Phil Knight was so anxious that he personally ordered and arranged a lot of emergency public relations measures in an attempt to recover some of Nike's losses.
But due to the time difference, by the time he had arranged the countermeasures, he wanted to contact Gu Kun in Australia to settle the matter, but he could no longer find anyone.
After Gu Kun finished the last game in the afternoon, he returned to his private yacht "Zhu Sen" for the night. The "Zhu Sen" would not park in Sydney Bay, but would go for a ride on the open sea overnight.
lock up.
Anyway, for Gu Kun, he just went to the sea to sleep and warm up occasionally. It was the same everywhere. Why not sail when there was a boat, and it was not short of the fuel money.
After going to sea, once the satellite phone was turned off and the Internet was off, no one could contact him. He had to wait until the next time he returned to Sydney to compete in the city. The most frightening thing was that Gu Kun was not there every day.
As for the competition, he happens to have no competition tomorrow, September 19th.
During the entire half-month Olympic Games, he did not compete for only two or three days. Gu Kun happened to choose this time difference before taking action to allow the bullets to fly for a while.
Therefore, those who are trying to reconcile will not be able to contact him until at least September 20th. This creates a superior condition for him, which not only slaps Nike in the face, but also does not appear to be very deliberate and deliberately looking for trouble. Even if
In the future, when someone reviews the matter, they will also feel that Gu Kun’s credibility in this matter is trustworthy. It was Nike who did have a problem, and it was not Gu Kun who blackmailed them.
It can also reduce some hatred value.
Gu Kun is not the kind of ostentatious being who likes to make people hate him. For him, gaining profits is the most important thing. If he can get things done without making his enemies hate him, that would be even better.
"Boss! I can't contact Gu Kun! There is no way to reconcile at the moment."
"Alas..." Phil Knight waited until midnight for the assistant's report, but finally received this result. He could only sigh and suffered from insomnia in the middle of the night.
After spending a full six or seven hours in torture, with his hair turning a little extra gray and the white circles under his eyes like a mad dog, Phil Knight finally waited for the opening of the U.S. stock market.
He got the first bad news at around 8 o'clock last night Oregon time, which is equivalent to midnight New York time. So by five o'clock in the morning Oregon time, the New York Stock Exchange had already opened.
Phil Knight opened the online market inquiry software almost tremblingly, and the first number that came into view made his brain buzz again.
"A drop of 19.3%! The company's total market value fell from US$16.1 billion to US$13 billion!"
Phil Knight held on to the handle of the swivel chair, his head buzzing for a long time. He took a nifedipine to lower his blood pressure and finally regained his breath.
A total market value of US$3.1 billion! Evaporated the moment the market opened!
What kind of concept is this?
It may not be very intuitive to a layman, but you can understand it with just a few figures.
In 2000, both Nike and Adidas became listed companies. Nike's previous total market value was US$16.1 billion, while Adidas's market value was US$8.5 billion. The gap between the two was approximately double.
Historically, in the next 20 years, because the evaluation trend of the fashion industry was influenced by the Matthew effect of social media, the "winner takes all" phenomenon became more and more obvious. Therefore, by 2020, Nike's market value has almost grown to US$180 billion.
, has grown 10 times in 20 years, while Adidas has only doubled from US$8.5 billion to more than US$15 billion.
The gap between the two has also widened from double in 2000 to ten times in 2020.
Therefore, at this juncture before the recovery of the Internet from the cold winter, Nike suffered such a heavy blow, evaporating 3.1 billion US dollars in an instant, which is very fatal and may completely affect the entire rhythm of the future.
Because the advantage of being the first in the industry versus being the second in the industry will snowball in the future with the support of the Internet, a slight gap now will be multiplied in the future.
If the market value of Adidas now exceeds that of Nike, and the global recognition of the brand exceeds that of Nike, it may be magnified that Adidas will always be better than Nike in 20 years (although due to the strong cultural support of Oceania, the gap will not be as obvious as when Nike is ahead)
Even if Adidas is only close to Nike now, in ten or twenty years, the gap between the two will not necessarily be ten times, but only three or four times. The long-term impact of this butterfly effect is very exaggerated.
Although Phil Knight himself will not know all these data and foresight, he can also predict how serious the cost of narrowing the gap with Adidas will be.
…
Of course, someone may ask at this time: The drastic changes in the market capitalization structure of Nike and Adidas may really have such a big shock to the world.
However, just because of Gu Kun's incident, Nike suffered such a heavy setback. Isn't it too unreasonable? No novel would dare to write this.
But in fact, this is very real - a few years later, Nike encountered a public relations crisis. It was just that in the NBA playoffs of a certain year, a certain star was handling a key game.
At that time, during the breakthrough layup, he stepped on the sole of his Nike sneaker, causing a slip and strain, and he also missed the key ball.
Just taking a ball caused Nike's stock price to lose about 1 billion to close to 2 billion U.S. dollars in market value - of course, that happened when Nike's market value was already 30 to 50 billion U.S. dollars, so in proportion
Look, that incident only caused Nike's stock price to drop 5% to 6%.
