China

[Shifu Demon 9]

I wanted to re-visit the topic of China, I say re-visit as it was discussed at length in past on Demonology and assume it was here too.

The last Melbourne administration did a lot of work to form ties in China, this included visits, donating equipment and inviting several members of a local AFL team to train with the club. They also held an exhibition game in Shanghai as part of the World Exposition, this was largely successful but was only really attended by expats were very few locals in the crowd.

All of this is a good start; however, it seems that little has been done (publicly) to continue the push into the Chinese market. I wonder, if like the Irish experiment, that this will be another endeavor by the MFC which is then picked up by other clubs while we are left scratching our heads.

The potential in China is mind blowing, the most popular sport in China is currently Basketball this is mainly due to the success of Yao Ming and as a result half of the country (yes, an exaggeration) follow the Houston Rockets and own at least one item of their official merchandise, this makes the Rockets one of the most attractive teams to sponsor in the world.

I am not purporting that any push by the MFC would have the same effect or be comparable to the Rockets, however, it seems that this initiative is dead in the water or at least come to a stand still – I can’t for the life of me understand why.

The Chinese are extremely nationalistic and as soon as a Chinese person enters a sporting stage that sport and subsequently that team get a huge amount of air play on the state owned (all) television stations, this has the obvious flow on affect of generating a lot local interest and support.

I propose that instead of sitting on the sidelines that the MFC becomes more active in the World’s largest market and the current economic powerhouse. I have often thought about how this can be done.

First, the MFC needs to continue to establish ties with local sports teams, for example Beijing Guoan (soccer team), this will do a lot to get the MFC brand out into the public.

Secondly, the MFC need to give a great amount of support into growing the game within China. They should start this by being actively involved in the Chinese AFL teams, this could be done by reaching out to both the expat teams in Beijing and Shanghai.

Thirdly, the MFC could be taking advantage of the Chinese social media systems such as weibo (Chinese twitter), Ren ren (Chinese Face book) and Chinese video streaming sites. Chinese live their lives online and by utilizing these tools the MFC would very quickly generate a lot of interest among the Neitzens. If they were to post highlights of each MFC game on video sharing websites then these would spread like wildfire. All of my Chinese friends love AFL they love the pace the skill and the hits.

Finally, and perhaps most importantly the MFC should seek out a Chinese national who is a natural at sport and who could have the potential (with work) to play AFL football. Put said athlete on the rookie list and spend the time to develop him. This would generate enormous exposure in the Chinese market. If the athlete does not amount to anything, what have we lost? A rookie spot.

However, think about what we have gained. We have gained a huge amount of free publicity in China – significantly raising our currency to potential sponsors. We would potentially gain million of supporters, albeit not members but people willing to buy official merchandise. Although as an aside the club could put together a $15 membership. We have regained credibility as a club that thinks outside of the box.

I am sure that there are many other upsides that I have not written; I am very interested to hear what other posters feel about the topic.

[rjay 23,936]

I would hope the club is still working on this along with the pre season training venue and sponsorship. It's been quiet but hopefully it is head down and working hard.

[Sir Why You Little 34,615]

Should still be working with China contacts. Certainly

[NorwoodDemon 20]

we should just grab a lil china man and put him up fwd and bada bing bada boom.

Edited September 1, 2012 by NorwoodDemon

[Yossarian 1,808]

I think one of the simple hurdles is that it's called Aussie Rules football. So if you have a national team from overseas they become the Chinese Aussie Rules Football team. You can't just call them an AFL team because it refers to our league and then if they ended up with their own it'd be, what, the CAFL? Chinese Australian Football League? The AFL has to find another way to market it as something overseas as a genuine sport, not a bastardised Australian form of football, which it obviously isn't. At least you can call American Football gridiron.

I'm happy for China to be looked at but I don't think it should be a priority over investing in our football club or even anywhere else in the world. Basketball's one of the biggest sports, sure, that along with badminton, table tennis, soccer and volleyball. Not exactly sports with heavy physical contact. Who would you get to come over? Someone from Shaolin? That'd be sweet actually, you should suggest that. Either way, there's no real benefit for the average person to be amazing at AFL. The pay's nothing compared to US basketball and Australia has nowhere near the pull for the average Chinese person that the US does. Think it's just a pipe-dream personally.

[Shifu Demon 9]

I think one of the simple hurdles is that it's called Aussie Rules football. So if you have a national team from overseas they become the Chinese Aussie Rules Football team. You can't just call them an AFL team because it refers to our league and then if they ended up with their own it'd be, what, the CAFL? Chinese Australian Football League? The AFL has to find another way to market it as something overseas as a genuine sport, not a bastardised Australian form of football, which it obviously isn't. At least you can call American Football gridiron.

