In a conference room in Antar's strategic development department, two rows of executives sit opposite each other at the conference table, with a video playing on a projection screen in the middle.

Everyone had solemn expressions, looking at the two protagonists flying handsomely on the screen, and hearing various praises in English and Chinese in the background voice, they all frowned and showed disgust.

After the video ends, switch to a different static page.

The young man in charge of the explanation held a laser stick, scrolled up and down, and introduced: "As soon as the torch was passed over there, Tencent in China began to take the lead in publicity." In fact, as we all know in the industry, X-Sports has hired a group of professional water armies, led by Tencent, who often touts Yang Lei, and any news can be praised to the sky. The last time Yang Lei picked up a stray dog on the side of the road, he was praised by the official of the Animal Protection Association, and Tencent helped him hype it for a month......"

A middle-aged man in his 40s on the left, wearing gold wire glasses and meticulous hair, interrupted the young man and asked seriously: "Have you investigated how Yang Lei persuaded Tencent to become a water army?

The young man replied: "Director Yan, I don't know much about this, this is Tencent's trade secret, but I heard that Yang Lei and Ma Huazhi have a very good relationship, and they often eat together." ”

Another executive added: "They are all LPs of Yunfeng Fund, and their relationship is extraordinary. ”

Yunfeng Fund, one of the top wealthy circles in the country......

Director Yan's back molars began to hurt, and several other people also pressed their foreheads, looking at each other, helpless.

What are you doing, is Yang Lei a brother who worships Ma Hua's pain?

No wonder the largest social software company in China praises him so much, and if they want to use QQ to advertise new products, they must honestly pay a huge amount of advertising money, and the precise advertising clicks on the pop-up window cost 4 cents a time, and millions of dollars are thrown out a day, which is like robbing money, and the effect of fart is not there.

"Keep going. ”

Director Yan waved his hand, it's really bad enough, he is the new director poached from other fast-moving clothing industries last month, responsible for the strategic development of Antar Group, today is a strategic adjustment meeting for X-Sports, I thought it was an easy job, who knew that the competitor was so strong.

The young man turned the page: "Because X-Sports is not a listed company, the data is not public, and we can only make a rough estimate through their sales on Singles' Day and the number of physical stores nationwide. In 2011, X-Sports' annual sales were between 2 billion and 2.5 billion, and the gross profit margin was between 50% and 60......"

“60%？”

Director Yan put down Erlang's legs, leaned forward, and stared at him in disbelief: "How can he have such a high gross profit margin? Even Zara, as well as Uniqlo, had a gross profit margin of about 30% at the peak, but now it has dropped to less than 20%. ”

An executive next to him explained: "This is a variety of reasons, on the one hand, the sales cost of the online store is extremely low, and in addition, he is the first batch of business alliances for Taobao's Double 11 promotion, I estimate that Ma Yun confiscated his service fee, and the 5% service fee of Tmall Mall is a big head, and he also saved it." ”

Director Yan was speechless, just now he said that Ma Huaxin and he are brothers, and now even Ma Yun has come out, and Taobao is also covering him, who can beat this at zero cost?

The Anta Tmall flagship store he knows honestly pays 5% of the sales as a service fee every year, and Ma Yun doesn't miss a penny, this is the gap!

Director Yan still didn't believe it, and asked with a sneer: "There is no cost for the operation of his online store, so at least the traffic advertising fee must be invested, right?"

The executive also said: "This kid is the best at hyping up the news, and he makes hot search headlines every once in a while, and when he is a tragic hero, he sells miserably so that consumers support him, and I haven't seen him advertise in any media anyway." ”

His uncle's.

"What about R&D? Doesn't R&D burn money?"

"The main R&D of X-Sports is done by Yang Lei alone, and the new materials are made by professors from the Department of Chemistry of Fudan University, as if he was given a friendly buyout price, Fudan University covers him, and even the lawyer's fees for the lawsuit are paid by the Fudan Alumni Association, so his R&D cost may not even be 2%. ”

"What about celebrity advertising endorsements?"

"Advertising endorsements are even more, those sports stars who signed contracts are signed with a third-party studio, but they do the work of X-Sports, the cost is almost zero, and it is all net profit. ”

“……”

Director Yan was depressed, he had heard that X-Sports was a god, but he didn't expect that the demons were about to become fine, how could this be rectified?

After such a rough calculation, X-Sports made more money than Anta in 2011.

Not to mention that in 2012, just half a year has passed, with the approach of Olympic sports, market peers clearly feel that X-Sports is growing by leaps and bounds in terms of topics and audiences, and Antar ...... If you don't say it, you won't say it, and it's a shame to say it.

The young man carefully observed Director Yan's expression, and finally cautiously said the conclusion: "In the potential ranking of domestic sporting goods companies released by Forbes last week, Li Ning is the first, X-Sports is the second, and we are the third ......."

What a bad news to add insult to injury!

Originally, Anta, the second oldest in 10,000 years, was particularly unhappy, but now he has become the third, **-Sports has surpassed.

