It's hard to say whether Moggi is a Juventus fan. Although he personally said so, many people have said that his heart beats for Inter Milan, because his favorite star is from Inter Milan, but which team he supports does not affect his career and insight into the players. Moggi's Juventus career began at 196 1. At that time, his position was called marketing consultant, responsible for transferring, walking around, digging up players and summarizing the characteristics of the whole team. In more than ten years' work, people clearly remember paul rossi, who was transferred from Dolina in Florence. At that time, no one knew that he could become a world-class star. Frank Housiau appeared in Welfare for only a quarter of an hour and was immediately bought by Moggi. There are also people who were all-powerful in the 1970s and 1980s, such as Gentile, who all have traces left by Moggi. Unfortunately, the power struggle forced him to leave Rome in 1975, where he stayed for eighteen years. Even in Moggi's absence, the Juventus team he planned to establish ushered in another glorious period in history, namely the trapattoni era.
1in the summer of 994, Moggi returned to Juventus in the late Three Musketeers Dynasty in AC Milan. A trio was born, whether it was the Trident or the Big Three. In short, the goal of giraudo, Bettega and Moggi is to turn a once brilliant but shabby ship into an invincible warship. Giraudo has a shining example in business. Bettega can use the reputation of his players to expand his influence, but who knows the market better than Moggi? Giovanni agnelli once said, "He is not only a sports manager, general manager of the club, or anyone you want, but a protector for centuries."
Inter Milan President Moratti once said that if you want to beat Juventus, you must beat Moggi. Moggi's works left a deep impression on Moratti. He is not only the general manager of Juventus, but also responsible for the sale of players. Moggi often carried out propaganda and agitation when the club was in trouble, and made some technical suggestions from time to time to form an alliance with AC Milan, thus making everything smooth for Juventus diplomatically. Moggi's smooth information network helped him do all the work. So from 1994 to 2003, Juventus of Moggi had a glorious 10 year.
Moggi's first success at Juventus was to recruit Lippi. 1994 In the summer, Lippi, who was famous in Naples, was won by Inter Milan, but Moratti could not make up his mind. Moggi dialed Lippi's mobile phone. "I should let you know that a club is interested in you." Lippi asked, "What color is the jersey?" "white and black!" Then Moggi told him: "What are the prospects at Inter Milan? It's already complicated; But in Turin, everything is yours from scratch. " Under his lobbying, Lippi flew to Turin to sign a contract, which opened a new dynasty for Juventus.
This is Moggi's second contribution to Juventus' personal style. 1in the summer of 994, dino baggio, the main player of the national team and the hero of the World Cup, was sent away by Moggi. Even the best racket in roberto baggio in recent two years, Muller failed to stay. On the surface, Juventus, whose strength has declined, has gradually established its new style-calm and low-key, solid and flashy. Juventus, led by him, always buys new players who are more famous and eager to get higher honors; For those stars who lose their desire to make progress after success, they never stop. Moggi completed this decisive change through his unique team-building ideas, and his perfect combination with Lippi soon brought Juventus a long-lost league title.
Moggi's third success was to attack his opponent and strengthen himself with superb strategies. He is an outstanding player in the business field. He never hopes to gain unlimited benefits, but realistically seeks the most suitable foothold in various contradictions. For example, the number of billboards around Del Albion Stadium is much less than that around Milan's San Siro, but they are bigger and more eye-catching. Moggi stressed that Juventus should fully protect the interests of sponsors by ensuring the quality of billboards, preferring to reduce short-term interests. For example, in the transfer market, in order to keep the regular balance between the budget and the team structure, Moggi would rather give up his long-cherished star. This kind of giving up is sometimes braver than achieving the goal, because such behavior is often criticized.
But it turns out that Moggi is a successful gamer. World-renowned authorities spoke highly of the brand value of Juventus, and many large companies are willing to establish and maintain long-term cooperation with Juventus. Selling big-name stars did not cause direct losses to the team's development, but effectively maintained stability, promoted the team's metabolism and achieved financial success.
Moggi is an experienced football politician and diplomat. He is known as Cardinal Li Sailiu in Italian football, and he is good at using balance of power diplomacy to strive for the best interests of the club. He formed an alliance with Galliani to deal with the opposition such as Sensi, and further deprived Rome of its living space by supporting small and medium-sized clubs such as Bologna and Perugia, eventually making it a loner. For Parma, Lazio and other teams, Moggi restricted AC Milan as an ally, just as the United States did for defeated Germany and Japan, and prevented Galliani from focusing on beautiful women in professional leagues. The superb art of struggle, cooperation and compromise, coupled with the strange and unpredictable way of playing cards, enabled him to laugh at Apennine for a long time.
