To increase the interest of Chinese internet users, European football clubs should consider implementing the following strategies:
- Highlight Star Players: Emphasize the star players of the club and their prestige. Develop and manage personal accounts for these players on Chinese social networks like Sina Weibo and Tencent, linking them to the club’s official page. This can attract Chinese fans who often support clubs based on the presence of their favorite players.
- Club Image and History: Showcase the club’s image, sporting performances, and history. Chinese fans consider the reputation and track record of the club when deciding which team to support.
- Direct Communication in Mandarin: Communicate directly in Mandarin on Chinese social media platforms instead of relying on translations. This shows a commitment to engaging with Chinese fans on their terms and in their language.
- Quality Content: Ensure that the content posted by the clubs is engaging and relevant to Chinese fans. This may include behind-the-scenes footage, player interviews, match highlights, and interactive content.
- Utilize Chinese Social Media Platforms: Take advantage of popular Chinese social media platforms like Sina Weibo, Tencent, and potentially Renren to reach a wider audience. These platforms have a high engagement rate among Chinese internet users.
- Strategic Partnerships: Explore partnerships with Chinese companies or organizations to increase visibility and reach in the Chinese market. This could include sponsorship deals, joint promotional campaigns, or collaborative events.
By implementing these strategies, European football clubs can effectively tap into the vast potential of the Chinese market and increase their popularity among Chinese internet users.
