So, is it worth it?
After all, it is not easy for Luzhou Laojiao. On the one hand, it needs to pay sponsorship fees to the Australian Open, and on the other hand, it needs to pay sponsorship fees to Gao Wen.
Adding the two together, this is not a small expense.
In this regard, Luzhou Laojiao didn't even need to say anything, industry insiders have already said that Luzhou Laojiao should be snickering now, glad that they have finalized this sponsorship cooperation; moreover, Gao Wen has a good sense of proportion and is not as big as the Lion. If you open your mouth, Luzhou Laojiao will gain.
There is no need to wait too long, Luzhou Laojiao’s confidence has been “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 Gao Wen and Djokovic started on February 1st and lasted until February 2nd, the young player still successfully conquered the fans through his performance throughout the Australian Open.
According to Nike’s official data, in January alone, the sales of Gao Wen’s new personal series of jerseys exceeded 10 million U.S. dollars——
One month.
In the fourth quarter of last year, after reaching the US Open championship, Gao Wen quickly rose to prominence. The signing of Nike and Gao Wen even became blockbuster news that shocked the world.
Within three months, the cumulative sales of Gao Wen's jerseys exceeded 10 million U.S. dollars, which is encouraging. He has joined the ranks of football and basketball superstars in one fell swoop. It has truly demonstrated his strong appeal and directly proved that Nike's wisdom in designing a series for Gawain alone.
This year has just begun. In the first month, Gao Wen has further pushed his rising momentum to the extreme:
One month's jersey sales broke the results of the previous three months, reaching a new high, surpassing a number of top superstars, and becoming the global January jersey sales champion.
Appalling!
When did tennis jerseys become such a big hit? Even beat football and basketball? It’s simply a fantasy!
absurd!
But Gawain did it.
Although Nike did not release further detailed data, according to industry analysis, sales from China account for 50% or even more.
This once again proves the fact that China, a vast and fertile market, is waiting to be tapped, and its business potential may far exceed imagination.
Less than three minutes after Gao Wen defeated Djokovic to win the 2015 Australian Open men’s singles championship, Nike officially released a short video:
"The fight never stops! The fighting never stops!"
A short thirty-second clip condenses the essence of Gao Wen’s performance at this year’s Australian Open——
When he faced boos, he responded with the game-winner.
When he faced a difficult situation, he ran with all his strength.
When he faced the unexpected, he gave his caddy a hug.
When he faced an attack, he responded with an ace.
When he faced the cliff, he kept fighting to the end.
The scenes are connected one after another in a montage. Finally, with the roaring moment of Gawain clenching his fists and leaping high after winning the championship, the excitement of the entire Rod Laver Arena is reduced to the background, witnessing Gawain's victory. Climb to the top.
incredible!
Just three minutes after the game, Nike edited the highlights of the final and released them immediately, launching a new round of publicity.
Record history.
This short video sparked heated discussions on social networking platforms and spread throughout the Internet, setting off a tsunami.
The next day.
The jersey order from China directly exceeded 500,000 US dollars. The blowout of single-day sales figures caused an outcry and once again witnessed Nike's cleverness and wisdom.
This is the "Gawain Effect"!
Not to mention Luzhou Laojiao, even Nike is full of joy——
In fact, Nike has been facing a bottleneck. After Federer and Nadal, there was a hiatus in men's professional tennis, and there was a dazzling crowd of rising stars. However, the competition among tennis brands has become increasingly fierce, so that Nike has not yet found its next successor.
It is precisely because of this that when Gao Wen appeared, Nike and Adidas directly fought against each other. In the end, Nike won at the cost of "cutting off flesh".
In just a few months, Nike has once again proven that their gamble is paying off handsomely and that all costs are worth it.
Compared with Luzhou Laojiao, Nike has begun to enjoy dividends.
February 3, New York.
New York is still the same New York. There is no sunshine in the severe cold winter. The whole city is shrouded in gray, and thick clouds wrap the whole world.
Adidas's regular morning meeting is also filled with a low pressure, just like the weather outside the window.
David Hartnett can also feel this downturn deeply.
He quietly raised his eyes and looked at the elites in front of him who were full of wisdom and guidance. Although everyone tried their best to pretend to be calm, the tension and uneasiness in the air still betrayed their anxiety.
Harnett knows why.
What really makes them sad is not the sales, but that they missed an opportunity to re-open the situation in the field of tennis, 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. This is why they are always paying attention to the younger generation born after 1990:
It's not because the Big Four are getting older, but because the commercial value of the Big Four has been relatively fixed. If they want to take the initiative in the future, they must start with young players.
The two leading companies have been searching and planning for the future.
As a result, the opportunity presented itself, but...
Once, they were really close to Gao Wen, really really close, within reach. However, in the end, Nike snatched away the opportunity.
"I told you, you were going to regret it."
This sentence came from Tobias. It was not the first or second time that Harnett recalled this sentence, but when he thought about his response at the time, he felt a sense of powerlessness and absurdity.
If they could do it all over again, they would seize the opportunity without hesitation; if they needed to add a time limit to this opportunity, they would say ten thousand years.
Even Adidas will inevitably feel pain in the face of such a heavy loss.
However, the cruelest part of real life is that:
Money can't buy it, I already knew it.
Harnett believes that if time could be turned back and it happened all over again, he and Adidas would still make the same decision because they had carefully considered it and then made the wrong judgment; even if it happened over again, with the same personnel and the same If you approach the same question with the same way of thinking, the answer will be the same.
In other words, Adidas is destined to miss Gawain.
This is the cruelest but also truest conclusion.
Therefore, logically speaking, they should not be so sorry. If they miss it, they will miss it. The page of "Gawain" has already been turned.
However, the pull between reason and emotion is not that simple after all.
Looking at the low pressure in the conference room at this moment, Harnett knew:
They don't admit it with their mouths, but they are honest with their bodies. Looking at Nike's January jersey sales data, they are still jealous after all.
If you are jealous, you will lose.
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