Adidas is not a family-owned business.

Therefore, the three generations of the Dassler family are not the current chairman, president, and CEO of the company.

He is only the largest shareholder of Adidas, to be exact, indirectly controlled through his family's trust. However, in any case, he may not be able to affect Adi's day-to-day operations, but he can definitely speak up and partly make decisions about Adi's foreign strategic alliance.

On this occasion, it is obviously better to let the major shareholders of the behind-the-scenes trust talk to Gu Kun privately than to send the chairman or CEO.

After greeting Mr. Dashler, Gu Kun invited the other party back to the cabin for breakfast and chatting while eating.

Because the Olympics have ended, Gu Kun's side, who is responsible for reviewing food varieties and serving dishes every day, has also changed from Luo Haili to those two stunning female secretaries-

The reason why Luo Haili was asked during the previous competition was because Luo Haili was a senior sister and half a coach, and she knew more about the nutrition of athletes, and she was more authoritative in catering Gu Kun. And most of the female secretaries didn't have the courage to confront Gu Kun head-on and refute Gu Kun's taste preferences.

On the other hand, it is also because Gu Kun "used to be difficult to turn the sea into water", the stunning little girl in the world has played too much, Luo Haili's moderation is safer by his side, and if he supervises his diet and daily life, it is convenient to ensure that Gu Kun is not close to women during the competition.

Now that the Olympics are over, Gu Kun, who has been holding back for two months, drove Luo Haili away after returning to the ship yesterday - it can't be called away, but Luo Haili is given a paid long vacation, and she can play all entertainment facilities freely on the boat, until the ship returns to Lanfang, and she doesn't have to do any work.

And Gu Kun's female secretaries, who had already been started by him, were immediately reconvened by Gu Kun last night. There's nothing to talk about respect or disrespect for them, pampering is the greatest respect, and it's already very pitiful to not play Lucia Roulette directly.

At this moment, the female secretaries thoughtfully laid out the napkins, served the baked pie made of Audragon and New Caledonian black gold abalone, poured the Calais cider for breakfast for both the guests and the host, and then carefully stepped aside to wait.

The baked pie is a tart-like food, but much larger, the equivalent of a pan of paella without rice, but filled with tart powder, cheese, mayonnaise and egg whites, and served with plenty of high-end seafood.

This taste is a fusion of French and Spanish cuisine in the New Orleans area, and the most famous in New Orleans is the "crayfish pie", where Gu Kun swaps seafood for local products.

The surface of this dish does not look luxurious at all, it is just a pan-sized "egg tart", but once the yellow and tender surface is lifted, you can see the ultimate deliciousness of Xuanji inside.

Understated, luxurious, and substantial.

As a German, Mr. Dassler is not very particular about eating and drinking, and after tasting the creative dishes of Gu Kun's chef, he has to admit that the gap between Germans and Chinese is too far in terms of changing the way of life and pleasure.

Chinese people don't have to cook Chinese food, even if it's just French food and Spanish food, it's much better than the Germans.

After using the seafood pie, Mr. Dassler wiped his mouth with a napkin and said to Gu Kun straight to the point: "Mr. Gu, we are willing to give 200 million euros in cash to thank you for your help to the Adidas brand this time - of course, this is only part of our goodwill, and it is not over."

Don't be in a hurry to refuse, I know that compared to your current value, your good help to Adidas so far, and the reasonable suppression of Nike, the value is far more than 200 million euros. But because your identity is impossible to accept commercials and endorsements, we can't handle the accounts normally, so the cash part can't be any more. ”

When he heard the figure of 200 million euros, Gu Kun's expression did not change.

Not to mention Gu Kun, even the female secretaries who were waiting behind him didn't make any waves, it seemed that they were just talking about a few yuan of change.

"I understand your difficulties, and I really don't really care about the amount of cash. Gu Kun wiped his mouth and lightly agreed to come down for the time being.

200 million euros is indeed too little for Gu Kun's endorsement value.

But Gu Kun is reluctant to speak openly, and the other party's financial operation is much more difficult - Adidas is not the private property of the Dassler family trust, nor is it the property of any single shareholder.

Gu Kun's refusal to clarify the relationship means that he cannot go through the company's normal cost and expenditure account, as a listed company, if he wants to explain to all shareholders, he must not take out hundreds of millions of euros in vain.

At present, these two hundred million are estimated to be the major shareholders of the Dassler family and several other heads, who sat down in private for a talk, and then each family made up tens of millions of euros in private accounts to honor Gu Kun.

After all, Adi's market value has also risen by more than one billion euros in this wave of operations, and several major shareholders, including the Dassler family, can sell a little higher and lower to cash out. Then wait for the good news to be digested in the future and the market will calm down.

It is normal for such an operation to squeeze out a price difference of 200 million euros. Conveying these private account benefits to Gu Kun is equivalent to cutting a wave of small loose leeks with the oil yield of filial piety.

As for the benefits that cannot be cashed out, they must talk to Gu Kun about other cooperation models.

