Adi's suggestion really opened up some new brain holes for Gu Kun, allowing him to see the new possibilities of his original luxury strategy.

It can only be said that there is a specialization in the art industry, and sometimes it is not comprehensive enough to rely on personal foresight.

The co-branded model of fashion/luxury brand cooperation is the most common in later generations, and it is generally a luxury brand to praise its ace designer.

Let's take the designer of the world's most famous brand right now, for example.

For example, LVMH's Donkey and Givenchy want to praise the chief designer Galeazzo, then there will be a joint model of the Donkey brand and Galeazzo, Givenchy and Galeazzo - in history, in the following years, Bernard Arnault did indeed order this.

In the same way, Gucci of Kering Group in the future also praised McQueen in this way, and then McQueen became an independent personal brand in a few years.

Although Gu Kun is not a designer, he belongs to the top personal brand in the field of sports fashion, and if he co-branded with Adi, he will benefit more from Lan Fang in a short period of time.

Specifically, the future co-branded brand can emphasize in its publicity that "it fully uses German science and technology, quality management and technological processes".

These links are the more famous places for German goods, especially Gu Kun will focus on the Chinese market in the future, with the stereotype of the Chinese around 2000, and still stay at the level of "there are oil paper bags in the sewers of Qingdao", and the German technology, German industry, and German quality are still relatively superstitious.

At that time, there was a brand of home improvement and building materials in China, called Oudian, which sold flooring, which was a typical false propaganda, promoting itself as a German brand, and was finally fined 7.5 million yuan by the Beijing Industrial and Commercial Bureau - the floor of Oudian was detected without any quality problems, and the publicity about quality and craftsmanship was satisfied. But it is necessary to pong German goods in the production area, but this kind of pong German goods are quite effective, at least in the years before being exposed and punished, Oudian floor once became the quality benchmark of the domestic floor industry, indicating that the Chinese people still believe this, as soon as you say that you are a German product, you feel that your quality is as high as Kohler faucet.

This superstition of "German goods = good quality" will not be dispelled for at least ten years. Gu Kun vaguely remembered that it was about the 2010s that the quality of domestic products was indeed improved, and some people gradually refuted the rumors and erased the quality halo of German products.

The field where the Germans do not have such a brilliant impression on the Chinese may be the art and design part, so in the design process, there is no need to promote German designers all the time.

Gu Kun felt that this matter could be divided into specific situations in the future.

Design is also divided into industrial design and artistic design, as a sports brand, the technical content of various products sold is different, and the dependence on industrial design is also different.

For example, the high-tech content of shoes is relatively high, so when selling shoes, you can emphasize more German industrial design.

But when it comes to sportswear, or even swimwear, the technology content is not high. The one-piece sharkskin race swimsuit can also emphasize Adi industrial design, as for the bikini purely for beauty and fashion, it is not necessary, you can emphasize that all Asian designers are artistically designed.

The general principle is that the Germans give the stereotype of superiority, take the Adi co-brand. The Germans did not give people the stereotype of superiority, so Gu Kun let his own people come.

……

Gu Kun roughly had a showdown with Mr. Dassler on the scope and scale of his hope for a joint name.

The other party is also happy, and he did not forcibly ask for private goods, basically belonging to the attitude of "you can promote which co-branded selling points you want to promote, and we can put aside the part you don't want to promote".

This can be regarded as the greatest kindness to Gu Kun's previous cooperation, after all, Gu Kun helped them temporarily suppress Nike.

And the co-branded brand is not established so quickly, Gu Kun needs to prepare here, and Adi also needs to wait for a suitable opportunity, so at least within half a year, Adi is the party that purely takes the benefits, and it is normal to make more concessions to Gu Kun in the details of the co-branding method.

After roughly negotiating the scope of the joint name, the only detail that Gu Kun needs to pay attention to is the time limit.

Gu Kun also knows that in the era after the popularization of the Internet, the Matthew effect of winner-takes-all will be intensified.

He can currently suppress Nike once, causing the other party to suffer a heavy setback and lose two or three years.

But if Adi's operation and design are not drastically rectified in the future, it may eventually be defeated by Nike in the long run.

After 20 years in history, the market value of the two has been ten times different. Adi can't even keep the world's second place in his field, and can only barely be the world's third, which is surpassed by brands like Anta.

(Note: Just the market value exceeds it, it does not mean that Anta's quality and brand quality also surpass Adi, Anta's market value is supported by market share, that is, it sells more cheaply.) ）

Gu Kun felt that if Adi was allowed to continue to co-brand, he might become a drag and a burden in the long run.

"Historically, it seems that around 05, Adi's status in the rivers and lakes is not inferior to Nike, which should be because 01 to 04 belongs to the Internet winter, so the winner-to-kill effect has not intensified. Until 2010, Nike was also firmly in the setting of 'the world's second sports brand' in China. Well, it's better to sign a joint term of five to ten years first. ”

Gu Kun thought about it in his heart for a long time, and asked Mr. Dassler to play a game of tennis on the yacht to delay time and test his style.