Sun Tzu said: Go to the army to chop up the plot, and then chop off your hands. From the end of 1990s to the beginning of the new century, the football nouveau riche, led by Cragg Notti and Sensi, relied on various means, such as listing to raise funds, making false accounts, over-overdrawing, short selling and so on, to achieve the purpose of dominating for a while. The dispute between the north and the south of Italian football is quite similar to the hegemony between the United States and the Soviet Union in the Cold War era. In the face of Rome's aggressive money offensive, the experienced Moggi sized up the situation and chose the old rival AC Milan to form an alliance with Moratti, who has relatively weak influence, in order to cope with the situation of being with the enemy under the new situation. Moggi, Galliani and Moratti are quite similar to the last tripartite alliance of Octavian, Antony and Rabida in ancient Rome. The alliance of the three giants effectively consumed the strength of the Roman duo and strengthened their own strength at a relatively small cost. While dealing with the enemy, the Big Three are also intrigued. Moggi showed superb political skills and enviable professional vision. He was able to dodge in many traps in Apennine football and won many practical benefits for Juventus. For example, the TV broadcasting fee is higher than that of other competitors, and Juventus' stock listing plan has gained more support, turning losses into profits and achieving sustained profitability and benign development.
In order to stop Sensi's ambition to win the presidency of the professional league, Moggi avoided his sharp edge and secretly found Chen Cang, pretending to recommend a young and unreliable Tanzi to run against Sensi. This plan not only draws the centrist represented by Parma into our camp, but also skillfully creates an unbreakable deadlock, thus taking advantage of the loopholes in the rules to help Galliani, who was originally the vice president, automatically become the president of the professional league. At the same time, they adopted a two-pronged strategy of attacking and wooing to divide Moratti, a fence-sitter, which dealt a heavy blow to Sensi and made Rome's momentum decline day by day. On the matter of Deraze, Moggi took advantage of Sensi's petty gain, deepened the bad blood between Sensi and Gao Qi, the former allies, and skillfully pulled Perugia out of Sensi's camp.
In the case of Cassano's transfer, Moggi used Sensi's aggressive psychology to fry the value of a 19-year-old teenager to 30 million dollars, which made Rome pay a high price and gave it a big trouble. In the case of Davis' transfer, he will play along, pretend to be a mercenary face, and use the media to make Sensi mistakenly think that Juventus is in urgent need of cash, thus deliberately delaying the Romans and disrupting the overall deployment of Rome's strengthened lineup. This move made Sensi and Capello's generals not harmonious, and also made Rome nervous, suspecting that the black hand was suspected of being the Football Association. It was Moggi's psychological tactics that made Sensi desperate to renew his contract with the team's star and raise his salary in order to prevent his opponent from poaching, which eventually caused a heavy economic burden. As a result, in order to get rid of the financial burden, Rome was forced to let former masters such as Batty and Cafu transfer freely. It was last year's Dakot, who was originally a substitute for the Roma team to prevent Davis' transfer failure, but Moggi skillfully restrained him, neither saying yes nor no, and made Dakot wait for half a year before finally going to the Roma team. Take Legrottaglie as an example again this year. It is obvious that Roma have been negotiating for a long time, and Moggi's sudden intervention has made things particularly complicated. The drunkard's intention is not to drink, but Moggi's goal is obviously aimed at Sensi. Continue to exert pressure when Sensi's diplomacy is difficult, which puts Sensi in a dilemma. If you buy Legrottaglie at a high price, the Roma team will be even more financially unbearable, and I am afraid there is a danger of collapse; If you don't buy, you will lose confidence in Capello and Totti, and then lose confidence in investors. It is precisely because of the drastic measures taken by the northern powers that Rome's living space is getting narrower and narrower, and finally Lazio is doomed.
In contrast, Moggi's struggle with the deep-pocketed speculator Cragg Notti was full of twists and turns. For a long time from 1999 to 200 1, Moggi's strong position in the transfer market was strongly challenged by Shashevsky. Lazio snatched a large number of stars from Juventus, such as Vieri, Crespo, fiore and vilani, and once became the most threatening opponent. In that era of vicious bubble economy, "madness" is not enough to describe the expansion of Cragg Notti in the ball market. For example, after spending 56 million yuan to introduce Crespo in 2000, Cragg Notti paid nearly 50 million dollars in advance to order fiore and giuliano giannichedda, giuliano, and they came to Lazio one year later. This extremely irresponsible financial behavior did not scare Moggi. Juventus, led by him, chose the strategic defense of "slow accumulation of grain is king" in the ball market, and only introduced Trezeguet, who had just debuted at that time, to prepare for the coming year.
