Well. China has long been a world power but the country remains a minor player in the world of football a situation chinas president wants to change he wants the country to become a football super power. Council along. Heard over the next ten years our country wants to increase turn over a new Sports Industry to some one trillion euros we need. That you just. China schools are heavy on the drills and academic discipline but there are a few football clubs for children now the party wants them to become football champions will they succeed i think youre going to learn more and more German Bundesliga clubs are going to china where german coaches and pro player is willing to go to a country that when it comes to football still plays in the minor leagues. Thank. You. Thank you. Thank. Football mascot erivan his in china for the past few months hes been going from school to school as an envoy of german club shelter. The i. Was going evin arrives the Strict School rules are forgotten. I. Havent isnt here alone foreshock a coach is there with him to help promote youth football in the city of can shine the project is led by marco flood reach the goal is to help china finally qualify for the world cup. So sorry. This little guy is germany and this big guy is china. But. Germany is reigning World Football champion so in football its the other way around. So its really you know i dont listen boys you know Germany China im not going to the. Show because Youth Program and training methods enjoy an excellent reputation around the world the city of can shine is eager to learn. Flood rich and his colleagues are training the youngsters and their coaches. But its not always straightforward. About the one theyve been at you also insist on the one. Everyone knows that germany plays football at a very high level. But we cant just transfer their system to can charm. That wouldnt work. So we have to adapt but the germans also have to adapt a little to realities hearing can shine to a whole host of answers you get the. Germans try to awaken enthusiasm for football by making it fun. Its a novel approach in a country that emphasizes discipline and hard work. But the shocker representatives believe theyre on the right path vomits we visited twenty schools so far and each one has between a thousand and three thousand students so we are reaching people on the able dogs but not just be going out as were making a difference we dont just train with the kids were also able to share our values with them that way we can show them things that may be a bit different from what they experience in their day to day lives before you can. Leave my coccyx the. China has its own athletic traditions not many sports are played outside of school and when they are they tend to be basketball or a traditional discipline. In schools sports tend to involve drills and discipline. This sport fast maybe taking place on a sports pitch but its a highly regimented activity. At pro football matches theres always a military formation standing at attention. In china football fans are also under tight control. The military and police will brook no demonstrations or any sign of trouble. The top pro club is playing here today snowball go on some forty thousand people are expected to attend most clubs have far fewer fans the mood around the stadium is relaxed. Former Eintracht Frankfurt player stefan lot of men is here with his interpreter they work for the Chinese Football Association and often attend super League Matches chinas top tier league. Letterman advisors the league and the National Team china wants to rack up more successes the sooner the better. Leadership here is very centrally controlled and thats true for football as well as. Their own areas including in the economy where the Chinese Government allows a great deal of latitude and freedom thats also something football takes full advantage of. The past two years have seen an influx of top level coaches from around the world former virally of accusing coach wonder schmidt is now head coach of beijing sue noble one. Of the club is famous for its fans the stadium is usually packed. And i i. I know cheers can be heard from the first row though in a chinese stadium that belongs to the military. Chef and a lot of money has left his mark on the Chinese Association journalists and Club Officials also value his advice his ideas have already improved the training of football coaches but clubs here still rely on importing Top International coaches god yes it is defied the chinese clubs are trying to outdo each other hiring coaches but it does benefit the marketing side and its also good for quality. But quality can only be sustained if we get better plans and will only get better players if the coaches are good love and you know good groups in. The press boxes packed with journalists football has become popular in china and it gets quite a bit of media attention. The audience wants to see top players and a win for their own side. Chinas population of one point four billion is sixteen times larger than germanys the state maintains a firm hold over the country and sets the agenda but when it comes to the economy the party has largely abandoned communist principles in favor of unfettered competition. No other country has more billionaires or a bigger market. Foreign Companies Want to share in the bounty but that isnt easy. China takes care to ensure the profits dont leave the country. But football complicates the picture. President xi jinping knows he needs help from abroad to make the sport a success in