Nike's net profit is not high, about 12%, with $20 billion in sales a year and $2.4 billion, which is probably the case.

Adidas is even lower, selling 9.5 billion euros for the whole year, with a net profit of 800 million euros, and a profit margin of less than 10%.

Puma made 200 million euros, ASICS earned 200 million US dollars, and Li Ning Anta continued to lose, not to mention these.

Therefore, don't look at the sales of these world-famous sports brands with tens of billions of dollars every year, in fact, the operating costs are extremely high, and everyone is desperate.

Among the world's sports brands, only Yang Lei has the highest net profit, more than 40%.

Adidas deliberately opened up the supply of TPU materials, just to let Huaxia's copycat manufacturers attack it en masse, collapse X-Sports' profiteering system, force Yang Lei to lower prices, and profits to decline, which is equivalent to reducing Yang Lei's ammunition when he fights, and he can't compete without money.

I can't win against you, I'll call a bunch of junior brothers to fight with you, and I'll kill you with a bunch of people.

This trick is really vicious.

Lao Yang said: "I arranged a working group to strengthen management and resolutely prevent any pair of super A goods from flowing into physical stores. In addition, you have to make a statement that only those purchased on the official website and physical stores are genuine, and the rest of the channels are fake. ”

Xu Shiwei also agrees with this plan, and the cargo channel must be strictly controlled.

"It's easy to control yourself, but how can you control the outside?"

"Set up an anti-counterfeiting center, report rewards, and catch one by one. ”

Yang Lei vetoed the proposal.

Lao Yang wondered: "Why? Don't you fight fakes and let fakes proliferate?"

Yang Lei touched his chin and said: "I have been thinking just now, Adidas and Nike have encountered a lot of fakes over the years, why haven't they spent energy and huge money to fight fake knockoffs?

Lao Yang pondered, and Xu Shiwei thoughtfully.

For them, this is an overstep.

Yang Lei has an answer to this question, because he was mixed in the industry of high-imitation shoes in his last life, and he made genuine shoes in this life, and he knew both sides of the opposite side very well.

Counterfeiting is a double-edged sword, and there are pros and cons to fighting counterfeiting.

Yang Lei pointed to the B goods on the table: "Because the appearance of B goods is too fake, consumers in big cities will basically not buy them, usually only sent to the eighteenth-tier townships, selling 400 yuan a pair I am afraid that the customers in the townships are too expensive, so these B goods manufacturers are purely making hard money, and they have to risk being found and confiscated by us, which is actually the most unworthy." ”

Xu Shiwei laughed: "This is equivalent to a piracy factory advertising for us." ”

Yang Lei nodded: "That's right, our country is not rich, and 95% of people can't afford thousands of popcorn shoes." To put it mildly, those low-income people who are willing to buy B goods are not our target customer group in the first place, and even if we reduce the price of the original product, they will not buy it. ”

is this truth, Lao Yang and Xu Shiwei both agree.

Yang Lei pointed to the A goods again: "The quality of A goods is OK, suitable for some students and white-collar workers with average consumption power, they wear our shoes, identify with our sports concept, and when they join the work in the future, they may buy genuine products after they are promoted and raised, but they are not our target customers at this stage." ”

That's right, watching pirated copies is the same as movies, you can only use [ding] and anti-theft means to convert pirated readers into genuine versions, otherwise you can only wait for them to pay when they have money in a few years.

Yang Lei finally pointed to the super A goods: "This is the most lethal to our genuine products, we must strictly guard against it, and strictly prohibit any pair of fakes from entering our sales channels." Adidas and Nike do not fight counterfeiting because they are large international companies and the cost of fighting counterfeiting is very high, but we are local enterprises, the cost is better controlled, and the means of fighting counterfeiting are more diversified. ”

"I asked the technical department to design a set of plans, launch a verification system as soon as possible, and crack down on scalpers, I have many methods. ”

Xu Shiwei is good at doing this, and there are really not too many Peking University Tsinghua computer masters under her.

Those who know me, Xu Shiwei also.

Yang Lei was so satisfied, she even took into account the scalpers, and she was really thoughtful.

He pulled out a stack of documents from the side table next to him: "Shiwei, I want to make X-Sports' online store an independent mall, and gradually become independent from Taobao." What we have an advantage over Nike and Adidas is that we started with an online direct sales model, they are offline agent models, they can't control the supply online, and we can do it, we can travel lightly. ”

Lao Yang and Xu Shiwei both heard the difference.