At 200 1, Moggi suddenly turned to a strategic counterattack, took Nedved's banner from Lazio, and introduced Buffon and Thuram from Parma through careful operation, which greatly frustrated the ambitions of the Rome duo who were also eyeing. This series of transfer results show the world that there is nothing Moggi can't do, and Juventus is still the traditional overlord of the ball market. Although the absence of Zidane and Inzaghi at the same time reduced the offensive power in the frontcourt, Moggi fully trusted Trezeguet based on his own potential and insisted on not replacing Trezeguet with Vieri. Therefore, Tex returned to the club with the title of the top scorer in Juventus for more than ten years. In this way, through buying and selling, Juventus has greatly consolidated its defense and successfully regained the league title while maintaining the offensive at a lower actual cost.
It is advisable to chase after the poor bandits with the remaining courage, not to learn from the overlord. After a hard and protracted war, the Nedved incident created by patient Moggi exposed Lazio's financial problems, which made investors' confidence in Cragg Notti worse than before. The seemingly prosperous football economy has also declined from its peak. In the winter of 2002, Moggi, who foresaw the coming rain for a long time and made a reasonable budget, put on a big smoke screen and contacted many stars such as Muzzi, Mutu, Doni and fiore, creating the illusion that the football market was still prosperous, and induced cragnotti to make an early move and sign players such as Oddo, Manfredini and Alberto at a high price. Cragnotti naively thought that he could maintain the lineup and capital turnover by going to the old and welcoming the new as in previous years, so he didn't take too many precautions. In summer, the tacit understanding of the top three in the North remained inactive, which led to the rapid shrinkage of the ball market. Berlusconi's government strengthened financial auditing through new laws, and Galliani's professional league refused to register for the new season on the grounds of debt, which made cragnotti caught off guard and caught between Scylla and Charybdis, so it was inevitable to sell superstars like Nesta and Crespo cheaply. In this way, Moggi joined hands with Galliani Moratti, and the top three in the North gradually disintegrated Lazio, making once arrogant opponent cragnotti bow his head.
As an enemy and friend, Moratti knows this like the back of his hand. Moratti often buys players at will, and serious analysis and research work is just a show for him. Due to repeated mistakes in the transfer, this person was very jealous of Moggi, especially his team-building ability, and promised to dig him in with a lot of money. After being rejected, he simply won three to rob everyone. Any player Moggi likes, Moratti will inevitably step in and snap up at a high price. So Moggi spread rumors everywhere to induce Moratti to make a move, so that he could easily bargain in the market after he was exhausted. Last year, Moratti once gained the upper hand in the battle for Nesta, and finally lost patience and gave up a good game, only getting the declining Cannavaro. So is this year's Stam. A veteran of 365,438+0 has attracted the attention of AC Milan and Inter Milan under the repeated hype of Moggi. In the professional league, even within Inter Milan, Moggi has maintained a wonderful influence. He even publicly accused or made fun of Inter Milan's personnel work, forcing Moratti, who was incompetent and suspicious, to change people constantly. This is exactly what Sun Tzu pointed out in the Art of War: "A good soldier will make people do things, but not people do things" and "a good attacker will not know what the enemy is defending; A defensive man, the enemy doesn't know what he is attacking. Very few, as for intangible; As for silence, it can be an enemy's life. " True or false, Moratti and his followers can't find the north.
Moggi made an indelible contribution to the revival of Juventus. However, we should stand in an objective position and comprehensively evaluate this man of the hour. After all, everyone is a saint, to err is human. Moggi is just a businessman. He has his successes and failures.
Let's start with the overall strategy of the club. Since Moggi came to power, the club has completely abandoned the past investment policy of spending money like water and adopted a low-key and pragmatic approach. Implement the modern enterprise system, live within our means and be careful. This business strategy has laid the foundation for Juventus' glory in the last ten years, and the credit is self-evident. However, this kind of management is still conservative, especially in the golden age when the new technological revolution promoted economic growth at the end of last century, it did not effectively take advantage of the opportunity of economic globalization to win the management leap. Paying more attention to achievements than fame makes the team less international than other giants, and there is no economic growth point for suitable stars in the Asia-Pacific region with many emerging football countries.
From the perspective of revenue and expenditure, Juventus' income is not as good as that of Real Madrid and Manchester United, and its expenditure is not as big as theirs. Although the profits are roughly the same, the high added value such as advertising effect and brand value and the loss of potential customer base are immeasurable. From here, the brand building of Juventus is very unsuccessful. The lack of influential idol stars is an important reason. Del Piero can't compete with other giants for popularity, and the departure of Zidane and Inzaghi has made Juventus more civilian. As a chain reaction, the results have also declined to a certain extent, losing the daunting influence in the past. The limitation of this small-scale operation made Juventus avoid the high risk brought by the economic downturn and missed the golden opportunity to climb higher, so it is inevitable that it will be completely surpassed by Real Madrid and Manchester United in economy, competition and influence.
