Chapter 113 The sneaker endorsement dust has settled, Chen Yan's choice is...
·
Zhuan Zhu
Phoenix, inside Chen Yan's apartment.
Agent Bill Duffy has already handed over the assembled sneaker quotations to Chen Yan.
Compared with the last quotation, all major brands have increased their quotations.
Adidas' final offer was $6 million for six years, an increase of $4800 compared to the previous offer, and changed the contract from a 'cash contract' to a 'signature shoe contract'.
The person in charge of Adidas also specifically emphasized that this is their most sincere offer, and their willingness to launch signature shoes for Chen Yan is the greatest respect they have given.
But Chen Yan didn't feel their respect.
This offer is not even as good as Nike's first offer, let alone compared with domestic sneaker brands.
Throughout history, Adi's high-level show operations are countless.
Miss Jordan, give up Kobe, because 3000 million US dollars pushed James to rival Nike...
In 07, I started to develop the "No Brothers, No Basketball" series. I gave up the star shoes and played team basketball shoes. The previous McGrady series was all monoclonal anti-Nike.
Adi is simply a model of playing himself to death.
Chen Yan didn't have a good impression of Adi in the first place, and this offer made him completely pass Adi's option.
Maybe a few years later when people mention Adi's show operation, there will be another name on the list: Chen Yan.
Compared with Adidas, the price tag of their biggest competitor Nike is much more sincere.
At first, Nike felt that Chen Yan rejected them just to raise the price, and didn't care too much.
They didn't realize the seriousness of the problem until they learned that Chen Yan's agent, Bill Duffy, was in constant contact with domestic sports brands.
Especially after seeing Chen Yan's continuous high-profile performance, Nike executives became anxious.
This time, after Chen Yan hit a 50+ steals triple-double, they directly offered a 7-year contract with a sky-high price of 9500 million US dollars!
This is also the largest rookie sneaker contract in Nike history, and the total amount even exceeds the endorsement contract of LeBron James during his rookie period!
This is not the first time Nike has resorted to this trick.
When Dayao first landed in the NBA, Nike offered him a four-year, $4 million contract. Facing such a humiliating offer, Dayao naturally refused decisively.
When Nike learned that Dayao was about to sign a 7-year $5000 million contract with Reebok, they became anxious. After all, no one wants to give up the big cake in the Chinese market. Nike’s remedy is to offer a total value with both hands. 1.2 million super contract!
But Dayao directly chose to refuse.
Dayao believes that Nike's previous actions disrespected him very much, and he has reached a verbal agreement with Reebok. The Chinese are the most honest, and Dayao values his reputation very much.
This time, Nike greatly increased the offer and Chen Yan was not surprised. His choice was the same as Dayao's, and he refused decisively!
On the one hand, Nike did not pay enough attention to itself before, and on the other hand, the quotations from domestic sports brands are too fierce!
From the day they learned that Chen Yan intends to endorse a domestic brand, domestic sports brands have launched a frenzied competition.
Especially Li Ning, Anta and Peak, the three companies are very serious, and it is not too much to describe it as a bayonet!
Chen Yan's performance on the field gave them confidence.
These brand owners believe that if there is one person who can open up the domestic market and the NBA market at the same time in the future, then that person must be Chen Yan!
Peak offered a price of 6 million US dollars plus 5500% profit sharing for 10 years!
You must know that Shane Battier, Peak's biggest spokesperson, has a one-year contract amount of only US$200 million. This wave of Peak can be said to be going all out!
Anta's quotation is 10 million + for 1.05 years to create an independent brand for Chen Yan.
This is also the only [-] million yuan contract among all quotations!
Anta just went public in July and raised 7 billion Hong Kong dollars in financing. Now is the richest time.
Li Ning's quotation is 7 million US dollars in 6300 years + creating an independent brand for Chen Yan + 6% sales share + 2.75% of the shares!
Unlike Peak's profit share, Li Ning's share to Chen Yan is a sales share.
That is to say, regardless of the cost and expenditure, as long as Chen Yan sells a pair of shoes, he can get 6% off!
"Chen, which one do you intend to sign?" Bill Duffy asked.
"We all have the answers, don't we?" Chen Yan smiled at his manager.
Then, the two said Li Ning in unison.
Shares are the eternal god. Li Ning's future market value will exceed 2000 billion Hong Kong dollars. Chen Yan understands what 2.75% of shares means...
