Ali "Flash Marriage" Hengda Football Bonus Line

< p > football has always been a match between politics and business, so it is more like a carnival in the 2014 World Cup in Brazil than it is between Hengda and Alibaba.

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< p > < strong > signing details < /strong > < /p >

< p > < strong > 15 minutes, the telephone finalized 1 billion 200 million investment < /strong > < /p >

< p > when everyone thought that "a href=" //www.sjfzxm.com/ "Ma" /a "is about to join Song Weiping's Greentown football, the football player of the Asian Football Club, Hengda, unexpectedly completed the" flash marriage "with the Big Mac in the Internet field.

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< p > yesterday (June 5th) morning, Hengda Group and Alibaba jointly held a press conference at Hengda Royal The Peninsula Hotel in Guangzhou, announcing Hengda football club to increase capital and expand shares, and Alibaba invested 1 billion 200 million yuan (RMB, the same below), accounting for 50% of equity after the capital increase.

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< p > Xu Jiayin, chairman of Hengda Real Estate Board, revealed that after the successful introduction of Alibaba group, Hengda football club will introduce 20 strategic partners in the future. Once the conditions are ripe, it will consider the spin off of football business in the future.

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"P >" after winning the Champions League Championship last year, Hengda's popularity reached an unprecedented level, especially for its diversified development, which provided a huge brand advantage. For the a href= "//www.sjfzxm.com/" > Alibaba < /a > attacking IPO, joining Hengda club is also conducive to bring huge eyeball effect to it, and the only loser is (Greentown) Song Weiping.

Xue Jiongwen, general manager of Rui Xin, told the daily economic news reporter.

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< p > < strong > a decision of 15 minutes < /strong > /p >

< p > "to be honest, I have always been not particularly interested in football, not that I want to flicker football. It is soccer that has flickered me. It is Xu Jiayin and Song Weiping flickering me." for Alibaba's first entry into Chinese football, Ma Yun, who has repeatedly called himself "do not understand football," is very excited.

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< p > date back to late May, when Greentown China announced that it would sell 24.313% of its shares to China, "Ma Yun subscribed to the three parts of green city's soccer, schools and hospitals in his personal capacity and subscribe to the small part of Greentown China."

Reporters learned from various channels, Ma Yun and green city football cooperation was once close to "clapper", so Hengda's "cross sword love" to the outside world deeply surprised.

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< p > "a year ago, I began to" take medicine "for Ma Yun. I said that you had a lot of pleasure in entering the football world. If you didn't come in, you wouldn't know the joy of football. After that, he didn't feel it. After 3 months, he began to ask me about football.

Xu Jiayin revealed at the press conference.

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What's beyond P's expectation is that the "century cooperation" of Chinese football is only a short 15 minute decision.

"A few days ago, Ma Yun and I were drunk in Hongkong. I asked Ma Yun that Hengda football should increase its capital and expand its stock in the development strategy.

As a result, in the morning of June 4th, Ma called me early in the morning to talk about football and finished everything in just 15 minutes.

In order to avoid mutual regret, we decided to sign at 11:11 on the morning of June 5th.

In the view of Xu Jiayin, their cooperation is dripping freely.

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< p > < strong > Hengda football conspiracy listing < /strong > < /p >

Less than P, the introduction of Ma Yun is only the first step in the football chessboard of Xu Jiayin. In the future, Hengda will introduce more strategic investors and eventually achieve the listing by establishing a stable profit model.

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"P >" the introduction of Alibaba as a strategic investor is the first step in the strategic development of Hengda club. The second step is to introduce 20 strategic investors, each accounting for 2%.

According to the valuation of the club's 3 billion yuan, the amount of investment per household is 60 million yuan, "Xu Jiayin said. After completing the capital increase and expansion, Hengda football club will have 2 billion 400 million yuan in cash for investment, even if it is in Europe.

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According to the assumption of Xu Jiayin, the investment return earned through 2 billion 400 million yuan book cash will be used for club spending. The traditional advertising fees, royalties, tickets and income derived from derivatives will become a profit for the club, especially under the powerful Internet channel of Alibaba, which will give the football club unimaginable huge business space. "P"

Once the conditions are ripe, the football business will apply for listing to ensure its long-term sustainable development.

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< p > however, the listing of sports clubs has never been favored by the financial industry because the performance of sports clubs is extremely competitive.