Furthermore, due to the improper grasp of the macro-economy, Juventus will be in a state of actual shrinkage in the next few years. Too much careful weighing, often don't shoot when you should, often because of the price problem, the direct result is that your opponent becomes stronger and you are relatively weaker, which is more obvious after the expansion of the Champions League in 1999. From 1996 to 2002, the TV industry experienced a serious decline, and Juventus lost the huge TV broadcasting fee income in the Champions League due to insufficient investment.
In the transfer market, short-sighted behavior is still visible. Take Vieri's transfer as an example. His worth went from $465.438 billion in 1996 to $654.389 billion in 1997, to $28 million in 1998 and soared to $50 million in 1999. In this way, the sale of Vieri in 1997 became a relatively unsuccessful business. From a competitive point of view, it is a pity. From the commercial point of view, prudence avoids market risks, but it also loses huge profit space. He also played for Lazio for one year, scored 12 goals in 22 games, and then moved to Vieri of Inter Milan, which made Lazio make a net profit of 22 million. At Juventus, he scored 8 goals in 23 games a year. On him, Juventus only earned150,000. The predecessors planted trees to enjoy the cool, but the stars that Juve worked so hard to cultivate let others enjoy the fruits alone and make huge profits easily.
In the summer of 2002, Moggi carefully arranged to buy Nesta, but because too many precious opportunities were wasted in bargaining, Trezeguet was caught off guard by injury and had to rush to an unplanned Divayo (and missed Mutu in vain without strict inspection, with the motive of benefiting his son Moggi's GEA and obtaining high agency fees), which was benefited by the cunning Galliani fisherman. It can be said that calculating the enemy is enjoyed by others, and being smarter than others is a big failure.
In terms of stadium construction and hardware facilities, Juventus and even Italy are behind India, Germany and other countries. I have been fighting with the city government for several years for the ownership of a stadium. It is inevitable that Italians will gradually lag behind other countries because of such work efficiency. The golden age of economy has passed, and the market is getting more and more depressed. It should be said that choosing this time to go public is a failure. The slow start of the transformation of Alpine Stadium, rather than the new stadium proposed at the beginning, shows the lack of confidence and the procrastination of efficiency. In these respects, should the management headed by Moggi also learn from Manchester United and Bayern?
In the choice of head coach, it should be said that Moggi is more desirable than others. However, Moggi's handling of Lippi in 1999 was not flattering. He planned ahead too early and contacted Ancelotti to be body double without greeting Lippi, which led Lippi to announce his joining Inter at the beginning of next season. The rapid deterioration of leadership relations directly led to the low morale of the team that year.
Generally speaking, Moggi, who was born in the poverty-stricken areas in the south, was born with the ability to climb to the top by his own intelligence and personal struggle. However, due to the limitation of his birth, he has always lacked the generosity and generosity of famous families, and he is addicted to intrigue, but he has no great ambition to surpass things. This is why he can only play for Agnelli after all. Moggi can be said to be a gentleman in Italian football, with his back to the most powerful Agnelli family, playing with political and interest weapons. In his eyes, there are no eternal enemies and friends, only eternal interests. Former Bari coach Faccetti once said: After coaching for more than 30 years, the proudest thing is that he has never mixed with Moggi and his gang.
From 196 1 to 200 1, Moggi formed a set of his own thinking, which he summarized as "buy, sell and win". The reporter said he was a devil and thought his success was not bumpy. He argued, "I'm not a devil, I'm a self-taught traveler, and I often pass the Cafudine Gate (which means humiliation in Italy). When people are helpless, they always want to use the gift from heaven. I have never done this before. " People are worried about his contract with Juventus. He believes that the club will take the initiative to ask for a contract renewal, because "my only admirer is myself."
Only one reporter remembers Moggi vividly. A few years ago, he asked Moggi about his love of singing: "I heard that you always sing songs that belittle women, but you always think of old women in your heart?" Moggi replied, "No, I sing out of tune, so I only sing when others want to play tricks on me." As he himself said, if there is 50 million yuan, he will share it with giraudo. Therefore, a balanced budget is always the first in his mind.
As his opponent, Real Madrid President florentino said: There are many contingencies in competitive games, which only the economy can control. With a reliable economic foundation, it is possible to dominate for a long time. Different from florentino, Moggi chose a road through Cafudin Gate, which required more endurance. Maybe he doesn't fly as fast as florentino, but he certainly walks more steadily and practically. It is such a road that Juventus can dominate the Apennine Peninsula for a long time.