Match point

Chapter 408
There is such a line in the movie "Inception": If you are dreaming, then make it bigger.

Thinking of this, Tobias settled down after a little hesitation and wavering thoughts, and made a decision.

Gawain observed Tobias' expression carefully, and he could feel Tobias's unfurled brows. He couldn't help showing a shallow smile, "It seems that you have already made a decision."

Tobias nodded slightly, and a smile appeared in his eyes, but after thinking about it, he still needed to tell Gawain, after all, this is closely related to Gawain, "Tonight, the crocodile proposed an exclusive sponsorship contract, 70 US dollars a year, signed for five years, I am actually a little bit excited."

Crocodile?

Not Nike or Adidas?Instead, the French crocodile, who was always watching the show, took the lead?Sudden emergence disrupts the battle situation?

interesting.

Gao Wen didn't seem too surprised, as if the five-year sponsorship contract of 350 million US dollars was just a play, waiting for Tobias's next words——

It's not that Gao Wen is really that calm. After all, Gao Wen has never really seen 100 million, not to mention that there are no soft girls in dollars. It is precisely because of this that he knows that it is a large sum, but he still lacks a little sense of reality. He is not sure how amazing the number is.

What's more, from Tobias' tone and demeanor, it can be seen that there should be a turning point later.

"but……"

really.

"I decided to put it on hold for the time being, and I am not in a hurry to agree." Tobias said.

Gawain slightly raised his jaw, "Oh, so."

That's it?

Tobias laughed, "What do you think?"

Gao Wen shrugged, "You are my manager, aren't you? I trust your professional judgment."

A simple sentence conveyed enough trust, which made Tobias's mood soar.

As mentioned before, the sports brands in the tennis field are extremely competitive, mainly because this is an individual sport, and each player has different ideas and concepts. In addition, it is difficult for top sports brands to cover all young players. , naturally showing a situation where a hundred flowers bloom.

There is no doubt that Nike and Adidas are still the leading players in the industry, but compared with football, basketball, rugby and other collective sports, other brands have a larger and wider living space in the tennis arena, and even some young players who take the slant. Brands can also find a place here.

Judging from the current men's tennis world, Murray chose Under Armor after bidding farewell to Adidas, Kei Nishikori chose Uniqlo, Raonic wore New Balance, and the niche Italian brand was made by tennis star Sergio Tazzini (Sergio-Tacchini) created the same name brand signed Djokovic.

Regarding Djokovic’s switch to Sergio Tazzini’s camp, there is still a bad debt. In 2010, Djokovic, who was on the rise, left Adidas to sign a new brand, and Sergio Tazzini had no way to pay. High sponsorship fees, so they signed a "performance clause" with Djokovic and signed a ten-year contract.

Simply put, it is to award additional bonuses based on Djokovic's performance on the field.

As a result, Djokovic ushered in a full-scale explosion in the 2011 season and won three Grand Slam championships. On the one hand, Sergio Tazzini’s market share soared, but the brand factory did not keep up with the supply chain, resulting in Can't quickly capture the market.

On the other hand, they were unable to pay Djokovic's "game bonus" and violated the contract agreement, so that at the beginning of 2012, the two sides had a very unpleasant quarrel, and Djokovic applied to terminate the contract off the court.

Then, Djokovic switched to Uniqlo.

This is the truest and bloodiest portrayal of competition in the tennis brand market——

Because apart from the sneakers and rackets, the jersey itself is not particularly difficult, and professional tennis courts do not have strict requirements for players’ jerseys:
The Williams sisters wear jerseys designed by themselves every year. Nadal’s sleeveless shirt and trousers are also called "pirate shirts" when he debuted. That is to say, as long as they are not too exaggerated, they are allowed on the field Yes, so as long as it is a clothing brand, it can be produced.

Naturally, tennis jersey brands are also contending.

Among them, the French crocodile is the origin of "tennis shirt".

The French crocodile was created by the legendary French general Rene-Lacoste. "Lacoste" itself means crocodile.

At the beginning of the twentieth century, tennis players generally wore long-sleeved shirts and ties to play, which was very inconvenient for sports. Lacoste took the lead in challenging the tradition and wore short-sleeved knitted sweaters during the game, which later evolved into the present POLO shirts and tennis shirts, this is the real originator.

In addition to being an official sponsor of the French Open for 40 years, the Crocodile has also maintained close partnerships with tennis players, including Andy Roddick and Stan Wawrinka.

However, when Roddick won the U.S. Open, he wore a Reebok jersey; when Wawrinka won the Australian Open, he had switched to Yonex's banner. So far, no player sponsored by the Crocodile has been able to wear the Crocodile jersey. Has reached the top of the singles Grand Slam champion.

In recent years, the crocodile has been accused of being too slow in introducing the old and bringing forth the new, lagging behind the times, and has gradually derailed from the mainstream. They have not ushered in a new spokesperson for a long time, but the crocodile group is also aware of this. Internal struggle, ready to exchange blood.

According to the historical trajectory familiar to Gao Wen, in early 2015, the new CEO Thierry-Guibert took office. Under his leadership, not only made the brand design younger and more youthful, but also advocated the development Invest more money in the arena.

Until June 2017, the Crocodile officially signed Djokovic, and then signed Medvedev, creating a new era.

Gebel mentioned a very important strategy, the Chinese market. He believes that this market has great potential, but the positioning of the crocodile is still a mid-to-high-end route. He hopes that Chinese consumers can see the crocodile and associate the brand with tennis, Gentleman, elegant and other labels are associated.

What is certain is that entering the Chinese market has always been one of the important strategies of Crocodile.

Going back to this point in time, in August 2014, the crocodile was still in turmoil internally, and the struggle between the conservatives and the reformers had not yet decided the outcome. Therefore, even though the wave of changes was detected during the US Open, they still He maintained a wait-and-see attitude and did not act rashly.

However, Amazon's little butterfly flapped its wings, although it could not change the fate of Belize's loss, it succeeded in impressing Knox.

Charlie Knox, the executive of the marketing department in North America, is obviously a representative of the reformers. He is eagerly looking forward to opening up the youth market. It would be great if he could also open up the Chinese market, especially if he watched it live today. After Gao Wen had close contact with Gao Wen's game again, he had a bold idea——

With Gao Wen as the fulcrum, can they leverage the established territory of the entire tennis market?

(End of this chapter)