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. People in the industry 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 a lion.
If you open your mouth, Luzhou Laojiao will make money.
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, this 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 winning the US Open, Gao Wen quickly rose to prominence, and the signing of a contract between Nike and Gao Wen even became a 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, which has truly demonstrated his strong appeal and directly proved that
It made Nike’s wisdom to design a series solely for Gawain.
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 sell so well? Even beating football and basketball? It’s just a fantasy!
absurd!
But Gawain did it.
Although Nike did not release further detailed data, according to analysis by industry insiders, 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 commercial 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 fighting 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 an accident, he gave his caddy a hug.
When he faces an attack, he responds with an ace ball.
When he faced the cliff, he kept fighting to the end.
The scenes are connected one after another in the form of montage. Finally, after Gawain wins the championship, he clenches his fists and jumps high to roar. 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 as soon as possible, 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 everyone at Nike is beaming with joy——
In fact, Nike has been facing a bottleneck. After Federer and Nadal, there was a lull in men's professional tennis, and there was a dazzling crowd of rising stars. However, the competition among tennis brands became 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 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. In the severe cold winter, there is no sunshine, 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 holding pearls of wisdom and giving guidance. Although everyone tried their best to pretend to be calm, the tension and uneasiness 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 field of tennis, an opportunity to overtake 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 and within reach. However, in the end, Nike snatched away the opportunity.
"I told you, you will 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 can't help but feel heartbroken when faced with 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 they could do it 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 "Gao Wen" 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.