Chapter 135: Endorsements and the Friendly Tour to China
On the night of the title-winning day, Xia Qi opened his attribute panel:
"Ding! This season's rewards have been settled."
Six seconds later:
Host: Xia Qi
Bone age: 18 (Xia Qi's birthday is October 2)
Height: 189 cm
Weight: 88 kg
Host ability rating: 90
Assignable ability points: 4
Assignable attribute points: 135
Assignable ability points: 4 because a treble gives 2 ability points per trophy for a major treble and 1 for a minor treble.
After Xia Qi put the 4 ability points in, his ability rating rose from 90 → 94.
Assignable attribute points: 135 — this is not just the end-of-season reward; during the season Xia Qi had allocated points several times, raising his ability from 78 to 90.
Xia Qi distributed the 135 attribute points among the three major attribute categories.
After allocation:
Technical attributes (92/100):
Ball control: 90+
Passing: 90+
Crossing: 90+
Dribbling: 90+
Marking: 85+
Tackling: 80+
Penalties: 85+
Corners: 45+
Heading: 90+
Long shots: 90+
Throw-ins: 52+
Free kicks: 70+
Shooting: 95+
Physical attributes (97/100):
Explosiveness: 97+
Jump: 90+
Agility: 90+
Stamina: 90+
Balance: 94+
Pace: 97+
Vision: 95+
Strength: 98+
Constitution: 100
Mental attributes (85/100):
Creativity: 70+
Defensive positioning: 75+
Work rate: 80+
Concentration: 80+
Decisions: 68+
Determination: 75+
Aggression: ~50+
Teamwork: 80+
Off-the-ball runs: 88+
Imagination: 80+
Influence: 62+
Bravery: 88+
Anticipation: 80+
Composure: 85+
…
After allocating the attribute points, his overall ability rating only rose by one more point. That's because most of this allocation went into mental attributes, whose contribution to combat power is more subtle.
Final attribute panel:
Host: Xia Qi
Bone age: 18
Height: 189 cm
Weight: 88 kg
Host ability rating: 95
Assignable ability points: 0
Assignable attribute points: 0
A surge of pride welled up in Xia Qi — four months short of nineteen and already a 95 rating. A "little demon" for sure. How much do the likes of Messi and Ronaldo have? 99+ — only four points ahead.
…
On June 20, among many advertisers, Xia Qi chose a Chinese company called Chuhua as his endorser. Endorsement fee: €1,000,000.
In 2013, Chuhua launched its first Mate-series phone to enter the high-end market.
Facing large-screen phones, a certain Fruit company high-profile announced it would release fingerprint-locked Fruit 6 and the precise-hit Fruit 6 Plus.
That year Chuhua's phones were overall slightly behind Fruit's in tech, hand-feel, and performance. Facing the large-screen Fruit 6 Plus, the Mate stood little chance.
Pessimism spread through Chuhua.
But Mr. Ren knew that no matter how rough the road, Chuhua had to carry on and could not simply cede the high-end market.
Business warfare is battlefield; step back and you keep retreating. Chuhua had to push through adversity if Chinese phones were to escape the fate of being contract manufacturers.
Football's massive reach made Mr. Ren, who usually didn't follow football much, notice Xia Qi. After hearing introductions from his daughter and department heads about Arsenal and Xia Qi's title run, he decided on the spot to invite Xia Qi to be a brand ambassador. He also paid €100,000 to buy an exclusive interview with Cheryl for Chuhua's ad because some elements of that interview were to be used in the ad.
After reading the ad proposal, Xia Qi was deeply moved by Chuhua's corporate culture and signed the contract without hesitation.
Even Ms. Meng found it hard to believe.
As heir to Chuhua, Ms. Meng didn't naively think a million euros was the sole reason. In Europe, football stars have higher social status than entertainment stars; Fruit could have paid a million if Xia Qi wanted. Xia Qi chose Chuhua because there are few respected entrepreneurs in China — those who make water in Hangzhou, glass in Fujian, and Mr. Ren of Chuhua. Bowing to Mr. Ren isn't shameful.