In the past, there was no online sales, offline agents are a problem left over from history, Nike has thousands of stores across the country, and it is impossible not to distribute goods offline, so the phenomenon of cross-selling is too common, and there are many stores selling real and fake Nike shoes online.

The new era of e-commerce X-Sports does not have this defect, only the flagship store is real, other channels are all fakes, and consumers have only the only choice.

Hearing this, Xu Shiwei sighed in her heart, no wonder Yang Lei has always adhered to e-commerce delivery and e-commerce operation for so many years, and has always been very cautious in the operation of physical stores.

Foresight......

Xu Shiwei was very happy in her heart, Yang Lei should have expected this situation a long time ago, he was really a witty boy.

"As long as the supply of goods can be controlled and not leaked, more than 99% of fake sales can be eliminated. ”

"It doesn't matter if those small factories that wholesale 100 pairs or 500 pairs of shoes secretly catch up in the township or in the night market in the corner of the city, it doesn't matter, these quantities are small, and they can't become the climate. ”

"We want to stare at 1,000 pairs, 5,000 pairs of such large manufacturers, as long as our anti-counterfeiting team receives a report, we can quickly attack, capture this group of family workshops and small teams, confiscate products, and punish them to death. ”

Yang Lei only needs to focus on the super A goods with the most lethal power, and other ABC goods can be completely ignored, and more than 90% of this crisis can be eliminated.

Lao Yang and Xu Shiwei were all relieved after listening carefully to Yang Lei's explanation.

Yang Lei finally said with a smile: "If we strictly control the super A goods, and Shiwei does a good job of the double verification system, I believe that it is definitely not our ...... who are injured."

"It's Li Ning and Anta who are injured!"

Xu Shiwei learned to answer, and couldn't help laughing.

Oh~~~

Lao Yang suddenly realized and patted his forehead: "Because of the cheap price and good quality of our fakes, they just hit Li Ninganta's products, and their market share will be squeezed out of a part, and life will become more and more difficult." ”

Yang Lei smiled: "So, if we engage in a 'report with prizes' activity, maybe Li Ning, Anta, and Tewei will rush to report it, I see how those copycat manufacturers play." ”

Several people laughed, this is really interesting, I hope to see how red Nike and Adidas are when they steal chickens and rice, and their faces are beaten.

The next day, Yang Lei held a high-level meeting of the company and perfected many details.

In addition to "grasping the big and letting go of the small" and "making an independent mall as soon as possible", it is necessary to strengthen corporate discipline, put an end to the mixing of spies, and severely punish those white-eyed wolves to set an example.

………………

………………

Master Lu, Master Guan, the two are little playmates, born in the countryside, the family is very poor, at the age of 15, he left his hometown with adults, went out to work to make a living, traveled to many places across the country, from southern Henan, Dongshan, Jiangsu, Zhejiang, Hu Jian, all the way to work and study to settle in eastern Guangdong, and have seen the world is not much.

But a part-time job is always just a part-time job, and the boss earns tens of millions of times more money than a worker.

When Lu Guan and the two masters were young, they didn't think that now their children are going to high school, going to college, and are about to start a family, so they realized that money is really a good thing.

Money is not everything, but no money is everything.

"You have to be your own boss!"

"That's right, our brothers have worked for a lifetime, and they have saved hundreds of thousands of dollars, which is not enough to build two buildings in their hometown. ”

"I have a way, and there is a person from a large company who is willing to sponsor me to open a factory and invest 500,000 yuan. ”

"Is it reliable?"

"Lao Liu is a guarantor, I believe in him, he is responsible for sales and sales, I am out of technology, and I am divided into accounts. ”

"Okay, can you take me one?"

"Yes, of course. ”

At a drinking party during the Chinese New Year, the two planted the idea of being their own boss in their hearts, plus the external environment was really bad, the factory lost orders, and the proprietress was spicy and vicious.

After decades of mixed society, the three views of Lu Guan have been broken and rebuilt countless times, they boast of being at the bottom of the society, considering their own interests first in everything, what benevolence, righteousness and morality are all hell, and what law and justice can be trampled on at will.

In June, the time has come.

The two left X-Sports and went straight to Hu Jianputian, where they started working in a small factory in the suburbs.

The factory area is not large, a farmer's residence, and the area is about 100 square meters.

The machine is old goods that have been eliminated from other large factories, seventy percent new, but enough.

There are also three new laminating and glue injection machines, semi-automatic control, with very little manual part, but all the skilled workers are hired.

The two masters started the test first, applying some of the details and essences they learned from X-Sports to specific shoes.