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< p > but in Ma Yun's view, such worries are obviously redundant. "When I was doing electronic commerce 15 years ago, many people said that e-commerce would lose money, and Taobao couldn't make money.

In fact, making money is very easy. The key is that some people love and concern. I don't believe that so many fans in China, Chinese football still can not earn money. Alibaba will pform the Chinese football through the Internet and create a new game.

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< p > < strong > < a > href= > //www.sjfzxm.com/ > > Ali > /a > cultural and sports empire is initially formed < /strong > /p >

< p > for the future team operation, Ma Yun said that it will follow the law of the operation of the football industry and will not interfere with the operation of the team.

Alibaba stakeholders said in an interview with the daily economic news reporter that no more details of cooperation were revealed.

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< p > football capital professionals say that football has become a hot topic on the eve of the world cup, and it can also ignite the "attention economy".

Although it is not known how Alibaba use Internet thinking and big data to pform soccer, this event is enough to increase Alibaba's IPO in the second half of the year.

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< p > at the same time, Hengda football has also become an important member of Alibaba's cultural industry empire.

Plus Youku, Hua number media, culture China, and so on, the prototype of this empire appeared.

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< p > after last year's departure from Alibaba CEO, Ma said he would concentrate more on culture, health, education and other fields.

Since this year, Alibaba has begun to exert its strength in the cultural industry.

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< p > January, the company announced the acquisition of Hong Kong listed companies CITIC twenty-first Century (00241, HK), for the layout of the medical industry.

Then huge sums of money were absorbed into cultural and video industry giants such as cultural Chinese media (01060, HK), Youku potatoes, and China Digital Media (000156, SZ).

In addition, Alibaba has set up a number of digital entertainment business groups, and boldly through the entertainment treasure mode to realize the cultural industry.

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< p > the industry believes that Alibaba's cultural industry will not only focus on media, videos and movies, but sports will also become an important link.

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< p > in addition, according to the news of Bloomberg quoted people familiar with the matter, the Alibaba will be listed in the US in August 8th. Ma Yun told reporters yesterday that he did not set this right. "Alibaba listed in August 8th and I saw it online," he said.

I don't know about this.

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< p > < strong > frustrated person Song Weiping < /strong > < /p >

< p > when the focus of the national media is focused on Hengda and Alibaba, the only disappointment is that Song Weiping, who has just sold a large number of Chinese shares in Greentown.

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P, as early as mid May, Song Weiping said in an interview with Hangzhou daily that Ma will launch a series of cooperation with Greentown holdings.

"Our negotiations with Ma Yun should be almost the same, 7788, but not yet.

Ali has done very well in many aspects and is worth learning. It is a good thing for such a good company to do well in Zhejiang football. "

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The sudden change of P is obviously unacceptable to Song Weiping.

According to Xinhua news agency, Song Weiping fully expressed his dissatisfaction with Ma Yun, saying he had told Ma Yun that twenty thousand of Zhejiang fans would condemn him for "no love for Zhejiang's beauty," and that he would lose money and love the rich.

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< p > for the accusation of this big brother, Ma Yun smiles and responds that Song Weiping is very grateful to both himself and Song Weiping in his interview. He is expressing his concern for me in a unique way. "He is tolerant, not a jealous man. We are all sentimental people. We should laugh at it and laugh at it."

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< p > < strong > < < /strong > /p >.

< p > < strong > extension logic < /strong > < /p >

< p > < strong > Hengda Yang seeks: the club will temporarily "spend money like water" < /strong > /p >

< p > < strong > every reporter is from Guangzhou, < /strong > < /p >.

Less than P, from the early days of the big deal to the introduction of strategic investors, real estate tycoon Xu Jiayin's business strategy is changing.

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< p > "daily economic news" reporter found that after several years of crazy burning money and won the Champions League and Asian champions, in 2014, Hengda football began to become low-key and pragmatic. By lowering the bonus standards, selling players' chest ads, and introducing Alibaba as strategic investors, it gradually entered the stage of self hematopoiesis and moved towards market-oriented operation.

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Less important than P, more importantly, for Hengda, which is plotting to diversify its development, through its "football alliance" and Alibaba cooperation, its real estate, sports, culture, fast moving products and financial businesses are expected to develop faster with the help of the big business giant.

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< p > < strong > football business self hematopoietic < /strong > /p >

< p > careful observation of Hengda football's action this year is not difficult to find. In the past, the style of "spoil money" is quietly changing.

