129 October 2015 10 09: 48
Source: China Business News
Sports Olympic Power signed a contract with Super League.
"You and I have gone through hardships for our ideals. We used to cry and laugh together. I hope you will remember, always remember, that we once had glorious days ... "
At the end of September, after 8 billion yuan won the media copyright of the Super League for five years, Tiao Power (Beijing) Sports Communication Co., Ltd. (hereinafter referred to as "Tiao Power") has not held a celebration party so far. Li Yidong, the executive director, just sent the above song, "Bright Days" published by Tayu Lo at 1977.
"The first thing to start over is to stand in the future and look at today." 1October 28th, 10, Li Yidong told the reporter of China Business News after the signing of the Super League copyright.
After the song, the Olympic team faced overtime. As a content provider, how to improve the production level and broadcast quality, optimize media reports and enrich copyright products will be the focus of future work, with the goal of making Super League a world-class league.
From 300 million to 8 billion
Two months ago, another song that Li Yidong gave "Uncle Li" was "Shanghai Beach", because in the face of China football and the Super League, the old fan's mood at that time could be described as "mixed joy and sorrow, and laughter and sadness are inseparable".
Hi, because professional football in China has a history of more than 20 years. Even though the background of the reform started by 1992 was abandoned and desolate, the professionalization started by 1994 has created a glorious decade of professional football in China.
From 1994 to 2004, the amount invested in a Chinese football club for one year quickly "fried" from100000 yuan to 20 million yuan, or even higher; The average annual advertising revenue of the club has increased from the initial several hundred thousand yuan to about 30 million yuan; China Football Association has become a hot topic from the once Qingshui yamen.
1994 Sports Olympic Power (formerly known as Huaao Star) initiated by Li Yidong is a partner of China Professional Football League in the era of China A, and it is worthy of the title of "the longest partner".
"It is not easy for me to stand here today. I am very lucky. " Speaking of this, Li Yidong is very emotional. After all, some of the five full-time vice-chairmen of the Football Association and six general managers of Super League companies who have dealt with him have been jailed in the anti-corruption storm in 2009.
That year, everyone was asking, where should China football go?
Therefore, since 2009, relevant departments have conducted many investigations on the football industry chain; 20 14, 10 10/20, the State Council's "Several Opinions on Accelerating the Development of Sports Industry and Promoting Sports Consumption" was released, and the football industry became the "focus" of the reform with high hopes. This year, the General Office of the State Council issued the Overall Plan for Football Reform and Development in China, including 1 1 and 50 reform measures. Both "hematopoietic function in the sustainable development of football industry" and "system reform" called for by the leaders of major clubs for many years are involved.
Investors are most concerned about two aspects of football reform: "separation of management and operation" and broadcasting rights. The former has touched the "soul" of football in China, and started to act in August this year. The latter changed the profit model of China football, and also tested the water in May this year, that is, the China Football Association sold four rights and interests of the national football team, such as TV broadcasting rights and new media copyright, to a private company through public bidding in the next four years. Of course, the protagonist of the story is a sports Olympic power.
In September, the news that China Football Association sold the media copyright of "Super League" for five years attracted the attention of the industry. After all, as the "jewel in the crown of China sports copyright market", whoever owns the copyright of Super League will have a certain right to speak.
"For this, everyone is not stupid, so the competition is fierce. In the final impact stage, only three of the eight companies were left, including Sports Power and Zhong Shi Sports. " A person familiar with the matter told the reporter of China Business News.
A person in charge of a well-known enterprise that was eliminated in the first round revealed that the copyright price initially started at around 300 million yuan and was eliminated because the relevant qualifications did not meet the requirements of the Football Association. "Everyone is not bad for money, mainly because of qualifications."
Our reporter learned that behind several enterprises that participated in the bidding, not only several China tycoons took turns to take the top spot, but also some powerful funds such as the Chinese Cultural Industry Fund and powerful state-owned media bosses.
In the sprint stage of bidding, a company called the highest bid price to 4.3 billion yuan, which also caused great pressure on Li Yidong. Finally, he made the decision of "clearing Taiwan with one shot"-8 billion! The second bidder didn't have a chance to return, although the card of another company was 6 billion.
On average, the broadcasting rights of the Super League only cost 70,000 yuan at half time.
Li Yidong said: "In fact, we have a very clear frame of reference. In the five years of 8 billion, according to the population of 65.438+04 billion, the average per capita is 654.38+0.654.38+0 yuan. The price of broadcasting rights in the Premier League is about RMB 654.38+08 billion. Britain has a total population of 64 million, with a per capita population of around 280 yuan. This is caused by the gap in the economic level, management level, broadcasting level and communication level of our league. This shows that there is still a lot of room for improvement in the future of the Super League, which is the basis for us to dare to invest 8 billion. "
Because the increase is too large, although Li Yidong's horizontal comparison method is no problem in theory, many people in sports are emotionally difficult to accept.