china. From one day until the next hundreds of millions were made available and hundreds of projects were launched so theres no lack of activity here but going to. All of those activities in the right direction is a bit trickier still you should look out for china. The southern chinese city of hung shu is where one of the key players is based a player who also knows europe well. The Company Lender sports but an eighty percent stake in the premier league Club Southampton last year. Lender c. E. O. Go admits the main motivation was to learn more about the football business theres a lot of money to be made in china. No doubt she awaits at the end of last year the Sports Industry accounted for approximately zero point two percent of our g. D. P. Compared with other industrial countries such as Germany Europe britain the us or our asian neighbor japan that is quite low. Were still at an early stage early in the next ten years chinas government wants the Sports Industry to have a turnover of one trillion your us why did you teach. Its an ambitious plan a turnover of a trillion euros for marketing clothing broadcast licenses and Construction Projects she shingo and other Business People know that china will need help from abroad to make this a reality. Mostly because chinese football is still lagging behind. China is currently in position seventy five in feet as world ranking behind countries like el salvador and fared hardly good enough to realize those ambitious profits the country will need to invest. We need a change in the market we will be massive if we use it but we can only turn a large profit in the long term for the first five years well have to invest a lot in capital and equipment we have to make an effort told me maybe it wont make money at first when after ten years it will yield a big profit when youve bought for. The entire country is. Opposed to mobilize to bring china into the ranks of the football elite theres not much evidence of that yet though. A few Young Chinese play football in their free time are aware jerseys of their favorite players. But many new companies have been founded that are directly or indirectly involved in football. One person who is already invested in sports journalist wang tao hes involved with an app that teaches School Teachers coaching tactics and he supports the Youth Division at one of the few football clubs in beijing. They are shooting skills still need a bit of work. Come on guys. But there are signs of success more and more children are playing they have paid coaches and even the parents are taking part. To manage. The wheel this is our new hobby. First we just wanted our children to play outside and enjoy the sun he didnt like football but then his son started playing and now he plays to. More and more children are signing up for the wang tell club its a microcosm of whats happening across the country right now. The journalist has researched how much football has increased in value in china including in the countrys top league. And in the past broadcast rights for all super league very little. Chinese football brought in just a few Million Euros i mean. Thats how long and has bought over the last two years prices for broadcast rights have risen to two hundred fifty million. Uros annually. This is mainly due to the arrival of Famous Players from abroad like or not. Whos playing for brazil in the world cup in russia. Now that International Stars like a goose toe are joining chinas super league more children want to play too. But good coaches are still in short supply. When tell believes this lack of quality coaching is the most pressing problem he wants to solve it with germanys help. The war thats what it is we have worked in the German Companies and associations will help improve the foundation of chinese football thats important and i hope everyone who has to do with football in germany is about it. On the donna says. Thats good news for german clubs they see an opportunity to cash in with their brands on the asian markets. Alongside shaka dortmund byron munich and full of sport are also setting up shop in china. Has a marketing revenue of around ninety Million Euros a year twenty percent about eighteen Million Euros now comes from china. For german clubs the message seems clear and a club that doesnt serve the Chinese Market wont be able to hold their own internationally. Not so. Were reaching the limits of growth in areas like sponsoring hospitality old merchandise. In china sponsoring and merchandising has real Growth Potential as does promoting Youth Divisions. Ok i. Shall go sens for a license coaches to question every much the city wants to take part in the chinese president stream of football glory eighty youngsters have been selected to get state of the art training four times a week a side benefit the shop a brand is becoming clearer now. The coaches arent quite as focused on marketing. Isnt just in spite of his spot were footballers were athletes the field is where it counts that takes first place especially when youre dealing with kids. And Everything Else like recognition or promoting the charlock a brand that can happen on the sun. Sets of. Parents seem to welcome childhood football is healthy and maybe theres even money to be made with it. Now theyre here cheering on their offspring on the field. And. You will let out. The nobody in our family whos interested in sports. I think but as son wanted to play football only so were here to support him. Choko would love to have a chinese player in the bundesliga one day. Nine year old