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< p > first, in terms of bonus, Hengda's attitude of "throttling" is quite obvious.

According to Hengda football, the 2014 season has adjusted the bonus method, added provisions to encourage young players, and focused on guiding players to treat the match professionally.

It is worth noting that Hengda football has also reduced its bonus this year. The winning of the Super League has been reduced from 3 million yuan to 1 million yuan. The Asian champion has won a prize from 6 million yuan to 3 million yuan, and the loss has to be deducted.

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< p > in the aspect of "open source", Hengda football also spares no effort.

In February 17th this year, Dongfeng Nissan held a strategic cooperation signing ceremony with Hengda football company. A contract worth 110 million yuan was signed, including 80 million yuan in cash. This means that the advertising of Hengda jersey will be changed from the Hengda ice spring pushed by the group to Dongfeng Nissan's own brand in the new season.

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Xue Jiongwen, general manager of P, told the daily economic news reporter that after 4 years of rapid development, Hengda football has reached the top of the Asian football world, and the brand effect has been maximized.

Even if Evergrande will continue to invest in the future, the marginal effect of its brand effect will decline.

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< p > "this year the real estate market is in a predicament, coupled with the increasing tightening of credit by banks, all housing enterprises will face financial difficulties." Xue Jiongwen believes that instead of continuing to burn money, it is better for the club to enhance its self hematopoietic function so as to enable the club's professional operation to enter a healthy development stage.

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< p > a NetEase, sponsored by the Chinese Football Association and supported by the China Football Association, "2013 super commercial value report" shows that in last year's 16 Super League teams, only Hengda and Liao football clubs were profitable. Because of the winning of the Super Champion and the Asian champion, Hengda football achieved a profit of 85 million 900 thousand yuan last year.

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< p > with the Alibaba spending 1 billion 200 million yuan on Hengda football, plus the commercial operation of the club has entered a benign development stage, it is foreseeable that Hengda's net investment phase for football clubs has ended and the future is expected to produce a good hematopoietic function.

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< p > "after the introduction of Alibaba, no matter how the team will be named in the future, it will always engrave the brand of Evergrande. In the future, Hengda can still win the brand publicity effect from football. The most important thing is that Hengda has no need to pay more for it, which is perhaps the result Xu Jiayin most likes to see."

Xue Jiwen said.

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< p > < strong > accelerating diversified development < /strong > < /p >

< p > "this football cooperation is just the beginning of the cooperation between Hengda and Alibaba two big groups, and the two sides may also carry out more cooperation in other fields."

At yesterday's news conference, Xu Jiayin said.

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< p > Xue Jiongwen said that for Hengda, a diversified development, with the huge advantage of Alibaba in the Internet, especially in the field of e-commerce, it can get the exclusive advantage different from other developers.

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< p > after the sale of real estate business reaches 100 billion yuan, Evergrande's intention to seek diversified development is obvious.

Last November 9th, after Hengda football won the Champions League Championship, Hengda ice fountain first met with the national audience.

Xu Jiayin later revealed that Hengda ice spring will achieve 100 billion yuan sales target in real estate business in the future.

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Last December, Hengda Group announced a cooperation agreement with Harvard University and will set up a Harvard hospital in China. The two sides have entered the stage of P.

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< p > January 24th this year, Hengda Real Estate (03333, HK) announced that the company acquired 4.522% of the total issued capital stock of Huaxia Bank (600015, SH) through its Affiliated Companies in the two market, with a total cost of 3 billion 302 million 500 thousand yuan.

After this stake, Hengda Real estate has become the fifth largest shareholder of Huaxia Bank.

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< p > now, Hengda's business scope covers real estate, sports, culture and entertainment, fast moving goods and even finance.

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< p > "as a seed player in China's real estate industry and the Internet industry, Hengda's offline business will have a lot of cooperation with Alibaba's online business in the future."

Xue Jiongwen believes that Hengda residential sales can be achieved through Taobao, sales of Hengda ice spring can be expanded through Tmall channels, Hengda's recent efforts in commercial real estate and department stores can be combined with Alibaba to achieve online and offline integration. Hengda hospital and cultural entertainment business can also be developed through Alipay, and Alipay can even provide financial services for Hengda owners.