After testing Gu Kun's tone, Mr. Dassler said very sincerely: "We have thought about letting you invest in the acquisition of a part of Adidas' shares, and we also believe that with your joining, it will definitely be of great help to Adidas' long-term development."

However, you also have to realize that Adidas has been listed for decades, has a lot of outstanding shares, and is very transparent about its share price. It will also be more troublesome for us to issue new shares below the market price to you.

It is necessary to convene a general meeting of shareholders to approve the transfer of benefits to the majority of investors in the circulation market whose shares have reached a certain level...... I asked the company's legal counsel, and this model is almost impossible to operate, and we can't get a consensus on it. ”

If Adidas is still a non-listed company, then it is very easy to issue low-priced new shares, as long as the previous investors agree, it is not a problem at all.

Just like before Tengyun became a shareholder of Dog East in 201X, the last round of Tiger Fund had already invested. When Tiger Fund invested, it took 20% of Goudong's shares with $1.5 billion in cash, but when Tengyun entered the market two years later, it only gave out $300 million in cash, plus a condition of "jumping the 'e-commerce' button link in WeChat to Goudong", and took away 20% of the shares——

It seems that the Tiger Fund seems to be losing a lot, and in the past two years, it spent 1.5 billion, but it only got what Tengyun, who came late, only spent 300 million. But historically, Tiger Fund and several other earlier investors, when they heard that Tengyun was willing to come, gladly accepted this condition. Because they know that the traffic value of the "e-commerce" button on "WeChat" is worth far more than $1.2 billion in cash.

In the same way, today, for Adidas' non-circulating major shareholders, it is also a matter of not losing money but making money for Adidas if they were to form a unified understanding and feel that "let Gu Kun get a few percentage points of Adidas equity at a price that is almost free of charge".

Because as long as they are qualified to spread the news that "Gu Kun is the new shareholder of Adidas", even if they don't do anything else, it will be enough for Adita to soar and the entire brand marketing and promotion will be easier in the future.

It's a pity that because Adi has been listed, this matter is not something that can be done by convincing a few major shareholders.

There are so many small shareholders in the secondary market, and there are one or two stunned young people who are more than 1% unconvinced, and they refuse to dilute themselves and give them to Gu Kun, which is not easy to operate.

Gu Kun also understood this truth, so he asked openly, "Then how do you want to operate?"

Dassler said a little embarrassed: "So, we don't plan to issue new shares, it's a big deal, after a while, we find a way to digest the good news, you can take a chance for Adi's stock price to fall, and absorb chips in the circulation market, spend a little more time, it doesn't matter if it's a few months to half a year, and then absorb enough chips to absorb 5%, you can raise your cards." ”

Darsler hadn't finished speaking, but as soon as he said this, Gu Kun couldn't help but laugh:

"You asked me to pay for it and go to the market to buy Adidas' outstanding shares at the normal market price? What kind of sincerity is that, I can do this kind of thing whenever I want, not to mention that I don't think Adidas has much investment value. ”

Dassler hurriedly waved his hand and explained: "I haven't finished speaking, first of all, we won't let you suffer, you can only make a move when the price is as rational as possible, even if there is a part of the premium, we will compensate you part of it in the future." The point is, after you hold more than 5% of Adi's shares and can be publicized, we guarantee to give you an additional big discount. ”

Speaking of which, it can be regarded as the meat of the show.

Gu Kun lit a cigar and spit out a smoke ring on his lower lip: "Tell me more details." ”

"I've talked to a few key members of the board and we believe you're interested in sports fashion brands. In that case, why don't you find an opportunity to launch a new independent brand endorsed by your personal name after the Olympics.

Just like my grandfather founded Adidas, Phil Knight founded Nike, and Li Ning founded Li Ning. Once you've created that personal brand, we're willing to launch a long-lasting, collection-based collaboration with your personal brand at the right time, and it's definitely the kind of model that has the most promotion for the co-brand. I believe that this sincerity is enough to repay you for your previous promotion of us and your exposure of Nike. ”

Co-branded branding, which is a relatively common way of commercial mutual blowing in the field of sports brands, can be regarded as a kind of mutual drainage.

Officials who are not interested in sports fashion can imagine that "the gods give each other a push".

However, historically, Adidas has not looked good on the issue of co-branded models, and the LOGO of the co-branded brand on their shoes may not be fully printed, or even abbreviated.

However, since Dassler promised to give Gu Kun the highest standard co-brand, these problems should not be worried.

From Gu Kun's point of view, if he really engages in a sports brand with his own name, although the traffic and reputation are definitely enough, the outside world will also worry that "Lanfang's industrial foundation is too poor, the design and R&D capabilities are insufficient, and the things made are only well-known and have no sense of science and technology and quality".

Therefore, there is an Adidas with a history of 50 years and an absolute reputation in R&D and quality, to jointly support for a few years and convey to the outside world that "the early R&D, design and quality control of Gu Kun's personal brand are all provided by Adi's professional team", then it can also make the market trust Gu Kun a lot.

This seems to be a good deal.