So, is it worth it?
After all, it is not easy for Luzhou Laojiao. On the one hand, he needs to pay the sponsorship fee to the Australian Open, and on the other hand, he needs to pay the sponsorship fee to Gao Wen.
Added two by two, this is not a small expense.
In this regard, even without Luzhou Laojiao saying anything, people in the industry have already expressed that Luzhou Laojiao should be smiling secretly now, thankfully they have finalized this sponsorship cooperation. , but Luzhou Laojiao earned it.
Without waiting too long, Luzhou Laojiao's confidence has been "confirmed":
Strong support from a series of data.
Not from Luzhou Laojiao himself, but from Nike.
Because the sales report for January is out.
Although the final between Gao Wen and Djokovic started on February 1 and continued until February 2, the young player managed to conquer the fans through his performance throughout the Australian Open.
According to official data from Nike, the sales of Gao Wen’s new personal series of jerseys exceeded 10 million US dollars in just January
a month.
In the fourth quarter of last year, after reaching the top of the US Open championship, Gao Wen rose rapidly, and the signing of Nike and Gao Wen even became a blockbuster news that caused a sensation all over the world.
Within three months, the accumulative sales of Gao Wen's jerseys exceeded 10 million US dollars, which is very encouraging. He entered the ranks of football and basketball superstars in one fell swoop, which indeed showed a strong appeal and directly proved that It is wise for Nike to design a series for Gao Wen alone.
This year has just begun, and in the first month, Gao Wen further pushed his rising momentum to the extreme:
The jersey sales in one month broke the record of the previous three months, set a new high, and surpassed all the top superstars, becoming the jersey sales champion in January in the world.
Appalling!
When did tennis jerseys become so popular? Even beat football and basketball? It is simply a fantasy!
absurd!
However, Gao Wen did it.
Although Nike did not release further detailed data, according to industry analysis, sales from China accounted for 50% or more.
This also once again proves the fact that Huaxia, a vast and fertile market, is waiting to be tapped, and its commercial potential may be far beyond imagination.
Just less than three minutes after Gao Wen defeated Djokovic to reach the top of the 2015 Australian Open men's singles championship, Nike officially released a short video:
"Continuous fighting! Constant fighting!"
In just 30 seconds, Gao Wen condensed the essence of Gao Wen's performance at this year's Australian Open
When he faced boos, he responded with the winning point.
When he faced adversity, he ran with all his might.
When he faces an accident, give the caddy a hug.
When he faces an attack, he responds with the ball.
When he faces the cliff, keep fighting to the end.
The screens were edited one after the other in a montage way, and finally matched with the screaming moment when Gao Wen clenched his fists and leaped high after winning the championship. top.
incredible!
Just three minutes after the game, Nike edited the highlight clips of the final and released them as soon as possible, launching a new round of publicity.
Record history.
the next day.
The order of jerseys from China directly exceeded 500,000 US dollars, and the blowout of the single-day sales figure caused a lot of exclamation, and at the same time witnessed Nike's cleverness and wisdom.
This is the "Gauwen Effect"!
Not to mention Luzhou Laojiao, even Nike is beaming from top to bottom
In fact, Nike has been facing a bottleneck. After Federer and Nadal, the men's professional tennis world has been out of gear, and the rising stars are bustling. However, the competition among tennis brands has become more and more fierce, so that Nike has yet to find the next successor.
It is precisely because of this that when Gao Wen appeared, Nike and Adidas directly fought, and finally Nike won at the price of "cutting flesh".
In just a few months, Nike has once again proved that their gamble has paid off handsomely, and all the costs are worth it.
Compared with Luzhou Laojiao, Nike has already begun to enjoy dividends.
New York, February 3rd.
New York is still the same New York, there is no sunshine in the severe winter, the whole city is shrouded in gray, and thick clouds wrap the whole world.
At Adidas' regular morning meeting, there was also a low air pressure, just like the weather outside the window.
David Harnett can also feel the depressed mood deeply.
He quietly raised his eyes and looked at the elites who were holding wisdom and giving advice. Although everyone tried their best to pretend to be calm, the tension and anxiety in the air still betrayed their anxiety.
Harnett knew why.
What really makes them sad is not the sales, but that they missed an opportunity to re-open the situation in the tennis field, an opportunity to overtake and suppress Nike.
Whether it's Nike or Adidas, they all know that they can't just look at the present, but must focus on the future, which 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 has been relatively fixed. If they want to take the initiative in the future ~www.mtlnovel.com~ they must start with young players.
The two leading companies have been looking for and planning for the future.
As a result, an opportunity arose, but
Once, they were really close to Gao Wen, really close, within reach, but in the end, Nike snatched away the opportunity.
"I told you, you'll regret it".
This sentence came from Tobias. It was not the first time or the second time Harnett recalled this sentence, but when he thought of his response at that time, he felt a sense of powerlessness and absurdity.
If everything can be repeated, they will seize the opportunity without hesitation. If they need to add a time limit to this opportunity, they will say ten thousand years.
Even Adidas, in the face of such a major loss, will inevitably feel pain.
However, the cruelest part of real life lies in:
Money is hard to buy, I knew it earlier.
Harnett believes that if time goes back and does it all over again, he and Adidas will still make the same decision, because they have thought it through and made wrong judgments. Even if they do it all over again, with the same personnel composition and the same The way of thinking cuts into the same problem, so the answer is also the same.
In other words, Adidas is destined to miss Gawain.
This is the cruelest but truest conclusion.
Therefore, logically speaking, they shouldn't be so regretful. If they miss it, they miss it. The page of "Gao Wen" has already been turned over.
However, the pull between reason and emotion is not that simple after all.
Looking at the low air pressure in the conference room at this moment, Harnett knew:
They don't admit it with their mouths, but their bodies are honest. Looking at Nike's January clothing sales data, they are still jealous after all.
If you are jealous, you lose.