for life. For example, a questionnaire shows that he is willing to pay more for good quality products. Their first choice for clothes is comfortable, but the best Can be stylish and comfortable, and they like to buy selected products and services.

After passing this series of investigations, Southampton decisively targeted its fan base at the mid-to-high end, so it developed such a set of points system and decided to introduce Harrods and other mid-to-high-end brands and businesses.

At the same time, when designing the points exchange system, the team also attaches great importance to the close integration with daily life. The goal is naturally to create a situation where clubs, businesses and fans are happy.

Not only that, Southampton also attaches great importance to the cultivation of young fans.

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 special discounts 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 atmosphere at home is getting worse and worse.

Even if it is like Liverpool's Anfield, the atmosphere at home is not the same as it was back then.

The reason is very simple. The fans are getting older and mature. They can no longer shout and cheer as they did when they were young, full of passion.

Nowadays, the average age of Premier League fans is as high as 41, and only 9% of fans under the age of 16 are not optimistic. A very important reason for this problem is that the price of tickets is too high. .

Regardless of whether the attendance rates of Arsenal, Manchester United, Chelsea and other teams seem to be very high, in fact, there is a lot of false reporting. They will use various calculation calibers to increase the attendance rate as much as possible, but if you pay careful attention Their ticket revenue, or paying attention to the data released by other organizations, it is not difficult to see that their attendance rate is not so high.

But Southampton has insisted on not increasing prices in the past few years, and the ticket price has always remained unchanged, attracting more and more fans, especially young fans entering the stadium, but this is obviously not enough.

Therefore, Southampton adopted such a method, hoping to attract more and younger fans into the stadium, into 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 on artificial islands.

Everyone present was full of shock, even surprise, listening to Yang Huan on stage, talking freely, introducing the situation of the whole point system in detail.

Because they discovered that Southampton is really a big game this time!

Incredibly big!

Although Yang Huan said it was a trial operation and it has not yet been fully rolled out, everyone can expect that after such meticulous and long-term careful preparation, this set of plans in Southampton really shows the management of saints. The striving for reform boldly.

If it succeeds, I am afraid that the entire European football business will undergo radical changes.

Because everyone will find that football clubs are not just conservative, hiding in their stadiums, waiting for fans to come forward and come.

On the contrary, now it is bold and courageous to go out, use the culture and brand of its own club, connect the various resources in the 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.

They have only now understood why there are so many brands and so many merchants who are attracted to this artificial island and the new stadium in Southampton.

Because, perhaps in the near future, this place will not only be a new stadium, but will be the busiest consumer hotspot in South London. It may even attract more businesses and more brands to Southampton.

At this moment, countless people in the audience raised their heads and looked at Yang Huan on the stage.

Very calm and calm, as if I don't know what nervousness is.

But everyone looked at him, but they were full of admiration.

In the past four years, he has refreshed everyone’s understanding of football clubs time and time again, and has opened up a new business model for football clubs again and again At the beginning he established a WeChat account for Southampton. , When every player in the team must insist on updating WeChat every day, the players somewhat disagree, and the outside world also feels that this is completely unreasonable.

But now, looking at all the Southampton players are expensive, even if they are just a youth team player, as long as they are managed properly, they can get tens of thousands of pounds in sales from the WeChat store every year. First-team stars and big-name stars More.

Ever since, other teams have begun to follow suit, and other stars have also started swarming WeChat.

It can be said that Saints opened up a new model of WeChat marketing and promotion.

And now, Yang Huan will once again shock the entire European football scene!

The free ticket for this handball alone is enough to make fans all over the world fry the pot and make all teams in the world feel ashamed, or envy and hate!

But this is Yang Huan, this is Southampton!

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