Wang Haoan and Dumas formulated Converse's North American development strategy, but Dumas did not wait for it to be implemented, and Wang Haoan stopped it, saying that the strategy needed to be revised.

It's not that there is anything wrong with the original strategy, but because Li is here and plans to enter the North American market!

……

"Mr. Li, why do you suddenly want Li to enter the North American market? I remember you told me before that you would wait for two years before before talking. Wang Haoan put down the Li Twist Movement Development Plan in his hand.

The plan was not written in detail, and it seemed a bit hastily prepared.

"Mr. Wang, after Converse entered the mainland market, top international sporting goods companies such as Nike and Adi also have similar plans, and they will enter the Chinese market in a big way in the next two years. ”

"I investigated, and it was said that because Converse was developing very well in the mainland market, they saw the potential of the mainland market. There is another reason, that is, they are optimistic that Huaxia will win the right to host the 08 Olympic Games, and Huaxia will definitely vigorously develop sports at that time, and the market for sports products will inevitably grow explosively!"

"Today, in the sports goods market in the mainland of China, Li Twist Sports occupies more than sixty percent of the market share, and the rest is occupied by some other domestic brands and foreign sports brands, among which the best selling foreign high-end sports products are Converse, which is the rapid development of Converse this year. ”

"Converse's sales and sales are far inferior to ours, but their profit margins are higher than ours. Converse's Huaxia agency is in the hands of our sporting goods store company, so some of the data is also very clear to me. ”

"The reason why Converse has been able to develop rapidly is due to your promotion in the mainland, and also because I did not stop it. Of course, it is also related to Converse's product design, brand awareness, marketing methods, etc. ”

"Converse's pair of canvas shoes is actually more expensive than our leather sneakers, and some people really buy them. The price of their leather sneakers is seven or eight hundred yuan, and our Li twist products are more than two hundred yuan, which has been criticized by many consumers as too expensive, and many people buy more than 100 yuan of sneakers. ”

"In terms of cost, I don't think Converse's is much higher than ours, after all, Li Twist Sports has acted as an agent for Converse's sneaker production before. The reason why Converse can become popular is nothing more than two points, one is the main trend and fashion elements, the other is the added value of the brand, and in terms of technology, I don't think Converse is very strong. ”

Converse's technology has no advantage over Li Twist Motion, that is because some of Converse's patented technologies are licensed to Lee Twist Motion, so Li Twist can say so.

It was also with the technology of Converse and other companies that Lee Twist Sports decided to enter the North American market. Relying on the cost advantage, Li Twist Sports can also break out of the market.

We can't just watch American sports brands enter the mainland market, and Li Twist Sports also has to go out and make money in the American market.

Only by attacking can we grasp the initiative and defend passively, and the result will only be slowly eaten away by the opponent.

“…… So I think it's time for Lee Twist to enter the North American market. Of course, I will temporarily avoid the professional basketball market that Converse is vigorously developing, and I plan to start with the football market. ”

"Soccer isn't one of the four major sports leagues in North America, they prefer American football, which is football, but there are similarities in some of the technical aspects of the shoes, and I want to try it. ”

"As for professional basketball, Lee won't be involved in sports for the time being, but he plans to start with street basketball, just like the AND1 we looked at at at the beginning. Lee Twist Sports also makes cheap basketball shoes, the retail price does not exceed fifty dollars, and our exterior design is even better. ”

It was also this idea that made Wang Haoan stop Converse's cheap basketball shoes plan. In the past, there were also stars in the United States who promoted basketball shoes that cost no more than $20, and if they were at an event, they could be bought for $9.9.

That's because that kind of inside stars don't sell shoes, and they don't have the popularity of O'Neal. And that kind of cheap basketball shoes, which don't use any advanced technology at all, don't help athleticism, just like the basketball shoes of the United States twenty or thirty years ago.

Li Twist Sports has new technology, but also has a certain auxiliary role in the movement, cheap sales, of course, can seize a piece of the market.

Even Li Twist's company has sent people to investigate, and has taken a good look at several famous street ball players, ready to sign them as spokespersons, and make some highlight discs for them to help them package them as basketball stars.

Of course, the influence of street players is not as good as that of professional league players, but most people have difficulty getting in touch with professional athletes, but they can get up close and personal with street players. And ordinary people can't do the technical movements of professional athletes, because they can't achieve physical talent, but they can learn the movements of street ball players.

It's like Converse's return to MLB from the minor leagues and the like, it's a roundabout strategy. The street strategy of the Lee Twist Movement + cheap price will be very marketable.

In this way, Converse can't make low-cost basketball shoes, otherwise the two sides will collide.

Strategic adjustment, in fact, is not too difficult. In the previous life, the price of Under Armour's products was above the price of Nike and other prices, and it took the high-end boutique route.

In this life, you can actually do the same, but this path is more difficult.

But in this way, it can be combined with Li Twist and surround Nike and other brands from the price, which is also of great benefit to the company's development.

Wang Haoan thought for a while: "Mr. Li, you have a certain amount of truth in your consideration, but have you considered that this will strengthen the determination of Nike and other companies to enter the mainland market?"

Li asked rhetorically: "If I don't enter the North American market, will Nike not enter the mainland market? Judging from Nike's promotional efforts in our sports goods stores, Nike is very determined to enter the mainland market. ”

"That's why we had to enter the North American market early. Originally, I said that I planned to start entering the North American market in two years, but that was because of the lack of technology and other conditions. ”

"It's different now, Li Twist Sports has enough technology to enter the North American market, and I am confident that it will succeed!"

Wang Haoan asked again: "So how to solve the problem of funds? Li Twist Sports' revenue for more than a year has been invested in sports stores, new product research and development, factory expansion, etc., where did the money come from to attack the North American market in a big way? The promotion expenses there are more expensive than those in China. ”

No matter how well you plan, it's useless if you don't have money. If it's just a small fight, it's better to accumulate strength first, and it's not too late to wait two years before entering.

"Mr. Wang, I have thought about it, and I plan to let Li Twist Sports be listed in Xiangjiang. Judging from the revenue of Li Twist Sports, it is not difficult to raise one billion Hong Kong dollars. In this way, there will be enough funds to support this North American development plan!"