Chapter 1023: Selling point

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Choosing sneaker design is obviously not an easy task, but choosing your favorite sneakers is an interesting thing.
Lu Ke and Curry spent nearly an hour in the office, communicating with the designer, discussing their preferences and discussing their habits, and then made some changes to the design. After confirming that both parties reached a consensus, this morning ’s Work is finally over to the end.
After the meeting, Curry did not stay too much in San Francisco, because tomorrow they will take the Los Angeles Clippers at home and have regular training this afternoon.
Compared with the NFL, the NBA has a total of 82 games in a season, which is not only long and intensive. Sometimes, three games are arranged in a week, which is a severe test for each player of each team. The NFL regular season is over, but the NBA regular season will not end until April.
However, Lu Ke did not have time to rest. Yesterday was the only relaxing holiday between the regular season and the playoffs. Today, we must invest in the preparation process for the next game. After upgrading to the ultimate plug-in, he still has a lot of summary information on the game videos to browse and learn. There is no time to be lazy.
Returning to the carriage, leaving the office, heading towards downtown San Francisco, staring at the scene outside the window, Lu Ke recalled the stories of Curry and Nike again, because Chris mentioned Yao / Ming just now, and now back After thinking about it, Lu Ke remembered it. At the beginning, Yao / Ming also signed Nike, but later switched to Reebok camp.
This matter has been discussed and focused repeatedly in major media.
In 1999, Nike Witnessed the Pearl and signed a 19-year-old little giant who was still working on CBA. A four-year, $ 200,000 contract; and with the help of Nike, the little giant decided to go to the NBA to participate in the draft. Became the No. 1 pick in 2002, Nike launched his exclusive shoes for the first time.
However, at that time, Yao / Ming was the pioneer in North America's history, and he was the first to break through the sky. Therefore, many Nike seniors are wondering whether this big shoe can be sold. The center's shoes are already There is a lack of market, and there is only one year left until the contract expires at this time. Whether it can be renewed is also unknown.
Therefore, although the little giant was Nike's spokesperson at the time, he basically did not appear in the advertisement. After worrying about excessive advertising investment, Nike increased its popularity, but failed to renew the contract, wasting early investment, so it chose to slow down and watch its changes.
In May 2003, the contract between the Little Giant and Nike expired, and the teams of both parties negotiated. The contract given by Nike was US $ 1.6 million for four years. At the same time, after the completion of the contract, advertisements were placed immediately to increase exposure. In fact, as early as a year ago, after the draft was over, Nike had already presented the contract, but the team of the little giant did not choose to sign, but waited for the rookie season to wait and see.
But now that the rookie season is over, Nike still has no idea of ​​a big contract.
At that time, Nike just signed LeBron James with 90 million for seven years, and Kobe Bryant ’s four-year 45 million, and there are countless big-name basketball players. Compare horizontally. The contract seems insignificant, and Nike's sincerity is really unsatisfactory.
The small giant ’s team expects a quotation between 1 million and 5 million per year, but the reality is 400,000 per year, and the gap is huge; the small giant himself said that if the difference between the contract value of Reebok and Nike is less than 5 million a year, then He will choose Nike, after all, Nike still has the grace of knowing and encountering, giving him a very significant help.
Later, Reebok and Adidas both joined the competition, and Nike also realized the crisis, followed by raising the offer, but it was still less than 50 million in Reebok's seven years.
However, this time Nike showed enough sincerity to hand the contract directly to the little giant. The little giant almost nodded and signed the contract, but noticed the serious problem of the details of the contract before signing. This became the last one to crush the camel. Root straw.
The little giant agreed to Reebok ’s offer, and Reebok has additional terms. Within the next seven years, he will need to appear on the All-Star field at least three times. If it is reached, then his contract will be like Iverson ’s. Into a lifetime contract.
The little giant informed Nike of the signing results. Nike seniors were surprised and immediately submitted a third round of quotation. The contract was as high as $ 120 million in seven years, and there were no additional terms like Reebok; but the little giant responded, "This is not a number. Question, you can give me less money, but you must face me honestly. "
As everyone knows later, the little giant has become an important member of the NBA, and his contract with Reebok has successfully evolved into a lifetime contract. Even if Adidas acquired Reebok in 2005, they still maintained The good cooperative relationship of the Giants also became a decision-making mistake of Nike.