But the trouble Gu Kun caused today is also much more important than the key goal in the NBA playoffs. First of all, Gu Kun is not comparable to the ordinary stars in the NBA case in later generations. Gu Kun's reputation and international reputation were already high two years ago.
Surpassing Jordan and Ronaldo (even more so now because Jordan has retired)
Gu Kun also almost lost an opportunity to create a major history by "making the human 50-meter sprint swim under the 20-second mark" because of his swimsuit explosion. Fortunately, he lost money and switched to Adidas to save it.
This positive and negative reaction will make Nike vomit blood?
Gu Kun’s behavior can be compared to the Croatian players at the 2016 World Cup in Brazil, who “would rather pay a fine of US$70,000 in exchange for not drinking the functional drink Powerade provided by Coca-Cola, and insist on drinking what they are used to to ensure effectiveness.
Red Bull”.
After that incident, even though the Croatians paid the fine, Coca-Cola's stock price suffered a huge loss, and its market value lost billions of dollars. It also allowed Coca-Cola to enter functional drinks and push forward Coca-Cola's plan to attack Red Bull, which completely broke its back.
After several years, the project was almost paralyzed.
Matt Schitz, the Austrian boss of Red Bull, was so stunned that he woke up laughing. He helped pay a fine of 70,000 US dollars, and some benefits that could not be disclosed later. The benefits were more than Coca-Cola's real money and silver as the sole sponsor of the World Cup beverage.
many.
…
Not everyone watches the Olympic Games. Most people only watch the gold medal list at most. Therefore, the people in Oceania did not react immediately to what happened to Gu Kun.
However, when the stock price of a certain stock on the New York Stock Exchange crashes violently, the level of legend and fermentation of the news instantly increases by an order of magnitude.
That morning, everyone on Wall Street was the first to be stunned.
"OMG! What happened? Nike's stock price plummeted 19%? What kind of major bad news is this?"
"I don't know! I quickly checked, holy shit! It turned out that at the Sydney Olympics yesterday, Gu Kun wore a Nike-sponsored swimsuit and broke out. He almost lost a major world record and won a gold medal. Fortunately, he changed to an Adidas swimsuit.
Save it!"
"There are also reports that the Lanzhou team took the initiative to pay off the fine! They had to bear the fine in exchange for not wearing Nike clothes! Damn it! An additional fine of US$20,000 for not wearing Nike clothes was paid, and the athletes were fined for the subsequent 20 times.
Everything has been paid. Relevant evidence has also been submitted to prove that Nike’s quality cannot satisfy athletes with particularly strong physiques.”
"It turns out that Gu Kun's chest muscles are the most developed among people on earth, more developed than Schwarzenegger, and his lung capacity is also the highest among people on earth. This has been tested by world records. Nike's swimwear cannot take into account both elastic modulus and elasticity modulus.
In terms of firmness, there is indeed a risk of bursting when Gu Kun's breasts are expanded at the extreme limit. Adidas' clothes have also been identified, and the test indicators in terms of firmness and elastic modulus are indeed higher than Nike."
The response of the financial sector has always been the fastest. Even in areas that were originally unconcerned, as long as there are real stock price fluctuations, no matter how difficult things are, you have to understand them. This is not negotiable.
Therefore, those responsibilities that were vague at the beginning have further spread and penetrated under the rhythm and in-depth analysis of the financial world.
A little later, while Nike's stock price plummeted, Adidas' stock price rose slightly, and its market value rose from US$8.5 billion to US$9.2 billion, an increase of 8%.
However, considering that Adi did benefit and showed off its quality, investors have no reason to suspect that Adi and Gu Kun are colluding.
Gu Kun is still completely innocent and there is really no collusion.
Moreover, when Adidas increased its prices, many other sports brands also experienced increases and decreases. For example, PUMA also increased by 3%. Yingbao did not move much. Maybe because it is also a brand from an English-speaking country and Lenovo has a poor reputation for quality, so it fell.
It increased by 1%. But even with Li Ning Anta, the market value or valuation also increased slightly.
Many sports brands have suffered cascading profits and losses from Nike's setback, and you can't specifically target any one.
…
After a day of hustle and bustle in the stock market, Gu Kun himself, who was in the eye of the typhoon, finally drove his private luxury yacht back to Sydney to prepare for a new game.
And this time, he changed his previous low profile and did not take a small private helicopter to go to the venue. Instead, he used a Mi-26 heavy-lift helicopter to land his extended version of the Maybach with double gold patches in downtown Sydney.
Then I drove a double-equipped Gold Maybach to compete.
From various forces that have been unable to contact him, information is pouring in like a tide.
"Boss, people from Nike want to discuss emergency compensation with you."
"Boss, Adi's people want to help you pay the previous fine, and also want to express their gratitude..."
Gu Kun had enough time to refuse them one by one: "Don't worry, Nike should have already known that it was hopeless and took it back. As for Adidas, there is no need to collect the money so quickly. It won't be too late after the Olympics and the limelight has passed."