At about 7:00 PM on April 29, it was overcast and rainy in Guangzhou. However, once you step into Tianhe Sports Center, you would see a large crowd of people with great enthusiasm cheering. This was the home court for Evergrande.

Several hours ago, these Evergrande staff who were cheering were still very busy: In April and during the May 1 Holiday, all the Evergrande staff were busy preparing for the 10 new projects that were about to be launched.

This is how the Evergrande staff have spent their time since the Chinese Super League matches began. However, the most tireless person would probably be Xu Jiayin, the Board Chairman of Evergrande. “Chairman Xu now has only two hours for rest every day.” The Evergrande staff told the reporter of Times Weekly.

As always, he takes care of everything, from planning, application to advertisement design. Meanwhile, he has to pay attention to the Chinese Super League matches. All these that he has done win the growth by more than 30 times within 5 years. Such speed of growth shows a kind of mighty momentum, thanks to the Red Sea Strategy of Xu Jiayin.

Sports complex and ways of doing business

On March 1 one year ago, Evergrande spent 100 million yuan in buying Guangzhou Guangyao Football Team which was degraded due to match-fixing, and paid off all the debts of the club, whether internal or external, within one day. Then Evergrande Football Club introduced one foreign coach Lee jangsoo, five famous international foreign aids and ten new and old “National Feet”. Among these players, the foreign aid Cordova who was introduced at the price of 30 million yuan, has drawn people’s attention.

Behind the passion, Xu Jiayin focuses more on rational thinking and prudent consideration.

 “It costs 150,000 yuan per second if we put advertisements on CCTV. Based on 90 minutes for a match, it costs 810 million yuan. If we change to another way, and spend a small portion of the income in football, then the result may be quite different. ” Xu Jiayin makes a calculation skillfully. Facts have proven that smart Xu Jiayin has gained the maximum return with the minimum time and investment.

The Red Sea Strategy Inspires the Mighty Momentum of the Group

In public, Xu Jiayin appears to be a learned, refined and smiling person. Yet behind his smiling, he has a strong will and decisive mind, an instinct that exceeds that of an eagle.

Within 5 years since the planning of Evergrande began in 2006, the area of construction in progress increased from 700,000 square meters in 2006 to 23.97 million square meters in 2010, increasing by 34 times; the number of project cities increased from 2 in 2006 to 62 by the end of 2010, increasing by 31 times; the contract sales amount increased from 1.7 billion yuan in 2006 to 50.4 billion yuan in 2010, increasing by 29.6; the contract sales area increased from 290,000 square meters in 2006 to 7.89 million square meters in 2010, increasing by 31.6 times.

Such speed of increase is no doubt accompanied by a kind of mighty momentum. The statement of the “Red Sea Strategy” of Xu Jiayin gives the footnote for this: “ ’The Red Sea’ is a market with extremely severe competition and is bloody and cruel. Business is like a battlefield, and we are going to compete or even fight in such arena.”