Rebirth: From catering group to world’s richest man

“This is a work display book sent by the company to overseas customers to promote the brand’s influence. This contains all the styles of sports shoes launched by Fila. Mr. Lin, please take a look.”Kong Yu handed the booklet to Lin Shen’s hand.

Lin Shen opened the heavy booklet. Sure enough, the first three pages were the finished three-page design draft that Lin Shen gave to Fila Company..

Looking back, we can see the styles of other sports shoes designed by Fila.

It has to be said that the first three models provided by Lin Shen are the most fashionable.

The above also lists the design awards won by each model.

Lin Shen looked at Fila’s self-designed styles and felt a bit uneasy. Lin Shen said:”I heard from Zhang E that there are companies abroad studying our product designs?

Kong Yu nodded excitedly and said,”Yes, every time we launch a new product, several major overseas competitors will buy it for reference.””

“Um. Since our opponents study us, have you studied your opponents? Lin Shen asked

“this……”Kong Yu suddenly felt that he had made a mistake

“Mr. Kong, you can’t lead Fila to rest on your laurels and work behind closed doors. The fact that our opponents study us shows that they are enterprising. They are studying the aesthetics of Longguo people, the level of our competitors, and our market. These foreign brands have older qualifications than Fila, deeper foundation than Fila, and the market is much larger than ours. They are still learning aggressively, and we cannot be complacent.” Lin Shen said.

Kong Yu blushed a little after what he said and said,”Mr. Lin is right. In fact, we all also look at their new products every quarter.”

“Just looking at it is not enough, you still need to do more research. Lin Shen knocked and said

“Mr. Lin, you are right, this is my problem. Kong Yu said

“Yes, so they study us, and we must also study our opponents desperately.

” Lin Shen said,”I have already thought about it.

If the Fila brand wants to gain long-term vitality, the strategy I set for you at the beginning, which is to specialize in young people between the ages of 15 and 25, is a bit too narrow.

, so I asked you to start developing the sports category.

I hope that Fila can be built into a big international brand like Nike abroad, and consumers of all ages can like this brand.

It can also be built into a global best-selling brand.

”

“Mr. Lin, I understand. Kong Yu said

“We must pay attention to cultivating design talents, and we can even poach employees with high salaries. Lin Shen said.

Kong Yu nodded repeatedly, wishing he could write it down in a small notebook.

“By the way, I have a few more ideas that I need you to implement.” Lin Shen said.

Kong Yu quickly said:”Mr. Lin, please speak.”

“Now that you said it, Fila is doing pretty well in overseas markets. Then we will take the opportunity to increase brand promotion in overseas markets. Do you know what is the most important strategy for Nike to develop so well in the past two years, even surpassing the old-timer Adidas? Lin Shen asked.

Kong Yu thought for a while and said,”It should be signing with Air Jordan, right?””

“Yes.”Lin Shen nodded.

In 1985, the unknown Nike signed with Jordan with a high salary and launched the Airjordan series. The first shoe of this series, aj1, is still enduring and highly sought after more than thirty years later. And As soon as it was launched that year, this shoe alone helped Nike achieve a sales record of 200 million U.S. dollars that year, which was more than the sales of all other Nike products combined.

The signing fee for signing Jordan was five dollars per year. One hundred thousand dollars.

Later, as Jordan became more and more powerful, Jordan single-handedly sent Nike to the clouds, surpassing the two sports shoe brands, Adidas and Converse.

From then on, Nike became the number one in the industry.

“What I want you to do is go overseas as well and sign a series of sports stars. The price is easy to negotiate, and you can even give them a share of the sales of the corresponding sneakers. For details, please refer to the contract between Nike and Jordan. Lin Shen said.

Kong Yu was quite surprised when he heard what Lin Shen said. It seemed that Lin Shen was determined to let Fila go to the international market.

“Focus on two people, an NBA star named Kobe, who can be signed if there is no conflict in his contract.”Lin Shen said.

Kong Yu didn’t know much about basketball, but he would write down what Lin Shen said and just do it when the time comes.

“Okay, Mr. Lin, I remember.”Kong Yu nodded quickly

“In terms of football, sign Beckham. Lin Shen said

“ah? this person? He was benched in this year’s competition because of a kick, and now he is at a low point in his life. He even messed up his wedding. Do you want to sign this person?”Kong Yu obviously likes football more.

“Is there such a thing? Lin Shen recalled it and immediately remembered,”But it doesn’t matter, it just makes it easier for us to lower the price.””

As the most commercially valuable star in the history of football, Lin Shen certainly cannot let this person go.

“OK, I will arrange it.”Kong Yu agreed quickly.

Lin Shen thought for a while and added:”By signing a contract with them, we can give them more friendly conditions, but we can also make requirements for their competition results and personal conduct. If they cannot meet the requirements, According to the requirements in the contract, the contract can be terminated and even compensation can be claimed. After you finish drafting the contract, you can show it to me and I will make specific requirements. Kong

Yu naturally had nothing to disagree with and nodded quickly.

“Of course, publicity is one aspect, but the most important thing is that Fila itself needs to improve its competitiveness, do you understand?”Lin Shen said,”When I was in Xiangjiang, I had nothing to do, and then I redesigned the sketches of three sports shoes, which can be used as new products after signing these stars. Lin

Shen said, taking out three design drawings from his arms, which Lin Shen spent two hours drawing last night.

Kong Yu felt as if he had found a treasure, and quickly took Lin Shen’s design drawings in his hands and looked at them carefully. Although there are no finished products

, just looking at the design drawings, Kong Yu feels that these three new products are very impactful.