20 12, the super-broadcasting right was 7.3 million yuan; 20 14, the price rose to 80 million; In 20 16 years, this figure will reach 1600 million yuan, that is to say, in the four years from 20 12 to 20 16 years, the broadcast cost of a single season of the Super League has increased by about 2 18 times.
"Everyone will feel scared, but this figure is understandable, because the value of the broadcasting rights of the Super League was underestimated in the past." Yan Qiang, a famous football commentator, said in an interview with the reporter of China Business News.
Generally speaking, in the income composition of internationally renowned events, the income from broadcasting rights accounts for more than half. For example, the total sales price of local broadcasting rights in the Premier League from 20 16 to 20 19 season reached 51360,000 pounds, which was 70% higher than the previous round of TV broadcasting fees, and it was also the biggest broadcasting rights contract in football.
Although there is a big gap between the Super League and the Premier League, it does not mean that the broadcasting rights of the Super League are worthless.
According to public information, the ratings of Super League often reach 0.3, 0.4, 0.5 or even 0.6. A rating of 0.6 means that tens of millions of people will watch the live broadcast of the game at the same time. According to the data of 20 13, the audience of the super league was 279 million, ranking first in Asia. It is difficult for the Bundesliga to exceed 0. 15. Some fans have converted it, and the ratings of the Super League are stable at 2 to 4 times that of the Bundesliga.
However, the sales revenue of the broadcasting rights of the Super League is "low". Some insiders estimate that the income from broadcasting rights only accounts for 9% of the total income of the Super League, and the average "episode" (45 minutes at half time) sells 70,000 yuan, while the platform that once won the broadcasting rights of the Super League has made huge profits. In a season, the sales of TV broadcasting rights in the Super League was only 7.3 million yuan, but through the live broadcast of the Super League, the platform advertising revenue alone was nearly 90 million yuan. Netizens joked that this is better than robbing money, because the net profit is more than 1.000%.
"This phenomenon is caused by many reasons. We won't comment today, but this bidding for the Super League is to return the broadcasting rights to the normal track." The relevant person in charge of China Football Association said in an interview with the reporter of China Business News.
Where is the confidence of "clearing Taiwan with one shot"
In an ideal situation, the marketization of football includes at least three points: first, the virtuous circle development of the Super League club itself-whether investors pursue the value of corporate brand communication as always or out of their love for football itself; The second is the reform of the system and mechanism of the Super League itself-how to separate management from operation and how to cultivate sports-related talents; The third is the training mechanism for young people.
Zhang Jian, vice chairman of China Football Association, said at yesterday's press conference that the Chinese Super League will further improve its construction and introduce the "Chinese Super League brand" into a new development track in the shortest time.
Only based on the reform, construction and perfection of the Super League can the value of the broadcasting rights of the Super League be maximized. From this point of view, the insiders believe that the 8 billion "sky-high" broadcasting rights are, to a certain extent, forcing the overall reform of the Super League to be solidly implemented.
Of course, Sports Olympic Power finally won, not only because it gave a price of 8 billion yuan, but more importantly, it has incomparable advantages in copyright distribution, broadcast signal production and communication.
Sports Olympic Power is currently the most experienced company engaged in the production of football matches in China, and has produced more than 3,500 games so far. Sports Olympic Power is also the company with the largest copyright circulation of sports events in China, and has a stable cooperative relationship with CCTV, local TV stations and nearly 20 local TV stations for more than ten years.
It is not easy for traditional TV media to achieve substantial growth in a short period of time, but Internet media and mobile Internet media have more room for imagination. Sports Olympic Power also has perennial cooperative relations with major Internet companies, which is one of the important reasons why the 8 billion "sky-high price" can recover the cost.
Li Weidong said: "Compared with the Premier League, our management level and league packaging level are still quite backward, but as long as we improve step by step in different aspects, the scale and potential of the China market are unparalleled in the world. In the first two years, the copyright was 65.438 billion yuan, and we have to pay extra for learning and improvement. All this will be the foundation for success in the next three years. "
Zhao Jun, general manager of Sports Olympic Power, said that starting from next season, all 240 Super League matches will implement brand-new production standards, and each round of focus matches will be equipped with special equipment such as ultra-high-speed cameras, subtitle systems, data systems and flying cats. The Super League Production Center will produce various programs according to the Super League and sell their copyrights through different platforms.
"Maybe, in a year or two, you won't be surprised when you look at today's 8 billion." Li Yidong said.