Ms. Meng was a decisive, efficient businesswoman; in three days she had locations, personnel, props all set — ready to shoot.
The commercial opens with Cheryl's interview with Xia Qi:
On camera, Cheryl sits smiling before Xia Qi and asks, "Your idea was crazy; if the main players don't rest, you could end the season empty-handed."
Xia Qi answers resolutely:
"The path over the mountains is indeed iron-hard, yet we step forward and start anew.
Start anew, the white peaks like seas, the setting sun like blood."
Then the footage cuts: Xia Qi leads Arsenal to fight Manchester United, battle Real Madrid, defeat Dortmund… parade and celebrate doubly crowned trophies. The final tagline appears: "Fly Against the Wind, Champion Quality."
Then a flash: Chuhua Mate 20 phone.
The entire 30-second ad never talks about Chuhua's difficulties or advertises the Mate 20's technical merits. The logo and the phone only appear in the last second.
Without verbal claims of excellence, every second instills a sense of excellence in the viewer, equating Chuhua with champions.
Due to copyright issues, teammates' faces couldn't appear on screen, so actors were used rather than match footage. Xia Qi needed to film a few shots and match clips.
Filming went quickly and wrapped in one day.
However, on wrap day Chuhua encountered big trouble.
The theme song Ms. Meng liked had been bought by another company.
Chuhua is a company that spends half its sales on R&D.
Because the high-end market hadn't opened yet, Chuhua's finances had been tight in recent years. Ms. Meng had delayed payment for the theme after choosing it, and another party took advantage and bought it.
When Xia Qi learned this from the director,
he redeemed a song from the system that fit Chuhua's corporate culture perfectly — "My Dream."
"Xia, why are you writing songs again?"
"Sigh, for Alice."
"But I want to sing it myself."
"How many fans did you lose when you sang 'Under the Sea'? Don't you remember the bad reviews? Everyone told you to focus on football, don't be like that other guy. Haven't you learned?"
"You don't understand. This is a respectful elder; this company deserves my song. Most importantly, this song can help them."
"No phone company can beat Fruit."
"No, they can!"
"Poor kid, you have a fever."
Xia Qi brushed Joanna's hand away from his forehead.
"Joanna, help me contact Ms. Meng."
When Ms. Meng heard Xia Qi wanted to sing the ad's theme herself — and that he'd composed it — she thought the world had gone mad.
A footballer dabbling in this? Opportunism or charity?
She thought Xia Qi didn't understand: for Chuhua, this was a war they could not lose.
So she came storming in to "demand an explanation."
"Mr. Xia, didn't we agree the ad music would be made by a professional team? You only needed to shoot and promote," Ms. Meng said.
"Ms. Meng, I understand your concerns. But this song is my interpretation and tribute to Chuhua's corporate culture. I believe it best conveys the brand's value," Xia Qi explained.
Good upbringing helped Ms. Meng control her expression and temper; she softened her voice:
"I'm sorry, Mr. Xia. Chuhua is uncompromising. We can't accept your music; our cooperation ends here. I'm sorry for the trouble. We'll compensate you at the agreed price."
"Sis, I understand. But please just listen, okay? If you don't like it, forget I said anything. Give me three minutes?"
Ms. Meng saw clarity in Xia Qi's eyes… and his calling her "sis" made the tone between them warmer.
"All right, since you insist, let me hear it."
Xia Qi took out a guitar and sang:
"Keep walking forward, always forward,
…
Let the light refract through tear-wet pupils, reflect the rainbow you most desire…"
When the song finished, Ms. Meng wanted more:
"Mr. Xia, your song is excellent. I believe it will be a highlight of the ad. But I have one condition: you must participate in the song's production to ensure its quality and effect."
"No problem. I'll give it my all," Xia Qi said.
"Now let's talk fee."
"No extra pay — this is value-added, not price-added."
"How can that be?"
"Okay, convert it to phones. I'll give them to the fans."
"Mate 20 launches in January. I'll give you 500 units."
"Sis, that's too many. One hundred will do."
