National soccer legend Gao Hong has called for a new way of thinking to reverse the fortunes of the slumping women's team.

The "Steel Roses" have gone from bad to worse in recent years, culminating in a 4-1 rout by Iceland in the Algarve Cup last month.

Gao Hong.

"We need to bring more positives to this sport and deliver a message to fans that football is something that can bring girls great joy and health benefits. It is not only about sacrifice and competing for your country's glory, it's about fashion and enjoyment."

Gao led China to a silver medal at the Atlanta Olympics in 1996 and a runners-up finish at World Cup USA 1999 - years when the team was regarded as a global powerhouse.

However, the team has struggled since exiting the World Cup at the quarterfinal stage in 2003 and has slipped from fourth to 11th place in the FIFA rankings.

Gao left China to play Major League Soccer in the United States with teammates Sun Wen, Liu Ailing and Wen Lirong from 2001 to 2003, and this period has given her a better understanding of the sport.

"We don't want to be called "Cinderellas" anymore, we don't want sympathy. We want to be here standing strong and having fun.

"Are there any parents who want to send their child into a sport to suffer just pain and injuries? Obviously not. You cannot get kids onto the football pitch with such a miserable image."

Golden generation

Women's football has been seen in a negative light since the retirement of Gao's golden generation.

The players have to battle a gloomy life of poverty, overshadowed by their wealthy male counterparts. Star forward Ma Xiaoxu, the Golden Ball and the Golden Shoe winner at the FIFA Under-20 Women's World Championship in Russia last year, earned just 1,500 yuan a month ($187) from her club Dalian Shide. She reportedly wanted an increase to 3,000 yuan ($375) but was refused, and has since headed to Sweden.

The top US national women team's players are paid $5,800 a month plus bonuses if they win tournaments.

The stadium was almost empty at the domestic Women's Football Championships and even international matches fail to arouse any interest from fans. According to Tianjin's Jin Wan Bao newspaper, last May's friendly between China and DPRK in Tianjin sold less than 100 tickets, which were priced at just 3 yuan.

At the end of September, Tianjin hosted the South-North Star Challenge and offered to deliver tickets free of charge, but less than 1,000 people came to watch.

Attracting fans

But Gao believes the situation could be changed by creating a new golden generation.

In addition to Ma, Gao pinpointed forward Han Duan as a player who can attract girls to the game.

"We need someone to stand out and represent us in front of the fans," she said. "I think Han is a great example. She is beautiful and has a great figure. On the pitch she is brave and able to score at any time, and off it, she behaves well and always has a smile on her face.

"She shows the kids that becoming a pro player is a cool thing and also shows million of parents how good their daughters can be if they take up this sport. With a girl like her, the women's clubs, as well as the national team, could go out actively and get the attention of the supporters rather than just sitting there and waiting for help to arrive."

Swede Marika Domanski-Lyfors has been appointed head coach of the team, and she believes her side can reach the semifinals of the World Cup in September. The home nation face Brazil, Denmark and New Zealand in Group D.