July 4 – Manchester United has initiated a two-pronged brand offensive in the Chinese market, annoucing an interactive ‘Experience centre’ which it will roll out across the country, as well as a dedicated Chinese language app.
Working with China-based Harves Entertainment, the club opened an Experience preview centre in Beijing in the historic Qianmen Dashilan area next to Tiananmen Square and the Forbidden City.
The preview centre showcases the state-of-the-art environment and experience that will bring to life Manchester United and its Old Trafford stadium to the club’s followers in China.
The full centre will open in 2020 with other centres throughout the country following. The club reckons it has 100 million followers in China.
The Beijing centre has a full scale replica of the Old Trafford’s Trinity Statue, an interactive showcase of the club’s most historical moments, an authentic replica of the players tunnel and changing rooms, as well as opportunities for fans to ‘sign’ for the club and show their allegiance to their team. It also has the first official Manchester United Megastore in mainland China.
Harves Entertainment Chairman, Bo Zhang, said: “We share a vision for an engaging and immersive entertainment experience that will allow young people and fans more access to the historic Club. We will also offer youth training opportunities that provide skills and a better understanding of what it means to pursue excellence. Most importantly, we want to bring families and fans together to have fun and to be entertained. We have assembled great partners in realizing this vision and look forward to working together to create something exciting that will benefit all who experience it.”
The dedicated Chinese-language app will carry the latest club news and videos and offer “an easier way for fans in China to engage directly with the club,” said a Man Utd press release.
The app is available on both iOS and Android devices, and can be downloaded from the Apple App Store, OPPO AppStore, VIVO App Store, Xiaomi Market, Tencent App Store and Google Play Store.
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