"Three hundred then! Thank you, Xia. You helped a lot. I apologize for my earlier rashness…"
"Don't, sis!" Xia Qi interrupted. "To be honest, I still prefer the domineering CEO version of you."
"Get lost! Ha…"
In the end, Xia Qi's song became Chuhua's ad theme. The commercial was a huge success. Xia Qi's music and Chuhua's brand image matched perfectly and won public affection and recognition.
Chuhua's overseas sales rose 20% and domestic sales rose 12%.
Domestic Fruit fans are stubbornly loyal…
…
China — today the world's greatest football desert.
While football in other countries advances with time,
China seems to go the opposite way — each year worse than the last.
Yet football in China has the largest audience of all sports.
Every season some top clubs from the big five leagues are invited to China for friendlies.
This year Arsenal came.
The whole squad stays in China three days: July 15 at Yanjing Bird's Nest vs. the China national team;
July 18 fly to Tokyo to face the J-League champions; July 21 return to London to train with other first-team players staying home.
July 31 the English season opens with the Community Shield; Premier League champions Arsenal vs. FA Cup winners Wigan Athletic.
Neither Arsenal nor Xia Qi had any idea how popular they were in China.
Because the China national team's results have been predictably cyclical — every year the same dramatic rhetoric of "opening match — curtain-raiser, second match — key match, third — do-or-die, fourth — fight-to-the-death, fifth — honor match… next year repeat" — and commentators always have the line "Little time left for the China team," many fans fell in love with big European clubs.
At the top, of course, was the white-clad world club Real Madrid — who could resist the appeal of the "Alien," the heartthrob, the "Ring King," bald Zizou, the golden-haired prince?
Then Milan, Barcelona, Manchester United… Arsenal.
Arsenal didn't know if they were top five in popularity, but top ten was certain.
So Arsenal and Xia Qi set realistic expectations — a nationwide blackout or mass turnout wasn't likely.
Yet they had not imagined a crowd-of-ten-thousand welcome at the airport.
…
Arsenal's owner was stingy — no private plane. The squad flew on China National Airlines.
The flight attendants worked conscientiously; during the 16-hour flight no one asked for autographs or photos.
When the plane landed and Xia Qi saw a flight attendant hesitating, he asked. The attendant beamed and took out a No. 9 jersey from the service cabin for Xia Qi to sign.
When Arsenal's flight touched down, the arrival hall was already buzzing. Fans waved Arsenal flags and player posters waiting for their idols' arrival.
Posters of Xia Qi and No. 9 shirts were especially common.
Reporters were already waiting at the exit with cameras and microphones, hoping for first interviews.
Xia Qi and his party took the special passenger channel. As soon as they emerged, deafening cheers hit their ears like being at the Emirates.
In the next second a wave of journalists surged forward; countless flashbulbs made Xia Qi squint.
He raised a hand to shield his eyes and squinted through the glare to see chaos — fans shouting players' names in Mandarin, English, Italian… pushing forward in a dense sea of heads.
Saying "ten thousand people" at the airport was an exaggeration, but a couple thousand was believable.
Reporters at the front surrounded Xia Qi and Wenger.
Xia Qi smiled and waved to the fans, then faced the reporters.
A journalist asked: "Xia Qi, what are your expectations for this China trip?"
Xia Qi answered: "I'm happy to be in China. It's my roots. This is my first time representing Arsenal in a friendly against the China national team. I'm very much looking forward to the match and hope to perform well."
Another reporter asked Arsène Wenger: "Coach, what do you think about the development of Chinese football?"
Wenger replied: "Chinese football has developed rapidly and made great progress in recent years. This friendly is a good opportunity for our players to communicate and learn from Chinese players. I believe Arsenal will learn a lot from the China team."
The reporters fell silent… Were they serious? Learn from the China team? Isn't that like saying learn from England?
After the brief interviews, Xia Qi and the Arsenal players boarded the team bus and headed to the hotel to rest.
Along the way the fans' cheers and horns never stopped; the scene was electric.
(END CHAPTER)
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