At the end of 2020, Francis, then-president of AJ Auxerre Football Club, shared insights during an interview with "France Bleu" on the pandemic's impact, affirming, "Mr. Zhou will stand with us through these hard times, and Auxerre will not be brought down by this major disaster."
Here, Mr. Zhou refers to Zhou Yunjie, the current president of AJ Auxerre and the chairman of ORG, China's largest metal packaging company.
In October 2016, ORG became the club's largest shareholder, marking the club's transition to Chinese ownership during its most challenging period, following its first relegation in the 2011-2012 season about five years ago.
By May 30, 2022, Auxerre had reclaimed its former glory.
The early hours of that day saw the conclusion of the Ligue 2 promotion playoffs, with Auxerre earning a spot in Ligue 1. Thousands of miles away, this victory marked a fruitful harvest, showcasing the payoff of ORG's long-term investment in the sports sector.
Auxerre's Resurgence: A Journey Back to Excellence
After a grueling contest, Auxerre triumphed in one of the most intense promotion battles in Ligue 2 history.
At 1 AM Beijing time on May 30, the second leg of the Ligue 2 promotion playoff final commenced, with Saint-Étienne hosting Auxerre.
Photo: AJ Auxerre president, Mr. Zhou Yunjie, celebrating with the team
The first half concluded without goals, but the match heated up in the second half when Sakhi scored with a dynamic leap, giving Auxerre the lead. Saint-Étienne responded with Crivelli assisting Kamara to equalize the score.
The regular time ended with a 1-1 draw, and the aggregate score leveled at 2-2, pushing the game into extra time where neither team managed to score, leading to a decisive penalty shootout. Auxerre clinched victory in the shootout 5-4, tallying a total score of 7-6, and securing their ascent to Ligue 1.
"The little town of Auxerre is back!" exclaimed the fans, their emotions heightened by the swift passage of a decade.
More than a month prior to this victorious match, Zhou Yunjie, during a broadcast on Bru Auxerre Radio, had outlined ORG's ambitions upon acquiring Auxerre in 2016: to return to Ligue 1, introduce a Chinese player into the first team, and guide the club towards financial independence and profitability.
Originally set as a 2 to 3-year goal, extending to 5 years at most, these objectives seemed to have been met ahead of schedule with Auxerre's promotion, heralding a new era of success.
ORG's Strategic Victory: Reaping the Rewards
The acquisition of AJ Auxerre by ORG marked a transformative chapter for the century-old club, signaling a departure from its previous inconsistencies and struggles to secure top rankings and playoff spots.
In October 2016, ORG's takeover as the club's largest shareholder initiated a pivotal self-revolution for the club.
In the summer of 2017, AJ Auxerre embarked on a series of transformative reforms across various departments. These included the strategic sales of players such as Ndicka, Marcelin, and Fomba, which collectively generated over 20 million euros. This financial boost, coupled with the reduction of surplus staff, optimized the team's salary structure and cleared the path for substantial reinforcements. The pivotal moment in this resurgence came in May 2019 when Jean-Marc Furlan, fresh from leading Brest to promotion, was appointed as the head coach. His arrival heralded a new era of competitiveness for Auxerre. Under his guidance, the club strategically enhanced its roster by signing notable players like León, Autret, Hein, Touré, and Lloris, signaling a comprehensive comeback for Auxerre on the competitive front.
ORG's commitment extended beyond club improvements; it has been focusing on enhancing Chinese football through Auxerre's platform.
Photo: the China women's national football team arriving at the AJ Auxerre club in May 2019 for a two-week pre-World Cup training camp
This included the Auxerre’s signing of Chinese player Ji Xiaoxuan in 2019, the initiation of Auxerre’s Chinese Jinshan youth training base, and the use of Auxerre’s facilities by the China women’s national team to prepare for the World Cup. By 2021, the partnership between Auxerre and Shanghai Jinshan Huazheng Football Club solidified, with the latter becoming a satellite club authorized by AJ Auxerre.
Photo: the Chinese women's national team players training at the Stade Abbé Deschamps of Auxerre
Auxerre's reputation for premier youth training in France is well-recognized, with its U19 team finishing as national runner-ups and the U16 and U15 teams winning national championships.
Zhou Yunjie, vocal about the acquisition motives, highlighted the club's youth training prowess as a primary incentive.
The integration of youth training coaches from Auxerre into China not only provided Chinese youth coaches with enhanced learning and exchange opportunities but also exposed young Chinese players to advanced training concepts early on.
The Jinshan Auxerre Elite team consistently reached semi-finals in various tournaments and achieved a historic runner-up position in the 2021 Shanghai Youth Elite Series, marking a significant milestone for Jinshan district’s male football.
Furthermore, in a collaborative effort with the French Burgundy regional football association, Auxerre facilitated the participation of 14 Chinese players in the U18 regional league.
A Matter of Professionalism
"I haven’t changed my mind. I still don’t think I’m the best choice for the owner of Auxerre. Not because I’m Chinese, nor because I’m not often in Auxerre, but because I have a lot of work that requires me to travel frequently," Zhou Yunjie openly shared with Auxerre fans. In addition to his role at Auxerre, he serves as the chairman of ORG, a publicly listed company and the largest enterprise in China’s metal packaging sector.
Photo: AJ Auxerre President, Mr. Zhou Yunjie, celebrating on the field
Although metal packaging might seem unrelated to sports, it presents unique opportunities for synergy.
Mr. Zhou's investments in football and ice hockey stem not only from his background as an ice hockey player but also align with ORG's business strategy. These sports are integral to ORG's core business of offering a "comprehensive packaging solution."
Under the "Packaging+" strategy, ORG capitalizes on fitness and mass consumption trends, using the packaging of innovative products as a platform to pioneer new technologies and materials. Through independent R&D and partnerships with leading companies, ORG has introduced proprietary branded products and provided strategic partners with sports marketing, promotional planning, and integrated marketing solutions.
A prime example of this approach is the Xi Wang sports nutrition drink, developed in collaboration with China Sports Industry Group and incorporating sports-related elements, showcasing ORG's commitment in this sector.
As ORG stated upon taking over Auxerre, "Let the experts handle their expertise."
This philosophy has guided the club and the Group's operations, propelling Auxerre back onto a rapid revival path. Today, Auxerre's first team and various youth squads hold significant competitive strength within their leagues, and the club's financial health continues to improve.
With Auxerre's promotion to the top league, the club's intellectual property effect has risen. ORG's innovative sports marketing ecosystem is in turn further improved, providing substantial benefits to it.
By investing in Auxerre at its lowest point, granting substantial autonomy to the management team to rejuvenate the club, and using sports to enhance its core business, ORG is establishing itself as a distinct expert in the market.
