How to be successful in the Chinese market

It is a no-brainer, the Chinese soccer market offers huge growth potential for European soccer clubs. But Chinese consumer behaviour is very different to what we have come to expect from consumers in Western soccer markets.

For example, 90% of Chinese Internet users are mobile users. Delivering scalable digital solutions that offer a seamless digital omni-channel experience to the fan are pivotal. Therefore, professional soccer clubs who want to be successful in China and truly reach out to the Chinese soccer fan require digital adeptness that can cope with the pace of innovation and quality of the mobile experience in China. Based on our representative market research, we derive five insights that will help foreign soccer clubs meet this objective.

>>> Read the full article by Prof. Schmidt for the Chinese Soccer Observatory here