(It's all set to fall 3,000, sad...... However, the update still has to be updated on time, I hope you will support it! Thank you! ）

The same pair of shoes, why Nike more than six hundred; More than two hundred of Li Ning? It is still the same pair of shoes, which can only be sold for a few tens of yuan in the stalls, but when it comes to shopping malls and specialty stores, it will rise to 100 or even hundreds. Some people say that it is the role of the brand, and others say that it is because it is sold in different places, and of course the price is different.

In this, in addition to the difference in material technology and the difference in the environment, a large part of the reason is the value of the brand and the value of culture.

A glass of water in the water source is worthless, but in the desert it can be worth a thousand gold, which is the difference in the environment. A cup of coffee sells for eight yuan in a small shop and thirty-eight yuan in Starbucks, which also belongs to the difference in the atmosphere.

Rolls-Royce's high prices come from their advanced craftsmanship and handmade. And the same configuration of the car, Mercedes-Benz BMW is more expensive than ordinary models, which is due to their brand value.

The most valuable thing like Coca-Cola and Pepsi is their brand, which they themselves admit.

But all companies are not as good as the later generations of Apple, because Apple sells simple goods, and attaches feelings and cognition, as well as more important feelings.

A brand is an emotional identity that is overlaid on a product. For example, if two people fall in love, if they have a good feeling, it is slowly cultivated through continuous contact and understanding. And it is through continuous recognition and understanding that the brand makes you feel affection and dependence on him.

Some people say that someone looks beautiful and likes it at first sight, and understands it by changing it to a product, which is the product favorability. Brand favorability needs to be communicated, and it is an emotional need and identity that arises after two people have been dating for a period of time.

So what is a brand? Brand is a kind of emotional benefit identity covered on the product, and it is the satisfaction of the emotional value of the corresponding group of the product.

Like Starbucks and Apple, they have many crazy fans because of their personalities and ideas. These fans have become their main consumers and loyal promoters.

Ferrari has such a foundation, even if Zhou Nan in another life, the old can't drive by himself, but he still has enough good feelings for this model, which is the result of Ferrari's brand promotion.

This culture influenced his mind, and if he were twenty years younger, he would definitely not hesitate to buy one and drive it back.

But they are far from enough, because they have not achieved the ultimate lead and advantage like Apple, and only rely on the comprehensive performance of the product to make people obsessed with them.

So much so that when brands such as Bugatti can surpass them in some aspects of performance, people will turn their attention to other brands.

Zhou Nan has been wondering what would have happened if he had been born from Ferrari decades earlier, relying on their steady stream of racing championships to build Ferrari into the world's most recognizable car culture, or simply a cultural brand.

In its previous life, Ferrari struggled until the end of the sixties, when it received an injection of money from Fiat, and it developed rapidly. But when Enzo was old, his development became conservative again.

Coupled with the fierce competition, Ferrari has always had its ups and downs, always in the first group, but has never built Ferrari into the most stable brand.

Porsche, Alfa, Pagani, Lamborghini, Bugatti, Squiker, and other car brands have been trying their best to contain them. They have never stood steadily on the summit of luxury cars like Rolls-Royce and Bentley, looking down on all beings.

This is seriously inconsistent with their achievements on the racing track, and it has to be said that Ferrari's branding is actually not a success.

Zhou Nan wanted to see if he could create a world-class leading brand in this era, so that Ferrari could become a cultural brand, not just a car brand.

In the follow-up negotiations, Zhou Nan directly asked Isaac to send a telegram to Rothentum, asking her to contact Helde to come to negotiate. Seventy percent of the shares are not how much Zhou Nan said they would be, nor how much Enzo Ferrari said they would be, but they needed a third-party agency to evaluate.

Then, the price of the new car was talked about.

"I've calculated our manufacturing costs, and because we build the engine ourselves, the cost of a car is around $2,000, and the pre-sale price is $2,800."

Zhou Nan immediately interrupted him and said, "It must not be feasible. In addition to the engine, other accessories must also be used the best, the seats should be changed to leather, and even the steering wheel must be sewn with calfskin. We want all consumers to not only experience the passion of speed, but also to enjoy the best driving experience. So, a prototype could only be a prototype and we needed to build a more comfortable Ferrari to bring it to market. And the price of a new car should not be less than five thousand dollars. ”

Enzo Ferrari said with some hesitation: "With such a high price, can it really be sold?" ”

"So we need to build a mature model and bring it to market, and we want to make Ferrari the pinnacle of the automotive world, where no car can compete with us."

