Chapter 975: Money Can’t Buy It
So, is it worth it?
After all, it is not easy for Luzhou Laojiao, as it needs to pay sponsorship fees to the Australian Open and to Gao Wen at the same time.
Adding the two together, this is not a small expense.
In this regard, even without Luzhou Laojiao saying anything, industry insiders have already said that Luzhou Laojiao should be smiling secretly now and be thankful that they have finalized this sponsorship cooperation; moreover, Gao Wen handled the situation properly and did not ask for too much, so it was Luzhou Laojiao that made the profit.
It didn’t take long to wait before Luzhou Laojiao’s confidence was “confirmed”: strong support from a series of data.
Not from Luzhou Laojiao itself, but from...Nike.
Because the sales report for January is out.
Although the final between Gawain and Djokovic started on February 1 and lasted until February 2, the young player still managed to conquer the fans through his performance throughout the Australian Open.
According to official data from Nike, in just one month, the sales of Gao Wen's new personal series of jerseys exceeded 10 million US dollars.
One month.
In the fourth quarter of last year, after winning the US Open, Gao Wen rose rapidly, and the signing of Nike and Gao Wen even became a major news that shocked the world.
In just three months, the cumulative sales of Gao Wen's jerseys exceeded 10 million US dollars, which was exciting and put him in the ranks of football and basketball superstars. It truly demonstrated his strong appeal and directly proved the wisdom of Nike designing a series specifically for Gao Wen.
This year has just begun, and in the first month, Gawain has pushed his rising momentum to the extreme: the jersey sales in one month broke the results of the previous three months, setting a new record, and surpassing a number of top superstars to become the global jersey sales champion in January.
Horrifying!
When did tennis jerseys become so popular? Even beat football and basketball? It's just a fantasy! Ridiculous!
But Gawain did it.
Although Nike did not release further detailed data, according to industry insiders, sales from China account for 50% or more.
This also once again proves the fact that China, a vast and fertile market, is waiting to be explored and its business potential may be far beyond imagination.
Less than three minutes after Gawain defeated Djokovic to win the 2015 Australian Open men's singles title, Nike released a short film: "The fight never stops! The fight never stops!"
In just 30 seconds, Gao Wen's performance at this year's Australian Open was condensed into this clip:
When he faced boos, he responded with the winning point.
When he faces difficulties, he runs as fast as he can.
Give the caddie a hug when he faces an accident.
When he faces an attack, he responds with an ace.
When he faces the cliff, he keeps fighting.
The scenes, one after another, are connected in a montage style, culminating in the roaring moment when Gawain wins the championship and jumps up with his fist clenched. The boiling excitement of the entire Rod Laver Arena becomes the background, witnessing Gawain's ascent to the top.
incredible!
Just three minutes after the game, Nike edited in the highlights of the final and released it immediately, launching a new round of publicity.
Record history.
This short video sparked heated discussions on social networking platforms and spread across the entire network, creating a huge uproar.
The next day.
The jersey orders from China directly exceeded 500,000 US dollars. The blowout of single-day sales figures caused a burst of exclamations, and it also once again proved Nike's cleverness and wisdom.
This is the "Gowon Effect"! Not to mention Luzhou Laojiao, even Nike is beaming with joy.
In fact, Nike has been facing a bottleneck. After Federer and Nadal, there was a gap in the men's professional tennis world. There was a dazzling array of up-and-coming players, but the competition among tennis brands became increasingly fierce, so much so that Nike has been slow to find its next successor.
It was also because of this that when Gawain appeared, Nike and Adidas had a direct fight, and Nike eventually won at the cost of "cutting flesh".
In just a few months, Nike has once again proved that their big gamble has paid off handsomely and that all the costs are worth it.
Compared with Luzhou Laojiao, Nike has already begun to enjoy the dividends.
February 3, New York.
New York is still the same New York. There is not a trace of sunshine in the severe winter. The whole city is shrouded in gray, and thick clouds wrap up the whole world.
There was also a sense of low pressure in the air at Adidas' regular morning meeting, just like the weather outside the window.
David Harnett could also feel the depressed mood deeply.
He quietly raised his eyes and looked at the wise and capable elites in front of him. Although everyone tried their best to act calm, the tension and uneasiness in the air still betrayed their anxiety.
Hannett knew why.
What really made them sad was not the sales, but the fact that they missed an opportunity to make a comeback in the tennis field, an opportunity to overtake and suppress Nike.
The latest novel is published first on Liu9shuba!
Whether it is Nike or Adidas, they all know that they cannot only focus on the present, but must look to the future. This is why they always pay attention to the younger generation born after 1990:
It’s not because the Big Four are getting old, but because the commercial value of the Big Four is relatively fixed. If they want to take the initiative in the future, they must start with young players.
Both leading companies have been searching and planning for the future.
Finally, the opportunity arose, but...
Once upon a time, they were really close to Gawain, really, really close, within reach, but in the end, Nike snatched the opportunity away from them.
"I told you, you'd regret this."
This sentence came from Tobias. It was not the first time or the second time that Hannett recalled this sentence, but when he thought of his response at that time, he felt powerless and absurd.
If they could do it all over again, they would seize the opportunity without hesitation; if they needed to put a time limit on this opportunity, they would say ten thousand years.
Even Adidas would feel the pain in the face of such heavy losses.
However, the most cruel thing about real life is that:
Knowing it earlier is priceless.
Hannett believes that if time could go back and they could do it all over again, he and Adidas would still make the same decision, because they had thought it over carefully and then made the wrong judgment. Even if they could do it all over again, with the same personnel composition and the same way of thinking to approach the same problem, the answer would be the same.
In other words, Adidas is destined to miss out on Gao Wen.
This is the cruelest yet most true conclusion.
So, logically speaking, they shouldn't be so regretful. Missed is missed, and the page of "Gawain" has long been turned.
However, the tug of war between reason and emotion is not that simple after all.
Looking at the low pressure in the conference room at this moment, Hannett knew: their mouths didn't admit it, but their bodies were honest. Looking at Nike's monthly clothing sales data, they were jealous after all.
If you are jealous, you lose.
(End of this chapter)