Although the other two domestic brands are also full of sincerity.
But there is no way, Li Ning has given too much.
Li Ning has this structure and courage. In his previous life, he also gave a lot of shares to sign Wade.
The difference is that Wade was already a well-known veteran at that time, and the risk of signing Chen Yan was even greater.
However, Chen Yan also has his own advantages. He is a local star and is still on the rise with unlimited potential.
In Li Ning's advertising language, everything is possible.
"Li Ning is really sincere, but I am still worried about the quality of the sneakers." Bill Duffy is a conscientious agent. In addition to making money, he must consider the health of his clients.
"Let us meet with Li Ning's people, and then decide whether to sign or not."
After listening to Chen Yan's words, Bill Duffy nodded: "I'll contact them now."
The meeting was not for quality, the system guaranteed the quality, and Chen Yan wanted to hear about Li Ning's specific plans for sneaker design.
......
......
The next afternoon, the doorbell of Chen Yan's apartment rang.
Opening the door, manager Bill Duffy appeared in front of Chen Yan with Li Ning's people.
This time Li Ning did not come alone, but a team.
There were about 10 people and it looked very professional.
There is an old saying in China that nights are long and dreams are many. After learning of Chen Yan's intention to sign a contract, Li Ning immediately dispatched the whole team to try to win Chen Yan in the shortest possible time.
The team members went straight to Chen Yan's house after getting off the plane, even with jet lag.
After the team leader greeted politely, he immediately began to explain the future plan of Chen Yan's independent brand.
The long-distance flight made the person in charge look a little tired, but his mind was still very clear.
He first explained the positioning of the sneakers.
The person in charge of the Li Ning team said that Chen Yan's signature sneakers in the future will be a reflection of his personal style of play and life philosophy, which means the perfect combination of both off-court and on-court.
It can be worn not only for playing ball, but also for shopping and going out. It can even be fashioned into a fashion item, a bit like AJ.
As for the characteristic of sneakers, Chen Yan likes it very much.
The Li Ning team gave him quite a surprise as soon as they came up.
In terms of marketing, it is naturally sold globally. Li Ning wants Chen Yan's signature shoes to take a high-end route and naturally targets fans around the world.
The technology will use the midsole configuration of Li Ning's most trusted BOUNSE+ and carbon version.
This is Li Ning's most advanced technology at present, and Chen Yan is not completely dismissive of technology. After all, only the pair of his own shoes has the top technology of the system. The shoes that fans buy in the market are still ordinary sneakers. He has to guarantee the safety of fans experience.
In addition, Li Ning will build the most professional team for Chen Yan's independent brand, and invite Eric Miller as a shoe designer to design the first generation of combat boots for Chen Yan.
The appearance of the sneakers and the design of the LOGO will fully respect Chen Yan's opinion.
From the statement of the person in charge, Chen Yan can easily hear that Li Ning really cares about him.
Of course, it is not that simple to get the full amount of this contract. Although Li Ning is full of confidence in Chen Yan, in order to avoid the risks of young players, they still designed some hidden clauses in the contract.
These implicit terms are: won the Rookie of the Year, averaged more than 20 points per game in the season, entered the All-Star team, and had an attendance rate of 85% (75 games).
Chen Yan accepted, because in his opinion, these terms are not difficult.
Throughout the process, both parties communicated very happily.
The agent on the side, Bill Duffy, nodded again and again. The Chinese sports brand is more professional than expected.
Chen Yan is a decisive person, since he is satisfied in all aspects, there is no need to worry about it.
Accompanied by his agent and lawyer, Chen Yan signed the contract with Li Ning at home.
The signing was very simple, there was no large-scale signing ceremony, and it was still during the regular season with heavy competition tasks, Chen Yan didn't have much free time.
Li Ning also expressed his understanding. In the end, Chen Yan shook hands with the person in charge and took a photo. The team members took pictures of this historic moment!
After signing the contract, the first thing Chen Yan did was to throw away all the Nike, Adidas, and Reebok clothes in the cupboard.
If one day you don’t wake up, and you go out to eat breakfast wearing slippers with a hook or Adi’s short sleeves and are photographed by reporters, it will be a serious breach of contract.
Chen Yan said that as long as he and his party appear in public, they are absolutely full of Li Ning.