Finally, Gu Kuncai put forward his formal idea: "Mr. Dassler, I hope that within the framework of the long-term strategic cooperation signed by the two sides, the time and scope will be agreed. I think it would be more appropriate to sign for 10 years, and the scope of application of the joint name can be renegotiated every five years.

After the expiration of the 10 years, the two sides can decide how to extend it in a mutually beneficial manner of friendly consultations. It's too late this year, and I'm going to spend a few months doing some preparations, and the co-branding period will start on New Year's Day 2001 and end on New Year's Day 2011. However, this year's Christmas season, we can make some warm-up hype for the collaboration in advance. ”

"Ten years of collaboration?" Darsler didn't feel offended, maybe Adi's current situation gave him confidence, so that he would not be sensitive at all, and he joked:

"Gu, don't you think that in 10 years, your personal brand will grow stronger than Adi? Or do you think that Adidas will be rubbing back on the popularity of your brand at that time? ”

Gu Kun: "Of course I didn't mean that, I just said that there are too many possibilities in the future, and I haven't done anything yet, I haven't even done anything yet, I haven't even done it to spend money to set up a sports fashion brand, isn't it too strange to sign it for too long at once?"

Dashler didn't see the conspiracy, just nodded: "It's right to be cautious, the ten-year cooperation period and the five-year change of the scope of cooperation are actually very long." Okay, I promise this clause, next month, I will shoot the legal counsel to come to Frankfurt to sign a contract, or your people can come to Frankfurt, I hope that within a month, you will do the relevant registration and preparation. ”

"Then it's a foregone conclusion. ”

Gu Kun greeted the other party for a while, and then left the other party to play around on the yacht, invited the other party to lunch, filled the other party's DH-90 helicopter with fuel and did a maintenance inspection, and then sent the other party off to take off.

On the way back, the yacht was a little closer to New Caledonia because the yacht had sailed north for another four or five hours, and the helicopter had to sail only 200 nautical miles back.

……

"Boss, will we return the same route as we came? If so, we should turn west now. After Mr. Dassler took off just now, the captain's room came to ask for instructions. ”

After Gu Kun returned to the lounge, the female secretary Shalanova immediately came over eagerly to ask for instructions.

"Take the charts, and then call Minister Tang too. Gu Kun was not busy making decisions, but just instructed the secretary to prepare.

Shalanova immediately made an internal call, and then took a chart and put it on Gu Kun's desk.

Gu Kun looked at the sea chart, and his heart was puzzled.

Originally, he could have gone back the way he came, that way the fastest.

However, when I came this time, I met a group of Indonesian fishermen on the road and harassed me a little, although because of the escort of the "Yonghua", those guys who didn't open their eyes didn't dare to really make a mistake in the end, but it aroused Gu Kun's idea of being chivalrous and righteous, and brushing up on international prestige again.

Strictly speaking, the direct benefits are not very large, but it can only make the status of the blue side within ASEAN once again elevated, and it appears to have a sense of international responsibility, and seize more dominance in the fishery cooperation and other related industrial cooperation of Southeast Asian countries.

In addition, it can also enhance the high-end positioning and compulsion of the Lanfang seafood industry, and promote the tourism of Lanfang.

The cost of doing this is not high, and the only problem is that it is difficult to find excuses.

Gu Kun was going to Australia to participate in the Olympics this time, so he happened to pass by. If the other party doesn't want to provoke and touch porcelain with long eyes, he can also fight back.

If this opportunity for "legitimate defense" is missed, and the next time you want to do something, it will become "taking the initiative to provoke the Indonesian side", and you can no longer be so arrogant, and the Lantian side will not be able to withstand the pressure of Indonesia's international relations.

Gu Kun probably won't "pass by" such a poor place again in his life, because he won't go to Australia again for the rest of his life.

After all, you are only a hundred thousand permanent residents, why provoke a country with a population of two or three hundred million, and it is very important to have 100% of the righteousness in the name.

However, after the Olympics, the European luxury tycoons who were eager to find him to "share the spoils" and transfer benefits were waiting in line.

If Gu Kun doesn't return to Lanfang immediately, or if he finishes the "legitimate defense of touching porcelain" with the Indonesians and then goes back, either they won't be able to wait, or it will easily lead to "only one increase in the price of the chips twice", which is a bit uneconomical.

After thinking about it for a while, Gu Kun finally decided: "On the way back, I will stop in Port Moresby, New Guinea for a few days, call Mr. Giorgio Armani and a few other partners, tell them that I am in Port Moresby, and let them fly over to meet me." We didn't go ashore, we just stopped at the ship in the port, talked about the follow-up business, and then sailed back to China. ”

"Okay boss, I'll arrange it. Shalanova agreed.

Two days later, Gu Kun's ship sailed from south to north across the entire east coast of Australia, leaving the Great Barrier Reef and the Coral Sea, arriving at Port Moresby.

And Giorgio Armani himself rushed to Port Moresby within 48 hours, and also brought several henchmen in the company, during which he changed planes three times to reach a small place like Port Moresby.

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