goalie is a promising young talent. The club even invited him to germany once. And hes awesome i love to wait and see how he develops yes talent the right attitude hes not scared he has technique he stood up from the very beginning and hes fun to work with us. Right here in the german coach as an interpreter by his side. Let it grow. If a chinese player joined the German Bundesliga many people would strike it rich the parents the sponsors and the german clubs. Income from broadcast rights and marketing licenses in east asia would soar shock as Marketing Department has already positioned itself for the opportunity. Agreement with the academy and shown is that shankar gets first pick of the young talent with a long term collaboration like this it would have been foolish to do otherwise. Shoka has also landed another coup Super League Club hey baby fortune once to launch a professional Youth Division. More than twenty five coaches from back home in germany will take part in the work being done by marco flood rich and his fellow coaches is very lucrative and our research has shown that after expenses shaka will be left with profits of some twenty Million Euros. And. Thus know how schildkraut has a lot to offer we know how to scout train coach young talent on how to train coaches. In the Chinese Market all chinese football is willing to pay what thats worth. And so for. This building in beijing his chin and main square is where chinas dreams of football glory are being hatched. The government wants to bring the world cup to china and ideally become world champions. Football is an important part of president xi jinping strategy for becoming a sports superpower. Even though it was five that a football has for well publish shouldnt be underestimated so i love to be a global superpower you also need to be a cultural influence and you know. Instance with International Cinema which generates enthusiasm and excitement and if the sunshine is working on creating Something Like hollywood. And football works in the same way it generates enthusiasm and creates a feeling of unity in a country if you do shaft and i. Throughout much of its history china has real good power and influence. President xi jinping is looking to position china back at the very top sports is one way to generate enthusiasm and strength. Football is perfectly suited to that goal. Including shine everything is going according to plan the foreshock of coaches fifth project to the letter this is what beijing wants to see happen across china partnerships with professional german coaches who will help Young Chinese talent flourish and grow so you dont see a. Need for one for shopping well yeah were pushing. It because the one shots fund you. Cant she believes she would say she really will be just thank you compared to politicians we havent set the bar quite that high for now whats important is that we develop a partnership the better that works the better the end product will be a little bit soft on them and affix playing element will she lie or you know what that blend hey were going to succeed in sports particularly in big sports like football. We would like to keep up on the International Stage and email me and then we want to compete successfully in a world cup. Team you see it. Every School Principal involved in the project receives an oversized certificate official recognition is important anyone who is seen to support government initiatives will reap then. If its to their career. German Companies Based in china on the other hand are worried beijing is tightening its control especially in the market that promises the biggest profits. Box wagon for example is doing a booming business in china the Company Wants to set a new record here in twenty eighteen after the scandals of recent years the company cant afford to antagonize beijing so its playing it safe which means lending support to beijings initiatives. When german chancellor Angela Merkel visits china she works hard to obtain concessions for German Companies. Germanys Automotive Industry and volkswagen in particular want to maintain market position. Germany fears that china may impose restrictions football is another way to help secure the future of german businesses here. German companies have been seizing every opportunity to strengthen their stake in china. Provokes wagon that also means launching its own local football initiatives. And we want to contribute to this society one of the things we are doing currents he very actively east to do education for the young people in terms of you know child safety and so on especially in the sports like soccer this is what we are doing right now we believe you know its very healthy very active and it matches the companys value a lot. Folks work in china has an edge over other Companies Volkswagen owns a Bundesliga Team which is keen to establish a stake here. Marketing director tim yankel or from volves org is always on the lookout for chinese sponsors. Advertisers and partners. For jaeger the fact that most football clubs in china are sponsored by companies makes his work easier. For this not to lose and folks warren is a very popular and successful brandon chinaman and that helps us understand. The positive associations most chinese fans have with a volkswagen brand to rub off on us as many Chinese People are fans of the vols for club folks have been they see the v. W. Logo on our jersey and the connection to volkswagen helps make them votes borg fans and. Its less than a three hour drive from the gulf sport offices in beijing to the coas