For nothing else, Chen Yan is now a shareholder of Li Ning, and he wants to speak for himself.
Agent Bill Duffy has already handed over the assembled sneaker quotations to Chen Yan.
Compared with the last quotation, all major brands have increased their quotations.
Adidas' final offer was $6 million for six years, an increase of $4800 compared to the previous offer, and changed the contract from a 'cash contract' to a 'signature shoe contract'.
The person in charge of Adidas also specifically emphasized that this is their most sincere offer, and their willingness to launch signature shoes for Chen Yan is the greatest respect they have given.
But Chen Yan didn't feel their respect.
This offer is not even as good as Nike's first offer, let alone compared with domestic sneaker brands.
Throughout history, Adi's high-level show operations are countless.
Miss Jordan, give up Kobe, because 3000 million US dollars pushed James to rival Nike...
In 07, I started to develop the "No Brothers, No Basketball" series. I gave up the star shoes and played team basketball shoes. The previous McGrady series was all monoclonal anti-Nike.
Adi is simply a model of playing himself to death.
Chen Yan didn't have a good impression of Adi in the first place, and this offer made him completely pass Adi's option.
Maybe a few years later when people mention Adi's show operation, there will be another name on the list: Chen Yan.
Compared with Adidas, the price tag of their biggest competitor Nike is much more sincere.
At first, Nike felt that Chen Yan rejected them just to raise the price, and didn't care too much.
They didn't realize the seriousness of the problem until they learned that Chen Yan's agent, Bill Duffy, was in constant contact with domestic sports brands.
Especially after seeing Chen Yan's continuous high-profile performance, Nike executives became anxious.
This time, after Chen Yan hit a 50+ steals triple-double, they directly offered a 7-year contract with a sky-high price of 9500 million US dollars!
This is also the largest rookie sneaker contract in Nike history, and the total amount even exceeds the endorsement contract of LeBron James during his rookie period!
This is not the first time Nike has resorted to this trick.
When Dayao first landed in the NBA, Nike offered him a four-year, $4 million contract. Facing such a humiliating offer, Dayao naturally refused decisively.
When Nike learned that Dayao was about to sign a 7-year $5000 million contract with Reebok, they became anxious. After all, no one wants to give up the big cake in the Chinese market. Nike’s remedy is to offer a total value with both hands. 1.2 million super contract!
But Dayao directly chose to refuse.
Dayao believes that Nike's previous actions disrespected him very much, and he has reached a verbal agreement with Reebok. The Chinese are the most honest, and Dayao values his reputation very much.
This time, Nike greatly increased the offer and Chen Yan was not surprised. His choice was the same as Dayao's, and he refused decisively!
On the one hand, Nike did not pay enough attention to itself before, and on the other hand, the quotations from domestic sports brands are too fierce!
From the day they learned that Chen Yan intends to endorse a domestic brand, domestic sports brands have launched a frenzied competition.
Especially Li Ning, Anta and Peak, the three companies are very serious, and it is not too much to describe it as a bayonet!
Chen Yan's performance on the field gave them confidence.
These brand owners believe that if there is one person who can open up the domestic market and the NBA market at the same time in the future, then that person must be Chen Yan!
Peak offered a price of 6 million US dollars plus 5500% profit sharing for 10 years!
You must know that Shane Battier, Peak's biggest spokesperson, has a one-year contract amount of only US$200 million. This wave of Peak can be said to be going all out!
Anta's quotation is 10 million + for 1.05 years to create an independent brand for Chen Yan.
This is also the only [-] million yuan contract among all quotations!
Anta just went public in July and raised 7 billion Hong Kong dollars in financing. Now is the richest time.
Li Ning's quotation is 7 million US dollars in 6300 years + creating an independent brand for Chen Yan + 6% sales share + 2.75% of the shares!
Unlike Peak's profit share, Li Ning's share to Chen Yan is a sales share.
That is to say, regardless of the cost and expenditure, as long as Chen Yan sells a pair of shoes, he can get 6% off!
"Chen, which one do you intend to sign?" Bill Duffy asked.
"We all have the answers, don't we?" Chen Yan smiled at his manager.
Then, the two said Li Ning in unison.
Shares are the eternal god. Li Ning's future market value will exceed 2000 billion Hong Kong dollars. Chen Yan understands what 2.75% of shares means...
Although the other two domestic brands are also full of sincerity.