I'm happy for China to be looked at but I don't think it should be a priority over investing in our football club or even anywhere else in the world. Basketball's one of the biggest sports, sure, that along with badminton, table tennis, soccer and volleyball. Not exactly sports with heavy physical contact. Who would you get to come over? Someone from Shaolin? That'd be sweet actually, you should suggest that. Either way, there's no real benefit for the average person to be amazing at AFL. The pay's nothing compared to US basketball and Australia has nowhere near the pull for the average Chinese person that the US does. Think it's just a pipe-dream personally.

You make some very good points regarding the name of our game, however, I see this as a huge advantage as the Chinese love everything to do with Australia, unlike the Americans we enjoy an impeccable public reputation - having Australia in the name of our game is nothing but a huge marketing advantage. The Chinese league is called the CAFL and considering it has no publicity it does fairly well.

Your point regarding the Chinese not being very physical is valid, however I would counter argue that by saying that the number one past time in China is in fact martial arts, the Chinese love watch combat and love watching combat sport.

As you have pointed out the MFC might be better off investing the cash elsewhere, but all of the measures that I have suggested are very simple and would require a minimal investment on the MFC's part. In fact the only thing the MFC would really need to spend money on would be to rookie a Chinese player. Other costs involved in promoting the game would undoubtedly be picked up by the Australian government and the AFL, as it would be promoting Australian culture, something the government has invested heavily in over the last decade in mainland China. The social media tool that I have suggested the club to use are free.

To address your final point, I do not believe it would be difficult to find a suitable candidate to come over, there are 1.3 billion people in China, I m sure we could find someone amongst the 1.3 billion who would possess the physical attributes of our game. One good place to start would be the major sports dedicated high schools which are located in all first tier cities.

Australia has a huge pulling power in China, the Chinese are very envious of our clean environment and open spaces, while the money compared to the NBA is tiny, it is huge when compared to the average wage of a person or a professional sports person in China.

Edited September 1, 2012 by Shifu Demon

[Diablo Deemon 220]

China is total untapped potential hopefully we are continuing to develop ties with china.

I recall the club looking at an elite training camp in china but haven't heard anymore about that.

Then there was the rumored chinese sponsor. I think another preseason game should happen.

It would great to be the pioneers of the Chinese market.

[hardtack 10,127]

Actually, there were quite a few locals at the Shanghai game...yes a lot of expats as well, but I would have thought the percentage of locals was pretty good considering the lack of knowledge of the game and considering that the Chinese tend to stay away from most sporting events in droves. Even a major event such as the Shanghai Tennis Open has "fans" brought in the fill the corporate boxes.

Another initiative I think you overlooked is the AFL Institute that has been started in Guangzhou in the Guangdong province.

Edited September 1, 2012 by hardtack

[Shifu Demon 9]

Actually, here were quite a few locals at the Shanghai game...yes a lot of expats as well, but I would have thought the percentage of locals was pretty good.

Another initiative I think you overlooked is the AFL Institute that has been started in Guangzhou in the Guangdong province.

Yes that is a great start, the AFL also started something similar in Tianjin, I m not trumpeting myself as an expert so I am sure that there are many things that I have missed, I just think that the MFC is not doing enough of the easy things, especially with social media in China.

[hardtack 10,127]

Yes that is a great start, the AFL also started something similar in Tianjin, I m not trumpeting myself as an expert so I am sure that there are many things that I have missed, I just think that the MFC is not doing enough of the easy things, especially with social media in China.

I'm pretty sure Schwab was in Guangzhou a couple of months ago; so I think things are happening (albeit slowly). I expect that they may become more active once the trade period is done and dusted.

Edited September 1, 2012 by hardtack

[Je Roos Salem 661]

We should be focusing on China more than Darwin, especially with 1 billion members at stake.

[jnrmac 19,107]

Probably went the way of the ANZAC DAy Melb v Sydney game they tried to get up several years back.

We have had so many of these stupid themes that its a joke. How about we play good footy and attract supporters and crowds. ha ah aha ahhahaha

[Guest bluey]

AFL push into China sure, but not this club, what would they think when we turned up getting flogged every week, I believe we are more about survival than being an advertisement for the game.

[dpositive 1,552]

This does seem like an idea that could be developed.

along with JnrMac I think playing good footy would attract supporters but that playing side is in the hands of coaching and FD people this idea would be admin and marketing so that we have a pool of new supporters to match our new playing success seems like a well rounded approach to success.

Im not sure where you are from Shifu but would like to see you pitch your idea to the club and wonder if you have the skills and or experience to assist with the practical application of some of your ides and develop a more complete strategy.

Would think Chinese language skills would be most important aspect and recognition of some of the identified cultural and character traits

But as a beginning I give it a great tick and great time out of season while players work on that playing bit.

[Shifu Demon 9]

I have the skills, experience and more importantly the relationships to make it happen but unfortunately I do not have the time. I will try to get some time over the next few to put my thoughts down and write a skeleton business plan on how I think the club could enter the Chinese market, although I can not see it going much further than that, but it is worth a try.