Because the dollar is relatively strong at the moment, even the most expensive Rolls-Royce in the market is only 2,000 pounds and less than 4,000 dollars. Other luxury models, such as the Beetle, are currently priced at $1,200 at the factory and sold for less than $1,500.

$5,000 is a lot of money, but if you can improve the driving experience, the Ferrari can go above 180 kilometers per hour, and some people will definitely accept it.

Zhou Nan pondered for a moment and said: "When the lawyers and negotiators I arrange come here, I will also arrange my fashion designer in France to help you improve the overall design of the new car." As for the form, the current Ferrari is too unremarkable, and we have to produce it, and we have to produce something that will surprise the market. ”

Enzo Ferrari looked at Zhou Nan's design and said, "You mean this one?" The shape of this car is definitely trendy, but to create a full-fledged model, whether it is the engine or the chassis, we need to redesign. ”

Zhou Nan patted the file box and said, "I'm not in a hurry, even if I wait for another two years, I can wait, and you don't need to worry about funds." I can give you more money than you think. As long as our engines can keep winning on the racing track and keep winning championships, all of this, sooner or later, it will be earned. ”

Europe is poor now, but in four years' time, the economy will be back to its pre-war level, and in ten years' time, Europe will be rich.

In the fifties and sixties, the speed of Europe's development was comparable to that of the motherland of Zhounan in later generations, and it took only 20 years to enter the ranks of developed countries.

The Ferrari was not meant to be a Volkswagen model, and the higher the price, the better the experience, and the better the recognition of the expensive price.

Zhou Nan suddenly came up with one of their most popular models after more than ten years, and there was no need to worry about sales at all. Even if sales don't sell well by then, it's entirely possible to launch another entry-level model, and then a luxury model, expanding the sales range and making everyone feel that it's worth the money.

And Enzo also absolutely believes in Zhou Nan's economic ability, because when people reach his status, they don't have to worry about running out of money.

It is very difficult for ordinary people to go to the bank to borrow $10,000, but he has already borrowed $100,000 when he goes to the bank. And with an identity like Zhou Nan, as long as he says that he is short of money, countless banks will send checks to him, for fear that he will not want it.

Even if the investment fails, his royalties, his records, including his speeches, can quickly make money back.

Especially a big man like him, who has directly grasped the trend of world economic development, wants to make some money, and can rely on policy development trends to make money, which is really frightening.

Therefore, cooperating with Zhou Nan can not only bring him many direct benefits, but also bring countless indirect benefits. In the future, Ferrari's advertising, sales channels, entry and exit customs, and export tax rates will directly benefit from the cooperation with Zhou Nan.

And like the backlog of goods and bank loans in the future, he doesn't have to worry about it anymore. Looking at Volkswagen's current development so smoothly and being able to directly enter European countries for sales, you can see how beneficial it is to have a relationship with Zhou Nan.

This is also the main reason why Enzo Ferrari, who has always been strong, can agree to cooperate with Zhou Nan. Otherwise, it would be absolutely impossible for Zhou Nan to take out most of the shares just based on the development route that Zhou Nan planned for Ferrari.

Zhou Nan wrote a check for $3,000, and when he returned, there was an extra convertible Ferrari 125S in the team. This car is actually the prototype of the barrel car, although the acceleration is fast, but the comfort is not to mention.

What's even more cruel is that if it rains, the car can't be driven at all because it doesn't have a roof. And there was no windshield in this car, and Zhou Nan and they also got two windproof goggles from Enzo Ferrari on their return trip, which made people laugh and cry.

When driving this car, because there is no power assist system, the steering wheel sinks like driving an old-fashioned truck, and the brake pedal is too hard because of the spring, which is tiring to step on, and the same is true for the clutch.

Zhou Nan drove the car from Modena, he was caught in the middle of the front and rear cars, and Popler refused to let him race.

When he got to Parma, he felt very tired, and when he got to Piacenza, he didn't want to drive until Popler let him off.

This Ferrari is a pit, except that the horsepower is a little bigger, the speed is a little faster, and it is not as comfortable to drive as the Beetle, let alone the Alpha wolfdog at home.

However, this is Ferrari's first car after all, and it has a strong heart, and this car is still worth looking forward to.

Of course, this is also based on Zhou Nan's knowledge that they will succeed in the future, otherwise, he would not have invested a huge amount of money in this factory.

To tell the truth, if it weren't for the complicated relationship between the old Bolsher and his family, he himself would have died. Zhou Nan has so many memories of future models that he can work with Porsche, not Ferrari.

As soon as the old Polscher died, the descendants fought for power and profit for more than ten years. Zhou Nan is the most afraid of trouble, and he knows Ferrari's models best, so he decided to cooperate with Ferrari.