Legendary basketball manager

Shen Fei picked it up and saw that it was the Marketing Director - Lampard calling.

"Hi, boss, good morning! I'm here to report to you the first-day sales of the 'Yao Ming Generation'."

Lampard said straight to the point.

Yao Ming was signed by Under Armor from Reebok (Reebok) with liquidated damages a few months ago.

After this period of research and development, Yao Ming's generation of sneakers in Under Armour, Huaxia Beacon, finally came out today.

But this time, Under Armor's sales strategy is different from before.

They did not release all the inventory at once and let fans buy it at will, but adopted a strategy of limited release.

This is naturally what Shen Fei meant.

His idea is also very simple-gradually develop Anderma's high-end line and capture the high-end sneaker market.

This move is naturally aimed at Nike.

After all, in the field of sneakers, Nike has the most complete layout and the most abundant branches.

In order to achieve the same influence as them, or even surpass them, Under Armor must also have a comprehensive layout.

Today's Yao Ming generation is a bold attempt.

Before the release, Under Armour, as usual, played an overwhelming advertisement.

In the first-tier cities of the entire beautiful country, Under Armor's advertisements can be seen on TVs, billboards in major shopping malls, and even subway entrances and seats on the subway.

This amount of advertising is inseparable from burning money.

Some economists expressed incomprehension to Under Armour's advertising model.

"Under Armor advertises so much, even if the sneakers sell well, it will be difficult to pay back. I don't know what they want to do."

"After Under Armor's new boss—Shen Fei took office, the entire brand was very active in the market like a shot of stimulant. But don't they consider profit? What is the purpose of this overwhelming advertising? What is it?"

......

There are many more questions like this.

Even the employees inside Under Armor have similar confusion.

Last month, in order to get the whole company to work together, Shen Fei specially held a shareholder meeting to explain his thoughts.

"To put it simply, the market in each field is like a pie, a pie that can be regenerated infinitely, but it is difficult to expand."

"So, if you want to eat more pie and eat pie for a long time, you must seize as much territory as possible on this pie. Even if we don't make money in the early stage, or even lose money, we must seize a sufficient share of this market. "

"After a long time, when consumers mention sneakers, they will think of Under Armour, except for Nike. At that time, we will really have a place in the sneaker market."

Shen Fei used a vivid analogy to explain to employees.

Everyone thought for a long time after hearing this, and finally gradually understood what Shen Fei meant.

"Boss, I understand what you're saying. However, why can't we take a steady and steady approach, and instead take this aggressive and extremely risky approach to seize the market?"

asked a shareholder.

Shen Fei smiled slightly upon hearing this.

The rush to seize the market is naturally to complete system tasks faster.

But this is definitely not something that can be said to the staff.

Shen Fei pondered for a while, and finally compiled it. Oh no, he thought of a reasonable explanation:

"A shopping mall is like a battlefield, and quickly grabbing market share is the safest way to go in the long run. You will understand this when you reach my age."

Shen Fei said lightly.

Several gray-haired old men present were shocked after hearing this.

At your age?It means that I can only understand after reincarnation?

"Sorry, I made a mistake. What I mean is that people of my age are more radical, so they make such a decision."

"But I'm the boss after all, and everyone has to listen to me in the end."

Shen Fei has already explained his incompetence, and it is rare to explain.

His previous sentence was actually spoken from the perspective of being human in two lifetimes.

As soon as the words came out of his mouth, Shen Fei knew that he was out of choice, so he could only make amends again.

At the end of the meeting, everyone basically understood what their boss meant and expressed that they would actively cooperate.

And today's "Yao Ming Generation" is a part of Shen Fei's strategy - hunger marketing.

"Well, tell me, how is the situation now?"

Shen Fei asked.

"The online lottery is very popular. As soon as the pre-sale channel opened, a large number of users quickly poured in. Fortunately, we have been prepared and upgraded the server, otherwise the server may even be overloaded due to excessive traffic."

"In about 15 minutes, all the online shares were sold out, and those who got the number also completed the purchase in the first time."

"At the same time, there are long queues at our offline stores. Some fans know that it is difficult to get a number online, so they queue up early in the morning to wait for the number to be drawn. It is hard to imagine that they are willing to queue on the side of the road in order to obtain the qualification to buy. Queues for hours.

Lampard said with emotion.

So far, Shen Fei's marketing strategy has been a great success.

As a pair of center forward's signature shoes, Yao Ming's generation can have such enthusiasm, which is really rare.

You know, even O'Neal back then, and a super center like Howard now, the sales of sneakers are far inferior to guards like Kobe and Iverson.

But now, Under Armour, relying on crazy advertising investment and avant-garde sneaker design, has made "Yao Ming's generation" a favorite in the eyes of the public!

"By the way, boss, there is still something I want to give you some feedback. Our staff found that there are many scalpers in the offline queue to get a number."

"There are still some people online. After they get the purchase qualifications, they put the qualifications on the second-hand market for high-priced transfers. What kind of attitude do we have towards these people? Do we need to crack down?"

Lampard continued to ask.

"Don't worry about it now, let them resell it, it doesn't matter."

"Whenever we become bigger than Nike, it won't be too late to care about them. What we need most now is popularity and traffic. These people can help us more or less."

Shen Fei said lightly.

"Ok, I see!"

Lampard responded excitedly.

"Well, that's it for now."

After finishing speaking, Shen Fei ended the call.

He stood up, walked to the floor-to-ceiling windows, and looked down at the busy traffic on the street.

Then, Shen Fei looked up.

There are two billboards in a large shopping mall not far away.

One is from Under Armour, and the other is from Nike.

Just looking at the billboards, Under Armor's is obviously higher-grade, whether it is size, texture, or position, it is better than Nike.

"The day that surpasses Nike is not far away..."

Shen Fei murmured, the corner of his mouth raised a confident arc.

............

Two flowers bloom, one branch each.

When Shen Fei was looking forward to the future, some people were very angry because of his words.

These people are Heat players.

Today they had a routine training.

During the training interval, Howard checked Twitter for a while, and then saw Shen Fei's tweet - 5/8.

"Haven't you seen Shen Fei's Twitter these two days?"

Howard raised his mobile phone, looked around everyone, and asked.

The Heat shook their heads one after another.

After the start of the playoffs, they all followed in the footsteps of James and Wei and closed all social media. It is normal not to know what Shen Fei tweeted yesterday.

"Let's have a look."

Howard handed the phone to the nearest Chalmers.

The latter took a look at the phone, and his expression immediately changed.

"What did he say, show me too."

Haslem reached out for the mobile phone, and Chalmers handed it over immediately.

Soon, everyone circulated it.

"This Shen Fei is so arrogant!"

Wade gritted his teeth and said.