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< p > Ma Yun has pointed out that in the Internet era, Chinese real estate will change. Alibaba's strategy in the next 3 to 5 years is to cooperate with traditional industries, pform and upgrade them with the Internet's ideas and technologies, and achieve common development.

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< p > < strong > football bonus < /strong > < /p >

< p > < strong > from 100 million to 2 billion 400 million, the football investment account of Xu Jiayin is < /strong > /p >

Less than P. When Xu Jiayin purchased the Guangdong Guangyao team at the cost of about 100 million yuan in 2010, no one would have thought that it took only 3 years for Hengda to bring the team from the trough to the peak of Asian football, and has established a strong influence in the whole country and even in Asia.

From the point of view of team value, when the strategic investment of Alibaba was introduced, the valuation of Guangzhou Heng Da team had reached 2 billion 400 million yuan.

From 100 million yuan to 2 billion 400 million yuan, Hengda took only 4 years.

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< p >, how did the valuation of Hengda football team come into being? How much did Xu Jiayin invest in Evergrande in 4 years and how much output did he get? < /p >

< p > Beijing key road sports consulting company CEO Zhang Qing believes that Guangzhou Heng Da team can quickly increase its value, first of all from the huge investment of Xu Jiayin to the team.

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< p > Hengda Real Estate (03333, HK) has not disclosed the investment income data related to football in its annual report. However, from its recent large series of purchases of domestic and international stars, Evergrande's investment in Guangzhou Hengda team is indeed high.

According to reports from China Youth Net and other media at the end of last year, Evergrande Club spent more than 1 billion 500 million yuan on the pfer fees and salaries of the players and coaches.

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< p > how much profit did these investments generate for Hengda? How much value did they form? < /p >

< p > judging from the influence and popularity of the team, Hengda has obviously achieved good results.

From the 2011 to the Super League, Guangzhou Hengda has won the national championship with absolute superiority for 3 consecutive years. It also defeated many Asian strong teams in the international arena last year, and won the champions of the Asian Champions League.

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< p > according to the world football club rankings released by the international football data and Historical Statistics Association (IFFHS), Guangzhou Evergrande has long been ranked first in Asia and even surpassed the world giants such as AC Milan in Italy.

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< p > Zhang Qing thinks that the calculation of the intangible value of brand reputation will be a great number if the brand of Hengda football is converted into advertising value.

"From the point of view of exposure rate, for example, the number of times broadcast by the team, the number of reports by international and domestic media, is converted into advertising fees according to a certain proportion. The current influence of Hengda is a great value."

Zhang Qing said.

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< p > the brand value of Hengda football has been reflected in the ticket revenue.

According to the data released by the official website of China Super League, Guangzhou Evergrande's home attendance has been ranked number one for many years, and its attendance is over 40 thousand.

In 2013, the price of package tickets for Guangzhou Hengda fans rose from 780 yuan in 2012 to 1380 yuan, while in November 9th alone, the tickets for the single match in the Asian Championship finals exceeded 55 million yuan, setting a record for Chinese football.

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< p > for Hengda Group, the brand of "Hengda football" obviously has greater value. The most direct thing is the advertising effect of Hengda Group.

"Hengda spends 600 million yuan a year on football clubs. No matter it is exposure rate or social cognition, the effect is much better than that of simply advertising."

Zhang Qing thinks.

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From P in 2010, the sales volume of Hengda Group surged from 30 billion 300 million yuan in 2009 to 50 billion 400 million yuan, and in 2011 it reached 80 billion 390 million yuan, an increase of 59.4% over the same period last year.

According to the latest data released, Hengda Group's total sales volume in 2013 has reached 100 billion 400 million yuan.

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< p > for the realization of the brand of Hengda football, the most classic case is Hengda ice fountain.

In the 2013 Asian Championship second round final, Hengda Jersey's breast advertising suddenly changed to "Hengda ice fountain" four words.

After winning the Asian Cup trophy successfully, Hengda Group held a special press conference, and invited coach Lippi to sit on the platform to announce the march into the mineral water industry.

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< p > according to the data released by Hengda Group, after 3 months of the conference, the dealer orders received by Hengda ice spring have reached 5 billion 700 million yuan.

Xu Jiayin's plan is to break through 30 billion in 3 years.

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< p > Zhang Qing believes that the case of Hengda ice spring has proved that the "Evergrande football" brand's cash in capability, after Ma Yun came in, this card Alibaba can also play, and there will be many ways to cash in the future.

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