The first thousand and fifty-four chapters of the rapid development of Nike
Liu Lang spent more than ten days visiting old friends at Nike and Wanan.
Liu Lang has met Knight twice in China in the past few years. Nike has built six factories in China, each with an annual output of more than two million pairs of shoes. These shoes are shipped to all over the world, with an average price of more than fifty US dollars.
, but the cost is not high because China’s cheap labor reduces costs.
It can be said that Nike is one of the biggest beneficiaries of China's reform and opening up. Its good performance has greatly improved Nike's stock. Now its market value has reached 1.6 billion US dollars, which is similar to that of Shengtang Company, and has long surpassed Puma and Adidas.
The company has become the best sporting goods company in the United States and even the world.
At the same time, Nike and the NBA have joined forces to reshape the NBA brand. Today, NBA fans in the United States have exceeded 10 million. You must know that when Stern took over seven years ago, the NBA only had 1 million fans. In just seven years, the number of fans has skyrocketed.
ten times.
There are many reasons for the huge increase in fans. First, Stern restricted the players and banned drugs and violence. Once they were discovered, they would be fired directly, which scared these black people into obedience. Then he started a commercial model, vigorously promoted basketball, and increased the number of players.
Media placement and event broadcasting allow more people to understand the NBA.
One of the most important means is the NBA's star-making campaign. Many basketball stars have been promoted, such as "Magic" Johnson, "Big Bird" Bird, "Flying Man" Jordan, Barkley, Drexler, etc.
, these people have become signature players and are well known to the majority of fans. Liu Lang has a deep understanding of this. For example, "Magic" Johnson and "Big Bird" Bird were both called black players twenty years later.
The rivalry between the two men became a lie in the NBA in the 1970s and 1980s. It seemed that the two of them represented the NBA in this era, but in fact this was not the case, because at that time their influence was limited to the league.
The combined number of Americans in the alliance was less than one million, so the amount of attention on this scale was nothing more than nothing. The black-and-white showdown admired by later generations was just a whitewash.
After Stern came to power, he continued to introduce stars and let them appear frequently on television. Jordan, in particular, has been established as the number one player in the NBA and the only superstar.
Of course, he still lacks a championship ring. As long as he has this ring, he will be praised as a god. And Jordan lives up to expectations. His gorgeous playing style and unyielding spirit impress the fans, and Nike is responsible for this.
To put it bluntly, the NBA is using Nike shoes to promote it. In return, Nike has signed most of the basketball stars. Jordan, Barkley, Drexler, Olajuwon, Ewing, etc. are all first-line big names.
, this made old companies such as Puma and Converse very dissatisfied, but there was nothing they could do about it, because Nike's shoes are good, especially the appearance design, which is a level higher than other companies.
It can be said that compared with the previous life, Nike's influence in the NBA is greater now. This is not only due to the factors of advanced design, but also the relationship between Liu Lang and Liu Lang. Because of Liu Lang, the NBA is five years ahead of the previous life.
Time has entered China. Last year, the second national TV station
The channel broadcasts half an hour of NBA basketball highlights every Thursday. The show caused a huge sensation as soon as it was aired. Fans from all over the country expressed their feelings through letters and phone calls. In summary, the meaning is one, we need the country
TV stations should increase broadcast time, the more the better.
No one expected that there would be so many fans in China. They also knew NBA stars very well. For example, they knew that Jordan’s number was No. 23, that he was 1.98 meters tall, and that he could take off and dunk from the free throw line. This was all attributed to Liu.
This comic book made people all over the country know the fun of basketball and what a real basketball game is.
Liu Lang made a huge contribution to the NBA's promotion in China. Stern couldn't afford to repay the favor, so he could only compensate Liu Lang by supporting Nike. After all, he is the major shareholder. The better Nike is, the more Liu Lang owns it.
The stocks are becoming more valuable, although Liu Lang is not short of money.
As the boss of Nike, Knight knows what Liu Lang's value is to the company. If at first he just created a whole new set of design concepts to bring Nike back to life, then Liu Lang is now Nike's biggest backer, no matter what.
Whether it is the company's development in the Chinese market or its position in the NBA, Liu Lang plays a crucial role in it.
Even though Knight couldn't know too much about Liu Lang's role, especially Liu Lang's influence in China, he could feel how "terrifying" Liu Lang was from the attitude of those national TV executives when they met him. And in China
There is only one reason why he has such influence, and that is that his background is so strong that even ministerial-level cadres must be cautious and polite when meeting him.
However, the biggest advantage of Liu Lang is that he "doesn't do his job properly". He has no ambitions for Nike. Even those stocks have never been sold, and he even ignores millions of dollars in dividends every year. This makes Knight very
It's comfortable. Now that I think about it, it was really worth giving the other party the 10% share.
Although Liu Lang rarely comes to Nike and many people have never seen him, most people in the company know about this major shareholder who owns 100% of the shares, and they also know about the contributions this nationally famous genius has made to the company.
Liu Lang's huge contribution, especially the designers, regarded Liu Lang as a spiritual leader.
Now Nike has a huge design team. They have perfectly "inherited" Liu Lang's surreal design concept, so they are Liu Lang's "disciples". Disciples must of course look like disciples. Seeing Liu Lang
His eyes are filled with admiration.
This group of designers is the most capable in the United States, so now Liu Lang basically doesn't design sneakers for Nike anymore. He only made one model last year.
Nike has no factories in the United States. All factories are built in China. The United States only has R&D, design, marketing and other departments. This business model also greatly reduces the company's costs.
Nike's headquarters is very beautiful, without any noise caused by construction. It looks like a scientific research institution. It is indeed full of high-tech factors. After all, a pair of sneakers must not only be beautiful in design, but also be comfortable to wear.
This is the core of a pair of shoes.
Therefore, Nike invests a lot of money in research and development every year and cooperates with the nearby Stanford University School of Materials and Chemical Engineering to develop new materials.
"Jimmy, this is the material stretching machine purchased last year. This is the artificial rubber synthesis research laboratory. This is...!"
Knight took Liu Lang to visit all the core places, fully showing his trust in Liu Lang.