But there is no way, Li Ning has given too much.
Li Ning has this structure and courage. In his previous life, he also gave a lot of shares to sign Wade.
The difference is that Wade was already a well-known veteran at that time, and the risk of signing Chen Yan was even greater.
However, Chen Yan also has his own advantages. He is a local star and is still on the rise with unlimited potential.
In Li Ning's advertising language, everything is possible.
"Li Ning is really sincere, but I am still worried about the quality of the sneakers." Bill Duffy is a conscientious agent. In addition to making money, he must consider the health of his clients.
"Let us meet with Li Ning's people, and then decide whether to sign or not."
After listening to Chen Yan's words, Bill Duffy nodded: "I'll contact them now."
The meeting was not for quality, the system guaranteed the quality, and Chen Yan wanted to hear about Li Ning's specific plans for sneaker design.
......
......
The next afternoon, the doorbell of Chen Yan's apartment rang.
Opening the door, manager Bill Duffy appeared in front of Chen Yan with Li Ning's people.
This time Li Ning did not come alone, but a team.
There were about 10 people and it looked very professional.
There is an old saying in China that nights are long and dreams are many. After learning of Chen Yan's intention to sign a contract, Li Ning immediately dispatched the whole team to try to win Chen Yan in the shortest possible time.
The team members went straight to Chen Yan's house after getting off the plane, even with jet lag.
After the team leader greeted politely, he immediately began to explain the future plan of Chen Yan's independent brand.
The long-distance flight made the person in charge look a little tired, but his mind was still very clear.
He first explained the positioning of the sneakers.
The person in charge of the Li Ning team said that Chen Yan's signature sneakers in the future will be a reflection of his personal style of play and life philosophy, which means the perfect combination of both off-court and on-court.
It can be worn not only for playing ball, but also for shopping and going out. It can even be fashioned into a fashion item, a bit like AJ.
As for the characteristic of sneakers, Chen Yan likes it very much.
The Li Ning team gave him quite a surprise as soon as they came up.
In terms of marketing, it is naturally sold globally. Li Ning wants Chen Yan's signature shoes to take a high-end route and naturally targets fans around the world.
The technology will use the midsole configuration of Li Ning's most trusted BOUNSE+ and carbon version.
This is Li Ning's most advanced technology at present, and Chen Yan is not completely dismissive of technology. After all, only the pair of his own shoes has the top technology of the system. The shoes that fans buy in the market are still ordinary sneakers. He has to guarantee the safety of fans experience.
In addition, Li Ning will build the most professional team for Chen Yan's independent brand, and invite Eric Miller as a shoe designer to design the first generation of combat boots for Chen Yan.
The appearance of the sneakers and the design of the LOGO will fully respect Chen Yan's opinion.
From the statement of the person in charge, Chen Yan can easily hear that Li Ning really cares about him.
Of course, it is not that simple to get the full amount of this contract. Although Li Ning is full of confidence in Chen Yan, in order to avoid the risks of young players, they still designed some hidden clauses in the contract.
These implicit terms are: won the Rookie of the Year, averaged more than 20 points per game in the season, entered the All-Star team, and had an attendance rate of 85% (75 games).
Chen Yan accepted, because in his opinion, these terms are not difficult.
Throughout the process, both parties communicated very happily.
The agent on the side, Bill Duffy, nodded again and again. The Chinese sports brand is more professional than expected.
Chen Yan is a decisive person, since he is satisfied in all aspects, there is no need to worry about it.
Accompanied by his agent and lawyer, Chen Yan signed the contract with Li Ning at home.
The signing was very simple, there was no large-scale signing ceremony, and it was still during the regular season with heavy competition tasks, Chen Yan didn't have much free time.
Li Ning also expressed his understanding. In the end, Chen Yan shook hands with the person in charge and took a photo. The team members took pictures of this historic moment!
After signing the contract, the first thing Chen Yan did was to throw away all the Nike, Adidas, and Reebok clothes in the cupboard.
If one day you don’t wake up, and you go out to eat breakfast wearing slippers with a hook or Adi’s short sleeves and are photographed by reporters, it will be a serious breach of contract.
Chen Yan said that as long as he and his party appear in public, they are absolutely full of Li Ning.
For nothing else, Chen Yan is now a shareholder of Li Ning, and he wants to speak for himself.