Director Yan also wanted to argue and scold a few words of Forbes garbage, but finally kept his mouth shut.

What's the use of fighting? People just make money, this is a fact, although Anta is large, with annual sales of five or six billion, but the gross profit margin is only 12%, which is not X-Sports' opponent at all.

Reluctantly, these Antar executives had to admit that they did lose.

But even if he loses, Anta has to lose standing up, not kneeling.

Director Yan gritted his teeth and continued to wave his hand: "Let's go, continue to finish the film." ”

The young man continued to play PPT, trembling in fear because there was a bigger pit behind.

The May Day "Rangxian Turmoil" lasted for a week, and the two sides of the comparison were each beaten 20 times from above, and they were not allowed to mention it again.

But how can the voice of the people be suppressed by a small leader above?

The Haijiao Forum, the official website of X-Sports, the Weibo of various sports people, Tiger Servant, Badminton Arena, and a little more active place have been discussing this matter all the time.

Li Ning and Anta are very passive, they have not thought about developing new products, and they don't want to help the national team improve their performance.

Although it is not as terrifying as Nike Adi's annual R&D expenditure of 1 billion US dollars, Li Ning also invests two or three billion soft girl coins in R&D every year, and has its own patents such as bow shoes, B+C rubber, etc.

Anta also invests one or two hundred million soft girl coins every year, and there are also various black technologies with hype gimmicks, which just looks a bit low.

Both of them are secretly using TPU as a material, but their skills are not as good as others, or they can't bypass patent restrictions, they can't take advantage of price and quality, and they really can't beat X-Sports, and their heads are hurting.

In the past month, there have been too many things outside full of cynicism, frontal attacks, stabs in the back, phone calls to the company to protest, and even hacking the company's official website page.

The company's PR department was really tired of it.

With the Olympics approaching, Yang Lei's torch relay once again detonated the old topic, the boss is so brave, the tightrope leaps over the Tyne River, it is simply the idol of Chinese young people!

Director Yan couldn't listen to this kind of Chiguoguo's praise, and interrupted again: "Wait, who named this young man's idol?"

The young man was stunned: "It seems that many media have praised it like this, Huaxia Youth Daily, Oriental Sports, Tencent ......"

Director Yan's heart was furious, all of them were related to Beijing, Shanghai and the south, and they were all a group of stinky sailors!

He asked loudly: "The torch was lit in the 2008 Olympic Games, and Li Ning was also hanging a tightrope in the Bird's Nest, why didn't anyone say that Li Ning was the idol of young people?"

The young man stammered a little: "Maybe...... Maybe Yang Lei is more handsome and younger than Li Ning, right?

“……”

A room full of executives is like being brutally attacked.

Director Yan touched the top of his sparse head, sighed heavily, stood up and left the room without saying a word.

The other executives were depressed, and the young man who explained chased after him and asked, "Director Yan, how should our strategic development department respond?"

How to deal with it?

Director Yan turned around and threw down a sentence: "I'll go back and think about it." ”

Think about the hell and overtake X-Sports to regain second place, or chase after the second and kill the others and take the first place in the industry?

These are impossible tasks, Director Yan feels that joining Anta is falling into a huge pit, and he has to go back and think about which company to go to next.

I'm sorry, it's hopeless, farewell.

Anta can admit defeat, give up, and not fight.

But Li Ning's side can't.

As the boss of the industry, he has been leading the sporting goods industry for more than ten years, and has been accustomed to calling for wind and rain, saying one thing or another, and the days when everyone compliments him and won countless honors.

Let's just say who lit the cauldron of the 2008 Olympic Games, such a major task, the original favorite candidate of the Olympic Organizing Committee was Xu Haifeng, who won the first gold medal, He Zhenliang, the chairman of the Olympic Organizing Committee, and even Yao Ming, Liu Xiang and others were taken into account.

Li Ning was excluded by the Olympic Organizing Committee at first because of his high commercial nature, but in the end he was chosen, and the things in it are very complicated and confidential, and no one will know if the parties don't say it.

A few years ago, Li Ning, who was in full swing, once publicly vowed and made a bold vow that he would catch up with the United States and surpass Nike to become the world's No. 1 within five years.

In the "Rangxian Incident", this interview became the biggest joke among netizens, and the video was posted on the forum, taken out and played again and again, and slapped Li Ning's face again and again.

There are also people who make GIFs and emojis and laugh at them in various QQ groups.

This year's London Olympics spread the flame, the photo of Li Ning lighting the fire in Greece is cut on the left, and the handsome Yang Lei is lit in the air on the right, in contrast, Yang Lei is indeed much more handsome.

The back waves of the Yangtze River push the front waves, Li Ning has to serve the old, the years have left a deep imprint on his face, he is indeed not as good as the young and handsome Yang Lei.

But Li Ning's company is not convinced, X-Sports has only risen for three years, and they want to surpass them?

After seeing the report of Yang Lei's flight over the Tyne River, the senior management of Li Ning's company held an emergency meeting, and the public relations department was all mobilized, and the company decided to fight to the death with X-Sports!

。 m.