Paris audiences are world-famous for their pickiness and trouble. If they are really hot-headed, even the host players may be booed to the point of doubting their lives.
However, Gao Wen, who played in Roland Garros for the first time, won the hot discussion among the audience at a fan event and became a hot search topic?
Of course, this does not mean that Gao Wen has conquered the Paris audience. This group of picky audiences is like a summer rainstorm. They may turn their backs at any moment. They praised the players to the heavens in the previous game, but may destroy them in the next game.
Players go to hell and fall out faster than a three-year-old baby.
Among the four Grand Slam audiences, only the French Open can make the always elegant and calm Federer lose his temper.
Danson can completely understand Bennett’s surprise and excitement——
This is indeed worthy of careful study. What is the context behind this imagination? Is it an accident, a coincidence, or an inevitability?
Bennett carefully observed Danson's expression, and he did not continue to delay. In order to avoid further delaying the progress of the meeting, he spoke again and went directly to the topic.
"Charlie, what I'm trying to say is, I think Gawain is a great fit to be part of Nike's global brand image."
"We should reconsider the value and positioning of Gowan. Perhaps, now is the time to formulate a new plan and officially enter the next stage."
boom!
A heavy one.
At Nike, with all the stars gathered together, it is definitely not that simple to become a real top-level treatment. The company also has grading for the positioning of different athletes in different sports. There are only a handful of players who can become a global brand image positioning over and over again.
Just a few.
This is true for Nike, and so is Adidas. The positioning of the two giants in the tennis market can never be regarded as the first echelon.
After all, football is still the number one sport worldwide.
However, Dansen had seen countless strong winds and waves, and he did not lose his composure or panic. He raised his eyebrows slightly and said, "Reese, what do you mean?"
These players are often called "label players." Even among countless star players, they are only a handful of top superstars. Each label may mean billions of dollars in commercial value.
A large part of the reason is because Nike has doubts about Federer's age, health, and career length. They don't think Federer can continue to stand at the top of the pyramid for too long; but it is undeniable that Nike can also see behind the scenes that Nike has doubts about Federer's age, health, and career length.
The tennis market lacks enough confidence.
Bennett's idea is indeed crazy, but if you think about it seriously, it may not be unreasonable.
He.
Danson is no exception.
There was silence in the entire conference room, and thoughts were swirling in their minds. Everyone knew what this sentence meant.
But Bennett still wasn't done.
Nike and Federer have cooperated for nearly two decades, and both parties have achieved mutual success. To a large extent, Federer is the top spokesperson for Nike's tennis projects. His overall status may be slightly higher than that of Serena Williams, and he has become an inseparable part of Nike's tennis image.
part.
Tennis, that's it.
But Danson seemed very calm.
But now, Bennett throws a big bomb——
What he means is not just to raise Gawain to a new level, but more importantly, to increase the market share of the entire tennis sport.
Huh!
The conference room was buzzing with shock for the second time, and the rustling sounds continued to surge.
However, from the perspective of Nike's overall brand image, Federer's position can only be regarded as the second echelon. For example, in advertisements or event projects where top superstars in different fields collaborate, Federer will definitely appear, but he will definitely not be the core figure. His playing time
Not too much and location.
There is no doubt that this is a breakthrough, even an exceptional breakthrough.
The whole audience took a deep breath.
But there is one thing to say. The proportion of the entire tennis project is still in the second echelon within Nike. Naturally, Gao Wen’s position is far from reaching the top——
He needs further confirmation.
"Moreover, our development of the tennis market has also reached a bottleneck. Apart from Roger and Rafa, it seems difficult to break the shackles of the market and reach a higher level."
From last year to this year, they did not expect that Gao Wen's jersey sales performance would be so good. They promoted Nike's activities step by step. Planning the "Tennis Jersey Campaign" for the first time in history was an important turning point. Gao Wen did show his outstanding performance.
The potential to become a pioneer.
One of the most direct and obvious manifestations is Nike's positioning of Federer.
In Danson's view, it is a very important step to open up a new market, not to break it but to build it, and to break it and then build it.
"But I think maybe Gao Wen can be an opportunity, not only to start from the Asian market, but also to use Gao Wen's unique image to in turn impact the North American and European markets."
Danson can know the impact of Bennett's words, but at the same time, Danson can also know that there is no basis behind Bennett's words——
What cannot be ignored is that the sales of Gao Wen's jerseys are also booming in North America. Being an NCAA national champion and writing miracles at the US Open have indeed made Gao Wen deeply rooted here, and he has won the support of a group of fans early on.
Support and even break the shackles of Asian identity.
Gao Wen's level has always been very high. After all, he is backed by the Chinese market, and Nike is willing to split a part of the sales dividends. The entire positioning, marketing and planning are naturally different. During last year's offseason, Nike used Gao Wen.
The advertisement linking several superstars is an example of this.
It is precisely because of this that in March 2018, Federer's contract with Nike expired, even though Federer had just won the Australian Open and Wimbledon the previous year, breaking the Grand Slam championship drought of more than three years, and then successfully defended the Australian Open.
Net, but Nike still did not give Federer corresponding treatment, which can even be said to be negative.
Bennett shrugged, "Charlie, we have been worried about what will happen to Roger and Rafa after they retire. Now, hasn't the answer already come out?"
In Bennett's view, now is the time to take the next step.
In fact, Nike has been actively looking for opportunities. Federer and Nadal, Serena Williams and Sharapova are the best examples.
However, the key is that the tennis market was one thing before these four superstars. It was only after the shining and driving of these four superstars that it developed to its current scale; but their own energy release has reached a bottleneck and needs another opportunity.
Only with motivation can we usher in another qualitative change.
However, "opportunities" only come once in ten years. If they all fail, it will not be considered an opportunity.
Now, they need to think about a question:
Can Gao Wen become a new opportunity to change the market size in the next ten years? Moreover, Gao Wen has been around for such a short time, is it too early to make an early judgment?
Bennett raised a possibility. After Danson chewed it carefully, his eyes shone with interest. Interesting, this is really interesting.