The sole of TPU is a semi-finished product, and Lao Liu said that this part is outsourced to the outside, and they are only responsible for the upper process and glue injection assembly.

For the first time in the test machine, the finished product reached the standard of A goods.

"Yes, yes!"

"It's a good job. ”

"Then improve the details, absolutely super A!"

"It's still the materials that Lao Liu is looking for, haha!"

The brothers and Lao Liu happily drank two bottles of Lao Baigan, and they didn't sleep for half a night excitedly, as if they saw countless tickets floating in the sky, waiting for them to reach out and grab them.

The next day, the three of them drove to several other mysterious factories in the field and had an eye-opening experience.

The level of shoemaking in the nursery area is generally very high, there are many factories that have produced Nike, Adidas and other internationally renowned brand shoes, many people have mastered superb technology, and the technicians and partners from all over the country are visiting here today.

In the warehouse of a factory, a new batch of shoe sole molds arrived.

The person who came was very mysterious, deliberately did not say where the source was, everything was commanded by telephone.

A nondescript family Toyota pulled up, and the driver pulled out a snakeskin sack from the trunk full of X-Sports popcorn 3-style soles.

The factory master took the boot and quickly assembled it in front of everyone.

Soon, a pair of super A-goods popcorn sneakers appeared in front of the masters, attracting everyone's praise.

"I'll put it on and try it on. ”

There was a young master who volunteered, wearing a genuine version on his left foot and a high imitation on his right foot, but he didn't find the difference in foot feeling.

Today's observation is all insiders, one by one, and they all understand it.

Great, isn't that what everyone needs?

The two masters of Lu Guan were eye-opening, and finally Lao Liu paid the money and waited patiently back to the factory.

At noon, a broken bread without a license plate drove into the private housing factory, unloaded a few boxes, and left with black smoke.

500 super A semi-finished soles arrived in this way, Lu Guan and the two quickly produced, and in less than two days, all the finished products were snatched away by the buyers who flocked to them, and the supply exceeded demand.

Calculated down, excluding production costs, the net profit is 30,000 yuan, which is equivalent to earning 5,000 yuan per person per day.

Such a high profiteering made several people full of energy.

After another two days, after the technology was proficient, Master Guan decided to split up and open another family with Lao Liu, so that everyone would share more money.

Lao Liu and Lao Lu readily agreed that it was too wasteful to accommodate two masters in one factory, so it was better to take advantage of the opportunity to make a big profit.

Soon, Lao Liu rented a second house, just 20 meters away, and arranged a few cars to unload the machine at night, and in less than five days, the small workshop was established.

Master Guan dreams of getting rich every day, and he wakes up with a smile when he sleeps.

He called his wife: "Cui'er, I will be able to earn 3 million a year soon, you wait for me to buy you a mink coat." ”

He sent a text message to his son: "Son, you study hard, learn more cultural knowledge, Dad will save you money for a few years, and when you graduate, you want to settle down in whichever city you want to settle down, Dad will buy you a house there." ”

At this rate, earn more than 10 million in four years, if the scale is expanded, tens of millions may be possible, of course, you can buy a house at will, even in first-tier cities.

Master Guan's beautiful life is about to begin.

However, just as he was delivering the first batch of 800 pairs of Super A fakes, a group of uniformed law enforcement officers stormed his small workshop.

This group of people smashed the locks of the roller shutter doors, blocked every exit, went up to the accountant and the master, and went down to the workers and drivers, all of them were caught, and none of them slipped through the net.

The head of the law enforcement officer stood up and asked loudly, "Which is the boss?"

Master Guan noticed that Lao Liu was not there, he must have slipped away, and all the other workers looked at him.

His knees weakened, and he trembled and said, "I am ......."

"You have produced X-Sports fakes without authorization, and today the industry and commerce will enforce the law, confiscate all products, and pursue legal responsibility!

This time it is industry and commerce, police, fire protection, multi-party joint law enforcement, the media recorded the whole process, looking at the situation, it is estimated that it will not be spared.

When he saw a familiar face smiling at him among the media reporters, Master Guan opened his eyes in horror and stammered and couldn't speak for a long time.

If this isn't Tony, who is it?

Tony smiled and said, "Master Guan, we meet again, congratulations on becoming a typical person!"

Master Guan knows that everything is over.

Outside the door was another law enforcement team, 20 meters away Master Lu's factory was also lifted, Lu Guan and the two met in front of the law enforcement car, and no one escaped.

Both of them will face the torture of the law and conscience!