On May 22nd, 2009, Evergrande Group invested 20 million yuan to register and establish the first professional volleyball club in China. At the same time, many former national team players such as Feng Kun, Hao Yang and Zhou were recruited from other clubs in China. In August 2009, Evergrande Women's Volleyball Club hired Lang Ping as the head coach with an annual salary of 5 million, which enabled Evergrande to complete a classic sports marketing. On August 12, 2009, more than 200 journalists from 100 media gathered in Guangzhou. Who has such great charm? The answer is Lang Ping. On the same day, Evergrande women's volleyball team set sail, and the welcoming ceremony of "Lang Ping's Return" was held in Evergrande Hotel, which not only attracted many media reporters from all over the world, but also the hand-holding ceremony between Lang Ping and Evergrande was broadcast live by Guangdong TV. There is no doubt that the "iron hammer" returning from abroad will soon lead the newly funded women's volleyball club of the company, which is an explosive news. Driven by this concern, many people learned about Evergrande "by the way" from this day on. Yes, this cognition is subtle, because the women's volleyball team has a high position in the hearts of Chinese people, and because Lang Ping's gold-lettered signboard is well-deserved, Evergrande certainly understands these points. It can be said that Xu Jiayin, chairman of Evergrande's board of directors, firmly grasped these points, so this has brought great social and commercial effects to him and Evergrande. In other words, this is a successful sports marketing.
Although the investment of 20 million yuan in Evergrande Women's Volleyball Team A is relatively high, the signing press conference in Lang Ping alone attracted hundreds of media from all over the country. However, if only the advertising space is calculated, Evergrande may spend hundreds of millions to achieve the same publicity effect. At the expense of an annual salary of 5 million yuan, it has achieved a publicity effect of hundreds of millions of yuan. On the evening of February 2nd, 2065438+00, the "China-US Women's Volleyball Match" started in Guangzhou Gymnasium. Evergrande women's volleyball team cleanly defeated the visiting American national women's volleyball team with a beautiful score of 3: 0. The game was broadcast live to the world by CCTV-5, Hong Kong NOWTV and many other TV stations. More than 1000 million people all over the world watched the game on TV. 20 10 On March 25th, the press conference and lottery ceremony of Evergrande 23rd Asian Cup Table Tennis Tournament was held in Guangzhou. At the important moment when Guangzhou 20 10 Asian Games is about to open, Evergrande once again invested 2 million yuan to exclusively name this competition.