Of course, for Nike, they will never lack superstars, even the top stars are countless. Without a Yao / Ming or Curry, they will not be too painful, because there will always be the next superstar waiting. . It can also be seen from the side that Nike has countless choices. In front of the players, they are the one who takes the initiative.
Off-topic, tennis superstar Roger Federer and Nike have a long-term cooperative relationship, starting in 1994 as a teenager. Nike has accompanied the former to grow into the best number one seed player in history, the relationship between Federer and Nike, just Like the lifetime contract between LeBron James and Nike, inseparable, Federer even has his own registered trademark and the entire series of products in Nike.
However, in 2018, Federer bid farewell to Nike, who accompanied him for twenty-four years, and chose to sign a contract with Uniqlo. A ten-year contract of 300 million US dollars shocked the entire tennis world.
At one time, it was thought that Federer could not leave Nike, nor could Nike let go of Federer; now, people realize that nothing is absolute above the mall and the stadium. It is never impossible.
So, if Lu Ke chooses Nike, can he become an indispensable member of Nike's superstar family?
For a long time, Lu Ke has maintained a relatively normal heart with regard to sponsorship related matters, and he has not suffered too much, because he knows that his only job is to walk on the court and play well. After all, he should come. After all, he will still leave, leaving Leh to leave the off-site things.
But now, from Yao / Ming to Curry, Lu Ke started thinking positively about this issue for the first time.
Lu Ke is the same as Yao / ming and Lin / shu / hao. They are outsiders and intruders. On this continent composed of immigrants from all over the world, they need to constantly prove themselves and face constant challenges.
"Lehe, can I ask you a question?" Lu Ke cast his gaze, Lehe was slightly surprised, but still put his phone away and put on the appearance of listening carefully, "Why did Nike give up Yao?" And gave up Stephen? "
This was a completely unexpected question. Lech adjusted his sitting slightly and faced Lu Ke. "Why was this question suddenly aroused?"
"I just chatted with Stephen. Until Stephen signed with Anderma, Nike still had a chance to stay him, but why did they give up Stephen? Just like the original negotiation with Yao, they always occupied. Actively, but slowly refused to show more sincerity, why? "Lu Ke did not bring in personal emotions, more like studying an academic subject, asking objectively and calmly.
"Well ..." Lech dragged the tail and seemed to be thinking about his answer. "You know, this is a very interesting question. In fact, I have been thinking about it recently because I need to work with Nike, Adidas fights this hard fight, I must make more preparations. "
Hard fight. Lech said it in a half-joking tone, and as you can tell, he was relatively relaxed.
"I think there are similarities and differences between these two players, and they can find the parts that communicate with you. This is indeed a very interesting question." Lech thought for a moment. , Sorted out his thoughts a little, and answered without taking the risk.
"Before talking about them, do you know which position in the NBA is the best selling shoe sales?" Lech asked a question that Lu Ke was a layman, but he didn't need an answer, he said immediately, " Nike's sneaker series, the most expensive are always the wing players, Michael Jordan, shooting guard; Kobe Bryant, shooting guard / small forward; LeBron James, small forward. "
"Their shoes are the best sellers. You can think of Bryant as Jordan's successor in this simple and rough way, and James as Bryant's successor-at least in the Nike shoe market. Therefore, they are Nike's signatures, and they are also the core essence of Nike's summary of the market. When Nike chooses the official signatures, they are more inclined to choose the same type of players because they can sell sports shoes. "
If you explain it in depth, the corners are bound to be more complicated, but Lech still summarizes in a relatively simple way: for brand manufacturers, in the final analysis, they still need benefits, the image of players, ability, performance, etc. If they cannot be converted into benefits, they are useless.
Simply put, in a championship team, the main players are all champion members, but it does not mean that every main player can get the top contract. This is the business rule.
"Nike didn't give up Stephen Curry, but chose the latter among Stephen Curry and Kyrie-Irving, and things are so simple." Lech explained all in one sentence The ins and outs of things.