12月一过，整个足球世界都将目光投向各大联赛的冬季转会窗，而有关中超的转会尤为引人瞩目。有意思的是，人们对中超转会的兴趣往往跟转会球员本身没有太大关系，讨论主要集中在中国俱乐部又开出了怎样离谱的价格。我知道，在中国，能为某个球员开出40万英镑（约340万人民币）周薪是俱乐部不差钱的表现。但对于世界上其他地方的人们来说，第一，为任何人开出这样离谱的周薪都是愚蠢的；第二，这些球员真的不值这么多钱，顶级欧洲联赛没有人会为他们开出这样的价格。

当我看到中超屡屡为海外球员开出天价时，我想，为什么他们不把这些钱花在提升中国足球的娱乐性上呢？我的意思是，中超应该提升比赛的整体体验，因为目前我只能用“差劲”来形容我个人观看中超比赛的感受。

我们暂且不谈中国足球比赛的技术水准，因为说实话现场观看中国足球实在很无聊，比赛踢得没什么创造力、没有风格，也不够激情。不过，如果到现场观赛能使我感觉自己像一个真正的球队支持者，场上球员踢得多令人失望就不那么重要了——然而，我并没能从现场获得那种感觉。

如果去到欧洲哪怕一支非常小的球队的非常小的体育场看球，从踏进体育场那一刻起，那种热烈的气氛会一直在你周围，到处人声鼎沸，让你有种参与其中的感觉。无论体育场内外的球迷们都在互相交流着，他们喝着饮料吃着零食，讨论着自家球队，以及他们甚至都不知道名字的对手。他们来到球场是因为对足球共同的热爱，这份热爱是无法被制造出来的，无论俱乐部花多少钱引进球员也不行。

我理解并欣赏中国球场内警察对食品和饮料售卖的严格限制，但我认为中国俱乐部并没有努力试着与警方沟通，争取哪怕放开一场比赛的食品饮料销售限制以看看效果，他们只想着多一事不如少一事。而且球迷的参与度对俱乐部来说似乎并不重要，俱乐部关心的只是球队能不能赢球。赢球当然是好的，但只有把赢球之外的事做好，球场上的胜利才会更甘甜，所以，请考虑一下球迷们吧！

足球俱乐部实际上身处娱乐产业，因为人们买票到现场观看比赛其实是为了获得娱乐。观赛体验的娱乐性越强，俱乐部卖出的门票和周边商品就越多，很简单的道理。俱乐部应该牢记这个道理，并思考如何提升整个比赛日观赛体验的娱乐性。花下天价引进一名外国球星或许确实能在其出战的第一场比赛吸引众多目光，但在中国，大众的注意力转变的非常快，天价球员的热度持续不了太久，很快就会有别人代替。从天价转会费中受益的只有经纪人和球员，俱乐部从中得不到持续性的资产，而球迷也没有享受到更好的服务。

中国足球俱乐部最好将花在引进海外球员上的巨资分出一部分用于提升球迷观赛体验，因为球迷体验和足球青训一样，都是建设中国足球未来的基石。（当然，青训是一项更加重大的长期投资，这个话题我们改日再聊。）

作者简介：Ken Grant 鸿俊，MSc, DipM, MCIM, Chartered Marketer

体育业内人士、投资人和观察家；国际主席俱乐部(IPC)及亚英体育俱乐部(AASC)董事；The English Football League中国区官方商务开发代表。在足球、高尔夫、马球等体育领域拥有广泛的国际关系。

英文原文：

It's the end of December and naturally the footballing world is focused on the transfer window and in particular the transfer window for China. The funny thing is that the interest in the Chinese transfers for most people isn’t much to do with the players themselves but the ridiculous amounts of money some clubs are paying for them. I am sure in China it looks great to pay someone £400K a week, but to the rest of the world that is 1/ that's a silly weekly salary for anyone and 2/ these players really aren’t worth that much money because the top European leagues wouldn’t pay these sums

When I look at these figures I think; ‘why don’t you spend the money on making football more entertaining’ by which I mean the entire experience of engaging with a club and attending a match, because currently ‘poor’ is the only way I could use to describe the experience myself. Lets put the quality of the football display out of the discussion for the moment because quite honestly Chinese football is boring to watch in the stadium; its not creative or stylish, or gladiatorial.

But if attending a match made me feel like a real supporter it would make up for the on-pitch disappointment; but it doesn’t. If I attend a match in Europe even in a very small stadium belonging to a small club, there is atmosphere from the moment I arrive; there is a buzz and a feeling of anticipation. Fans socialise outside the stadium and continue inside, they drink and eat, they discuss the team and the opposition with people they don’t even know because they are joined by the common love of the game, and you cannot manufacture this no matter how much money you pay for players.

I understand and appreciate that in most stadiums in China police regulations restrict the sale of food and drink, but it appears to me that the clubs don’t really try to work with the police to ease up on the rules for at least one match to see how they work, they want an easy life and fan engagement isn’t really what counts, its winning the game. Winning is great, but its even more exciting when you do it with others, so bring the fans on-board!

Football clubs are actually in the entertainment industry because that's what people buy a ticket for a match to do……..be entertained. The more entertaining the experience is, the more tickets and merchandise can be sold, its very simple. Clubs need to remember this and think how the entire match-day experience can be much more entertaining. One super expensive player on the pitch may draw the crowds for the first game or to, but this is China and attention spans are very short, soon that player will pass through the revolving door and another will replace him. The only people who benefitted from the huge transfer fee are the agent and the player; the club gets nothing to hold onto and the fans are no better served.

It would be so good to see a Chinese club invest a fraction of the silly money it pays for foreign players into the fan experience because this is what will be part of the building blocks of Chinese football for the future together with youth development programmes (but the latter is a major long term investment and a story for another day).

声明：文中观点仅代表作者本人观点，不代表懒熊体育。