On the evening of November 9, the second round of 2013 AFC Champions League’s finals, which has attracted wide attention, was held at Tianhe Stadium, Guangzhou, and the score between two parties after 90 minutes of fierce competition was set at 1 to 1. By virtue of advantage of away goals got in the first round, where the score between both parties is 2 to 2, Guangzhou Evergrande won the champion of AFC Champions League for the first time. And it is also the first time for Chinese club to become champion since the reformation of AFC Champions League. Chinese football fans were ravish about this fact that night, and Guangzhou thus became red ocean of happiness. Championship celebration held thereafter had become a platform for exhibiting the whole industry of Evergrande: Evergrande Music of Evergrande Real Estate Group run the whole grand ceremony, where world-class audio, lighting and video equipment were employed, and Sun Na, Han Hong, Joey Yung, Jin Zhiwen and other stars all sung at the stage one after another; “Brilliant Bloom”performed by Hengda Song-and-Dance Group is beautiful, magnificent and fantastic;“Tiger-Wolf”team of Evergrande-Real Madrid Soccer School showed itself as well: two thousand future stars of Chinese football loudly sung “Risen”together, swearing their determination of rejuvenating Chinese football.

Evergrande Spring Comes to Its Unique and Viable Birth At the Championship Ceremony of AFC Champions League 

What equally compelling that night is element of “Evergrande Spring”throughout the whole ceremony. From the moment when players enter into the football field, the audiences will find that character of “Evergrande Spring”is printed in front the shirt of every Evergrande player. And“Evergrande Spring”just becomes mobile billboard as each Evergrande player runs widely in the field, claiming to have earned enough attention. In the championship ceremony held after winning the champion, identifying element of “Evergrande Spring” is also to be seen everywhere, with two huge models of Evergrande Spring’s mineral water bottle standing on the two sides of stage. Actually, “Evergrande Spring” has occupied the homepage of each big website and main position of micro-blog platform from the small hours of November 9; in the advertisement, you can see Evergrande football stars led by Lippi standing on top of the iceberg, as well as the slogan, that is, Evergrande Spring, natural mineral water from Changbai Mountain, daily drinking provides you with health and longevity, besides, you can also find autograph of Lippi, who is coach of world champion and chief coach of Evergrande football, which seems as if he has become the spokesman of Evergrande Spring.

Despite the fact, Evergrande Real Estate Group made no official explanation of “Evergrande Spring”until the ceremony ends, and people seems get knowledge to the extant that “Evergrande Spring”is a kind of mineral water, knowing nothing about such information as when the product will be launched into market and its price positioning. This kind of suspended marketing practice is greatly admired by members from the industry, and as some experts pointed out that, with the help of AFC Champions League’s finals, a sport event which attracts a high degree of attention, Evergrande Real Estate Group makes element of “Evergrande Spring”running through the whole night for free, and appearance without any announcement made in advance has whetted people’s appetite, caused a wide range of speculation and discussion and let people have a deep impression; brand image is advertised to a possible extent, for the product is known to every household before being introduced to the market. “Evergrande Spring”will be a classical case of sport events marketing, which has showed out the superior marketing strategy of Evergrande Real Estate Group and Professor Xu Jiayin.

  It is to be certain, taking the opportunity of that night, Evergrande Real Estate Group has sworn the determination and confidence of entering into the industry of mineral water to China, even the world as well, and let’s us wait and see, if “Evergrande Spring” will become a business card of China as Evergrande football.