There is a consumer psychology in economics called the "Veblen effect".

It refers to the fact that people buy high-priced goods or services and engage in profligate consumption, so as to obtain psychological satisfaction and demonstrate the superiority of their identity and status.

Within a certain group, the more expensive things are, the more they sell.

Han Chudong is trying to invest in luxury brands to attract consumers to buy them, and in fact, he himself is enjoying the thrill of consumption at the moment - by buying shares in the company.

Ordinary petty fights are no longer enough for him to enjoy, and he can only enjoy the sense of accomplishment when doing business, and he is pretending to be stupid in front of Arecio in order to make the other party let down his guard and try to get a stake in Gucci at a lower price.

People are easy to be wary of smart people, and it is more beneficial for Han Chudong to show weakness in business negotiations, and with an ambiguous smile on his face, he said: "Usually you mention that you are a shareholder of Gucci, will they be very excited? Recently, I fell in love with a Hollywood star named Olivia Hussey, her boyfriend is a shareholder of Tiffany & Co., and I always think that she chose to be with that idiot for the sake of an endorsement contract." ”

"This ...... I'm not young, I'm married, but it's easy to meet a lot of beautiful girls in the fashion business, especially when Gucci holds fashion shows. ”

Arecio was a little overwhelmed, the reason was that the image shown by Han Chudong was far away from those seemingly decent businessmen, and he was capable of some things, but it was best not to say it, how could he talk about pickled girls like Han Chudong.

"Really, sell me the shares for fourteen million dollars!"

“...... Sorry, Gucci is a very good company, and your offer is reasonable, but it doesn't live up to my expectations. Mr. Arecio hesitated briefly, but finally chose to shake his head.

Han Chudong frowned slightly, and then asked, "Then give me a price, how much are you willing to transfer to me?"

Quietly, the option of "sell or not sell" was eliminated, and the topic focused on "how much money is willing to sell".

It is rare to meet such a cheerful buyer, and a trace of impulse has sprung up in the bottom of Arrecio's heart at this moment, and combined with the situation that the global economy is gradually cooling and falling into the stagflation trap, it is more prudent to cash out assets.

Holding on to the sidelines is a great way to make a decisive move when you encounter your favorite target, not to mention that Gucci has so many competitors and sales expectations are uncertain as the economy declines.

After a short period of consideration, the offer said: "Sixteen million dollars, as long as you give up so much money, my company's shares are yours, accounting for 17.48% of Gucci's total shares." It's in Miami and New York, so it's great to be able to take your girlfriend to your store when you have time, isn't it?"

Han Chudong pretended to be stunned and replied, "Please wait." ”

Then pulled Kiko Mochizuki to the side and whispered to her: "I'm pretending to be stupid, this guy really slaughtered me as a fool, and later cooperate with me to lower the price, just put on a reluctant face." ”

Involving a big business of more than 10 million US dollars, Mochizuki Kiko was nervous and worried, and asked in a low voice: "Are you sure you can make money by investing in such a company?" In fact, Baofeng Electric is very good, but it is also short of money. ”

"There is no need to be in a hurry, the expansion speed is too fast, the supporting facilities can't keep up, and the funds are sufficient, and you can continue to take out loans after winning the shares. Han Chudong added.

Then he returned to his desk and sat down, and said to Arrecio: "Your price is too high, I am only willing to pay 14.5 million US dollars, in fact, my people are also in contact with the Gucci family, they have more shares, and they are willing to transfer the shares to me if I give up the decision-making power, the premium is not so high."

If you're not sincere, I'll buy it somewhere else, and it is said that they want me to raise 20 million or 30 million dollars, about 70 million US dollars, but I think if I buy some shares first, and then raise money, so that I can get more shares, I don't like to be controlled by other shareholders. ”

Behave shrewdly and silly.

Arecio thought that he had learned a lot of news, and without consulting others, how could he guess that Han Chudong did not have a word of truth in his mouth, and he was frightened for a while.

Considering the serious infighting in the Gucci family recently, and the struggle for power after the death of the founder, it is really possible to sell shares and divide the family property, after all, it has gone to court.

Just looking at Han Chudong's bid, he is actually quite conscientious and a little hesitant.

Reason was overwhelmed by impulse, and thought that it would be good if I could make the second quarter financial report more beautiful, and raised the price again and said: "Fifteen million and 400 million US dollars, below this figure I will never sell, with my shares, there is a director in the company, which is much better than the shares of the Gucci family that have lost decision-making power, if it is not for an investor who is ready to redeem the assets, and I don't want to sell bonds at a low price, I definitely do not want to sell, Gucci has been developing very well." ”

As Han Chudong advised, Mochizuki Kiko took the initiative to sing the double reed, leaned sideways and whispered in his ear: "It's $1.4 million higher than our budget." ”

$1.4 million is really not a big problem for Han Chudong.

Compared with the market value of Gucci in memory, it is nothing, and the important thing now is to buy all the shares that can be won first.

His face was embarrassed, he was silent for more than ten seconds, and after taking two puffs of cigar, he stretched out his hand and said: "Deal, if it is suitable, sign the contract as soon as possible, I even have to take out the money to buy a house in London, and the funds will arrive at any time after signing the contract." ”

......

As long as both parties are willing to buy and sell, there is really no trouble in doing business, especially in the area of shares, it is common to turn hands.

A company that sells leather bags and clothing, which is completely off the control list, drew up a bilingual version of the contract on the same day, and asked a lawyer to check it in detail the next morning.

Han Chudong cooperated with the accountant of Arecio Capital Management Company to go to Union Bank of Switzerland to make a transfer transaction.

Funds were transferred from Bank of America to UBS before coming to Europe, and interbank transactions are not as convenient as they are today.

Before the funds actually arrived, he set aside a day to check whether the shares really existed, and Han Chudong personally rushed to the Gucci headquarters in Florence to check the shares of Arecio Capital Management and make sure that there was no problem, so he contacted Arecio by phone and told him that the cooperation was pleasant.

The current president of Gucci is named Maurizio Gucci, and when he heard the news of the change of shares, he personally came to the company and invited Han Chudong to have dinner in person to welcome the new shareholders to join him......